See how the University at Buffalo and the Oregon State University Foundation are transforming alumni engagement and fundraising using social insights. Learn tactics every shop can adopt easily by using Facebook and LinkedIn to build relationships across the entire giving pyramid. Whether you want to increase event attendance, convert new donors, or find new major gift prospects, you'll see how to start shaking up advancement-as-usual. Watch this webinar in its entirety here: https://evertrue.wistia.com/medias/a8muxe3dsa

1. 5 Social Strategies
Shaking Up the Pyramid

2. Let’s hear those questions!

3. Use promo code “SOCIAL” for 10% off your RAISE
ticket through Tuesday, just for today’s attendees!
Boston, MA | July 26 – 27
Register today at raisebyevertrue.com

4. Join us!
The Salty Pig | 3/15 @ 5:30 pm
brent.grinna@evertrue.com

5. Joseph DiDomizio
Dir. of Digital, Office of Donor and
Alumni Communications
University at Buffalo
@JosephDiD
Andy Lasselle
Research Analyst
The Oregon State University
Foundation
@AndySnacks
Brent Grinna
Founder & CEO
EverTrue
@brentgrinna
#pyramidshakeup

6. Our Mission Is To Build Relationships
In Pursuit Of A Better World.

7. #1
In advancement automation
300+
Higher Ed Partners
51
Of the Top 100 US News & World
Report Universities

8. LS
Dear Andy,
It was great to hear about
Coach Pat Casey receiving
PAC-12 Coach of the Year
honors.
He could not be more
deserving of this award.
Please tell him
congratulations!
Sincerely,
Steve Thomas ‘89

9. 1.3 Billion
Daily Users
79% Americans
Use Facebook…
more than 50%
“several times a day”
19% of time
on a mobile device is
spent on Facebook

10. 500 Million
Users...
133 Million
are from US
41%
of Millionaires
use Linkedin
40 Million
Students and Recent
Grads are on Linkedin

11. Facebook: Free!

12. Facebook: Pay-to-Play Options
Pay for Views Create Custom Ads Target Lists

13. 5X return on ad spend
$470,000 in annual recurring revenue
15,666 people will get clean water in a year

14. Build. Understand. Ask.
Define Audience Deliver Content Repeat
Interacted with Post =

15. Fundraising Is Still Here

16. Database Giving
Contact
Reports
EverTrue works with OSU and UB to empower
advancement teams with unified data.
EverTrue Connects the Dots
Roles

18. 267,251 Digital Interactions
406,821 Constituents
280,889 Contact Reports
139,324 People on LinkedIn

19. 2,000,000+ Digital Interactions
333,578 Constituents
495,264 Contact Reports
142,744 People on LinkedIn

20. Engagement and fundraising efforts happen in silos.
Engagement Research
Annual Fund Major Giving

21. Alumni participation has
dropped by over 32%
since 2005.
94% of gifts come from the
top 10% of donors… at the
expense of our future
pipeline of major donors.
$
“Every nonprofit and
university in the country
will be reliant on
millennials within five
to 10 years. They can’t
be dismissed.”
– VP for University Advancement
at a large private university
Donor Acquisition Challenges

22. 45.48%
46.52%
49.12%
55.07%
1
2-5
6-10
6-10+
No. of Likes Donor Participation
There is a positive correlation
between Facebook engagement and
giving participation

23. Alumni Identity Inferred via Social
“This suggests that higher education
fundraising professionals could boost
alumni giving by implementing social
media strategies to increase the
alumni role identity of graduates.”
Dr. Jay La Roux Dillon
Factors and Characteristics
of Alumni Role Identity
http://bit.ly/JayDillon

24. Alumni & Parent
Engagement
Annual Donors
Discovery
MG
135 assigned donors
interacted in last 90 days
Current engaged alumni
are 4x as likely to give
9.8% alumni have
interacted in last year
Top companies for avg.
LT giving: Nike,
Safeway, & CH2M

25. Remember Steve?
946
120
Steve Thomas
Portland, Oregon
Class of 1989, Oregon State
Director of Marketing
Intel
Steve Thomas Could not be more deserving of this award< congrats Coach !!!

26. Insights flow seamlessly across the office.
Engagement Research
Annual Fund Major Giving

27. Alumni & Parent Engagement
Annual Donors
Discovery
MG

28. Strategy #1:
Use social insights for stellar
stewardship experiences.

29. Static Contact Reports1.0

30. Monitoring Sentiment2.0

31. Engagement drives $$$2.0

32. Alumni & Parent Engagement
Annual Donors
Discovery
MG

33. Strategy #2:
Target Active Engagers During
Prospect Discovery

34. Prospect Discovery 1.01.0

35. Are Facebook fans better than
cold prospects?

36. 45%
15%
0%
Responded
To “Cold”
Outreach
Non-Engaged
Digitally Engaged
30%
OSU Tested Prospect Response Rates
New prospects
qualified above the
control group
8 of 10
meetings moved to
portfolio

37. Prospect Identification
200+ Comments
1,500+ Likes
2.0

38. Engagement Scoring2.0

39. "Using EverTrue's Facebook data, I was able to find a prospect who did
not originally show up on our list. I met with him, and months later I’ve
closed a million-dollar bequest agreement."
Richard Ridenour,
Gift Officer at the University at Buffalo
Closed a million-dollar bequest from
a prospect discovered via Facebook
engagement.

