NEW on LinkedIn: Volunteerism

LinkedIn, the professional social networking site that boasts more than 100 million members, just added a new profile feature: Volunteer Experiences and Causes.

Just like adding a current or past job, LinkedIn members can now add a current or past volunteer experience. The information for each listing includes the name of the organization, volunteer role, cause area (like human rights or children), dates and description.

Here's an example from my personal profile.

Right now, LinkedIn helps members by suggesting oganizations as you type but doesn’t connect it back to the organization’s LinkedIn page.* I anticipate that changing in the near future. (It just makes sense if you ask me.) And if I’m right about that change then you are going to want to spruce up your org’s LinkedIn company page in advance.

In addition to a volunteer experience, members can also add broad causes they are interested in. While I don’t see any search functionality related to these causes at the moment, I’m curious to if we’ll see that in the future. Imagine if you could search for people who care about “arts and culture” in “Indianapolis”  or who care about "poverty alleviation" in "Portland" to find potential volunteers, donors and even employees.

It’s a new and growing feature on LinkedIn and I see great value add potential for nonprofits. However where the value really is at this moment is for your volunteers. You and your volunteer coordinator probably know and discuss the professional benefits of volunteerism on a regular basis. Volunteering with your organization provides your constituents with the opportunities to build skills they might not be able to nurture in the workplace. Fundraising, fiscal oversight, record keeping and public speaking are just a few of the many that come to mind.

Now LinkedIn is giving them the perfect place to add those skills and experiences to their online resume. In the current economy, and really at any time, volunteer experiences can add a differentiator to a job hunter’s resume. In fact according to the LinkedIn blog “new research from LinkedIn shows that one out of every five hiring managers in the U.S. agree they have hired a candidate because of their volunteer work experience.” It’s good for the volunteer and good for your organization and volunteer retention.

OK - we’ve covered the basics and now I have four action items for you and your organization.

1. Update your organization’s LinkedIn company page. Be ahead of the curve.
2. Alert your most dedicated volunteers (think board and committee members) of this opportunity and help them understand the value this adds to their professional resume.
3. Mention this at your upcoming volunteer trainings, on a volunteer related webpage and through your social media outlets.
4. Update your personal profile with your volunteer experiences and causes you care about.

What other action items or insights should we add?

*Update 9/16/11: When I first wrote this post it did not appear that the organization's name was connected to the organization's LinkedIn page. This blog post I read today said that they did so I investigated. I now have three volunteer experiences listed and here's what I found. 1) The very small org that lacks a LinkedIn page doesn't link back to anything. No surprise. 2) The small org that has a LinkedIn page but that may or may not be claimed by the org doesn't link back. 3) The national organization with a robust LinkedIn page is linked back to. All that said, I'm not exactly sure what the criteria is to link back to organizations' pages but it does appear to happen for at least some.

Today is your day

I'd like to keep it simple today and encourage you to do a little exercise in motivation inspired by a couple of recent Seth Godin blog posts, particularly one from today. While I had plans to post on a case study, this morning while thumbing through my emails I came across a call to action from Seth to do something very specific on End Malaria Day, today.  It made me stop to think more about why we are all here at this particular web address and why do we want to read about online fundraising.  In short, I think the readers and contributors of this blog in some way want to do something great to change the world for the better.  Well, today is your day to start or to perhaps reevaluate how you are making that happen.

Seth urges his readers to do three things that will spread the word and help support funding for nets.  Simply put, he said:"What would happen if you did that? What would happen if you stepped up and spent a few dollars?  Here's what would happen: someone wouldn't die."

Today, I'd like you to take out a post-it note.  Write this on it: Today is my day.  Each day is your day to do a little more, to make a little more progress.

Take that with you everywhere you go.  Post it up on your monitor, on your bathroom mirror, on your car steering wheel. Put it simply, like Seth.  If people take action - simple action - for the cause you are passionate then about what will happen? Will a life be saved, will a child learn how to read, will a hungry man be fed? 

Be clear with your constituents and keep it simple. Remind them that today is their day as well.

Find us at 2011 Summit!

Are you attending Convio's 2011 Summit? If so, we hope you'll find your way over to the Customer Care Center table in between sessions and take advantage of the resources and support being provided. We hope you'll at least come by and say "hi" and meet the faces behind those Convio voices and emails that you know. This information will be shared in the 2011 Summit guide but I wanted to give you a peek at what everyone involved with your Convio Client Care team is preparing specifically for this year's attendees:

 Monday, Oct. 3, 2011

• 8:00a – 11:15a: “Convio Community: Membership has its privileges”
  Find out what being a member of Convio's Community provides that will help you maximize the use of your Convio tools. Come by and get your resource information sheet with important must-have URLs that will give you quick references to solutions you need.
  
