This week #ContentChat was joined by Paula Kiger (@biggreenpen) who shared her POV about how nonprofits can best collaborate with volunteers who are passionate about their cause to create compelling content. Whether you are a nonprofit marketer looking for additional ways to engage your volunteers, or a volunteer looking to find additional ways to give back to a cause you love, you’ll learn something new from this week’s recap.
If you missed the chat, we’d love you to weigh in with your tips on working with volunteer cause ambassadors in the comments.
P.S. To be reminded about upcoming chats and get a sneak peek at the questions, like and follow our Content Chat Facebook page.
Q1: Why should you include volunteer-created content in your cause-related marketing plan?
A1 Volunteer-created content touches the heart of your cause. People who believe wholeheartedly tell your story best! #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A1: When a volunteer shares your cause’s message, it lends credibility, helps others put themselves in their shoes. #ContentChat
— Erika Heald (@SFerika) June 12, 2017
A1: Volunteer-created content is the UGC of cause-related marketing. They’re the voice of your cause to inspire others. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 12, 2017
A1 #contentchat user generated content resonate best within their own sphere of influence (friends,…) so it’s interesting for causes
— Bruce Deschamps (@brucedesch) June 12, 2017
A1. UGC is valuable in every industry, but useful to humanize a cause. #contentchat
— Megan McCarthy (@thlittleartiste) June 12, 2017
A1: Volunteer-created content are people that want to share their love for your brand in their own voice! #ContentChat
— 🎙JMatt (@JMattMke) June 12, 2017
A1: Nothing is more authentic than content created voluntarily with no other motives than passion, and that speaks volumes. #contentchat https://t.co/oeFw9kauxi
— Amanda Milligan (@millanda) June 12, 2017
A1: Volunteer-created content shows your audience other like-minded individuals that enjoy the same cause/interests as you! #ContentChat
— SaintA (@SaintAorg) June 12, 2017
Which is why brands should *voluntarily* create content for their audiences, too. Creating valuable content means you CARE. #contentchat
— Amanda Milligan (@millanda) June 12, 2017
A1: It’s all about passion! Create the warm fuzzies that everyone can relate to = increased engagement #ContentChat https://t.co/c5eWFoLe00
— Amy Higgins (@amywhiggins) June 12, 2017
a1) connects your brand/biz closer to audience. They know what interests them! It’ll be more trusted! #contentchat
— Curata (@curata) June 12, 2017
Try as brands might, you can’t buy that passion. #ContentChat
— Josh McCormack (@joshmccormack) June 12, 2017
Q2: What do you need to have in place before inviting volunteers to create content in support of your cause?
A2 You need a clear plan for your campaign’s goals, specific messaging guidelines, and the intent to encourage vols. #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A2: Have clear, concise brand guidelines that include a short description, relevant hashtags, assets the volunteer can use. #ContentChat
— Erika Heald (@SFerika) June 12, 2017
Great point. There’s nothing worse as a vol in a hurry to help than having to hunt for the #hashtag. #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A2: Clear voice and brand guidelines, assets volunteers can use including hashtags, social handles, and creative. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 12, 2017
A2: If you have a specific marketing campaign, choose a hashtag that the content can be shared with – easier to find! #ContentChat
— 🎙JMatt (@JMattMke) June 12, 2017
A2 #contentchat clearly defined goal and message as well as the structure to follow and gather the info to measure success.
— Bruce Deschamps (@brucedesch) June 12, 2017
You need to make it easy for your volunteers to create the content, but also keep it aligned with your messaging. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 12, 2017
Great point about making assets easily available. I love it when people have their logo, etc ready to download #contentchat
— Susan Moeller (@SusanCMoeller) June 12, 2017
A2: A clear description of what you’re looking for so volunteers know what to focus on. A little guidance goes a long way! #contentchat
— Amanda Milligan (@millanda) June 12, 2017
Me too! Don’t make me hunt. It also makes it easier for all parties. Less time editing on the brand side, too. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 12, 2017
I think it’s a balance between dictating 100% of the content and allowing their unique personalities to shine #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A2 Have a plan in place for submissions to let volunteers know their content is welcome and can be edited for style and flow. #ContentChat
— Jim Katzaman (@JKatzaman) June 12, 2017
A2 Keep the request simple for the kind of content you need from your volunteers; is it a hashtag, a phone number, a statistic? #ContentChat
— SaintA (@SaintAorg) June 12, 2017
Agreed. You want to have a framework to make the process flow, but don’t want to put words in their mouths. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 12, 2017
A2: Place the hashtag everywhere and make easy photo opts for your volunteers to share #contentchat
— Amy Higgins (@amywhiggins) June 12, 2017
#contentchat A2 I would think all branding, tools, FAQs, someone to foster/buddy up while on site. I don’t do this, so a good guess. 🙂 https://t.co/Kh12NIaJoF
— Barbara Henslee (@BarHenslee) June 12, 2017
A2 #contentchat A way to gather the generated content to showcase and reward your volunteers. like a campaign related content hub.
