An overview of using online presence to boost

1. 2.0 Volunteers
Adapting & Communicating with
the Latest Version of Volunteers
Margot Brenna
Communications Director for HERO Fargo
& CEO of Beluga Social

2. 2.0 What?
• What is a 2.0 volunteer?
• Expectations & Feeling Included
• What does this mean for me as a
volunteer coordinator?
• More information at “Engaging Volunteers
through Social Media” – FirstLink on
November 7, 2012 (more information at
www.myfirstlink.org and www.belugasocial.com)

3. Redefining Communication
• As volunteer programs evolve,
communication with volunteers becomes
increasingly important
• Ways to enhance communication:
– Website
– Social Media
– Blogging
• Which create new volunteer opportunities!

4. 10 Point Checklist for a Non-Profit
Website
1. Does the domain name make sense?
2. Do I know where I am? – Does the logo stand out. Is
it a local, regional, or national organization?
3. Is there a clear path to answers or actions visitors are
most likely seeking?
4. Does the home page include images/video?
5. Can I donate online easily?
6. Are you collecting e-mail addresses?
7. Are people featured?
8. Are there stories on the need or success of the
organization?
9. Is it easy to contact staff?
10. Is it mobile friendly?

5. Before You Build (or Edit) Your
Non-Profit Website
• Gain control of your content
• Know what different users want
– Why are people coming to your website
– What are they there to learn or find out?

6. From the Editor’s Perspective
• Have control of online content
• Access to analytics
• Use tools that make collecting
data, donations, and sending your
message – easy
• The person who is involved in managing
the website should be involved in the
creation (or face-lift) of it.

7. From the Donor’s Perspective
• It’s easy to understand the message of
your organization
• They can see who you’re helping and can
learn about the mission
• There’s access to your financials to build
credibility
• It’s easy to donate online- and have
options

8. Great Plains Food Bank:
Call to Action

9. From the Client’s Perspective
• How to get a hold of the organization
(contact information)
• When you’re open or available for services
• Any limitations for services provided?
• Transportation to your organization
• Etc…

10. Rape & Abuse:
Services

11. From the Volunteer’s Perspective
• What do volunteers do?
• What do they need to know?
• When do you need them?
• Where is your location or event?
• Why are volunteers important for your
organization?
• Why do volunteers like giving back to your
organization?
• How do you want volunteers to contact you?

12. Location, Location, Location.
• Where should you mention volunteering
on your website?
– Volunteering shouldn’t be hidden on one page
• Front Page
• Separate Page
• Blog Post Content
• Event Volunteering
• Different Ways to Volunteer
• Call to Action Buttons

17. Why Volunteers - Volunteer

18. Branding Isn’t Just for Cattle
• Voice, Tone, & Style
– Kivi’s Non-profit Marketing Blog
• Voice: it’s the perspective from which you speak.
– Core relationship you have with the people on the
receiving end of your communications.
– Your non-profit may have different voices for clients you
serve and donors/partners in your work.
• Tone: it’s the mood of your communications. It can
change quite often.
– Example: celebratory tone when talking about successes
and serious when talking about need in the community

19. Branding Isn’t Just for Celebrities
• Branding Continued…
– (Kivi’s Non-profit Marketing Blog)
• Style: manner in which you share your voice and
tone.
– Also check out voiceandtone.com
• (Created for people who write
newsletters, tweets, customer service
replies, etc… for mailchimp)

20. Social Media
• Strategy
• Content
• Promotion, connection, & engagement

21. Strategy
• Objectives & Audience
• Internal Review Process
• Awareness & Content Integration
• Choosing Social Media Sites to Use
• Measurement
• Staff & Training
• Template (coming this week!)
• www.belugasocial.com/blog

22. Content
• Success stories
• Stories in process
• Repurposing content
• Rely on others! – Create a team
• Share other’s content- if relevant
• Sign up for e-mails & follow bloggers who
are resources for non-profit marketing to
get ideas

23. Promotion, Connection, &
Engagement with Volunteers
• Promotion
– Online (cross promotion)
– Offline
– Giveaways, contests, etc…
• Connection
– Quick response time
– Content people will connect to (stories, why your organization is
unique, why people volunteer & give…)
• Engagement
– Ask questions
– Ask to share with others
– Content...

24. Blogging
• Approach
– Why you’re using a blog
– Viewpoint- voice of the organization
– Updating
– Content –what you’re writing about
– Target audience and actions you want them to
take

25. Cross-Promotion
• Branded image
• Similar message throughout the day/week
• Links to other sites with more information
• Examples…

26. Cross-Promotion: What? You
haven’t heard of HERO?

27. Pinterest

28. Twitter

29. Ronald McDonald House Charities:
Cross Promotion

30. Ronald McDonald House Charities:
Cross Promotion

31. Ronald McDonald House Charities:
Cross Promotion

32. Giving Volunteers Ownership
• Looking Outside the – Internships
Box… – Fundraising
• Events – Strategy
– Slide show creation – Committees
– Photography – Marketing, graphic
– Videography design, & content
creation
– Music selection &
monitoring – Administration assistance
– tech • Small Groups
– UStream – Create their own projects
or event for your
– Social media monitoring
organization
• Projects

33. FirstLink:
Recognition

34. Edgewood Vista:
Recognition

35. HERO: Recognition

36. Overview
• Communication with volunteers can be
enhanced through non-profit websites,
social media, and blogs.
• Do this thoughtfully through strategy &
content.
– Your “brand” aka voice and how you
communicate is extremely important.
• Promote, connect, and engage with your
volunteers online.

37. For More Information:
www.belugasocial.com
margot@belugasocial.com