Your SlideShare is downloading. ×

ICAA 2014 Presentation

70
views

Published on

Jesse Bardo's presentation at ICAA 2014 in Columbus

Jesse Bardo's presentation at ICAA 2014 in Columbus

Published in: Education

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
70
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Big Data, Massive Opportunity July 2014 #ICAAConnects14
  • 2. Jesse Bardo & Mike Palladino 1 twitter: @bardo, @palladinomike
  • 3. Does your advancement 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. is the Social Graph
  • 7. *Credit: LinkedIn Marketing is the Professional Graph
  • 8. The Mobile Wave
  • 9. Entertainment
  • 10. Commerce
  • 11. Transportation
  • 12. Real Estate
  • 13. Advancement
  • 14. What Does This Mean For Advancement?
  • 15. >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
  • 16. Traditional Donor Segmentation Engagement Age Real estate assets Wealth screening Other giving Class Leadership Reunion Attendance Event Attendance Other Volunteerism Engagement + Capacity
  • 17. The Donor Graph Engagement
  • 18. LinkedIn Members Give at a 70% Higher Rate than Non-Members*… *Represents giving by all constituents in FY ‘13
  • 19. 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**
  • 20. % 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
  • 21. Facebook 200,000+ Likes Who are they?
  • 22. PROSPECT IDENTIFICATION
  • 23. More Likes = More Giving 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 0 1 2-9 10+ *EverTrue analysis of Facebook giving trends
  • 24. 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
  • 25. 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
  • 26. * 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?
  • 27. 8,000 likes 300 posts 2226 Likers
  • 28. 12,000 likes 2700 fans 1400 posts
  • 29.  Who hasn’t given? In Action @ Brown
  • 30. • 1,300 most engaged fans targeted • 13% click through rate (177 donors); > 20x Facebook CTR • 100x ROI • 77% clicked via mobile device
  • 31. If I asked our VP for $50,000 for Facebook ads, he/she would think I’m: 1. A Disruptive Innovator 2. Ok, you’re starting to convince me 3. Going to be looking for a new employer
  • 32. 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 asking 1. 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?
  • 33. Think Outside Your Database
  • 34. Mapping Strategic Importance
  • 35. Find your engaged donors: get.evertrue.com/fblikes 1

×