ICAA 2014 Presentation

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Jesse Bardo's presentation at ICAA 2014 in Columbus

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ICAA 2014 Presentation

  1. 1. Big Data, Massive Opportunity July 2014 #ICAAConnects14
  2. 2. Jesse Bardo & Mike Palladino 1 twitter: @bardo, @palladinomike
  3. 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. 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. 5. Status Quo
  6. 6. is the Social Graph
  7. 7. *Credit: LinkedIn Marketing is the Professional Graph
  8. 8. The Mobile Wave
  9. 9. Entertainment
  10. 10. Commerce
  11. 11. Transportation
  12. 12. Real Estate
  13. 13. Advancement
  14. 14. What Does This Mean For Advancement?
  15. 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. 16. Traditional Donor Segmentation Engagement Age Real estate assets Wealth screening Other giving Class Leadership Reunion Attendance Event Attendance Other Volunteerism Engagement + Capacity
  17. 17. The Donor Graph Engagement
  18. 18. LinkedIn Members Give at a 70% Higher Rate than Non-Members*… *Represents giving by all constituents in FY ‘13
  19. 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. 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. 21. Facebook 200,000+ Likes Who are they?
  22. 22. PROSPECT IDENTIFICATION
  23. 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. 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. 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. 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. 27. 8,000 likes 300 posts 2226 Likers
  28. 28. 12,000 likes 2700 fans 1400 posts
  29. 29.  Who hasn’t given? In Action @ Brown
  30. 30. • 1,300 most engaged fans targeted • 13% click through rate (177 donors); > 20x Facebook CTR • 100x ROI • 77% clicked via mobile device
  31. 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. 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. 33. Think Outside Your Database
  34. 34. Mapping Strategic Importance
  35. 35. Find your engaged donors: get.evertrue.com/fblikes 1

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