tutorial on social donor management - january 2015
TRANSCRIPT
Big Data, Massive PotentialJanuary 2015
Mike Palladino, Donor Insight Advisor
What is your senior leadership team’s most
important strategic priority?
1. Annual Fund Participation
2. Constituent Engagement
3. Social Media
4. Increasing Endowment
5. Prospect Research
Does your fundraising office have a full time
social media staff person?
1. Yes, 1 FTE
2. Yes, More Than 1 FTE
3. No
4. I’m not sure
If I asked our VP for $50,000 of budget to
run Facebook ads, he/she would think I’m:
1. A Disruptor Innovator
2. Crazy
3. Going to be looking for a new employer
Status Quo
• Help you understand the “big data” landscape
• But get you even more excited about “small data”
• Reveal data that supports importance of social
media
• Explore the potential at Union College, Boston
University, Oregon State
• Equip you to start educating your team about
“social donor management”
• Have a little fun!
Our Objectives Today
Social Donor Management
“Dear Development Office,
I wanted to let you know that I was reminiscing
fondly on my freshman year recently. I think about
my days on campus all the time. I was thrilled to
see that we were just named to the list of Top 20
Beautiful Campuses. Thank you for everything
you do.”
Kindest Regards,
Will
Co-Founder and Partner
Real Estate Venture Capital
Pop Quiz – What Would You Do?
>80% of donor management records have
inaccurate or incomplete career data*
*EverTrue analysis; accurate and complete career data defined as current title, company and
industry
is the Social Graph
*Credit: LinkedIn Marketing
is the Professional Graph
The Mobile Wave
Entertainment
Commerce
Transportation
Small Businesses
Real Estate
Fundraising
Social Donor Management
22
What Does This Mean For
Fundraising?
Traditional Donor Segmentation
Engagement
AgeReal estate assetsWealth screening
Other giving
Class LeadershipReunion Attendance
Event AttendanceOther Volunteerism
Engagement + Capacity
The Donor Graph
Engagement
*The “Mass Affluent” are current investors with $100,000 to $1 million in assets, excluding the value of their homes which,
according to Forrester, apply to an estimated 40 million people across the United States. LinkedIn Research 2013.
About half of “Mass Affluent”* use
LinkedIn, while 72% use Facebook
and 27% use Twitter.
LinkedIn Members Are More Likely to Give*…
*represents EverTrue analysis of $3 billion of giving history
% of members across the gift
pyramid
$1m - $24.9m
$50k - $1m
$25k - $50k
<$25k
34.8%
42.9%
55.2%
59.1%
63.8%
62.1%
61.0%
54.4%
46.1%
Social Donor Pyramid
Major Donor Prospects on LinkedIn
And Let’s Go To Facebook
80,000+
interactions
Who are they?
Do they give?
More Likes = More Giving
*represents EverTrue analysis of $3 billion of giving history
The More You “Like”…
Engagement by Decade
Social Donor Management @ Union
Union College Overview
• 21,500 Alumni
• 34% participation rate
• $5 million annual fund target
• $400 million endowment
• “You Are Union” Campaign raised $258 million (2012)
• 750 donors at $25,000; 88 at $1,000,000+
Union Donor Graph
Engagement
>16,000 alumni
>80,000
interactions
Union’s Most Socially Engaged Fans
Remember Will?
Tuft’s Most Socially Engaged Fans
Tuft’s Most Socially Engaged Fans
KUA – Mr. Mike Taupier’s Retirement
KUA – Mr. Mike Taupier’s Retirement
That’s All Possible Without ANY Internal Data…
But Social Donor Management is Best With
Both Internal and External Data…
In Action at Oregon State
75 Rated Prospects
>$6 million rated capacity
In Action at Boston University
11 Rated Prospects
$1.7 million pipeline value
Social Donor Management at BU
>1,400Rated, Socially Engaged, Unassigned Prospects
>14,000Socially Engaged Non-Donors
Social Donor Management
• How many Facebook Fans do we have?
Who runs our page?
• What is our goal for our Facebook,
LinkedIn and Twitter reach this fiscal
year?
• What is our budget for staff and
advertising on social platforms?
• How many people in my database have
engaged with my content on Facebook?
• Which rated, unassigned prospects are
regularly engaging with our content?
• Which assigned prospects are engaging
with our content?
• Can we optimize LGO and MGO
portfolios with this data?
• How can we surface opportunities by
strategically sharing content that aligns
with campaign priorities?
• How can we equip our annual fund to
better prioritize highly engaged non-
donors or lapsed donors?
Think Outside Your Database
