Tutorial on Social Donor Management - January 2015

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

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

Mike Palladino – [email protected]

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