For Volunteer Engagement

Community Engagement

Volunteer Manager

Marketing Manager

Recruit

Screen Place Train Supe

rviseRecognize

Retention

Evaluation

How do you move people down the

funnel?

Individuals participate in collective action when they recognize their membership in the relevant collective.(Wright, 2011)

The degree of group identification appears to be a strong predictor of collective action participation.(Stekelenburg & Klandermans, 2007)

EMOTION+ COMMUNICATION

Anger

Happiness

Sadness

Relaxation

Content evokes powerful emotional response and encourages sharing

Content evokes emotions, but not powerful enough to invoke sharing

SOCIAL MEDIA

3 Types of MessagingInformation

CommunityGiving Recognition & Thanks

Acknowledgement of Current & Local Events

Responses to Replies

Asking for Responses

ActionPromoting an Event

Donation Appeal

Selling a Product

Call for Volunteers or Employees

Lobbying & Advocacy

Vote for Organization/Contest

Learn How to Help (with link)

Source: Lovejoy, K. & Saxton, G.D. (2012). Information, Community, and Action: How Nonprofit Organizations Use Social Media. Journal of Computer-Mediated Communication, 337-353.

EXAMPLES

?QUESTIONS