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

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Azure Collier
Azure Collier

How to engage, inform, and recruit your non-profit volunteers and supporters by using social media channels, including Facebook, Twitter, LinkedIn and Pinterest. This is a presentation I gave at the United Way of North Central Massachusetts Community Builders breakfast in November 2012.

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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 © 2012
Agenda • Why Use Social Media? • Social Media Channels • Facebook • Twitter • LinkedIn • Pinterest • Content • What Do I Do Next? 2 @azurecollier © 2012
Why Use Social Media? @azurecollier © 2012
Nonprofits and Social Media of nonprofits have at least one social media profile 4 @azurecollier © 2012
How Do Nonprofits Use Social? 2012 Social Media Marketing Goals Grow our base 76% Engage members more 74% Grow fundraising 54% 5 @azurecollier © 2012
All Generations Are Social 65+ While the youngest 12% generations are still 18-29 significantly more likely 50-64 39% to use social network 21% sites, the fastest growth has come from internet users 74 and older. 30-49 Pew Center for Internet and 28% American Life 6 @azurecollier © 2012
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 © 2012
And They Tell Their Friends Nonprofits believe that nearly ¾ of their supporters are likely to recommend their organization to a friend. 8 @azurecollier © 2012
Social Media Channels @azurecollier © 2012
Why Create a Page? 901,000,000 active users 526,000,000 daily users 93% nonprofits use Facebook 10 @azurecollier © 2012
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 © 2012
Anatomy of a Facebook Page • Cover photo • Profile photo • About • Likes • Tabs • Timeline 12 @azurecollier © 2012
Should I be Using Twitter? 300,000,000 active users 72% nonprofits on Twitter 13 @azurecollier © 2012
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 © 2012
Anatomy of a Twitter Page • Profile photo • About • Stats • Tweets • Photos 15 @azurecollier © 2012
Should I be Using LinkedIn? 187,000,000 Registered users 33% | 52% Nonprofits and Associations using LinkedIn 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 © 2012
Should I be Using Pinterest? 10,400,000 active users 16:40 is the average time spent on 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 © 2012
Anatomy of a Pinterest Page • Logo • About • Activity • Stats • Boards & pins 21 @azurecollier © 2012
Content: Engage, Inform, Recruit @azurecollier © 2012
What Do I Post? Think About a First Date • 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? 23 @azurecollier © 2012
Engaging Content • Multimedia 24 @azurecollier © 2012
Engaging Content • Multimedia • Inspirational 25 @azurecollier © 2012
Engaging Content • Multimedia • Inspirational • Ask a Question/Poll 26 @azurecollier © 2012
Engaging Content • Multimedia • Inspirational • Ask a Question/Poll • Humor/just for fun 27 @azurecollier © 2012
Inform Your Supporters • News 28 @azurecollier © 2012
Inform Your Supporters • News • Education 29 @azurecollier © 2012
Inform Your Supporters • News • Education • Events 30 @azurecollier © 2012
Inform Your Supporters • News • Education • Events • Industry 31 @azurecollier © 2012
Recruit New Volunteers • Links to opportunities 32 @azurecollier © 2012
Recruit New Volunteers • Links to opportunities • Share news coverage 33 @azurecollier © 2012
Recruit New Volunteers • Links to opportunities • Share news coverage • Thank your volunteers 34 @azurecollier © 2012
Recruit New Volunteers • Links to opportunities • Share news coverage • Thank your volunteers • Create and share multimedia 35 @azurecollier © 2012
Recruit New Volunteers • Links to opportunities • Share news coverage • Thank your volunteers • Create and share multimedia 36 @azurecollier © 2012
Have You Thought About … • Pinning on Pinterest • Using statistics • Creating volunteer profiles • Asking/answering LinkedIn questions 37 @azurecollier © 2012
Maximum Exposure: Use All Your Channels Email Newsletter 38 @azurecollier © 2012
Maximum Exposure: Use All Your Channels Blog Twitter Facebook 39 @azurecollier © 2012
What Do I Do Next? @azurecollier © 2012
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 © 2012
Plan Your Content 42 @azurecollier © 2012
Monitor and Respond ASAP • Answer questions • Thank fans/followers for comments or shares • Participate in conversations 43 @azurecollier © 2012
What Should I Monitor? your similar nonprofit nonprofits categories, experts + topics, influencers keywords 44 @azurecollier © 2012
Tools to Manage + Monitor TweetDeck and HootSuite 45 @azurecollier © 2012
Tools to Manage + Monitor NutshellMail track your insights reply from your inbox read fan comments 46 @azurecollier © 2012
Tools to Manage + Monitor Google Alerts 47 @azurecollier © 2012
Questions? @azurecollier © 2012

