How to Engage and Recruit Volunteers with Social Media

Social media has quickly become an ingrained part of our society.  If your nonprofit organization isn't taking advantage of social media's unique marketing capabilities, you're missing out on an invaluable way to spread your organization's good will.

So how can nonprofits use social media to effectively engage and recruit volunteers? It will require a little web savvy and time on your part, but the returns are well worth it.

1. Become a Storyteller

Share compelling content that inspires people to act. Do any of your current or previous volunteers have experiences they wish to share? Compile stories of impact from them, as well as your employees, and use them to relate to your prospective volunteers.

It's important to understand how to craft these anecdotes based on your chosen social media platforms. For instance, a longer and more involved story is most suitable for a blog post, while an inspiring quote or slice-of-wisdom would have more impact on Twitter. Consider utilizing YouTube to film these stories and add a human element to your organization.

2. Keep Volunteers Informed

This might seem obvious, but it's crucial. Sharing the latest news and achievements of your organization enables your volunteers to stay aware and informed of the roles they play in helping their community.

Social media can also be used as an educational tool for your volunteers. Post quick tips on Twitter to help them strengthen their skills, or share important event invitations on your LinkedIn community page with your volunteer network.

3. Don’t Be Afraid to Be Funny 

While professionalism should always come first, there's a lot to be said for a little levity. Modern web-goers have been raised on funny videos, social satire and self-referential memes. Humor should be a gentle way to let your audience know that the people behind your organization's computer screen have minds and hearts.

Even if you're not a comedian, your organization's willingness to have fun will speak well to your audience, particularly if you're targeting young volunteers. Let the public know that your organization is an interesting, fun place where volunteers are valued.

Check out this article from SocialMediaExaminer for more good tips on how to use humor professionally on the Internet.

4. Optimize Your Web Presence 

Use social media platforms that fit the marketing plan of your organization. Consider the unique strengths of each service. Does your organization prefer to utilize polls, photos, and contests to engage your volunteers?  Start a Facebook page. Do you prefer a more 'constant' connection with easily shared conversations? Look into Twitter. More focused on centralizing your volunteers with a shared calendar, events and groups? Try Google+.

5. Create Momentum in Other Spaces

Word-of-mouth is one of the defining qualities of 'going viral', and one that every organization should abide by when using social media. If you're recruiting other volunteers, ask your current ones to spread the word among their friends, families and networks.

Visibility, as well, is a key social media component. This can be achieved in small but effective ways, such as posting a simple 'Thank you' message on a volunteer's Facebook page or engaging in a conversation with them over Twitter.

6. Keep the Conversations Flowing

Sharing is caring. Social media is tailor made for gathering feedback and exciting new ideas from your volunteer stable, which can then be used to inform your organization's future initiatives. Ensure that your volunteers also have the tools to share information about your organization. Create #hashtags on Twitter for each event to help your volunteers track all related information and see what other users are saying.


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