This document discusses how social media platforms like Facebook and LinkedIn can provide insights for alumni engagement and fundraising efforts. It notes that Facebook has over 70% of US internet users and LinkedIn is used professionally. Data from these platforms can help create a "Donor Graph" to better understand alumni demographics, interests, and likelihood to donate based on their level of online engagement. The document also outlines Amherst College's efforts to link social media interactions to alumni giving patterns and experiments with allowing volunteer posts and targeted digital campaigns. It emphasizes testing strategies cheaply, reporting results to leadership, and planning to integrate external social data with internal alumni databases.