  
• 12:30p – 2:00p: “Free ‘Do It Yourself' Kits: Tastes great! Less filling!”
  After grabbing a bite to eat, swing by and learn about Convio's DIY online workshop and how we can help you achieve great results in less time. We'll show you where to find our kits that will help you quickly complete projects such as: Sustainer Campaigns, eNews & eBlasts, Housefile Building, Welcome Series eMails, Social Media Integration, Gala & Event Promotion, End-of-Year Fundraising, Advocacy, TeamRaiser, S-tags & Conditional Snippets.
  
  
• 3:15p – 3:45p: “Convio LearnCenter: We're gonna pump…you up!”
  Looking for a little more when it comes to knowing how to use your Convio tools? Let us show you how to super-size your skills through the use of Convio's LearnCenter and Community Monthly Webinars. You'll learn more about career path training, on-demand training and scheduled live training.
  
  
• 5:00p – 6:00p: “Day 1 Wrap-up: Holy guacamole Batman!”
  Brain hurting yet from new-idea overload? Feel like you need more information to help you understand how you can achieve something from a session? Let us help you with some of those questions or ideas so you can enjoy the night and get a good night's sleep.

Tuesday, Oct. 4, 2011

• 8:00a – 9:30a: “Convio Service Modules: Yeah baby yeah!”
  It's doesn't take an international man or woman of mystery to get things done. It just takes knowing where to look. Convio's full schedule of Service Module sessions are guaranteed to have an upcoming course that can put Convio to work for you and help you get a project completed and out the door in just a matter of weeks. Come find out what's going on now and what's coming up in 2012.
  
  
•  10:45a – 11:00a: “Support on Twitter: It's a bird… It's a plane… It's …”
  ...@ConvioHelp of course! No spandex at this table but there is plenty of information about how you can use your Twitter account to keep up to date on new industry information, Community activity and even ask support questions.
  
  
•  10:45a – 11:00a: “Find A Solution: Whoomp! There it is!”
  What are you looking for? Whether it's a Convio resource or one simply floating in the Web somewhere, let your Convio Community Manager help you find it.
  
  
• 12:15p – 2:45p: User Group Lunch: “Where everyone knows your name”
  Interested in a Convio User Group or already participating in one? Join us for lunch and share some great discussion! Look for the User Group tables when you get your food.
  
  
• 4:00p – 5:30p: “Day 2 Wrap-up: What you talk'n bout Willis?”
  Need answers for “Day 2” questions? Come by our table and get additional information and/or resources that will clear up any confusion or help you determine how to use your new inspiration when you get back to the office.

Wednesday, Oct. 5, 2011

• 8:00a – 12:00p: “That's a wrap!”
  We'll be moving from our table to a room where your Convio Customer Center friends will be available throughout the morning for an open Q&A forum. We'll also be setting up specific times for verticals to join us and find out how you can use the functionality of the Community to improve your peer networking. Feel free to stop by our and say hi, ask questions or just feed the animals we call Convions. Let us help you leave Summit with no questions unanswered or resources provided. 

I know I'm excited about the Convio 2011 Summit and I'm definitely looking forward to meeting, and helping, all of Convio's amazing clients! See you in four weeks!

Quick promo before you click away! Do you need to improve your monthly newsletters or do you need a newsletter or newsletter archive page? Then you should sign up for our FREE eNews & eBlast Service Module running in September. We're opening our calls to anyone and everyone to join and learn best practices and receive a free kit with two email templates and one newsletter archive page (NEW!). After the 4-call series, you can use the kit to create or modify your own newsletters OR have Convio implement it quickly with your brand! First call is September 8th so get signed up and get the conference call information today! customer.convio.com/sm_free_eNews_Module

I heard it on the news

The vast majority of donor acquisition spend today is on direct mail. But just about every report you read shows that the results are not what they once were. Our Next Generation of American Giving report also reinforced that – Mature donors first reported that they learned about the charities they support through direct mail (35% of them).  While mail was part of the mix for Boomers (19%) and Gen X (16%) mail was non-existent with Gen Y.  But there is really good news: there is a channel that is effective in reaching people for the first time across all age groups – one that is often over-looked – mainstream media.

That’s right the news at 6 and 10, the local newspaper, radio news and other mainstream media matter. As a media relations fan and practitioner at heart, that is great news. If you don’t have a solid media relations plan then you are missing a significant opportunity. (And for another post on another day, the power of mainstream media also means that you need an issue management or crisis communication plan to help protect your organization should you need it.)

