Here's how alumni relations and fundraising teams should take advancement of the (mostly free) tools Facebook offers to raise more and connect with more fans.

1. Facebook
for Advancement
Using the world’s most
powerful social platform
for the greatest good

2. Stay Tuned...
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3. More ideas, success stories, and updates:
www.evertrue.com/blog
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4. #EverTrueFacebook
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5. Sep 19-20 | Boston | raisebyevertrue.com
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6. Stay Tuned...
This webinar will begin shortly

7. Let’s hear those questions!

8. Poll time!
Can you see this poll?
YES NO

9. Sep 19-20 | Boston | raisebyevertrue.com
Register now - Tickets are 50% off!

10. #EverTrueFacebook
(Share for a shot at a $100
Amazon Gift Card)

11. Brent Grinna
Andrew Kletzing
Manager, SMB Partner Management
Chicago, Ill.
Founder & CEO, EverTrue

12. What’s on tap...
Why Facebook matters
Tools you can (and should) use
Steps to take today & tomorrow
Q & A

13. Don’t Bury The Lede

14. 1. Facebook still matters. “Like” a lot.
2. Want strategic results? Start with a strategic content engine.
3. Connect Facebook engagement to fundraising data.
4. Ads: help the right people take the right action.
5. Groups: where communities and discussion groups should live.
6. Events: 2x attendance plus reconnecting lost audiences.
7. Donations: let the people give what, when and how they want.
Key Takeaways
FREE
FREE
FREE

15. Whatever you do…
...do something.

16. (Overheard in the office)
“Our alumni don’t
use Facebook
anymore!”

18. BUT...

19. 68% of the
U.S. uses
Facebook…
that’s more than
Instagram and
Pinterest combined

20. 74% of
Facebook
users are on
every day.

21. Instagram is owned by Facebook!
And the Facebook Ad network
extends to Instagram.
Those young
users are
moving to
Instagram

22. 2.2 Billion 1 Billion Over 1 Billion 1.3 Billion
people each
month1
people each
month1
people reached
each month2
people use
each month. 1
Reach the alumni who are important to you across the
Facebook family of apps
Source: 1) Facebook earnings, Q2 2018, 2) Audience Network stat, Q4 2016
Nearly 20M businesses
exchange messages with
people every month

23. Facebook: This Is Where the Party’s At
Source: Statista

24. Source: EverTrue data, Sept. 2018
1942 1956 1965 1974 1983 1992 2001 2010
1,300
1,100
900
700
500
300
100
-100
Engagement By Class Year

25. (Overheard in the office)
“Our alumni don’t
use Facebook
anymore!”

26. Your alumni DO use Facebook.
Here’s what they don’t use...

27. Magazines
Sales down 60% since 2007
Source: Forbes 2018

28. Email
~70% of nonprofit/education
email goes unread
Sources: CauseVox, Hubspot

29. Phonathon
Phonathon donors have declined 21% since 2013
Sources: EAB

30. 44% would rather use social
to talk to people they don’t know
Face-To-Face
Communication
Sources: Cancer Research UK

31. Since 2005, alumni participation rates have
dropped by 33%
Since 1990, they have been cut in half

32. Do More than 50%
of Your Alumni…
1) Log in to your alumni website daily?
2) Read your mail daily?
3) Read your emails daily?
4) Answer your phone calls?

33. (Overheard in the office)
“What’s the point of
Facebook?
It can’t help us reach
our goals.”

34. 50,000,000

35. The average institution has
300,000 facebook interactions
That’s 21 data
points per
constituent
~9% of connected
alumni are only
interacting digitally

36. WE HAVE SOME GOOD NEWS...
Participation among
digitally engaged
constituents is
3.4x higher

37. Social media isn’t
just for small donors.
Donors who contribute above your
institution’s average lifetime gift amount
are also twice as likely to interact with
your university on Facebook.
2X

38. You’re missing great
prospects.
43%
of the average
institution’s
high-capacity, digitally
engaged donors, remain
unassigned.

39. For more:
www.evertrue.com/infographic

40. Poll time!
On a scale of 1 to 10, How connected is your
Facebook strategy to your fundraising goals?
1
Weak
10
Amazing

41. Build a Content Engine
Facebook Best Practice

42. 1. Tell great stories
2. Create content specifically for Facebook
3. Align your content fundraising priorities
4. Engage > Qualify > Assign > Solicit
Your Content Engine Should

43. Engagement that Means Something

44. Follow-up is Everything

45. Create Content for Facebook

46. Intentional, Purposeful Posting

47. Build Meaningful Engagement

48. Tie Interests to Giving Opportunities
Identify non-donors who
engaged with content related
to the vet school.

49. Non-Donors
Science
Sports
Basketball
Football
Instructors
Vet School
Micro-Targeting

50. $610,777
from
1,374 donors

51. Create Content for Facebook

52. 1.7k
85
Measure What Happens

53. Make The Ask

54. (Overheard in the office)
“We need an online
community”

55. Poll time!
How important is it to have a digital space where
alumni can connect with each other to network
and discuss shared interests?
1
Not
Important
10
Absolutely
Critical

56. Facebook Groups = Online Community

57. ✓ Facebook is where your people live
✓ They’re always logged in
✓ Facebook loves Groups and promotes that content with news feeds
✓ Mobile-first
✓ Closed communities often have trouble with adoption
Downside: limited analytics
Why Facebook Groups

58. “[Facebook will] give people
the power to build
community and bring the
world closer together.”
- Mark Zuckerberg