— Bruce Deschamps (@brucedesch) June 12, 2017
a2) guidelines, process, goals, an agreeable way to measure those goals. #contentchat
— Curata (@curata) June 12, 2017
Q3: How much structure/control should the cause try to maintain over the content volunteers create?
A3 It’s a balance. You need enough specificity that the facts stay correct but enough flexibility to accommodate individuality #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A3: Limit how much you control the content, remember – just because you ask for it, doesn’t mean you HAVE to use it. #ContentChat
— 🎙JMatt (@JMattMke) June 12, 2017
A3 I’d think of it less as “control” and more as guidance. Give them everything they need to tell a great story, and they will! #contentchat https://t.co/mcDjnLA6iZ
— Amanda Milligan (@millanda) June 12, 2017
A3: The structure is useful for all parties as guidance. But it doesn’t mean you control the messaging. You can, however, edit. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 12, 2017
A3: Don’t try to micro-manage the volunteers’ message. The whole point is to let them speak to their audience authentically. #ContentChat
— Erika Heald (@SFerika) June 12, 2017
A3a: Editing doesn’t mean changing the core message and should only happen when posting content to your properties. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 12, 2017
A3 Let content volunteers express in their own voice, within your standards, making sure they don’t contradict core messages. #ContentChat
— Jim Katzaman (@JKatzaman) June 12, 2017
A3 #contentchat Ensure the content created stays on topic by filtering w/ a hashtag, have community rules to let people know what’s allowed. https://t.co/wmHsfM0BZj
— Bruce Deschamps (@brucedesch) June 12, 2017
totally agree! I was doing a cause-based campaign recently and needed clarification. Examples would’ve been good! #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
a3) w/ clear expectations set, besides editing, not much. control can void cred of UGC &/or damage brand opinion w advocate #contentchat
— Curata (@curata) June 12, 2017
#contentchat A3 I want to say all control. But, as I write that, doesn’t seem right. Want them to have some creative freedom. https://t.co/erC9UsmhJ7
— Barbara Henslee (@BarHenslee) June 12, 2017
It has worked well for me to have a theme. Example: @shotatlife did a “First shot at _____” (think: first steps) & we added pix #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
Yes. Set the absolute must parameters for volunteers to create content and get out of their way. #ContentChat
— Josh McCormack (@joshmccormack) June 12, 2017
Q4: How can a cause motivate and reward volunteers for creating and sharing content?
A4 The biggest motivator is feeling we’re helping causes we love! Bonuses include interactions with the ppl we are helping. #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A4. Many companies have Dollars for Doers programs. Volunteers can earn grants for their time building & presenting content. #contentchat
— Nick_Kelly (@Nick_Kelly) June 12, 2017
A4a That said, does anyone NOT love tchotchkes and swag? It’s not expensive to acquire goodies branded w/your cause’s logo #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A4: If a cause is inspiring enough on it’s own – then volunteers will want to share because of their connection with the cause. #ContentChat
— 🎙JMatt (@JMattMke) June 12, 2017
A4 By being clear on the value. In creating content, you are helping in tangible ways
#contentchat— Susan Moeller (@SusanCMoeller) June 12, 2017
A4: Simply recognize and engage with them! If I saw appreciation from the org, I’d feel like I was really *doing* something. #contentchat https://t.co/sfxPTwYHIk
— Amanda Milligan (@millanda) June 12, 2017
A4: Heartfelt recognition goes a long way. Can do this in person or through featuring volunteers on social/web. #ContentChat
— Erika Heald (@SFerika) June 12, 2017
a4) organic passion is a good enough. also: some sort of professional development (gain skills), or a digital badge! #contentchat
— Curata (@curata) June 12, 2017
A4 Publicly rewarding volunteers — especially those who submit content — is cheap & morale-building. Maybe gift certificate. #ContentChat
— Jim Katzaman (@JKatzaman) June 12, 2017