For Gen Y, Gen X and Boomers mainstream media is the #1 they first hear about charities they support (Gen Y 27%, Gen X 24%, Boomers 28%). Even 24% of Matures report mainstream media as their first source of information on the charities they support, second only to mail. I don’t know about you but with a nose for news, I smell opportunity.

Where do different generations learn about nonprofits they support?

Hopefully you are already doing a great job of media relations, but if not it’s never too late to start.

I polled some friends in the media relations world and came up with some ideas that might help – one that might even be a tad controversial:

• Seasonal Opportunities: Whatever you might be doing that is seasonal or timely will have a greater chance of getting press coverage. For example, here in Austin, the news stations have shown great interest in how Austin Zoo is dealing with the heat and keeping animals cool. Recent news coverage has resulted in increased donations from around the community.
• Timely Opportunities: If you can offer a perspective on what is happening in the current news cycles and how it impacts your nonprofit organization or the community you serve, the chances for news coverage increase. For example, the recent  news about the post office looking to change rates for nonprofits is an opportunity to be thought leader and offer a voice on the issue that will result in coverage and (potentially good) exposure for the organization. 
• Relationships: Take the time to get to know your local TV, radio and newspaper reporters. You never know when a reporter (especially TV) might have a slow news day and need a feature story on the fly. You want to be top of mind during those moments. If you have an office/warehouse/facility they can tour, invite them out. Otherwise, schedule a coffee or lunch (or even a quick phone call). You don’t always have pitch every time you talk to them. “Are you working on anything we can help with?” is often an appreciated question from a reporter. Bonus tip: Integrate your media list with your constituent records. Your relationship with a constituent should be influenced by their skills, such as journalism.
• Reports & Data: Local reporters want to know how organizations (both for profit and nonprofit) in your local area are making an impact — either through job creation, services offered, etc. If you can provide data and reports about the activities you are doing and how it's impacting the local community, you will increase your chances of news coverage. Also look for opportunities to leverage industry data. Our recent “Next Generation of American Giving” research and report has some very interesting information that might match what you are seeing or support something you are doing. For instance, “tipping” or making a donation at checkout was very popular according to the research – maybe that data supports a project you are doing with a local business and might result in coverage for you and your business partner.
• Press Releases: Be aggressive in announcing milestones, high-profile hires, accomplishments, goals, partnerships, etc. Share the press releases with the local media every time you have news to share, but don’t expect coverage every time. While I hate to admit it the number of websites that pick-up press release issued over the wire service – even locally – can help spread your story and lead to supporters linking and promoting in social media, adding to your reach. It has changed since I started my career. While the media is still the primary audience of a release, the Internet and social media have made them quality marketing tools. (I’ll get hate mail from PR purists for that one.) 
• Put a Face on It: If there is a way to genuinely incorporate stories about people, animals, cultural landmarks into your activities or outreach, it will raise the chance of garnering news coverage. For example, is a local kid/celebrity/family doing really amazing things as volunteers or fundraisers for your organization? Did a service recipient do great things or overcome great odds and can they add a face and voice to your mission? The face can be an animal or a place too.  Anything that personalizes or localizes the story can work.

You may not always get coverage, but you are consistently building a presence with the local press and staying top of mind – which can help you stay top of mind with supporters AND attract new supporters.

What it Means to Engage

One of the great pleasures of my job is working with Convio clients who are true innovators in nonprofit marketing and fundraising to define how we can collectively move the state of their art forward. 

It was just such a conversation with our client advisory board two years ago that focused us on the need for a more holistic approach to constituent engagement, which we’ve come to formally define as “the sum of all activities, across all channels, and across all facets of the nonprofit, that allows it to engage next-generation constituents, manage lifetime relationships with them, and optimize their support for the organization.” 

Know more than their name

We’ve invested a tremendous amount since then to expand our products and services to help our clients achieve this vision, culminating with the release of our new Convio Luminate™ solution. 

But why, exactly, is achieving constituent engagement so important?  We asked our advisory board to paint a picture of what it would mean to their organizations and constituents, and this is what they shared:

• “When constituents feel like they have the ability to define how they interact with us and define their relationships with us”
• “When a constituent contacts us we will give them what they want instead of what we have on the shelf”
• “When our messages are coordinated within and across channels”
• “When our staff understands who we serve and who we interact with to fund that work”
• “When our marketing department looks beyond just acquisition metrics and starts making decisions around lifetime value and ROI”
• “When everyone at the organization makes more data driven decisions”
• “When we can scale success and take the best of what one part of the organization does and apply it to all parts of the organization”
• “When we have maximized the long-term, mutually beneficial relationships that exist between the individual and the organization”

What would successful constituent engagement mean to your organization and constituents?  Share your thoughts with us and we’re happy to keep evolving this as we work together to make it a reality.