Tutorial on Social Donor Management - January 2015
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This document discusses how social donor management can help fundraising by leveraging data from social media platforms like Facebook, LinkedIn, and Twitter. It provides examples of how universities like Union College, Boston University, and Oregon State University are using social media data along with internal donor data to identify prospective donors, engage current donors, and increase fundraising. The document encourages moving beyond traditional donor segmentation based only on engagement and capacity to create a "donor graph" using social media interactions to identify opportunities.
Tutorial on Social Donor Management - January 2015
- 1. Big Data, Massive Potential January 2015 Mike Palladino, Donor Insight Advisor
- 2. 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
- 3. 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
- 4. 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
- 5. Status Quo
- 6. • 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
- 10. “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?
- 11. >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
- 13. is the Social Graph
- 14. *Credit: LinkedIn Marketing is the Professional Graph
- 15. The Mobile Wave
- 16. Entertainment
- 17. Commerce
- 18. Transportation
- 19. Small Businesses
- 20. Real Estate
- 21. Fundraising
- 23. What Does This Mean For Fundraising?
- 24. Traditional Donor Segmentation Engagement Age Real estate assets Wealth screening Other giving Class Leadership Reunion Attendance Event Attendance Other Volunteerism Engagement + Capacity
- 26. *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.
- 27. LinkedIn Members Are More Likely to Give*… *represents EverTrue analysis of $3 billion of giving history
- 28. % 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
- 29. And Let’s Go To Facebook
- 30. Facebook 80,000+ interactions Who are they? Do they give?
- 31. More Likes = More Giving *represents EverTrue analysis of $3 billion of giving history
- 32. The More You “Like”…
- 34. Social Donor Management @ Unio
- 35. 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+
- 36. Union Donor Graph Engagement >16,000 alumni >80,000 interactions
- 37. Union’s Most Socially Engaged Fans
- 38. Remember Will?
- 39. Tuft’s Most Socially Engaged Fans
- 40. Tuft’s Most Socially Engaged Fans
- 41. KUA – Mr. Mike Taupier’s Retirement
- 42. KUA – Mr. Mike Taupier’s Retirement
- 43. That’s All Possible Without ANY Internal Data… But Social Donor Management is Best With Both Internal and External Data…
- 45. In Action at Oregon State 75 Rated Prospects >$6 million rated capacity
- 46. In Action at Boston University 11 Rated Prospects $1.7 million pipeline value
- 47. Social Donor Management at BU >1,400 Rated, Socially Engaged, Unassigned Prospects >14,000 Socially Engaged Non-Donors
- 49. • 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?
- 50. • 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?
- 51. • 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?
- 52. Think Outside Your Database
- 55. Mike Palladino – mike@evertrue.com get.evertrue.com/fblikes
Editor's Notes
- #2: EverTrue’s mission is to build relationships in pursuit of a better world. Today I’d like to introduce you to emerging trends in social donor management and how they can support your fundraising efforts.
- #3: Social Donor Segmentation Identification Relationship Mapping Major Gift Fundraising Volunteer Identification
- #4: Social Donor Segmentation Identification Relationship Mapping Major Gift Fundraising Volunteer Identification
- #5: Social Donor Segmentation Identification Relationship Mapping Major Gift Fundraising Volunteer Identification
- #12: But this isn’t about Raiser’s Edge - this is across the board. Traditional donor management software is a secure way of storing highly inaccurate data.
- #15: 49% earn over $100,000 >30 million students and recent college graduates on LinkedIn Two new members per second > $1 billion in 2013 revenue
- #17: Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014 Over 50% of LinkedIn visits expected to be via mobile in 2014
- #18: Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014 Over 50% of LinkedIn visits expected to be via mobile in 2014
- #19: Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014 Over 50% of LinkedIn visits expected to be via mobile in 2014
- #20: Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014 Over 50% of LinkedIn visits expected to be via mobile in 2014
- #21: Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014 Over 50% of LinkedIn visits expected to be via mobile in 2014
- #22: Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014 Over 50% of LinkedIn visits expected to be via mobile in 2014
- #24: Social Donor Segmentation Identification Relationship Mapping Major Gift Fundraising Volunteer Identification
- #46: Dresden, Beijing, Kuwait, Stockholm, Kuala Lampur, Santiago, Istanbul, Worcester, Mass and Champaign, IL. 8 million+ donors. 23 < $5 donors. And it cost pennies.
- #47: Dresden, Beijing, Kuwait, Stockholm, Kuala Lampur, Santiago, Istanbul, Worcester, Mass and Champaign, IL. 8 million+ donors. 23 < $5 donors. And it cost pennies.
- #50: Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
- #51: Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
- #52: Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
- #53: Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
- #54: Social Donor Segmentation Identification Relationship Mapping Major Gift Fundraising Volunteer Identification
- #56: Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.