Non-Profits Need Love Too: Drumming Up Volunteers and Participation | SoCon13
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Transcript of Non-Profits Need Love Too: Drumming Up Volunteers and Participation | SoCon13
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Non-Profits Need Love Too
Scott SauvéSession 21:30-2:30
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Difference in Profit & Non-ProfitBusiness 101
ProfitNeed MoneySell product/serviceSalesCustomer RewardsStaff
Non-ProfitWant MoneyOffer Product/ServiceDonations/SponsorsMembership RewardsVolunteers
*All of these can criss-cross, but use this perspective to clarify your social media communication
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Responsibilitiesfor any non-profit
Appear appealing to non-members(patron)Bring value to the membershipCause membership participationUrge membership volunteeringCommunity Outreach
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AIA’s Social Media Progressbefore you start taking advice from this guy
FacebookTwitterLinkedIn
Why these 3?
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Scott’s Rules of Social Media(work in progress)
Post Valuable Content twice a day (at least once)Jungle Jack Hannah
Respond, Reply, ReactDon’t delete and don’t argue
Be HumanCasual place requires a casual atmosphere
4-1-11 self-serving tweet, 1 relevant re-tweet and 4 pieces of relevant content by others - Joe Pulizzi
Emergency PR ProtocolApplebees Meltdown
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Scott’s Advice on Social Media(work in progress)
Be CreativeFox Theatre
Don’t ask for shares/re-tweet unless it’s urgentThe brand is not just your responsibilities
Encourage employees/members to get involved
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Goalsit’s not (just) about numbers
@letsmakeadealcbsFox TheatreClear Defined Goals
Numbers don’t define success (unless you have them)What do you want/need and pursue itCheck-ins, “talking about this”, etcTake time to analyze your work
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Social Media’s Complex SuccessVenue’s Today SMP 100
Social Media Power 100 Formula:
Number of Facebook Fans + Number of Tweets + (Number of Facebook Check Ins + Number of FourSquare Check Ins x 10%) + (Number of Twitter Followers x 25%) + (Number of Facebook Talking About This x 3.5) = Raw Score
Raw Score is then adjusted by building size and each category gets a subsequent upward adjustment: Stadiums - 1%; Large Arenas - 2%; Small Arenas - 3%; Theaters - 4%; Clubs - 5%
Capacity adjusted score is then handicapped for market size. Cities smaller than Detroit got a .5% boost, cities smaller than Portland, Ore., got a 1% boost and cities smaller than New Orleans received a 2% boost.
The fully adjusted score is then rounded up to a whole number and divided by 1,000 to create the Power 100 Score.
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Volunteersyou get what you paid for
Transitiontraining
Start with Popular events/functionsUnless it’s your big fundraiser
Ask ahead of timeSchedule your communication
Consistent precedenceRepeat, RepeatStart upgrading the communication level
Social mediaEmailPhoneIn Person
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VolunteersThanking the free labor
Pictures/VideoPublished Thank YouExclusive Content
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When Not to Rely On Social Mediadon’t tell the SoCon folks we talked about this
Small AudiencePatrons/DonorsTarget AudienceSometimes other communication is just more effective
Email, Phone, In Person, Etc.
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Other Programsthat you probably know
What I use professionallyConstant Contact – email blast, registrationHootsuite – facebook, linkedin, twitterYouTube – board approval, compilations
What I use personallyA lot of Google products
BTWMySpace