1. We <3 Social Data…
but what do we do
with it?
#13ntcsdata
Casey Golden, Small Act, @smallactguy
Mark Davis, Blackbaud, @mcdavis7
Danielle Brigida, NWF, @starfocus
Ken Bess, CARE, @KBCARE

2. #13NTCsdata
What we‟ll cover today
• What is Social Data
• Why is Social Data important
• How Social Data is connected
• NWF‟s story and uses of Social Data
• CARE‟s story and uses of Social Data
• Other industry use cases
• Q&A

3. #13NTCsdata
Did you know…
• In the year 2000 there were 248 Million people online
…compared to 1.01 Billion active users of Facebook alone
in 2012 (PS. India only has 1.1 Billion people)
• There is more content created every single day than there
was created from the beginning of time till the year 2000

4. #13NTCsdata
What is Social Data?
• Information exchanged and communicated with
friends, family and acquaintances on social networks
• Information about what is most important and/or relevant
for a given person at this moment
• 90% of what you can know about a person is unstructured
data. (IBM)
• This learning drives campaign success
• Story of giving a dollar to a beggar

5. #13NTCsdata
Why is Social Data is important?
• Social Data Intelligence is “the management and analysis of
donor data from social sources, used to activate and
recalibrate marketing and business programs.” (Forrester
Research)
• Understand donors for high touch & also mass communications
• Know what‟s important right now
• Know which constituents are right for which campaigns
• Bottom line…
…the right offer…
…to the right people…
…for the right reasons…
…at the right time.

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High level view

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Connecting
emails to
social profiles

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Real-time
Dossier
- Get into the
mindset of the
donor
- Who are they
- What‟s important
to them right
now
- How to best
engage them

9. #13NTCsdata
Four influencer ratings

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4 = key influencer

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3 = engager

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2 = multichannel consumer

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1 = standard consumer

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How messages travel

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Danielle Brigida
Sr. Manager, Social
Strategy & Integration

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The NWF Social Data Story
• Social Media has become a connector to give insight to
other areas of the organization
• Evolution at NWF
• Four years ago…social what?
• Three years ago…”social experiment”
• Two years ago…social isn‟t going away, but doesn‟t
impact me
• One year ago…of course social is valuable…. but…
where do we get started?

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Some key findings
• In order to implement…we needed to do some back
testing…and here‟s what we found:
• People on social gave higher average gifts
• People on social have better response rate to mail
• Those on Facebook or Twitter were at the top
• Response rates especially high for
• Donors above $1,000
• New Donor Acquisition

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Are our major gift prospects social?

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Ways to use integrated social & CRM data
• Make Social smarter
• Know who you‟re talking to
• Informed engagement
• Example 1: Donors who are passionate and influential (proactive)
• Example 2: Crisis management – Scotts (reactive)
• Social Reporting that is relevant
• Different feedback for different parts of the organization
• “All Retweets are nice…but all that I care about is current and lapsed
members. What are they retweeting?”
• Make Traditional campaigns smarter
• More informed content choices (integrated multi-channel outreach)
• More targeted campaigns
• Sustainers
• Local Event Champions
• Monitoring long term benefits & changes to donors
• How does their engagement with you on social change their commitment to
the organization

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Areas to use Social Data
• Social Engagement (CRM history in social context)
• Employer Matching (those who work at a company who would
match gift)
• Overall Gift Level Increase (who has higher capacity to give)
• Modify Ask Level (an increase of 25-50% for relevant donors)
• Sustainer Gifts (biggest growth objective for 2013)
• Local Events/Advocacy – Hike and Seek
• Gala Events – Inauguration Green Ball

21. Attempting Social Integration

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Events: National Strategy
• National
• Goal: Raise overall awareness and support of kids outdoor activities
• Method: Identify & engage national Key Influencers who can best help
spread the word about the events and benefits

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Events – Local Chapters for Hike & Seek
• Three Main Goals
• New participants acquisition & advocacy
• Re-engage lapsed participants
• Increase retention of last year‟s participants
• Developed Key Target “VIP” Lists for the different locations.
• Out of the 2.3M email records, we hyper focused on those who
• have participated recently in Hike and Seek (794 participants)
• are in top 5% of users (40 key participants)
• Here‟s how the lists shook out
• Atlanta Area - 3
• Seattle Area – 6
• Chicago Area – 5
• Greater DC Area – 15
• New York/New Jersey Area –11

24. Events - Hike and Seek Engagement

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Events – Local Chapters for Hike & Seek
• Example of key influencer list in local chapter (NY/NJ)

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Inauguration Green Ball
• Social Engagement before
• Social Engagement during
• Analysis after
• Monitoring going forward

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Green Ball - During
People tweeted the #greenball2013 and
#greenwishhashtags

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Green Ball – Analysis After

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Green Ball – Analysis After

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Green Ball – Going Forward
• Monitor behavior going forward and see if these events
change their relationship over time