A4 #contentchat by featuring the user content on special locations on website. People here look for recognition, being useful,…not prize
— Bruce Deschamps (@brucedesch) June 12, 2017
Motivation comes from making it easy and self-rewarding. If a cause is worth it, extra stuff from the org is never needed. #contentchat
— Amy Higgins (@amywhiggins) June 12, 2017
#contentchat A4 Endless opportunities! Depends on the piggy bank and the cause. Invite to fancy fundraising event for example. https://t.co/FsDEQodECU
— Barbara Henslee (@BarHenslee) June 12, 2017
A4: Rewarding volunteers can be as simple as telling them what’s coming up, sending them a pin, etc. Now they’re part of it. #ContentChat
— Josh McCormack (@joshmccormack) June 12, 2017
A4: Causes should THANK their volunteers & contributors regularly, this can be anything from a personal message to a ‘like’… #ContentChat
— SaintA (@SaintAorg) June 12, 2017
#contentchat A4.2 Credits, name in lights kind of thing. Public recognition. https://t.co/inSQNmNYNh
— Barbara Henslee (@BarHenslee) June 12, 2017
YES! A small token that shows you’re part of their tribe rocks…and can spark conversations w/other advocates, #contentchat
— Erika Heald (@SFerika) June 12, 2017
A4: Let the volunteer know *their* impact from creating & sharing content. Ideally, they just want to help and knowing how is encouraging. pic.twitter.com/x2ZhKnOHxm
— Seth Waite (@Seth_Waite) June 12, 2017
A4: Awards, recognition, THANKS. Ex: @826boston awarded volunteers who shared the #Halfx5Marathon page: https://t.co/tA5xHHyUV5 #contentchat
— Jess O’Brien (@JessOB1kenobi) June 12, 2017
Q5: What are some potential pitfalls about asking volunteers to spread your cause’s message?
A5 Volunteers can go off-script, even when they mean well. Especially if your cause invites controversy, coach them on this. #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A5: Volunteers can go off-script. Personal lives may be in conflict with your values/messaging. They may cause controversy. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 12, 2017
A5: Asking volunteers to create content can give them a little more power than you want – power you can’t control. #ContentChat
— Josh McCormack (@joshmccormack) June 12, 2017
A5: Without the goals and framework we mentioned earlier, content can be inconsistent/messy. But with prep, the risk is low! #contentchat https://t.co/mnKSUWLwN7
— Amanda Milligan (@millanda) June 12, 2017
A5: You have to be willing to let go of your control over the brand message and trust your volunteers. #ContentChat
— Erika Heald (@SFerika) June 12, 2017
A5: Downfalls could be that volunteers spend time creating content and not volunteering. #contentchat https://t.co/oWQjjQpOn0
— Amy Higgins (@amywhiggins) June 12, 2017
A5 people assume that you are endorsing them as inline with your organization, and you don’t know enough to be assure they are #contentchat
— Susan Moeller (@SusanCMoeller) June 12, 2017
A5 Set limits on volunteer participation, and stick to them impartially. Volunteers are there to help, not take charge. #ContentChat
— Jim Katzaman (@JKatzaman) June 12, 2017
No matter how much you prep, you are not in control of the messaging. There needs to be trust and clear boundaries. #ContentChat
— Berrak Sarikaya (@BerrakBiz) June 12, 2017
A5b And sometimes, your volunteer’s message may not totally align w/yours. Have to assess how to clarify w/out upset. #ContentChat
— Erika Heald (@SFerika) June 12, 2017
A5: Grammatical errors, bad links, misused hashtags. All can be avoided with guidance & guidelines. #contentchat
— Jess O’Brien (@JessOB1kenobi) June 12, 2017
A5 #contentchat the legal aspect seems to be an issue for non-profit org. But I would need some case study to have more details to share.
— Bruce Deschamps (@brucedesch) June 12, 2017
A5: Crickets… if you publicly ask & no one creates anything. Then your ask never gets closure w/ those that are aware of it. #ContentChat
— 🎙JMatt (@JMattMke) June 12, 2017
A5: If your cause has any controversy around it, you may be indirectly inviting trolls and haters to create negative content. #ContentChat
— SaintA (@SaintAorg) June 12, 2017
Q6: What are some challenges, as a volunteer, in supporting a cause through creating and sharing content?
