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”

• Content Distribution • Content Collaboration

• Organizational identity • Individual Identity
• Binary Relationships • Communal Relationships
• Examples • Examples
•Websites •Blogs
•E-newsletters •Facebook
•Wikipedia
•YouTube

Web 1.0 Web 2.0

Values of the Social Web

Creation Communication
• The host creates the • The vibrancy of the • Users work together to
infrastructure and relies community is due, in
on passionate users to large part, to the various
create the content and ways in which users can
power a vibrant communicate with each
community (Flicker is an other (Facebook, for
excellent example of example, has at least 4
this) ways for users to contact
each other)
Collaboaration
create Web 2.0 content,
building on each others'
contributions
(Wikipedia, and
comments on YouTube
videos are great
examples of this)
Opportunities for Volunteer Engagement in Web 2.0 and Social Networking:

 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:

• General social networking

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

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

• Video
YouTube • "Broadcast yoursef"

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

• Citizen media
Blogs • "Express yourself" (wordpress)

• Micro blogging
Twitter • "What are you doing?"
Social networking best practices:

 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-volunteer-
relationships-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. A Beginner's Guide to Facebook from Techsoup

2. A DigiActive Introduction to Facebook Activism from DigiActive
3. A Successful Facebook Marketing Campaign from Social Media Optimization (David Wilson)
4. Eight Secrets of Effective Online Networking from Techsoup
5. Engaging Techie Volunteers by Judicious Web (Heidi Baker)
6. Face Time, ” A special report from the Chronicle of Philanthropy
7. First Steps in Social Networking for Nonprofits from Wild Apricot’s nonprofit technology blog
8. How non-profits are using social networking to raise money and awareness from the Chicago Tribune
9. How Nonprofits Can Get the Most Out of Flickr by Beth’s Blog (Beth Kanter)
10. How Nonprofits Can Use Facebook from Emily’s World
11. How To Develop a Social Media Plan in Five Easy Steps Beth’s Blog (Beth Kanter)
12. 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
13. Questions people always ask me: Facebook page or Facebook group by ADVERGIRL (Leigh
Householder)
14. Should Your Organization Use Social Networking Sites? from Techsoup
15. Starting a Social Media Strategy by Chris Brogan
16. 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