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

  • 1. 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 © 2012
  • 2. Agenda • Why Use Social Media? • Social Media Channels • Facebook • Twitter • LinkedIn • Pinterest • Content • What Do I Do Next? 2 @azurecollier © 2012
  • 3. Why Use Social Media? @azurecollier © 2012
  • 4. Nonprofits and Social Media of nonprofits have at least one social media profile 4 @azurecollier © 2012
  • 5. How Do Nonprofits Use Social? 2012 Social Media Marketing Goals Grow our base 76% Engage members more 74% Grow fundraising 54% 5 @azurecollier © 2012
  • 6. All Generations Are Social 65+ While the youngest 12% generations are still 18-29 significantly more likely 50-64 39% to use social network 21% sites, the fastest growth has come from internet users 74 and older. 30-49 Pew Center for Internet and 28% American Life 6 @azurecollier © 2012
  • 7. 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 © 2012
  • 8. And They Tell Their Friends Nonprofits believe that nearly ¾ of their supporters are likely to recommend their organization to a friend. 8 @azurecollier © 2012
  • 9. Social Media Channels @azurecollier © 2012
  • 10. Why Create a Page? 901,000,000 active users 526,000,000 daily users 93% nonprofits use Facebook 10 @azurecollier © 2012
  • 11. 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 © 2012
  • 12. Anatomy of a Facebook Page • Cover photo • Profile photo • About • Likes • Tabs • Timeline 12 @azurecollier © 2012
  • 13. Should I be Using Twitter? 300,000,000 active users 72% nonprofits on Twitter 13 @azurecollier © 2012
  • 14. 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 © 2012
  • 15. Anatomy of a Twitter Page • Profile photo • About • Stats • Tweets • Photos 15 @azurecollier © 2012
  • 16. Should I be Using LinkedIn? 187,000,000 Registered users 33% | 52% Nonprofits and Associations using LinkedIn 16 @azurecollier © 2012
  • 17. 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
  • 18. Anatomy of a LinkedIn Page • Logo • Cover photo • Updates • About • Services 18 @azurecollier © 2012
  • 19. Should I be Using Pinterest? 10,400,000 active users 16:40 is the average time spent on Pinterest 19 @azurecollier © 2012
  • 20. 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 © 2012
  • 21. Anatomy of a Pinterest Page • Logo • About • Activity • Stats • Boards & pins 21 @azurecollier © 2012
  • 22. Content: Engage, Inform, Recruit @azurecollier © 2012
  • 23. What Do I Post? Think About a First Date • 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? 23 @azurecollier © 2012
  • 24. Engaging Content • Multimedia 24 @azurecollier © 2012
  • 25. Engaging Content • Multimedia • Inspirational 25 @azurecollier © 2012
  • 26. Engaging Content • Multimedia • Inspirational • Ask a Question/Poll 26 @azurecollier © 2012
  • 27. Engaging Content • Multimedia • Inspirational • Ask a Question/Poll • Humor/just for fun 27 @azurecollier © 2012
  • 28. Inform Your Supporters • News 28 @azurecollier © 2012
  • 29. Inform Your Supporters • News • Education 29 @azurecollier © 2012
  • 30. Inform Your Supporters • News • Education • Events 30 @azurecollier © 2012
  • 31. Inform Your Supporters • News • Education • Events • Industry 31 @azurecollier © 2012
  • 32. Recruit New Volunteers • Links to opportunities 32 @azurecollier © 2012
  • 33. Recruit New Volunteers • Links to opportunities • Share news coverage 33 @azurecollier © 2012
  • 34. Recruit New Volunteers • Links to opportunities • Share news coverage • Thank your volunteers 34 @azurecollier © 2012
  • 35. Recruit New Volunteers • Links to opportunities • Share news coverage • Thank your volunteers • Create and share multimedia 35 @azurecollier © 2012
  • 36. Recruit New Volunteers • Links to opportunities • Share news coverage • Thank your volunteers • Create and share multimedia 36 @azurecollier © 2012
  • 37. Have You Thought About … • Pinning on Pinterest • Using statistics • Creating volunteer profiles • Asking/answering LinkedIn questions 37 @azurecollier © 2012
  • 38. Maximum Exposure: Use All Your Channels Email Newsletter 38 @azurecollier © 2012
  • 39. Maximum Exposure: Use All Your Channels Blog Twitter Facebook 39 @azurecollier © 2012
  • 40. What Do I Do Next? @azurecollier © 2012
  • 41. 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 © 2012
  • 42. Plan Your Content 42 @azurecollier © 2012
  • 43. Monitor and Respond ASAP • Answer questions • Thank fans/followers for comments or shares • Participate in conversations 43 @azurecollier © 2012
  • 44. What Should I Monitor? your similar nonprofit nonprofits categories, experts + topics, influencers keywords 44 @azurecollier © 2012
  • 45. Tools to Manage + Monitor TweetDeck and HootSuite 45 @azurecollier © 2012
  • 46. Tools to Manage + Monitor NutshellMail track your insights reply from your inbox read fan comments 46 @azurecollier © 2012
  • 47. Tools to Manage + Monitor Google Alerts 47 @azurecollier © 2012
  • 48. Questions? @azurecollier © 2012