A6 Volunteers can feel inferior because they lack skills. Remind them it’s THEM, not their keyboards, that influence. #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A6: You may be surprised to find that a cause you love stirs up unanticipated conflict+drama via social. #contentchat
— Erika Heald (@SFerika) June 12, 2017
A6: Aligning your voice with their message. How to stay on brand, while speaking personally to your own network. #contentchat
— Jess O’Brien (@JessOB1kenobi) June 12, 2017
ASAP, in my opinion. Use their expertise at reputation management, don’t try to gloss over/bandaid. #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A6 #contentchat take a stand & support the non-profit/cause message in more depth. Sharing is caring but how to add value to shared message. https://t.co/DFIWoxnqZ8
— Bruce Deschamps (@brucedesch) June 12, 2017
A6: It is possible that you start to get unwanted attention; aligning with a cause that you didn’t realize to be controversial. #ContentChat
— 🎙JMatt (@JMattMke) June 12, 2017
HM. I think that’s a trust thing just like any other brand/influencer relationship. Our vol pull is worth something. #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A6 If volunteers have thin skins, they might not take well to editing their “baby.” Have good, clear agreements beforehand. #ContentChat
— Jim Katzaman (@JKatzaman) June 12, 2017
A6: As a volunteer, your spare time is precious, creating content shouldn’t create more stress in your life! #ContentChat
— SaintA (@SaintAorg) June 12, 2017
Q7: What are some examples of causes who have a strong network of volunteer content creators?
A7 I am *partial* to @shotatlife, which advocates for kids worldwide to have access to life-saving immunizations. #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
Sample of a “Shot at” vol contribution for @shotatlife by @ccylevin#ContentChat pic.twitter.com/HaGtUvKhW9
— Paula Kiger (@biggreenpen) June 12, 2017
A7a I also love @momsrising @mercycorps @unboundorg @charitymiles @glaad and @everymomcounts. I could go on and on! #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A7. Gotta love how @NatlParkService has thanked people on FB for displaying bumper stickers, wearing T-shirts. IRL example! #contentchat https://t.co/0sLWvFrerw
— Amanda Milligan (@millanda) June 12, 2017
A7: @SusanGKomen has a great community, especially on days of their run/walks! People want to share that they participate! #ContentChat
— 🎙JMatt (@JMattMke) June 12, 2017
Here’s a @charitymiles / MS partnership for #LifeWithMS cc: @cathyches https://t.co/yeKg6wzeSf #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A7: The general cause of #FosterCare/Adoption has a great community, families love to share content of their #ForeverFamilies! #ContentChat
— SaintA (@SaintAorg) June 12, 2017
A @donateaphoto that helps @pflag (NOT my best photography but…) https://t.co/JwzuWw4wFj #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
And HOW could I forget #RedNoseDay? https://t.co/Ue5qXf8Nuh #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
Q8: What are the post-campaign to do’s for both the cause and the volunteer content creator?
A8 Remind vols material hangs around FOREVER; they should refer difficult/sensitive questions back to org when campaign ends #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A8: Make sure to let the volunteers know how their content helped drive results for your campaign! Share lessons learned. #ContentChat
— Erika Heald (@SFerika) June 12, 2017
A8: THANK YOU NOTES! After a successful (or any) campaign ends, make sure to thank those that helped your cause! #ContentChat pic.twitter.com/PyubvbsAfF
— SaintA (@SaintAorg) June 12, 2017
A8. Figure out what content resonated most and what you can learn from it! #contentchat https://t.co/AZRyDGwrPD
— Amanda Milligan (@millanda) June 12, 2017
YES! It makes my day to get a note in the mail. #contentchat
— Erika Heald (@SFerika) June 12, 2017
A8: Create an internal recap so that you can recreate it – also note ideas on how you can improve the campaign next time. #ContentChat
— 🎙JMatt (@JMattMke) June 12, 2017
oh MINE TOO! Such a great point! @SaintAorg #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
also b/c nonprofits can have lots of staff turnover – preserve message by documenting history @JMattMke #contentchat
— Paula Kiger (@biggreenpen) June 12, 2017
A8 #contentchat showcase & highlight best campaign content to extend the impact, repurpose created content for future actions.
— Bruce Deschamps (@brucedesch) June 12, 2017
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