iVolunteering.org - National Service Knowledge Network

longtermsingularInternet and Web Development

Dec 4, 2013 (3 years and 11 months ago)

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Andrew Sears

Executive Director

Social Networking and Web 2.0:

“Open Source” National Service

The Opportunity:

“Open Source” National Service


Web 2.0


Social Networking & User Contributed Content


Wikis, Blogs, Photo Sharing, Video Sharing, etc.


Mass Collaboration


Open Source/Creative Commons


Imagine a world where…


…there are hundreds of millions of training articles,
videos, podcast and resources freely available on
every nonprofit and social change topic


…90% of media is user created and directly reflects
the diversity of the world


…there are thousands of free college courses
available online on every topic of nonprofit
management


…every person is able to find the area of greatest
need in the world where they can serve that matches
their skills and interests

The Current World


5 companies control 80% of television


People of color make up 34% of the US
population, but own 3.15% of television and
7.7% of radio


Women make up 51% of the population, but
own 5.9% of television

Source: http://www.stopbigmedia.com/=minorityvoices


What Nonprofits are Doing Today:

Online Volunteer Recruitment


Posting Volunteer Opportunities Online


www.volunteermatch.org

(~60%)


www.idealist.org

(~10%)


www.craigslist.org

(~20%)


www.volunteersolutions.org

(~10%)


www.ivolunteering.org

(~5%)


Background Checks on Volunteers


www.volunteerselectplus.com

and many others

What Nonprofits are Doing Today:
Social Networking


LinkedIn.com (the office)


Can be used for Member recruitment and to get
introductions to foundations and funders


Facebook.com (the suburbs)


Can be used to keep in touch with teens and
former clients and staff and for online fundraising


MySpace.com (the ‘hood)


A more high risk environment, but can be used to
keep in touch with teens

How Do We Realize the Vision?

What We Need to Do:

Creative Commons


Provides copyright license to share content
as “open source”


http://creativecommons.org



Common Sharing Agreements


Must Attribute, Can Share and Re
-
edit


Noncommercial, Must Attribute, Can Share


Recommendation: All CNCS organizations
should creative
-
commons
-
license content


Broadcast Era Communication

Organization

Member

Member

Member

Member

Member

One to Many Communication

We Train You

Telephone Era Communication

Organization

Member

Member

Member

Member

Member

Member

Member

Two Way, One
-
to
-
One Communication

We Train You and You Give Us Feedback

Internet Era Communication


Member


Member


Member


AmeriCorps
Organization

1 Million+
Other
Nonprofits


64 Million+

Volunteers

Many to Many Communication

Everyone Trains Everyone

1 Billion

Internet

Users

Best Practices Example:
TechMission Online


Collection of websites to complement our
TechMission Corps program


UrbanResource.net


iVolunteering.org


Also use separate faith
-
based brands funded
by private donations


ChristianVolunteering.org


UrbanMinistry.org

Strengths of TechMission


Innovation


Founder previously co
-
founded MIT’s Internet and Telecoms Research
Consortium


Close to community:


Grew out of Black church movement with high percentage of
Black/Latino led organizations that we support


65% of our Members have been people of color (45% Black, 13%
Latino, 7% Asian) & over half come from low
-
income backgrounds


Two thirds of Black and Latino nonprofit leaders in the USA are in
faith
-
based organizations and 46.5% of Black volunteers are
religious volunteers


Strong ties with FBO’s: religious volunteers are the largest pool of
volunteers (35.1%)

Diversity Profile at TechMission

0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Program
Participants
Board
Staff Leadership
Jr. Staff/Interns
TMC Members
Other
Asian
Latino
Black
White
TechMission Online Websites


Counterpart to Idealist.org & VolunteerMatch
with brands that focus on:


Black and Latino Communities


Faith
-
based communities


Most visited web portal in the faith
-
based
social services sector


Most visited web portal among Black and
Latino nonprofit leaders and community
organizers


Exponential Growth


Unique Web Visitors (500% growth)


2007: 260,740


2008: 1.3 million


2009: 2
-
3 million


Volunteers Matched (330% growth)


2007: 1,295


2008: 5,981


2009: 7,500+


Volunteers Matched per Volunteer Coordinator


2004: 100


2008: 929


2009: 1,250

Site Content


Site Stats


Registered Users: 29,056


Total Pages in English: 62,723


Languages Supported: 42 (computer translated)


Pages in Other Languages: 320,000+


Nonprofit Training Resources & Multimedia


Videos: 605


Audio Workshops: 1,148


Documents/Wiki Articles: 2,749


Photos: 2,007


Blog Articles: 639


Book Summaries: 2,856

Site Content


Nonprofit Resources


Volunteer Opportunities: 5,007


Volunteer Resumes: 16,733


Organizations: 4,785


Grants: 604


Nonprofit Jobs: 57


Nonprofit Consultants: 58


Nonprofit Events: 106

Children and Youth

1470

14.8%

Community
Development, 1115,
11.8%

Homelessness


and Housing

676

7.2%

Food/

Hunger

567

6.0%

Outreach

562

5.9%

Computers

and Technology

477

5.1%

Education

and Literacy

415

4.4%

Teaching, 412, 4.4%

Orphanage, 363,
3.8%

All Others, 3390,
35.9%

iVolunteering.org
Volunteer Matches

by Service Areas (top 10)


