How to Recruit Women aged 21-39 as Volunteers
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Transcript of How to Recruit Women aged 21-39 as Volunteers
DIGITAL STRATEGY INSIGHTSPREPARED BY:
CHRISTINE MCMULLIN@CMCMCHATTER
Attracting Women aged 21-39 to volunteer with Girl
Scouts
People ARE looking to volunteer
Girl ScoutsWW needs to tap into the larger trend of people who are looking to volunteer their time
Millions of people nationwide are part of this trend
Searches for “volunteer” in last 90 days
Insight #1:
Cyclical search, mostly midweek, right when traffic peaks for GS searches
Source: www.google.com/trends search term: “volunteer” on Feb 26, 2013
Searches for “volunteer” in last 12 months
Insight #2:
Search term “volunteer opportunities” is most searched for
Insight #3:
Thanksgiving is most popular time to search
Source: www.google.com/trends search term: “volunteer” on February 26, 2012
Web visits for “Youth Orgs and Resources”
Source: google.com/adplanner search filtered by activity: hobbies, youth organizations
Insights from Google Ad Planner
For searches around “Youth Organizations” in the U.S., the makeup is:
Female: 53%Age 18-24: 22%, age 25-34: 18% (30% in
demographic)19.5 Million unique impressions per day
Limit: Google Ad Planner only looks at those in the Google Ad Network
Geography for “youth organizations”
Source: google.com/adplanner search filtered by activity: hobbies, youth organizations
Insight #1:
Scoutermom.com (about boy scouts and cub scouts) is the MOST popular blog to visit for those interested in “youth org” search.
What do we find when we search “volunteer girl scouts”?
Insight #1: People are advertising a need for volunteers with GS
Insight #2: Doesn’t seem to be recently “in the news” in W. Washington
Source: topsy.com search terms: “volunteer girl scouts”, everything on February 26, 2013
A look at the competition:
Look at the competitors of Girl Scouts of Western Washington in terms of motivated volunteers:
• Girls on the Run (Puget Sound)• PTAs of Washington• Powerful Voices• YWCA Girls First (Seattle-King)
Total traffic on girlscouts.org
Source: compete.com for national “girlscouts.org” data on GSoWW too small for free account
Insight #1:
Traffic dips nationally in the summer months, tends to peak at the beginning and end of the year, reaching above 500k
Total traffic on pta.org (from compete)
Source: compete.com for national “pta.org” data on WA PTA too small for free account
Insight #2:
PTA web traffic peaks when kids are going back to school, getting 100k visitors in September, then falling around November
In terms of National Organizations…
One demographic that might be shared—parents—could be reached at different times during the year
Each group has different cycles, so the Girl Scouts may want to target January and February and then November and December to lure in mothers
Mothers seem preoccupied in August and September with children returning to school
Competitive analysis of web searches in 90 days
Source: google.com/trends for “girl scouts” add “girls on the run” add “PTA” add “powerful voices” add “YWCA girls first”, 90 days, US, March 3, 2013
Insight #1:
Girl Scouts is the leader in web searches among competition, more than doubling PTA’s traffic
More from 90 day data
Insight #2:
Traffic peaks after the first of the year and stays significantly high (cookie sales?)
Peaks in searches (90 day data)
Insight #3:
Traffic for PTA and Girl Scouts peaks mid-week. (Is this when troops meet? Investigate)
A closer look at searches by month
Source: google.com/trends, same search terms, limit to “Past 30 days”
Insight #4:
Same trends, with valleys of search on the weekends and mid-week peaks. This is mirrored in the PTA trends (same people? Investigate)
Good news on Geography for Girl Scouts
Source: thinkwithgoogle.com/insights/embeds/brand-impressions/ti.html, brand: “girl scouts”
Insight #1:
Geographically, “Girl Scouts” is a popular search near Western Washington
Bad News on Volunteer Brand Impression (for 12 month period)
Insight #2:
Most searches have to do with cookies, but combined, the other searches add up to more volume
Source: thinkwithgoogle.com/insights/embeds/brand-impressions/ti.html, brand: “girl scouts”
How do organizations attract women who are not parents in the desired demographic of 20-35?
Identifying channels that young women use to stay informed is important
Using channels that young women are already present on will familiarize the demographic with the brand and create favorable impression
Understanding the role that Millennials play when interacting with non-profits is crucial
From the Millennials Impact Report 2012
Each of these methods has a high ROI for both Girl ScoutsWW and the potential volunteer
Source: http://www.themillennialimpact.com/research-2012, “key infographics”
What do Millennials share on Facebook?
These might all fall under the context of “volunteer opportunities”
Source: http://www.themillennialimpact.com/research-2012, “key infographics”
How to Engage Young Women Volunteers?
