using social media to manage volunteers

Recruit, Retain, Recognize:Recruit, Retain, Recognize:Using social media to manage volunteersUsing social media to manage volunteers

June 22, 2011June 22, 2011

@npowernwfacebook.com/npowernw

NPower NorthwestNPower Northwest

• Vision – A thriving community with high performing

nonprofits.

• Mission– To strengthen the nonprofit sector by catalyzing

innovation and driving adoption of technology solutions.

Who am I?Who am I?

• Community Engagement Coordinator @ NPower NW

• Late adopter of social media• Sponge for “social”

What we’ll cover todayWhat we’ll cover today

• Social media: what and why• Goals and strategies• Statistics • Effective use– Case studies

• What to watch out for• Tools to make it easier• Q&A

This PowerPoint deck…This PowerPoint deck…

• Will be made available on our Facebook page later today

What is social media?What is social media?

• Working definition:

Online communications channels that facilitate interaction and media distribution between

people. Allows participation, engagement, and feedback in real time.

Who are you?Who are you?

• Personal user of social media?• Organization using social media?• Responsible for social media?• Do you even like social media?

What’s the big deal?What’s the big deal?

• Where people spend their time• Growing• Free (sorta)• Add human voice• Engagement• Drive web traffic• Leverage networks• Listen• Volunteer management

Goals and Strategy

Setting your goalsSetting your goals

• “Look before you tweet”– Goal-setting informs tool/content

• 70% of strategy should be done

Busy ≠ EffectiveBusy ≠ Effective

Layers of strategyLayers of strategy

Goals and strategiesGoals and strategies Activity Activity

What are your goals* for your organization’s communications?

•Three overall communications goals•Three online communication goals

*If you are unsure of your organization’s official goals, just use what you think is most appropriate

10 minutes

About your goals…About your goals…

• Are they SMART?

Measure, analyze, track resultsMeasure, analyze, track results

• Review stats – Facebook: Insights, comments, likes– Twitter: Click-throughs, RTs, tweets with your #– Blog: Shares and clicks– YouTube: Views, likes, shares– Third party tools

• Note what is resonating • Track upticks in recruitment

The Numbers

Overall useOverall use

• Widespread adoption among NPs• Still growing

FacebookFacebook

• Most widely used• Demographics:

TwitterTwitter

• Less widely used• Skewed heavily toward young adults• Demographics:

Other platformsOther platforms

• LinkedIn– 17% of Americans have a profile– 30% adoption rate among NPs

• YouTube– 48 hrs of video uploaded every second– 47% of NPs have video on site

• Blogs– As of Feb, over 156M blogs online

Guidelines for Effective Use

General guidelinesGeneral guidelines

• Goals/strategy determine tool• Cross-channel• Stick to the plan• Approach like a friendship

Remember this quote…Remember this quote…

“There is no such being as nonprofits or companies - there is only a network of people

doing work under the same name with the same goals. Social media belongs to real humans

doing a very human activity - connecting with one another over shared interests”

-Wendy Harman Social Media Director

American Red Cross

FacebookFacebook

• Pages for organizations– Private pages for board

• Post events, photos, video• Encourage volunteers to post and tag photos• Promote and thank

Case study: NYC Anti-Violence ProjectCase study: NYC Anti-Violence Project

• Over 2,600 fans• Diverse volunteer opportunities• Used to recognize and recruit

Case study: Seattle Works DayCase study: Seattle Works Day

• Recruited over 1,200 volunteers• Promoted across channels• Real-time updates from org and volunteers

TwitterTwitter

• Conversation/listening• Search and engage• Use # • RT/tag volunteers/partners

Case study: American Podiatric Medical Case study: American Podiatric Medical AssociationAssociation

• Over 1,300 followers• Utilize a targeted approach

Case study: Seattle Works Day…againCase study: Seattle Works Day…again

• Set # ahead of time to create buzz• Followed participants• RTs to recognize and thank in real time

LinkedInLinkedIn

• Many volunteer to network/ resume build• Groups appear on member profiles• Screen skilled volunteers

Case study: Autism SpeaksCase study: Autism Speaks

YouTubeYouTube

• Actual footage of the volunteer experience• Easy to make on the cheap• Potential for orientation videos

Case study: Images CinemaCase study: Images Cinema

• Step-by-step training for shift at theater

BlogBlog

• Storytelling tool• Adds human voice– Fun tool: Typealyzer

• Profile volunteers or teams• Allow guest posts

Case study: United Way of King CountyCase study: United Way of King County

• Use blog to profile outstanding volunteers• Amy tweeted to her followers/posted on FB

ExerciseExercise

Write down one thing you are committed to do to move your social media efforts forward within the next week.•Share with your neighbor

5 minutes

Watch Out For…

Rogue post: American Red CrossRogue post: American Red Cross

Controversial staff posts: Reel GrrlsControversial staff posts: Reel Grrls

Criticism: United Way Hunger ChallengeCriticism: United Way Hunger Challenge

Tools To Make It Easier

Tools to make it easierTools to make it easier

• Content development– Editorial calendar– Mix new/recycled content and guest posts– Google Alerts– RSS aggregator (my fave is Google Reader)

• Management– HootSuite/TweetDeck• Monitoring– Social Mention– Radian6/ScoutLab– Twitalyzer

HootSuite – I HootSuite – I you you

Social media resourcesSocial media resources

• Social media and #nptech– Beth Kanter– Mashable– NPower – NTEN– Social Media Club– TechSoup

• NP marketing and communications– Claxon Marketing– Frogloop– Katya’s Nonprofit Marketing Blog– Kivi’s Nonprofit Communications Blog– Mixtape Communications

Questions?

Thank youThank you

Connect with me:Mandi Moshay

Community Engagement Coordinatormandim@npowernw.orgTwitter: @mandimoshay

LinkedIn: www.linkedin.com/in/mandimoshay

Connect with NPower Northwest:Website/Blog: www.npowernw.org

Facebook: www.facebook.com/npowernwTwitter: @npowernw

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