59. Poll time!
Is your college/school using Facebook Groups to
actively connect with alums?

60. For-Profit Example

61. All-alumni group (led by
volunteers) for networking,
discussion, connection

64. Type [Your School] Alumni
Group into Facebook...

65. Regional Groups for
year-’round conversation

66. Affinity-based Groups for syncing
conversations with your priorities

67. Create Facebook Groups

68. Measure What Happens
Track member growth,
activity, schedule posts,
and more.

69. Facebook Ads

70. Poll time!
How much does your advancement team
spend on Facebook Ads annually?

71. Source: Facebook data, April 2018
Retarget Website Visitors and Target Your Email Database on Facebook
​INCREDIBLE SCALE
Facebook’s broad reach
across desktop and
mobile consists of 2.2
billion monthly active
users
​ACROSS DEVICES
AND PLATFORMS
Deliver ads to people
across devices on
Facebook, Instagram
or apps in the
Audience Network
​REAL PEOPLE
​With Facebook, you'll
reach real people, not
proxies
​ACCURATE
TARGETING
​Layer other Facebook
targeting options to
ensure you’re sending
the right message
to the right people
Why Facebook Ads?

72. vs
Every Brown Graduate Brown alumni who live in the
Northeast and have young
children.
Reach Who You Want to Reach
https://www.facebook.com/business/a/custom-audiences

73. Start with a .csv
from EverTrue or
Your Database
Upload to Facebook
as Custom Audience
Share content with
Custom Audience
Precision Targeting Via Custom Audiences

74. Here’s how this looks at
Union College

78. Facebook Ads: Using the Pixel
.
Learn more: https://www.facebook.com/business/learn/facebook-ads-pixel

79. My friend Courtney’s Instagram and Facebook feeds… lots and lots of shoes.

80. Re-connect with site visitors
www.hippierunner.com

81. Facebook Ads Ideas
1. Create ads to drive more followers. Target alumni who
don’t yet like your Page.
2. Use EverTrue to build Custom Audiences (LYBUNTs,
SYBUNTs, event non-attendees, well-connected
volunteers) and showcase content just for them.
3. Pop the pixel onto your website and share stories or
appeals with site visitors the day after they connect.
4. Use conversion tracking to re-engage non-donors or
thank recent donors.

82. Facebook Events

83. Poll time!
How many of your events are you
promoting on Facebook?

84. Why Events?
✓ You’re already investing time
and money into events
✓ Reach more people
✓ Enable social sharing
✓ Bring in more attendees

85. Jesse Bardo
Class of 2003 15th Reunion!
Fri, June 8 3:00PM
15th Reunion, Buffalo NY
Buy Tickets
Facebook + Eventbrite = 2x’s the Tickets
Source: VentureBeat

86. Your peers are doing it

88. 79% YOY
Increase
What Events Can Do For You

89. Analyze Event Attendees And Follow-up

90. Event Follow-Up: Make The Ask
Take a meeting
with a gift officer
Get involved
planning or hosting
the next event
Make a gift that
aligns with the
event theme

91. Facebook Events Ideas
1. Use Events to spread the word about what’s already
happening.
2. Co-promote Events with Facebook Pages across
campus.
3. Promote future Facebook Live broadcasts using Events.
4. Pair with Eventbrite to drive more registrations, insights
across the office.

92. Facebook Donate

93. Poll time!
Are you using the
Facebook Donate button?

94. Why Facebook Donate?
✓ Add button right to your page
✓ Collect fee-free payments
✓ Deliver asks with FB ads
✓ Facebook and PayPal match
donations on #GivingTuesday
✓ Bring in more attendees
www.donations.fb.com

95. Since 2005, alumni participation rates have
dropped by 33%
Since 1990, they have been cut in half

96. Why not make it effortless to give?

98. International Rescue
Commission
✓ Facebook Donations
✓ Facebook Pixel
✓ Facebook Ads
Raised $5.2 million
from 41,110 donors on
Facebook alone
https://www.facebook.com/business/success/international-rescue-committee

99. Facebook Fundraisers:
Empower Your Biggest
Fans
✓ Fan-created fundraisers
✓ Great for giving days
✓ Pledge to match donations
✓ Promote with Facebook
Live
www.donations.fb.com

100. Ariana Grande’s
Fundraiser
✓ Supported One Love
Manchester
✓ Facebook Live + Fundraiser
Raised $450,000 from
22,000 donors during
her livestream
www.donations.fb.com

101. What comes next?

102. What You Can Do Today
1. Get to know your digital team — and start a
working relationship.
2. Dip your toe into Facebook Ads (define
goal, put $25 behind it, see what happens)
3. Test out Facebook events, whether it’s a
virtual or in-person gathering.

103. 1. Get that content engine going. Define themes,
create shareable content, measure engagement,
make the ask.
2. Add the Donate button and put that in front of the
right people at the right time.
3. Create Groups aligned to goals. They probably exist
already! Who are the volunteers and social
ambassadors you can engage to help?
What You Can Do Soon

104. 1. Add dedicated social/digital specialists to your fundraising team:
content creators, community managers, digital gift officers.
2. Reduce spend in other areas (phonathon, print solicitations) and
dedicate more resources to storytelling and measurable ad spending.
3. Execute a year-’round, digital-first strategy where social drives results
for the entire advancement team.
4. Make EverTrue a key part of every team member’s daily life.
What You Should Do
Next Fiscal Year

105. Q&A

106. Sep 19-20 | Boston | raisebyevertrue.com
Register now - Tickets are 50% off!

107. More ideas, success stories, and updates:
www.evertrue.com/blog
(Subscribe for “LinkedIn for Advancement”
— Coming soon!)

108. Thank you!