ICAA 2014 Presentation
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Big Data, Massive OpportunityJuly 2014
#ICAAConnects14
Jesse Bardo & Mike Palladino
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twitter: @bardo, @palladinomike
Does your advancement office have a full time social media staff person?
1. Yes, 1 FTE2. Yes, More Than 1 FTE3. No4. 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 Innovator2. Crazy3. Going to be looking for a new
employer
Status Quo
is the Social Graph
*Credit: LinkedIn Marketing
is the Professional Graph
The Mobile Wave
Entertainment
Commerce
Transportation
Real Estate
?
Advancement
What Does This Mean For Advancement?
>80% of donor management records have inaccurate or incomplete career data*
>99% of donor management records lack social engagement data
*EverTrue analysis; accurate and complete career data defined as current title, company and industry
Traditional Donor Segmentation
Engagement
AgeReal estate
assetsWealth
screening Other giving
Class Leadership
Reunion Attendance
Event Attendance
Other Volunteerism
Engagement + Capacity
The Donor Graph
Engagement
LinkedIn Members Give at a 70% Higher Rate than Non-Members*…
*Represents giving by all constituents in FY ‘13
Top and Bottom Industries by Participation
*Represents giving by all constituents within industries with at least 30 constituents
Industry 2013 Participation
Insurance 73.7%
Investment Management 72.2%
Venture Capital & Private Equity 71.7%
Retail 71.4%
Nonprofit Organization Management 68.1%
Industry 2013 Participation
Entertainment 46.3%
Broadcast Media 46.2%
Museums and Institutions 45.0%
Architecture & Planning 37.9%
Performing Arts 25.0%
Top 5 Industries** Bottom 5 Industries**
% 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 Donors on LinkedIn
200,000+ Likes
Who are they?
PROSPECTIDENTIFICATION
More Likes = More Giving
0 1 2-9 10+0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
*EverTrue analysis of Facebook giving trends
Social Donor Pyramid – Major Donors on Facebook
$1m - $24.9m
$50k - $1m
$25k - $50k
<$25k
% of Facebook Likers* across the gift pyramid
1.7%
4.1%
3.3%
5.0%
6.5%
6.4%
7.1%
7.9%
8.3%
*'Facebook Liker % of total' = percentage of constituents at this research rating that are engaged on Facebook
Scenarios for using social data
• Assessing content based on donor profile of people who engage with it
• Assessing current interests of the people who engage with the content
• Using social content to build donor pipeline
* Illustrative giving data
Facebook is Not for Just The Bottom of
Your Pyramid
’66, $12,850 lifetime; regular giver
’92, $290 lifetime; hasn’t given since ‘99’79, $20 lifetime; hasn’t given since‘87’81, $220,385 lifetime; regular giver
Total Lifetime Giving: >$1,000,000…on one post
Who are they?Do they give?
8,000 likes300 posts
2226 Likers
12,000 likes2700 fans1400 posts
Who hasn’t given?
In Action @ Brown
• 1,300 most engaged fans targeted
• 13% click through rate (177 donors); > 20x Facebook CTR
• 100x ROI
• 77% clicked via mobile device
If I asked our VP for $50,000 for Facebook ads, he/she would think I’m:
1. A Disruptive Innovator2. Ok, you’re starting to convince me3. Going to be looking for a new
employer
Action Items• Experiment cheaply and manually…and measure• Align social media tactics with existing goals• Start budgeting – stamps cost money and so does
social• Start reporting to senior leadership (even if they
don’t ask)…and if you’re a senior leader, start asking1. Which rated prospects are engaging with us on
social media? Which content resonates with them?2. Which non-donors are engaging with our social
content? Can we target to increase our donor base?3. Which social content are existing major donors
engaging with? Can this inform ongoing stewardship?
Think Outside Your Database
Mapping Strategic Importance
Find your engaged donors:
get.evertrue.com/fblikes
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