Now, getting a volunteer to run your organization’s social media isn’t a bad idea if it’s approached correctly.  You have to recruit this volunteer with kid gloves – much the same as if you were recruiting a volunteer to handle the organization’s finances.  The wrong volunteer in either situation could completely destroy the organization.  If this volunteer has login and editing access to all of your social media and they become disgruntled – they have the power to cause major damage to the organization’s image and brand and have instant reach to all of your donors and supporters.

Using a volunteer in this capacity should really only be taken on by organizations with an established volunteer program; this is not the volunteer to get your volunteer program started.  You have to treat this volunteer more like an unpaid staff person – they must have a supervisor, they must sign a contract that details expectations of what they can and cannot do, you must do reference and background checks, and they should be included in any staff meetings that address social media, marketing and fundraising needs.  This is not a position that can operate in a silo; they must have their hand on the pulse of the organization in order to have the knowledge to properly leverage social media.

So, how do you find this volunteer?

1. Mine your donor and volunteer database for people who work in marketing, PR and IT.  Contact them directly to see if they have the expertise and would be interested in helping the organization in this way.  If they don’t, ask them if they can refer someone who may be able to help.  Referring means that they not only give you the name and contact information of the person, but that they actually contact the referral themselves, summarize the opportunity and get permission for you to contact them.
2. Send out a call for volunteers using viral email to your entire donor and volunteer database (those who have given you permission to contact them in this manner).  Many people have the skills and knowledge of social media as a result of personal interest and hobbies that would not be apparent from their occupation.  This call should be very detailed in regards to scope of activities, skills/experience needed, and time commitment.  By viral, that means that you request they send the email on to anyone they think would be interested or able to help you locate the volunteer.  Do not send the email message using cc or bcc.  The email message should be sent using mail merge or other email system that sends the message out to one person at a time.
3. Use third party volunteer recruiters like VolunterMatch.org or Business Volunteers Unlimited.

Another thought that many organizations may be having is to get a business or consultant to donate their services.  One thing to keep in mind is that there is no tax benefit for donation of services – only tangible property.  Therefore, when negotiating the donation, you should recommend that the organization pay for the services and ask for a donation/pledge that will offset the cost.  The donor could generally restrict the gift for use (such as technology or public relations) if they so choose, but there cannot be a true quid pro quo or it negates the tax deductibility of the gift.

When it comes to using social media, it is very important to remember that you are dealing with very valuable assets -  your organization’s image and brand.  Make sure that the organization has control when using outside souces (volunteer or paid).  The organization must have administrative powers and login information for all of their social media activities.

Key Findings include: 

• Nonprofit websites scored an average 73 out of 100 for online customer satisfaction (the threshold for excellence is 80).
• A highly satisfied visitor to a nonprofit website is 49% more likely to make a donation.
• The top 2 reasons people visit a nonprofit website: 40% News & Events; 40% Stay informed on the cause the organization addresses.
• 18% visit a nonprofit website specifically to make a donation.
• Those who found the nonprofit’s website through the news or a media source were more likely to donate.

Have you reviewed and updated your website lately?  Look at it through an outsider’s eyes.  If you’re not happy with it, your potential donors aren’t either and you’re missing an enormous opportunity.  Improved public relations activities that highlight your website could also lead to increased donations.  Your website is the digital door to your organization – are you embarrassed when you get company?

http://www.foreseeresults.com/Form_Nonprofit_Apr09.html

The financial outlook for nonprofit organizations over the next 12 months is not good.  Foundations and endowments have lost 20%-40% of their value causing decreases in grants and investment income.  Additionally, individuals are cutting discretionary spending and donations, which means decreased event attendees and individual gifts.  Nonprofits that are able to maintain their funding levels will be doing really well.

However, there will be some nonprofits that really shine; that come out of the crisis in a better position.  How is that, you ask?  First and foremost, they are accepting the situation for what it is and focusing on what they can control.  They are not operating in a state of shock and scrambling for every penny no matter what the cost.  More than ever, fundraisers have to work smarter and focus on the ROI (return on investment) of their fundraising activities.

The organizations that will be successful are currently involved in an indepth evaluation of their programs and operations.  They are eliminating programs and activities that are not related to their mission, that are not producing results, and that do not strengthen the organization.  Smart nonprofits are really prioritizing to make sure that their resources are directed to the programs that matter the most.  They are looking for efficiencies and reviewing processes to streamline their operations and maximize their resources.  They will emerge from the crisis leaner, meaner and ready to take off when things turn around.

The smart nonprofit is also capitalizing on positive public relations and stewardship.  They are sharing their success stories and demonstrating the value their organization brings to the community.  People want to see rays of light through the gloom.  If you are able to make your organization shine through, you will really be noticed.  Smart nonprofits are also very focused on communicating with current donors and planting seeds for future donors.  They are building their “followers” without alienating them because they can’t give now.  By using low cost methods like online communities and volunteer programs, they are able to get new people connected and strengthen existing connections.  When the economy loosens up, they will be primed and ready to donate.

Nonprofit organizations that focus on controlling what they can, making the most of what they can’t and seizing the new opportunities that present themselves, will emerge from this economic crisis stronger and better positioned than when they went in.  It’s not necessarily going to be easy or fun, but it can be done.