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
Non-Profits Need Love Too
Scott SauvéSession 21:30-2:30
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
Responsibilitiesfor any non-profit
Appear appealing to non-members(patron)Bring value to the membershipCause membership participationUrge membership volunteeringCommunity Outreach
AIA’s Social Media Progressbefore you start taking advice from this guy
FacebookTwitterLinkedIn
Why these 3?
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
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
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
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.
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
VolunteersThanking the free labor
Pictures/VideoPublished Thank YouExclusive Content
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.
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