Big Data. Big Gifts. A Crash Course on Social Donor Management for Higher Education

1. Big Data. Big Gifts. A Crash Course on Social Donor Management for Higher Education! #socialdonor!
2. Harvey O. Simmons IV Dean of Marketing Affairs @EverTrue @hosimmons4
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. But the rest of the world has changed… 2006 2014
5. Real Estate
6. Commerce
7. Step 1: The Social Graph
8. Step 2: The Professional Graph
9. Step 3: Mobile Mobile Internet to Surpass Desktop in 2015
10. But skeptics remain
11. Findings from a CASE.org Study
12. But Senior Leaders Do Value Segmentation
13. The Rise of the Donor Graph
14. "! LinkedIn Members Give. 70%+ more likely! 0%! 5%! 10%! 15%! 20%! 25%! 30%! 35%! 40%! Non-Members! LinkedIn Members!
15. Linking Facebook to Giving $3.2 million Lifetime giving of socially- engaged donors Who are they? Do they give?
16. Facebook Fans Give. 30% more likely!
17. Where do we go from here…
18. LinkedIn Alumni Pages
19. Facebook Graph Search: Event Identification
20. Phone to Email to Twitter: Effective 1:1 Communication @CornellAlumni
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. Elevate Strategic Importance
23. Build > Analyze > Engage Social Donor Management & EverTrue
24. evertrue.com @evertrue harvey@evertrue.com Let’s Chat!

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
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

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