Handout: Volunteerism In The Digital Age: Maximizing Technology For Volunteer Engagement

Volunteerism in the Digital Age: Maximizing Technology for Volunteer Engagement Presentation for Denver Directors of Volunteers in Agencies (DOVIA) May 27, 2009 “Web 2.0 is a term describing the trend in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, and, most notably, collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites, wikis, blogs, and folksonomies.” – Wikipedia, “Web 2.0”

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Content Distribution Organizational identity Binary Relationships Examples

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Content Collaboration Individual Identity Communal Relationships Examples

•Websites •E-newsletters

•Blogs •Facebook •Wikipedia •YouTube

Web 1.0

Web 2.0

Values of the Social Web Creation

Communication

Collaboaration

• The host creates the infrastructure and relies on passionate users to create the content and power a vibrant community (Flicker is an excellent example of this)

• The vibrancy of the • Users work together to community is due, in create Web 2.0 content, large part, to the various building on each others' ways in which users can contributions communicate with each (Wikipedia, and other (Facebook, for comments on YouTube example, has at least 4 videos are great ways for users to contact examples of this) each other)

Opportunities for Volunteer Engagement in Web 2.0 and Social Networking: 

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It is where our volunteers live. o More and more people are spending time in Web 2.0. We have the opportunity to meet our volunteers where they are spending their time. It is an excellent opportunity to cultivate relationships with your current and potential volunteers around their skills and interests. o The rise of social networking technology represents an opportunity to create meaningful relationships with multiple people, across time and space. Our volunteers visit these spaces to share their skills and passions with the world, and we can meet them there to build deeper relationships with them. This technology is a great tool for helping potential supporters to get to know you, and for getting to know them. As our organizations meet new young leaders in the “real world”, we can deepen those relationships online. When your new contacts in Social Networks take any action, they broadcast your message to their friends, exponentially increasing your reach o Social Networks thrive on the instantaneous broadcasting of the actions of members of the community. When our new supporters RSVP for an event, blog about programs, or post pictures from recent trips, their friends are instantly updated and encouraged to join in. Social Networks represent a way to significantly shorten feedback loops. o The social web is characterized by nearly instantaneous communication between network members. Consequently, our new contacts will be able respond quickly to the issues about which they are passionate and you can then quickly get them information about ways to get involved.

More on Social Networking Sites: 

Social Networking Sites use “software to build online social networks for communities of people who share interests and activities or who are interested in exploring the interests and activities of others.” (Wikipedia) o Some social networking sites that may be beneficial to your organization:

Facebook

• General social networking • “Facebook is a social utility that connects you with the people around you.”

LinkedIn

• Professional networking • “LinkedIn brings together your professional network”

YouTube

• Video • "Broadcast yoursef"

Flickr

• Pictures • "Share your photos. Watch the world"

Blogs

• Citizen media • "Express yourself" (wordpress)

Twitter

• Micro blogging • "What are you doing?"

Social networking best practices: 

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Remember the “Crowded Bar” theory of doing business on Facebook. o In an environment where authenticity is everything, becoming a full participant in the community lends credibility to you and your message. o Members of social networks do not join to be “sold” or recruited” and they weary of people who appear interested in them solely as business contacts. Rather, they respect people who authentically participate in the community, but like them, are passionate about certain issues or organizations. o Wading slowly into social networking is a great way to learn how to be authentic. Listening is another. In Web 2.0, one balances an individual and organizational identity. As with many social networks, Facebook members join as individuals. Organizations can only participate in specific ways. But, because participants bring their entire identity to Web 2.0, they can represent both themselves and their organization. Striking this balance is difficult and necessary in order to be viewed as authentic. Be Realistic o Social media sites like Facebook are great, and robust social utilities, but it has certain limitations, and creating realistic expectations increases your ability to be successful in this new environment. o Many members of social media sites are excited to take action on line, but it is difficult (though certainly not impossible) to transition them into real world volunteers. Setting realistic goals about what you envision your new “friends” doing when they take action is important to increasing your rate of success. o Set specific goals for you campaign, so that you can measure your success. o Start will small projects and engage social media savvy volunteers to help you build your presence. Be prepared to release some control o In communities where users create the content, organizations sometime find it hard to relinquish some of the control of their message. We find, however, that when users have the chance to rephrase your message in their words, they say it with much more passion, and they are engaged on a deeper level. Just think of the difference between forwarding a message and writing your own. Don’t abandon Web 1.0! o Web 2.0 is not intended to be a replacement for your Web 1.0 activities. In fact, they complement each other well. Each serves a different, but vital function for nonprofits.

Web 2.0 resources: JFFixler and Associates published an article on this subject in March 2009 called “Engagement 2.0: Cultivating Volunteer Relationships Online”. It can be found here http://jffixler.com/engagement-20-cultivating-volunteerrelationships-online I have a listing of articles, blog posts, and resources I have come across about the ways that nonprofits can utilize Web 2.0 and Social Networking Sites. It can be found here: del.icio.us/jfixler/socialnetworkingadvocacy and

http://delicious.com/jfixler/Socialnetworkingvolunteers Here are some of the highlights of the list: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

13. 14. 15. 16.

A Beginner's Guide to Facebook from Techsoup A DigiActive Introduction to Facebook Activism from DigiActive A Successful Facebook Marketing Campaign from Social Media Optimization (David Wilson) Eight Secrets of Effective Online Networking from Techsoup Engaging Techie Volunteers by Judicious Web (Heidi Baker) Face Time, ” A special report from the Chronicle of Philanthropy First Steps in Social Networking for Nonprofits from Wild Apricot’s nonprofit technology blog How non-profits are using social networking to raise money and awareness from the Chicago Tribune How Nonprofits Can Get the Most Out of Flickr by Beth’s Blog (Beth Kanter) How Nonprofits Can Use Facebook from Emily’s World How To Develop a Social Media Plan in Five Easy Steps Beth’s Blog (Beth Kanter) OMG! comment me! Here’s how organizations large and small are using social-networking sites to tap into a whole generation of trendy supporters who, with a little effort, could turn into BFFs and future donors. From Fundraising Success Magazine Questions people always ask me: Facebook page or Facebook group by ADVERGIRL (Leigh Householder) Should Your Organization Use Social Networking Sites? from Techsoup Starting a Social Media Strategy by Chris Brogan Using Facebook for Your Nonprofit from Techsoup

Some organizations whose Web 2.0 presence you should check out: American Cancer Society created relayforlife.org Campaign for Breast Cancer Research using Facebook Grassroots International on MySpace Humane Society of the United States using various sites

Hostel Rocky Mountains using Facebook, Twitter, and Flickr Kiva on Facebook and Myspace Life Rolls On Foundation using Myspace Nature Conservancy using Flickr and Facebook TransFair USA on Change.org