Engage, Inform, Recruit: How to Use Social Media for Volunteer Growth

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: acollier@constantcontact.com

Agenda • Why Use Social Media?

• Social Media Channels

• Facebook

• Twitter

• LinkedIn

• Pinterest

• Content

• What Do I Do Next?

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Why Use Social Media?

@azurecollier

Nonprofits and Social Media

of nonprofits have at least

one social media profile

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How Do Nonprofits Use Social?

Grow fundraising

Engage members more

Grow our base

2012 Social Media Marketing Goals

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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

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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

• 68% volunteered

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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.

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Social Media Channels

@azurecollier

901,000,000 active users

526,000,000 daily users

Why Create a Page?

93% nonprofits use Facebook

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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

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Anatomy of a Facebook Page • Cover photo

• Profile photo

• About

• Likes

• Tabs

• Timeline

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72% nonprofits on Twitter

Should I be Using Twitter?

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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

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Anatomy of a Twitter Page • Profile photo

• About

• Stats

• Tweets

• Photos

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33% | 52% Nonprofits and Associations using LinkedIn

Should I be Using LinkedIn?

187,000,000 Registered users

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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

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Anatomy of a LinkedIn Page

• Logo

• Cover photo

• Updates

• About

• Services

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16:40 is the average time spent on Pinterest

Should I be Using Pinterest?

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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

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Anatomy of a Pinterest Page • Logo

• About

• Activity

• Stats

• Boards &

21 @azurecollier

Content: Engage, Inform, Recruit

@azurecollier

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

Engaging Content • Multimedia

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• Inspirational

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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

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opportunities

• Share news

coverage

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opportunities

• Share news

coverage

• Thank your

volunteers

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opportunities

• Share news

coverage

• Thank your

volunteers

• Create and share

multimedia

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opportunities

• Share news

coverage

• Thank your

volunteers

• Create and share

multimedia

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Have You Thought About … • Pinning on Pinterest

• Using statistics

• Creating volunteer

profiles

• Asking/answering

LinkedIn questions

37 @azurecollier

Maximum Exposure: Use All Your Channels

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Email Newsletter

Maximum Exposure: Use All Your Channels

39 @azurecollier

Facebook

Twitter

What Do I Do Next?

@azurecollier

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

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Plan Your Content

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Monitor and Respond ASAP • Answer questions

• Thank fans/followers for

comments or shares

• Participate in

conversations

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What Should I Monitor?

categories,

topics,

keywords

similar

nonprofits

nonprofit

experts +

influencers

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TweetDeck and HootSuite

Tools to Manage + Monitor

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NutshellMail

reply from

your inbox

track your

insights

read fan

comments

46 @azurecollier

Google Alerts

47 @azurecollier

Questions?

@azurecollier

Engage, Inform, Recruit: How to Use Social Media for Volunteer Growth

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