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How Social Media Can Support Your Volunteer Efforts
Gwen Woltz, Co-founderWahine MediaSocial media strategy, training & implementation for business
http://wahinemedia.comfacebook.com/wahinemediaTwitter: @wahinemedia @gjwahine @karenweikert808 744-9269
Internet password: 99000062888867
Download slides: slideshare.net/wahinemediaPhoto: h'p://www.adven1strisk.org/Portals/0/newsle'ers/2011/volunteer_109186408.jpg
Planning is key to social media success. Without a road map, how you will you know where you’re going, and why you’re going there?
Be Strategic
Be Strategic
Set specific goals
Define your message
What is your capacity?
What are the best platforms?
Who is my audience?
Where is my audience?
Photo: h'p://gkr-‐mcg.library.gatech.edu/handle/10675.2/250
Set specific goals
• I need 10 more volunteers for _______ program
• I need 25 more attendees to my event than last year
• I want to create a greater understanding about ______ program
• Only with specific goals can you measure whether you reached them
Photo: h'p://gkr-‐mcg.library.gatech.edu/handle/10675.2/250
Define your message
• What is your organization’s mission statement?
• What do you want people to remember you by?
• When people think of ______, they think of you!
Photo: h'p://gkr-‐mcg.library.gatech.edu/handle/10675.2/250
What is your capacity?
• How much time do you have to dedicate to social media?
• With practice and training, 3-4 hours a week can go a long way
• Are there others (volunteers) who can help produce content?
• Often times the richest stories are not told from internal sources
Photo: h'p://gkr-‐mcg.library.gatech.edu/handle/10675.2/250
What platforms should you be on?
• Facebook: best for reaching larger groups of people and posting robust content
• Twitter: best for one-on-one personal relationship building
• Instagram: best tool to share photos and automatically feed to Twitter and Facebook
• Microsites and local networks
Photo: h'p://gkr-‐mcg.library.gatech.edu/handle/10675.2/250
Who is your audience?
• Starts with your existing network: volunteers, sponsors, donors, event participants
• Your personal and professional network
• Social media has no boundaries, expand your audience to: similar nonprofits, social media influencers, local businesses, people in the physical vicinity (Hawaii)
Photo: h'p://gkr-‐mcg.library.gatech.edu/handle/10675.2/250
Where is your audience?
• Start your search with Google
• Set up a listening station
• Google Alerts, Twilerts, Social Mention, Twitter Lists, Hashtags, keyword search
• Get to know your audience
• Google Analytics, Facebook Insights
Photo: h'p://gkr-‐mcg.library.gatech.edu/handle/10675.2/250
Building community takes time and effort, but most importantly it takes a genuine interest in others
Building community
"The value of social media comes down to people, relationships, and the meaningful actions between them."
—The 6 Pillars Of Social Commerce: Understanding The Psychology Of Engagement by Brian Solis
Building community
Photo: h'p://gkr-‐mcg.library.gatech.edu/handle/10675.2/250
Outreach: Show interest in others first
Engagement: build relationships and keep the ties
Photo: kaplitzblog.com
• Now that you’ve defined who your audience is...
• “Like” other pages on Facebook
• Follow others on Twitter and Instagram
• Invite current contacts
• Twitter lists, paper.li, storify
Outreach
Photo: kaplitzblog.com
• Regularly post relevant and inspirational content
• It doesn’t always have to be YOUR content—the art of curation
• How is it valuable to your community?
• EVERY post is an opportunity to engage—include a call to action
• Photos help your audience VISUALIZE who you are, and how THEY can fit with your organization
Engagement
Photo: kaplitzblog.com
Engagement
• Tell stories
• Volunteers will be your biggest asset to collecting stories
• Make it easy for volunteers to share
• Send follow-up email with survey or questionnaire
Photo: kaplitzblog.com
Engagement
• Producing your own content: how will it help people remember you?
