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CASE D1 - Amherst & EverTrue: Like, Comment, Share

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CASE D1 - Amherst & EverTrue: Like, Comment, Share

  1. 1. #CASED1 and Like, Share, and Comment: Constituent Insights from Facebook
  2. 2. #CASED1 Ellie Swain Ballard Director of Alumni Engagement/Alumni and Parent Programs, Amherst College Former Director of Alumni Relations, Bancroft School Amherst College ‘95 Brent Grinna (@brentgrinna) Founder & CEO, EverTrue Board Member, Brown Alumni Association Class Agent, Harvard Business School
  3. 3. Mapping Strategic Importance
  4. 4. Facebook is the Social Graph *~70% of all US internet users
  5. 5. LinkedIn is the Professional Graph *Credit: LinkedIn Marketing
  6. 6. The Mobile Wave
  7. 7. 2013 Mobile + Social Convergence
  8. 8. What Does This Mean For Advancement?
  9. 9. Traditional Donor Segmentation Age Real estate assets Wealth screening Other giving Engagement + Capacity Class Leadership Reunion Attendance Event Attendance Other Volunteerism Engagement
  10. 10. The Donor Graph ? Engagement
  11. 11. 98% of donor management records have inaccurate or incomplete career data* *EverTrue analysis; accurate and complete career data defined as current title, company and industry
  12. 12. LinkedIn Members Are 40% More Likely to Give than Non-Members*… *Participation defined as lifetime giving greater than zero
  13. 13. Facebook Likers Are 30% More Likely to Participate…
  14. 14. More Likes = More Participation
  15. 15. The Amherst Donor Graph ? 11,000+ alumni 17,000+ interactions Engagement
  16. 16. Amherst Donor Graph
  17. 17. Linking Facebook to Giving Who are they? Do they give? • • • • • 1082 people engaged on Facebook or LinkedIn in FY13 449 donors gave a total of $354,912 in FY13 Lifetime giving of socially-engaged donors is $3.2 million 633 socially-engaged non-donors 95 (10% of audience) did not engage with the college otherwise (no events, website login, volunteer)
  18. 18. Experimenting on Facebook
  19. 19. Allow Volunteers to Post!
  20. 20. Focusing on Short Term ROI
  21. 21. Focusing on Short Term ROI $0.60 per user 68 new email addresses collected 179 installs What’s the cost of an e-mail address?
  22. 22. Focusing on Long Term ROI 10 days 729 new likes $110
  23. 23. Who is Engaging with Us? Social Media by Decade (Alums)
  24. 24. Think Outside Your Database!
  25. 25. Key Takeaways • • • • • • • Experiment cheaply and measure Set realistic goals Start reporting to senior leadership (even if they don’t ask) Position efforts around existing strategic priorities High impact, low cost (one meeting per week) Plan for the future – marrying external and internal data Mobilize your volunteers!
  26. 26. Mapping Strategic Importance
  27. 27. Q&A eballard@amherst.edu brent@evertrue.com

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