ICAA 2014 Presentation

Big Data, Massive OpportunityJuly 2014

#ICAAConnects14

Jesse Bardo & Mike Palladino

1

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

Facebook

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

1