Future Direction


Facebook Connect & Facebook Application


Large directory of volunteers


Nonprofits search volunteer resumes/skills


Reverse of current volunteer matching sites


Promote open standards

How to Get Started


Invest in content management system


Drupal, Joomla, or WordPress (blogs)


Research others at:
www.
cms
matrix.org


Alternative for small organizations is a hosted
solution like ning.com using your own brand


Hire Many More Tech Staff


Have Members with a specialized focus on online
volunteer recruitment

Sample Organizational
Performance Measures


Generate 10,000 pages of new content each
year


Have 50% of members blogging


Serve 2 million unique users with 10,000 new
registered users


Match 5,000 volunteers through online sources


Track using analytics software


Google Analytics is free

Business Model


Give 90% of content away without registration


Each page of content you create generates on average 4
clicks per month


Online recruitment ads cost about $.50/click, so each page
of content worth $2.00 per month


Require free registration for 10% of content


Build E
-
mail list for recruiting members


3% of users register (value = $5 per contact)


10,000 items of content per year generates an
additional $240,000 of free web traffic and E
-
mail list
worth $72,000 for recruitment

Need for Open Standards


CNCS and Serve.gov should promote the
development of open standards for


Volunteer Opportunity Feeds


Organizational Listing Feeds


Refine existing standard by NetworkforGood


Create working group that Includes
VolunteerMatch, Idealist, TechMission,
HandsOnNetwork, UnitedWay, etc.


Provide standard to enable these groups to share
listings with each other

Summary of Best Practices


Use Open Source Content Management System


Have all staff and Members using FaceBook and
LinkedIn for your organizational mission


Creative Commons License at least 90% of content


Put almost all training materials online


Post thousands of volunteer opportunities online


Promote blogging for all members


Collect contacts for E
-
mail lists


Use analytics for tracking (Google or other)

Recommended Reading


Wikinomics: How Mass Collaboration
Changes Everything


By Don Tapscott & Anthony Williams


Written for non
-
techies

For More Information


This Presentation


http://www.urbanministry.org/nationalserviceweb



Visit:


www.urbanresource.org
,
www.ivolunteering.org


www.techmission.org


Contact


Andrew Sears, 617
-
282
-
9798 x101 or
andrew@techmission.org


Appendix

Why Target Christian Volunteers &
Social Service Organizations


Religious volunteers are the largest pool of volunteers (35.1%)


46.5% of Black volunteers are religious volunteers


Existing sites like
VolunteerMatch

are not reaching this sector: only
1.8% of listings are faith
-
based


Unique Characteristics of Christian Social Services


Common values create increased trust and efficiency


If you gain trust, you can mobilize the social capital of resourced
Christians to serve low
-
income communities


High volunteer rate of Christians makes volunteering a major asset


80
-
90% of Christian organizations will focus on national partnerships
with Christian organizations


Conclusion: Either have targeted marketing or lose most of this sector


(1)
Who Really Cares
, Arthur C. Brooks

(2)
Volunteering in America, 2008, DoL

TechMission, Faith and

Non
-
Discrimination


Our focus is on social services, and we do not discriminate in
who we serve


Anyone can post on our site


We are one of the best channels for secular organization to recruit
volunteers from churches


Maintain separate brands to target different groups to ensure
non
-
discrimination


ChristianVolunteering.org, UrbanMinistry.org (Christian volunteers
and orgs)


iVolunteering.org, UrbanResource.net (others)


By targeting faith
-
based groups we are able to show higher
support of Black and Latino communities in the USA than our
secular counterparts

TechMission Partners











TechMission Outcomes:

Connecting People to the Poor



$7.3 Million to Organizations

TechMission Online:

1.3 Million Unique Web Visitors

iVolunteering.org:

5,981Volunteers

TechMission Corps:

40 FTE Interns

City Vision College:

137 Student Enrollments

Segregation in People Resources

Source: Corporation for National and Community Service & Department of Labor

Value of Faith
-
Based Volunteers

In USA = $51.8 billion

Funding Bias: Non
-
Whites Make up
52.4% of Poverty but Non
-
White Led
Nonprofits only Receive 3% of Funding

6%

14%

16.5%

3%

52.4%

94%

86%

83.5%

97%

47.6%

0%
20%
40%
60%
80%
100%
120%
Foundation Presidents
Foundation Board
Members
% of Nonprofit
Leadership
Leadership Receiving
Foundation Funding
% of Total Poverty
People of Color
White
http://www.slideshare.net/rosettathurman/race
-
matters
-
in
-
nonprofits
-
promoting
-
diversity
-
in
-
our
-
profession

and

http://www.aecf.org/upload/publicationfiles/executive_transition_survey_report2004.pdf