Post on 22-Dec-2014
description
Using Your Website to Boost Volunteerism 1@davharts
David Hartstein
Using Your Website to Boost Volunteerism
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WIRED IMPACT
We Make Websites for Nonprofits
David HartsteinContent, Measurement
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WHAT WE’LL COVER
Your website’s role in volunteer efforts
Improving volunteer satisfaction
Driving potential volunteers
Measuring your website’s impact
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YOUR WEBSITE’S ROLE IN VOLUNTEER EFFORTS
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THREE WAYS A WEBSITE CAN HELP
1. Getting visitors interested in volunteering
2. Signing visitors up to volunteer
3. Maintaining relationships with past volunteers
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1. GETTING VISITORS INTERESTED
Goal: Visitors become interested in volunteering
Website Content to Include:• The impact volunteers have had in the past
• Stories from past volunteers
• Stories from those that benefit from your volunteers
• Photos and videos
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2. SIGNING VISITORS UP TO VOLUNTEER
Goal: Visitors signing up to volunteer
Website Content to Include:
• Upcoming events with logistical info(date/time, location, activities, attire, things to bring, rain plan)
• Impact of the volunteer opportunity
• Photos or videos from past occurrences
• A person who can answer questions
• An easy way to sign up
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3. MAINTAINING RELATIONSHIPS
Goal: Volunteers stay involved as active supporters
Website Content to Include:• Ongoing appreciation of volunteer efforts
• Demonstration of volunteer impact
• Info likely to appeal to volunteers
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IMPROVING VOLUNTEER SATISFACTION
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FOUR TIPS TO INCREASE SATISFACTION
1. Eliminate points of frustration
2. Make volunteering seem important
3. Be honest
4. Show appreciation
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1. ELIMINATE POINTS OF FRUSTRATION
In finding info:• Make all logistical info easy to locate• Set expectations clearly using understandable
language• Clear navigation
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1. ELIMINATE POINTS OF FRUSTRATION
In signing up to volunteer:• Ask for only essential info• Test your signup form in all major browsers
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2. MAKE VOLUNTEERING SEEM IMPORTANT
• Showcase the impact of past volunteers• Make your appeal emotional• Showcase the need you’re addressing• Inspire hope
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3. BE HONEST
• Set visitor expectations
• Keep your word
Avoid…
What Organization Says
“Help us boost the aesthetic appeal of our facility”
“Spend quality time withadorable children”
What Volunteer Does
Pulling weeds and scrubbing floors
Sorting children’s clothing and disinfecting toys while the kids take a nap
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4. SHOW APPRECIATION
• Thank volunteers privately (email, handwritten note)
• Thank volunteers publicly (social media, website)
• Showcase volunteer impact• Ask volunteers to share about their
experiences
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DRIVING POTENTIAL VOLUNTEERS
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WAYS TO DRIVE POTENTIAL VOLUNTEERS
• Search
• Social media
• From within your own website
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SEARCH
• Use phrases potential volunteers would type into a search engine
• Tailor web content to disasters when they occur
“Volunteer” + Disaster + Location
“Volunteer to Help Joplin, MO Tornado Victims”
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SOCIAL MEDIA/EMAIL
• Posting volunteer opportunities
• Discussing the impact your volunteers have
• Sharing positive sentiments from volunteers
• Email: creating sublists based on visitor interests
Don’t always ask for things from your supporters.
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ALWAYS BE BUILDING YOUR BASE
• Cultivate relationships with potential volunteers even when you don’t need them for a specific project
• Make it easy for potential volunteers to stay informed
• Keep potential volunteers involved
Cultivate relationships when you don’t need anything.
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WITHIN YOUR OWN WEBSITE
Link visitors strategically throughout your site
Example:
Emotional Story:
Family impacted by tornado
Take Action: Volunteer signup form
Donate, volunteer, send suppliesHow to Help:
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MEASURING YOUR WEBSITE’S IMPACT
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FOCUSING ON METRICS THAT MATTER
Focus on most important website metrics for your organization
Volunteerism:• # of volunteers registered through the
website• # of new volunteers registered through the
website
Your primary focus should be on metrics that truly matter.
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FIND RELATIONSHIPS IN YOUR DATA
Use data to find visitor behavior that supports your key metrics
We Notice
Visitors that look at the Our Impact page are 8x more likely to sign up to volunteer
Visitors that sign up to receive notifications to help after a disaster are 35x more likely to actually volunteer
We Focus On
Driving more visitors to look at the Our Impact page
Pushing as many visitors as possible to sign up for these notifications
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SOME METRICS WORTH WATCHING
• Number of repeat visitors landing on your volunteer pages
• Landing pages that result in the most volunteer signups
• Page viewed just before volunteer signup
• Number of visitors that begin the process of signing up to volunteer but don’t complete it
• Traffic sources that drive the most volunteer signups
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WE’RE DONE! WHO HAS QUESTIONS?
If you have questions don’t hesitate to reach out.
wiredimpact.comdavid@wiredimpact.com @davharts
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ATTRIBUTION
http://www.flickr.com/photos/calamity_photography/4778766879/http://worldwildlife.org/threats/illegal-wildlife-tradehttp://paulirish.com/lovesyou/new-browser-logos/http://www.savethechildren.org/site/apps/nlnet/content2.aspx?c=8rKLIXMGIpI4E&b=6221359&ct=
11657685http://www.charitywater.org/blog/fifth-bday/http
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http://www.flickr.com/photos/heavyweightgeek/2334939683