With this information, we must meet young women where they are
Most opportunity for introducing the Girl Scouts WW to new young women is in their untapped social media networks
This allows brand building to appeal to women
Stress what makes Girl Scouts unique: inclusion of STEM studies, etc. to appeal to interested women
Tentative Communications FrameworkCurrent Consumer BehaviorWomen aged 21-39
Desired ResponseVolunteer with Girl ScoutsWW
Cre
ati
veM
ed
ia
Awareness Research Choice Moment
Networking event
VolunteerMatch.com
HandsOnSeattle GSWW
newsletterTWIF
Girl Scout Webpage
GSWW eventblogs
Why volunteering OR Girl Scouts
matter
Word of mouthSocialEvents
Blog mentionsMedia clips
Messaging about main tenets of GS,
reviews from other volunteers
SocialVolunteerMatch,
etc.Blog mentions
Hard hitting messaging about
what makes GSWW the best fit and
choicePartnershipsGSWW web
e-newslettersemails?
Special thanks to Julian Cole for the Communications Framework template
Facebook analytics for GSoWW
Insight #1:
GSWW captures the biggest audience of all four on FB. Peak in traffic around the beginning of Feb (cookie sales?)
Insight #2:
Slightly older “most popular age group” than our target.
Percentage of engagement: 4%
Source: https://www.facebook.com/GirlScoutsWW/likes on Feb 26, 2013
Facebook Analytics for GOTR of Puget Sound
Insight #3:
GOTR valleys right when GS peaks. Most popular time was the end of 2012, beginning of 2013.
Insight #4:
Their most popular age group is our target. (investigate types of posts)
Percentage of engagement: 8%
Source: facebook.com/GOTRPugetSound/likes on Feb 26, 2013
Facebook Analytics of WA state PTA
Insight #5:
Same age demographic as GS, but Bellevue is the most popular city.
Insight #6:
More normalized engagement, though small, is static in Jan, dipping in Feb.
Percentage of engagement: 1%
Source: facebook.com/pages/Washington-State-PTA/31189776924?id=31189776924&sk=likes on Feb 26, 2013
Facebook Analytics of Powerful Voices
Insight #6:
Smaller audience, but more engaged. At peak, 15% engagement
Percentage of engagement: 10%
Source: facebook.com/PowerfulVoices/likes on March 3, 2013
Facebook Analytics of YWCA Seattle et al
Insight #7:
This is for the entire YWCA, which is an umbrella for many programs, but attracts the right demo
Percentage of engagement: 4%
Source: facebook.com/YWCASeattle/likes on March 3, 2013
Investigate for Facebook:
What types of posts are gaining traction for Girls on the Run of Puget Sound?
What types of posts keep such an engaged audience for Powerful Voices?
Investigate most popular week for Girl Scouts WW, see if there are trends
Girl Scouts WW Pinterest Page
Insight #1:
Opportunity to create more boards and pins to build brand
Insight #3
Good following, but not enough content to go viral or share with friends
Insight #2:
Verified website, Twitter, and location. Good info to make available
Source: http://pinterest.com/girlscoutsww/ on Feb 26, 2013
Girls on the Run Pinterest Page
Source: http://pinterest.com/girlsontherun.org on Feb 26, 2013, no local page for Puget Sound
Insight #1:
More content, some related to org, some event photos, etc.
Insight #3:
Smaller, but more engaged, audience
Insight #2:
Only website is verified, no twitter or location
Powerful Voices Pinterest page
Insight #1:
Variety of boards, one called “Our Impact” is very brand enhancing
Insight #2:
Website, but no Twitter listed. But Tagline very prominent
Insight #3:
Large number of followers engaged
Source: http://http://pinterest.com/powerfulvoices/ on Feb 26, 2013
YWCA of Seattle/ King/ Snohomish Pinterest
Insight #1:
Very robust content. Women-focused and brand building: includes a fashion board
Insight #2:
Website and Twitter listed
Insight #3:
Engaged audience of individual women, not just orgs
Source: http://pinterest.com/ywcaworks/ on Feb 26, 2013
Investigate for Pinterest Page
Consider other types of boards for Girl Scouts of WW
Investigate how competitors publicize Pinterest boards (and all social media)
Find current volunteers to connect to on Pinterest
Add Pinterest button to GirlscoutsWW.org page
Girl Scouts of WW Twitter page
Source: https://twitter.com/GirlScoutsWW on Feb 28, 2013
Insight #1:
Good engagement, but most of the chatter is about cookies!
Insight #2:
Nice consistent branding from website and list of site.
Girls on the Run Puget SoundTwitter page
Source: https://twitter.com/GOTRPugetSound on March 2, 2013
Insight #3:
More consistent tweets about programs and girls
Insight #4:
Smaller audience, but relates to the personal coaches and girls
YWCA Volunteer of Seattle, etc. Twitter Page
Source: https://twitter.com/volunteerYWCA on Feb 28, 2013
Insight #5:
Because of the different focus of the YWCA, more political and social tweets and RT
Insight #6:
The emphasis is on volunteering only here, not the whole org.
Insights into Twitter Pages
Explore engagement strategies of competitors
Integrate a “volunteer” branch to Twitter for the Girl Scouts WW?
Tweet more general “girl power!” types of articles, building audience and brand?
Integrate special hashtag like #muchmorethancookies?
To be continued…
Once we receive and analyze the surveys from stakeholders, we will have more information to proceed
To be performed: volunteer website analysis Partnership of competitors Best practices in recruitment for non-profits
Please let me know if you have any comments. Thanks!