• Pictures say a thousand words
• People want to know the leader of an organization. The CEO should consider contributing to a blog
• Share original content multiple times—can be scheduled
Photo: kaplitzblog.com
Engagement
• Consider Facebook groups for volunteers
• Must be part of the on-boarding process
• Keeps the conversation targeted and relevant
• Can be kept private, or membership upon approval
Photo: kaplitzblog.com
Engagement
• Spend time in your home feed!
• Comment and like other posts
• Share other posts to your wall (curate)
• Re-tweet influencer’s tweets
• Tweet relevant articles
Photo: kaplitzblog.com
Engagement
• The power of hashtags
• Always tweet with a hashtag
• #giveback #volunteer #activism #causes #charitytuesday #csr (corporate social responsibility) #fundraising #nptech #sm4sg #socialgood
• Join relevant conversations—builds a targeted community surrounding similar interest
Photo: kaplitzblog.com
Engagement
• Enewsletters are not outdated!
• Great way to keep your organization top of mind, and to keep volunteers engaged
• Remember your newsletter is NOT about YOU. It’s for your audience, it’s your give back
• Content can already exist: popular blog posts, featured volunteer profile, Facebook post of the week
Events
Photo: http://thejobofwork.blogspot.com/2011/03/on-laughter.html
In person events are one of the most effective opportunities to engage new volunteers
Events
Facebook events
Eventbrite
Submit to local calendars
Create hashtag
Live tweet and post
Follow through with follow-up
Facebook events
• Create the event several weeks (or months) before.
• Have all who are involved (including volunteers) invite Facebook friends
• Make regular updates on the event—prompt notification
• Always thank your volunteers, sponsors, donors, participants
Eventbrite
• Make it EASY to register, donate, or volunteer—include ALL details
• Remember that 1/3 of your ticket sales will happen in the last week
• Ranks well on Google
• Takes payments easily
Submit to local calendars
• gohawaii.com
• Create your own on Yelp
• Honolulu Magazine
• Honolulu Weekly
• HNLnow.com
Create hashtag
• All tweets and/or Instagram photos under same hashtag
• Easy to track
• hashtracking.com
• Make it short and easy to remember
• Use during live-tweeting/posting
Live tweeting
• If you don’t have one, create Instagram profile to post photos
• Always use hashtag in tweets or Instagram posts
• Pre-schedule tweets to thank volunteers, sponsors and donors
Follow-‐up
• Thank you posts with highlight photos
• Post photo album
• Tag your friends, have all who are involved (volunteers) tag
• Storify
When do you make the ask?
The ask can only be as big as the trust you’ve built
Now that I know your name, can I borrow $100?
Making the ask
Photo: refiningashley.blogspot.com
• When you make an above and beyond effort to reach out to a donor or volunteer, the effect will not be ripples, but more like a tsunami
Making the ask
Photo: refiningashley.blogspot.com
• Giveaways, contests, donation drives
• Who can tweet the most using your event hashtag? Host a social media scavenger hunt involving local businesses. Hold a trivia contest with prize as donation to a charity of their choice in their name. Have 15 second video contest using your mission statement
• 3rd party app builders: ShortStack, OfferPop, NorthSocial
Tools and resources
Photo: http://thejobofwork.blogspot.com/2011/03/on-laughter.html
Tools will not do your job, they will only help you do your job faster
Tools
• Hootsuite
• Schedule tweets
• Listening station dashboard
• Sprout Social
• Nonprofits save 50%
• Keep track of every conversation
• Great at-a-glance analytics
• Twitter lists
• Scheduling in Facebook
Resources
• Beth Kanter
• http://BethKanter.org
• Social Media for Nonprofit Conference
• http://socialmedia4nonprofits.org
National Geographic
Kiva
The Story of Stuff
Donors Choose
Keep in touch!
Wahine Mediaweb: wahinemedia.comblog: wahinemedia.com/wahineblogfacebook: facebook.com/wahinemediatwitter: @wahinemediaphone: 808 744-9269email: [email protected]
Gwen Woltz: @gjwahine Karen Weikert: @karenweikert
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