1. Big Data, Big Donors:
Social Donor Management
Advancement
Alliance
of
New
England
April
2014
Advancement Alliance 2014

2. Mike Palladino(@Mike.Palladino)
Alumni
Ambassador,
EverTrue
Head
Class
Agent,
The
TaA
School
Alumni
Board,
Northwood
School
Alumni
Social
Media
CommiEee,
Wesleyan
U
1
Advancement Alliance 2014

3. Status Quo
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4. Fundraising Should Not Look Like This
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5. Facebook is the Social Graph
*70% of all US internet users
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6. *Credit: LinkedIn Marketing
LinkedIn is the Professional Graph
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7. The Mobile Wave
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8. Media
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9. Transportation
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10. Commerce
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11. Real Estate
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12. Advancement Alliance 2014
Entertainment

13. ?
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14. What Does This Mean For Advancememt?
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15. The Donor Graph
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16. Traditional Donor Segmentation
Engagement
Age
Real
estate
assets
Wealth
screening
Other
giving
Class
Leadership
Reunion
Attendance
Event
Attendance
Other
Volunteerism
Engagement
+
Capacity
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17. 90% of donor management records have
inaccurate or incomplete career data*
*EverTrue analysis; accurate and complete career data defined as current title, company and industry
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18. The Donor Graph
Engagement
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19. LinkedIn Members Are 70% More
Likely to Give than Non-Members*…
*Participation defined as lifetime giving greater than zero
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20. *EverTrue analysis of FY 13 giving
Top 10 LinkedIn Industries by Median Gift
$- ! $100 ! $200 ! $300 ! $400 ! $500 ! $600 !
Pharmaceuticals!
Financial Services!
Real Estate!
Philanthropy!
Retail!
Telecommunications!
Consumer Goods!
Investment Management!
Investment Banking!
Venture Capital & Private Equity!
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21. *EverTrue analysis of Brown University FY 13 giving
Giving Participation at Leading Tech Companies
0%!
10%!
20%!
30%!
40%!
50%!
60%!
LinkedIn! Microsoft! Salesforce! Apple! Facebook! Twitter! Google! Dropbox! Amazon!
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22. $0!
$100!
$200!
$300!
$400!
$500!
$600!
0%! 10%! 20%! 30%! 40%! 50%! 60%!
Technology Donor Map
*EverTrue analysis of Brown University FY 13 giving
Advancement Alliance 2014

23. Giving Participation at Leading Consulting Firms
0%!
10%!
20%!
30%!
40%!
50%!
60%!
Bain & Company! Booz Allen Hamilton! The Boston Consulting
Group!
McKinsey! Deloitte Consulting!
*EverTrue analysis of Brown University FY 13 giving
Advancement Alliance 2014

24. $0!
$20!
$40!
$60!
$80!
$100!
$120!
$140!
$160!
0%! 10%! 20%! 30%! 40%! 50%! 60%!
Consulting Donor Map
*EverTrue analysis of Brown University FY 13 giving
Advancement Alliance 2014

25. 0.0%!
10.0%!
20.0%!
30.0%!
40.0%!
50.0%!
60.0%!
J.P. Morgan! Bank of America! Morgan Stanley! Goldman Sachs! Citi! Deutsche Bank!
Giving Participation at Wall Street Banks
*EverTrue analysis of Brown University FY 13 giving
Advancement Alliance 2014

26. $0!
$200!
$400!
$600!
$800!
$1,000!
$1,200!
0.0%! 10.0%! 20.0%! 30.0%! 40.0%! 50.0%! 60.0%!
Wall Street Donor Map
*EverTrue analysis of Brown University FY 13 giving
Advancement Alliance 2014

27. $0!
$200!
$400!
$600!
$800!
$1,000!
$1,200!
0%! 10%! 20%! 30%! 40%! 50%! 60%!
*EverTrue analysis of Brown University FY 13 giving
Social Donor Map
Advancement Alliance 2014

28. %
of
members
across
the
giA
pyramid
Social Donor Pyramid: LinkedIn
$1m
-­‐
$24.9m
$50k
-­‐
$1m
$25k
-­‐
$50k
<$25k
A
34.8%
B
-­‐
42.9%
C
–
55.2%
D
–
59.1%
E
–
63.8%
F
–
62.1%
G
–
61.0%
H
–
54.4%
I
–
46.1%
Advancement Alliance 2014

29. Social Donor Pyramid: Facebook
$1m
-­‐
$24.9m
$50k
-­‐
$1m
$25k
-­‐
$50k
<$25k
%
of
Facebook
Likers*
across
the
giA
pyramid
A
1.7%
B
–
4.1%
C
–
3.3%
D
–
5.0%
E
–
6.5%
F
–
6.4%
G
–
7.1%
H
–
7.9%
I
–
8.3%
*'Facebook
Liker
%
of
total'
=
percentage
of
cons7tuents
at
this
research
ra7ng
that
are
engaged
on
Facebook
Advancement Alliance 2014

30. More Likes = More Participation
0.0%!
10.0%!
20.0%!
30.0%!
40.0%!
50.0%!
60.0%!
70.0%!
0! 1! 2-9! 10+!
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31. 5,900 likes
670 posts
1,420 people
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32. Advancement Alliance Facebook
Investment
0!
0.1!
0.2!
0.3!
0.4!
0.5!
0.6!
Rivers
School
Brooks
School
Worchester
Academy
Lawrence
Academy
New
Hampton
School
Roxbury
La^n
School
Buckingham
Browne
&
Nichols
Posts with 1+ Like Per Day!
Advancement Alliance 2014

33. Alliance Facebook Investment
0
1
2
3
4
5
6
Rivers
School
Worchester
Academy
Lawrence
Academy
New
Hampton
School
Brooks
School
Roxbury
La^n
Buckingham
Browne
&
Nichols
Interactions per Liker!
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34. Think Outside Your Database!
26
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35. Let’s Make Social Matter
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36. Thank you!
mike@evertrue
1
evertrue.com/resources
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