engage, inform, recruit: how to use social media for volunteer growth

© 2012

Engage, Inform, Recruit:

How to Use Social Media for Volunteer Growth

Azure Collier • United Way Social Media Volunteer

• Social Media Education Specialist at Constant Contact

• Twitter: @azurecollier

• Email: [email protected]

© 2012

Agenda • Why Use Social Media?

• Social Media Channels

• Facebook

• Twitter

• LinkedIn

• Pinterest

• Content

• What Do I Do Next?

2 @azurecollier

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Why Use Social Media?

@azurecollier

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Nonprofits and Social Media

of nonprofits have at least

one social media profile

4 @azurecollier

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How Do Nonprofits Use Social?

54%

74%

76%

Grow fundraising

Engage members more

Grow our base

2012 Social Media Marketing Goals

5 @azurecollier

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All Generations Are Social

While the youngest

generations are still

significantly more likely

to use social network

sites, the fastest growth

has come from internet

users 74 and older.

Pew Center for Internet and

American Life

18-29

39%

30-49

28%

50-64

21%

65+

12%

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They Love to Give Back • In the last 12 months,

Generations X and Y

• 80% donated funds or

goods/services

• 70% educated peers on a

cause

• 68% volunteered

7 @azurecollier

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And They Tell Their Friends

Nonprofits believe

that nearly ¾ of their

supporters are likely

to recommend their

organization to a

friend.

8 @azurecollier

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Social Media Channels

@azurecollier

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901,000,000 active users

526,000,000 daily users

Why Create a Page?

93% nonprofits use Facebook

10 @azurecollier

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Tips for Your Page

• Post relevant content: comments, photos, videos

• Make settings public so your supporters and prospective volunteers can find you

• Tag volunteers and other agencies

• Post regularly, but not too much

11 @azurecollier

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Anatomy of a Facebook Page • Cover photo

• Profile photo

• About

• Likes

• Tabs

• Timeline

12 @azurecollier

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72% nonprofits on Twitter

Should I be Using Twitter?

13 @azurecollier

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Tips for Using Twitter

• Share links to interesting

content & ask for feedback

• Use your followers & other

agencies’ Twitter handles in

your tweets

• Send direct messages (DMs)

• Retweet content from people

you are following

14 @azurecollier

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Anatomy of a Twitter Page • Profile photo

• About

• Stats

• Tweets

• Photos

15 @azurecollier

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33% | 52% Nonprofits and Associations using LinkedIn

Should I be Using LinkedIn?

187,000,000 Registered users

16 @azurecollier

© 2012

Tips for Using LinkedIn

• Manage your professional contacts and

relationships

• Find individuals you know in a

professional capacity

• Participate in discussions; recruit

volunteers, attendees to your events

• Invite people to connect with your social

media profiles, join your mailing list

17 @azurecollier

© 2012

Anatomy of a LinkedIn Page

• Logo

• Cover photo

• Updates

• About

• Services

18 @azurecollier

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16:40 is the average time spent on Pinterest

Should I be Using Pinterest?

19 @azurecollier

© 2012

Tips for Using Pinterest

• Pin your content & link to your website

• Pin others’ content

• Share interesting images related to your organization

• Ask people to share your pins

20 @azurecollier

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Anatomy of a Pinterest Page • Logo

• About

• Activity

• Stats

• Boards &

pins

21 @azurecollier

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Content: Engage, Inform, Recruit

@azurecollier

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What Do I Post?

• Don’t talk about yourself all the time

• Ask questions

• Show interest in their interests

• Before you post: What can I do to encourage them to share their opinions?

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Think About a First Date

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Engaging Content • Multimedia

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• Inspirational

25 @azurecollier

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• Inspirational

• Ask a Question/Poll

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• Inspirational

• Ask a Question/Poll

• Humor/just for fun

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Inform Your Supporters • News

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• Education

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• Education

• Events

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• Education

• Events

• Industry

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Recruit New Volunteers • Links to

opportunities

32 @azurecollier

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opportunities

• Share news

coverage

33 @azurecollier

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opportunities

• Share news

coverage

• Thank your

volunteers

• Create and share

multimedia

35 @azurecollier

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opportunities

• Share news

coverage

• Thank your

volunteers

• Create and share

multimedia

36 @azurecollier

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Have You Thought About … • Pinning on Pinterest

• Using statistics

• Creating volunteer

profiles

• Asking/answering

LinkedIn questions

37 @azurecollier

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Claim Your Territory, Tell The Masses • Create your profiles

• Website

• Link to all your

channels … on all your

channels

• Business card

• Email signature

• Send an email

41 @azurecollier

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Monitor and Respond ASAP • Answer questions

• Thank fans/followers for

comments or shares

• Participate in

conversations

43 @azurecollier

© 2012

What Should I Monitor?

categories,

topics,

keywords

similar

nonprofits

your

nonprofit

experts +

influencers

44 @azurecollier

engage, inform, recruit: how to use social media for volunteer growth

Self Improvement

social media

volunteers links

maximum exposure

volunteers create

pinterest

nonprofits

people

share