Big Data. Big Gifts.
A Crash Course on Social Donor Management
for Higher Education!
#socialdonor!
Harvey O. Simmons IV
Dean of Marketing Affairs
@EverTrue
@hosimmons4
Part One:
How we got here…
Part Two:
Where we’re going…
LinkedIn Advanced Search @ Brown University.
Facebook Graph @ Amhe...
But the rest of the world has changed…
2006 2014
Real Estate
Commerce
Step 1: The Social Graph
Step 2: The Professional
Graph
Step 3: Mobile
Mobile Internet to Surpass Desktop in 2015
But skeptics remain
Findings from a CASE.org Study
But Senior Leaders Do Value
Segmentation
The Rise of the Donor Graph
"!
LinkedIn Members Give.
70%+ more likely!
0%!
5%!
10%!
15%!
20%!
25%!
30%!
35%!
40%!
Non-Members! LinkedIn Members!
Linking Facebook to Giving
$3.2 million	

Lifetime giving of socially-
engaged donors	

Who are they? Do they give?
Facebook Fans Give.
30% more likely!
Where do we go from here…
LinkedIn Alumni Pages
Facebook Graph Search:
Event Identification
Phone to Email to Twitter:
Effective 1:1 Communication
@CornellAlumni
Reach the Middle of the Donor
Pyramid
Social Media by Decade (Alums)
(Start reporting social metrics to senior leadership,...
Elevate Strategic Importance
Build > Analyze > Engage
Social Donor Management & EverTrue
evertrue.com
@evertrue
harvey@evertrue.com
Let’s Chat!
Big Data. Big Gifts. A Crash Course on Social Donor Management for Higher Education
Big Data. Big Gifts. A Crash Course on Social Donor Management for Higher Education
Big Data. Big Gifts. A Crash Course on Social Donor Management for Higher Education
Big Data. Big Gifts. A Crash Course on Social Donor Management for Higher Education
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Big Data. Big Gifts. A Crash Course on Social Donor Management for Higher Education

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  • In higher ed fundraising, tradition – and inertia – are powerful forces!
  • Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014
    Over 50% of LinkedIn visits expected to be via mobile in 2014
  • Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014
    Over 50% of LinkedIn visits expected to be via mobile in 2014
  • Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014
    Over 50% of LinkedIn visits expected to be via mobile in 2014
  • Out of those 1082, 449 have given a lifetime total of $3.2 million ($354,912 to the college in FY13   .)
    $266,738 of that amount came from 10 donors (gifts of $10k+) and had 26 gifts of more than $1,821 (leadership giving society)
    Who on Facebook didn’t give?   Opportunity for Annual Fund - half of those who didn’t give did engage on social media. Consider ways to target this audience.
    Worth spending some resources on social media? YES!
    Position social media as stewardship vehicle
    1082 people engaged on Facebook or LinkedIn in FY13
    449 donors gave a total of $354,912 in FY13
    633 socially-engaged non-donors
    95 (10% of audience) did not engage with the college otherwise (no events, website login, volunteer)
  • How many people have “problems” with engaging alumni in the 80s and 90s? Guess what? Social media is an effective way to engage them. 
    really important point. great data.
  • Social Donor Segmentation
    Identification
    Relationship Mapping
    Major Gift Fundraising
    Volunteer Identification
  • Big Data. Big Gifts. A Crash Course on Social Donor Management for Higher Education

    1. 1. Big Data. Big Gifts. A Crash Course on Social Donor Management for Higher Education! #socialdonor!
    2. 2. Harvey O. Simmons IV Dean of Marketing Affairs @EverTrue @hosimmons4
    3. 3. Part One: How we got here… Part Two: Where we’re going… LinkedIn Advanced Search @ Brown University. Facebook Graph @ Amherst College. Twitter @ Cornell University. Q&A What’s on Deck?
    4. 4. But the rest of the world has changed… 2006 2014
    5. 5. Real Estate
    6. 6. Commerce
    7. 7. Step 1: The Social Graph
    8. 8. Step 2: The Professional Graph
    9. 9. Step 3: Mobile Mobile Internet to Surpass Desktop in 2015
    10. 10. But skeptics remain
    11. 11. Findings from a CASE.org Study
    12. 12. But Senior Leaders Do Value Segmentation
    13. 13. The Rise of the Donor Graph
    14. 14. "! LinkedIn Members Give. 70%+ more likely! 0%! 5%! 10%! 15%! 20%! 25%! 30%! 35%! 40%! Non-Members! LinkedIn Members!
    15. 15. Linking Facebook to Giving $3.2 million Lifetime giving of socially- engaged donors Who are they? Do they give?
    16. 16. Facebook Fans Give. 30% more likely!
    17. 17. Where do we go from here…
    18. 18. LinkedIn Alumni Pages
    19. 19. Facebook Graph Search: Event Identification
    20. 20. Phone to Email to Twitter: Effective 1:1 Communication @CornellAlumni
    21. 21. Reach the Middle of the Donor Pyramid Social Media by Decade (Alums) (Start reporting social metrics to senior leadership, even if they don’t ask)
    22. 22. Elevate Strategic Importance
    23. 23. Build > Analyze > Engage Social Donor Management & EverTrue
    24. 24. evertrue.com @evertrue harvey@evertrue.com Let’s Chat!

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