31. #13NTCsdata
Ken Bess
Manager of
web Development

32. What I will cover today
• Intros
• How CARE started with Small Act
• A look at the Social Data and Segmentations
• Introducing the potential of the data to CARE:
- Major Gifts - Relationship Managers
• Using Social Data for focused messaging – Email
• Using Social Data for improved advertising – Social
• Where should it Live? Tools and Techniques
• Final Thoughts – Questions

33. Ken Bess – About Me
• CARE USA - Manager of Web Development
• Both a Manager and a Developer
- CARE.ORG
- Convio Luminate Online Admin
- Analytics / CRM / BI
- Open Source – PHP / Drupal / Ruby
First work with NP‟s was in 1992 – Georgia Kids Count
1995 to present building data driven web
apps, sites, services and data bases, data feeds, data
something.

34. Ken Bess - Intro – About CARE
Web Team is comprised of 4 people.
- Content Manager
- Designer / Developer
- Social Media Manager
- Myself
Separate Online and Offline Systems…
Convio Luminate Online sends batch transactions data
nightly to Donor Direct
Data Warehouse in development to bridge the two.

35. Small Act – The Start
Began as a Web Team „Skunk Works‟ Project.
We first wanted to determine how much of our active donor
base was active on social to simply justify increased web
marketing spend in social.
We want to align our messaging and advertising with
donors to increase giving / move to monthly sustainer
program – how do we segment and model them to
determine who to send the most effective message?
How can we best increase donor engagement?

36. Small Act – The Mix
Take Convio Online data …
– Active Emails = 507,106 addresses.
Mix in Offline data …
– Accounts „Householded‟ with multiple email address
- Giving amounts and frequency
Bring in the Lapsed Donors …
Add the Advocacy „Action Takers‟ data

37. Small Act – The Result
Emails: 507,106 [100.0%]
One of Big 3: 284,042[56.0%]

38. Small Act – The Data

39. Small Act – The Data

40. #13NTCsdata
Fundraising comparison across Social
networks
Average Lifetime Money Average Single Gift
$2,292.1
5 $140.00
$120.00
$100.00
$1,221.8 $80.00
$1,000.4 3
9 $60.00
$40.00
$20.00
$-
Facebook Twitter LinkedIn
Average Lifetime
Facebook Twitter LinkedIn $90.75 $94.63 $123.69
Average Gift
*SOURCE: SocialData Analysis for CARE

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Social Practitioners across Giving
Channels

42. Small Act – The Segments

43. Major Giving – Relationship Managers
(RM‟s)
Changing the Mindsets with Data.
Much easier to convince RM with a Title from LinkedIin and Segmentation
Matches.
Just because someone is not a donor „yet‟ does not mean they are not
Extremely Valuable to your Org.
KI / En - Let them Amplify your own message.
Use Social Score rank to qualify.

44. Email – Convio Groups

45. Email – A / B Test

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Action comparison By Social Type
*SOURCE: SocialData Analysis for CARE

47. Social – FaceBook Advertising

48. Where Should the Data Live?
After you have the Social Data Matches the CONNECTIONS are
more important than the just having an email address of the donors.
People may change there email addresses – there profiles in Social
Media rarely change – they just expand.
Best to store this with the Donors record in CRM.
Custom field for the URL.
Don‟t make it difficult to get at or use…
Keep expanding the database.

49. Data Tools
Open Source Relational Database Engine:
MySQL
SQLite3
Mac: SequelPro
Windows: SQLYog - NaviCat
MySQL Admin Tools
Microsoft:
Access
SQL Server Express
Mac:
FileMaker

50. Questions - Connections
• @KBCARE – Twitter
• kbess@care.org

51. #13NTCsdata
How are other NPOs using Social
Intelligence to drive fundraising

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• Goal: Prospect Segmentation for Telemarketing
• Special campaign and promotion for parents
• How: Use Social Data to find parents
• Based on self-bios and content they discuss, they can determine
those they know as active parents
• Use social types (moderate to high social) to determine those best
suited for sustainer, monthly gifts.
• Implementation: Promote Kids Programing
• Discuss Curious George, Wild Kratts, Martha Speaks, Dinosaur
Train, etc. to be relevant and on point with these donors

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• Goal: Improve email open and click thru rates
• How: Use Social Data optimize subject & body
• Iteratively modify subject line based upon which social networks
they are on and social types
• Modify body content & calls to action to match social networks they
participate in
• Implementation: Promote Kids Programing
• Use Marketo to measure results, and iteratively optimize
performance

54. #13NTCsdata
What does the future hold

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Where to get started?
• Start experimenting, no matter the size
• Get a free account to try
• http://SocialVision.io
• Focus on one key area of improvement
• Buy-in comes with “what‟s in it for me”

56. #13NTCsdata
Questions!

57. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
Online using #13ntcsdata
at www.nten.org/ntc/eval