40. 25 new prospects discovered
per gift officer this year.
New connections with six
C-level executives at large
corporations.
"EverTrue is a discovery tool that is user friendly and obvious. It creates
excitement as a fundraiser to find more prospects."
Chris Barragan,
Senior Development Director, Goddard School of Business

41. $2.5M+
raised since end of Dec
• Total contact reports
• Meetings involving deans/academic
leadership
• Solicitations made
• Total Donors
• Donors and dollars from cumulative annual
gifts of <$10,000 (annual giving)
• President’s Society Members
• New President’s Society Members secured
• Dollars committed via confirmed bequests
• New Legacy Society Members (planned
giving donors)
We are in:16M
14M
12M
10M
8M
6M
4M
2M
0%
JU
LY
A
U
G
SEP
O
C
T
N
O
V
D
EC
JA
N
FEB
M
A
R
A
PR
M
A
Y
JU
N
E
$’s Raised in FY17 $’s Raised in FY18Goal

42. Strategy #3:
Generate Leads for the Annual Fund

43. Alumni & Parent Engagement
Annual Donors
Discovery
MG

44. What’s the connection
between social engagement
and likelihood of giving?

45. 12.5%
10%
2.5%
0%
1988 1993 1998 2003 2008 2013 2017
Overall
Engaged
7.5%
5%
Buffalo Participation Rates

46. 10%
7.5%
2.5%
0%
1988 1993 1998 2003 2008 2013 2017
Overall
Engaged
5%
OSU Participation Rates

47. Appeals to Non-Donors1.0

48. Build. Understand. Ask.
Define Audience Deliver Content Repeat
Interacted with Post =
2.0

49. Build. Understand. Ask.

50. Build. Understand. Ask.2.0
75 gifts
25% brand-new
donors

51. Strategy #4:
Digital-First Outreach Drives
In-Person Engagement

52. Alumni & Parent Engagement
Annual Donors
Discovery
MG

53. RSVP1.0

54. Poor User Experience, No Insights1.5
?

55. Shifting to Best-in-Class Platforms2.0

56. Class of 2003 15th Reunion!
Fri, June 8 3:00PM
15th Reunion, Buffalo NY
Jesse Bardo
Buy Tickets
http://bit.ly/FBandEventbrite

57. Event Re-Marketing2.0
=

58. This is How Your Facebook Page Should Look

60. Troy Schnack,
Major Gifts Officer at the West Point Association of Graduates
Engaged 3,000+ Army
football fans with Facebook
post. Within minutes, booked
meeting with exec at a
Fortune-50 corporation.
“Using the Facebook Events information in EverTrue allowed me to
rapidly identify donors I was previously unaware were traveling across
the country to attend the game.”

61. Strategy #5:
Build and Quantify Digital
Engagement

62. Cornell & Engagement Tracking

63. Andrew Gossen,
Exec. Director of Digital Innovation, Development & Alumni Relations
Tracked 1 million
interactions across 41,000+
Facebook posts to uncover
8,000 previously untracked,
but engaged, alumni.
"EverTrue represents a leap forward for alumni relations and development. With tools
like this, we can see what people are interested in right now and produce a better user
experience for alumni."

64. Engagement by Class Year2.0
30%
20%
10%
0%
1988 1993 1998 2003 2008 2013 2017
Buffalo
OSU
40%

65. Hyper-Engagement at OSU2.0
or
1,300+
25+ 5+

66. Strategy #6 (bonus!):
Use LinkedIn to help identify
wealthy prospects.

67. University at Buffalo Prospect Blitz2.0
80 New Prospects,
30 minutes
✓ Home Values &
Neighborhood Income
✓ LinkedIn Job Titles
✓ Giving History
www.evertrue.com/blog

68. "EverTrue has been a game changer for us. It's the first product we saw that was an
effective way to gain insights and take action on social media data."
Jacob Astley,
Associate Director of Prospect Research
On track to identify 200 new
prospects this year, exceeding
team goal by 33 percent.

69. What will you do next?

70. Build

71. Understand
?
Engagers
?
Assigned Prospects
?
LYBUNTS & SYBUNTS
?
Never Donated

72. Non-Donors
Members
Discovery
MG
Ask

73. Build

74. Understand.
?
Engagers
?
Assigned Prospects
?
LYBUNTS & SYBUNTS
?
Never Donated

75. Non-Donors
Members
Discovery
MG
Ask

76. Build

77. Understand
?
Engagers
?
Assigned Prospects
?
LYBUNTS & SYBUNTS
?
Never Donated

78. Non-Donors
Members
Discovery
MG
Ask

79. Understand
Who’s telling you
what annual fund
appeal they’d
most like to
receive?

80. Non-Donors
Members
Discovery
MG
Ask

81. Q&A

82. Use promo code “SOCIAL” for 10% off your RAISE
ticket through Tuesday, just for today’s attendees!
Boston, MA | July 26 – 27
Register today at raisebyevertrue.com

83. Join us!
The Salty Pig | 3/15 @ 5:30 pm
brent.grinna@evertrue.com

84. Thank you!
jdd4@buffalo.edu
andy.lasselle@osufoundation.org
brent.grinna@evertrue.com