Editor’s Note: This series explores ways to apply content marketing strategies to help lead a successful nonprofit volunteer program. Using the wealth of information in Kivi Leroux Miller’s book “Content Marketing for Nonprofits” as a jumping-off point, this four-part installment discusses how a solid content marketing strategy will pay dividends in drawing volunteers and supporters, bridging the gap between volunteers and donors, and engaging your community.
How can you learn more about your volunteers and supporters? This question should serve as the driving force behind how you keep track of your work and success. In this blog post, the final one of the series, we will discuss how you can quantitatively and qualitatively measure the impact of your work and adapt to the needs of your volunteers and community.
Invite Volunteer Feedback
One way your data might manifest itself is through surveys and polls. After a volunteer participates in one of your opportunities, ask that person to fill out a short form talking about how it went. Did the opportunity match his/her skills and interests? Did the volunteer learn something or take something away from the experience? Did the volunteer feel guided by his/her supervisor? How you tweak your program based on responses to questions like these can be the determining factor in whether or not that volunteer will lend his/her time with you again.
One organization that encourages volunteer feedback is my local Sierra Club chapter. In the process of creating and publishing their newsletter, “The Yodeler,” released online and in print, the Club invites volunteers to edit their articles, not only grammatically but stylistically and formally as well. As a result, existing volunteers directly affect how the Club’s message is delivered, and can provide input based on their own needs.
Use Online and Social media Analytics to Follow Trends
Website analytics like Google Analytics and Sprout Social will provide you with quantitative data that you can use to track a number of different statistics and trends. You might be interested in:
How long people stay on the volunteering page of your website
How many people are visiting your site for the first time (unique visitors)
Which age group has the most people following you
You can collect a wide variety of data and follow a bunch of different trends. But efficiently using social media is more than just collecting a mass amount of data: it is using those metrics that are most relevant to you that will then help you improve your content.
Analytics can also be used to determine how good of a job you are doing in responding to social media activity. Your online analytics can track how quickly you are responding to comments on the different social media outlets. You can then take that data and compare it to the graphs that tell you how many followers, fans, and likes you are receiving on a weekly basis. Small steps in improving your social media presence can be very beneficial in drawing new volunteers.
Balance Exposure and Engagement
Much as you want to have your name heard by lots of people, it will only be meaningful if people are actually having conversations about you. To clarify this idea, think about this awesome analogy that Kivi presents in her book:
To summarize, think of building social media followers like filling a football stadium. Many people like you enough that they will attend, but only a small fraction will wear apparel and team colors, and even less will put on face paint and go all-out with costumes. Social media provides extremely useful tools for connecting with a massive number of people, but it is up to you to use those tools effectively to create quality relationships and die-hard fans.
You might have thousands of followers on Twitter or likes on Facebook, but these only mean something if people are actually getting involved. In terms of online analytics, you might compare your impressions (the potential number of people who saw your name and post) to the number of interactions (the number of times you were mentioned by other people), and compare these to the number of people who actually sign up to volunteer.
At the same time, you can only create new interactions if you are meeting new people. Thus, exposure and engagement work together, and you need to balance both in order to successfully build strong relationships with your volunteers and community.
By following some of the strategies in this blog series, we hope that your organization leads a more successful volunteer engagement program. Maybe you used these strategies as inspiration for a new approach, or your existing strategies diverge from those listed here. We would love for you to share your experiences, and hope you will jump in the conversation about how to engage volunteers using content marketing!
What methods does your organization use to measure successful communication with and engagement of volunteers?