2.0 Volunteers: Adapting & Communicating with the Latest Version of Volunteers

2.0 Volunteers

Adapting & Communicating with the Latest Version of Volunteers

Margot BrennaCommunications Director for HERO Fargo

& CEO of Beluga Social

2.0 What?

• What is a 2.0 volunteer?• Expectations & Feeling Included• What does this mean for me as a

volunteer coordinator?• More information at “Engaging Volunteers

through Social Media” – FirstLink on November 7, 2012 (more information at

www.myfirstlink.org and www.belugasocial.com)

Redefining Communication

• As volunteer programs evolve, communication with volunteers becomes increasingly important

• Ways to enhance communication:– Website– Social Media– Blogging

• Which create new volunteer opportunities!

10 Point Checklist for a Non-Profit Website

1. Does the domain name make sense?

2. Do I know where I am? – Does the logo stand out. Is it a local, regional, or national organization?

3. Is there a clear path to answers or actions visitors are most likely seeking?

4. Does the home page include images/video?

5. Can I donate online easily?

6. Are you collecting e-mail addresses?

7. Are people featured?

8. Are there stories on the need or success of the organization?

9. Is it easy to contact staff?

10. Is it mobile friendly?

Before You Build (or Edit) Your Non-Profit Website

• Gain control of your content• Know what different users want

– Why are people coming to your website– What are they there to learn or find out?

From the Editor’s Perspective

• Have control of online content• Access to analytics• Use tools that make collecting data,

donations, and sending your message – easy

• The person who is involved in managing the website should be involved in the creation (or face-lift) of it.

From the Donor’s Perspective

• It’s easy to understand the message of your organization

• They can see who you’re helping and can learn about the mission

• There’s access to your financials to build credibility

• It’s easy to donate online- and have options

Great Plains Food Bank: Call to Action

From the Client’s Perspective

• How to get a hold of the organization (contact information)

• When you’re open or available for services• Any limitations for services provided?• Transportation to your organization• Etc…

Rape & Abuse: Services

From the Volunteer’s Perspective

• What do volunteers do?• What do they need to know?• When do you need them?• Where is your location or event?• Why are volunteers important for your

organization?• Why do volunteers like giving back to your

organization?• How do you want volunteers to contact you?

Location, Location, Location.

• Where should you mention volunteering on your website?– Volunteering shouldn’t be hidden on one page

• Front Page• Separate Page• Blog Post Content• Event Volunteering• Different Ways to Volunteer• Call to Action Buttons

Why Volunteers - Volunteer

Branding Isn’t Just for Cattle

• Voice, Tone, & Style– Kivi’s Non-profit Marketing Blog

• Voice: it’s the perspective from which you speak. – Core relationship you have with the people on the

receiving end of your communications. – Your non-profit may have different voices for clients you

serve and donors/partners in your work.

• Tone: it’s the mood of your communications. It can change quite often.

– Example: celebratory tone when talking about successes and serious when talking about need in the community

Branding Isn’t Just for Celebrities

• Branding Continued…– (Kivi’s Non-profit Marketing Blog)

• Style: manner in which you share your voice and tone.

– Also check out voiceandtone.com• (Created for people who write newsletters, tweets,

customer service replies, etc… for mailchimp)

Social Media

• Strategy• Content• Promotion, connection, & engagement

Strategy

• Objectives & Audience• Internal Review Process• Awareness & Content Integration• Choosing Social Media Sites to Use• Measurement• Staff & Training• Template (coming this week!)

• www.belugasocial.com/blog

Content

• Success stories• Stories in process• Repurposing content• Rely on others! – Create a team• Share other’s content- if relevant• Sign up for e-mails & follow bloggers who

are resources for non-profit marketing to get ideas

Promotion, Connection, & Engagement with Volunteers

• Promotion– Online (cross promotion)– Offline – Giveaways, contests, etc…

• Connection– Quick response time– Content people will connect to (stories, why your organization is

unique, why people volunteer & give…)

• Engagement– Ask questions– Ask to share with others– Content...

Blogging

• Approach– Why you’re using a blog– Viewpoint- voice of the organization– Updating– Content –what you’re writing about– Target audience and actions you want them to

take

Cross-Promotion

• Branded image• Similar message throughout the day/week• Links to other sites with more information• Examples…

Cross-Promotion: What? You haven’t heard of HERO?

Pinterest

Twitter

Ronald McDonald House Charities:Cross Promotion

Ronald McDonald House Charities:Cross Promotion

Ronald McDonald House Charities:Cross Promotion

Giving Volunteers Ownership• Looking Outside the

Box…• Events

– Slide show creation– Photography– Videography– Music selection &

monitoring– tech– UStream– Social media monitoring

• Projects– Internships– Fundraising– Strategy– Committees– Marketing, graphic design,

& content creation– Administration assistance

• Small Groups– Create their own projects

or event for your organization

FirstLink: Recognition

Edgewood Vista: Recognition

HERO: Recognition

Overview

• Communication with volunteers can be enhanced through non-profit websites, social media, and blogs.

• Do this thoughtfully through strategy & content.– Your “brand” aka voice and how you

communicate is extremely important.

• Promote, connect, and engage with your volunteers online.

For More Information:

www.belugasocial.commargot@belugasocial.com