This document discusses how social donor management can help fundraising by leveraging data from social media platforms like Facebook, LinkedIn, and Twitter. It provides examples of how universities like Union College, Boston University, and Oregon State University are using social media data along with internal donor data to identify prospective donors, engage current donors, and increase fundraising. The document encourages moving beyond traditional donor segmentation based only on engagement and capacity to create a "donor graph" using social media interactions to identify opportunities.
1. Big Data, Massive Potential
January 2015
Mike Palladino, Donor Insight Advisor
2. What is your senior leadership team’s most
important strategic priority?
1. Annual Fund Participation
2. Constituent Engagement
3. Social Media
4. Increasing Endowment
5. Prospect Research
3. Does your fundraising 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. 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
6. • Help you understand the “big data” landscape
• But get you even more excited about “small data”
• Reveal data that supports importance of social
media
• Explore the potential at Union College, Boston
University, Oregon State
• Equip you to start educating your team about
“social donor management”
• Have a little fun!
Our Objectives Today
10. “Dear Development Office,
I wanted to let you know that I was reminiscing
fondly on my freshman year recently. I think about
my days on campus all the time. I was thrilled to
see that we were just named to the list of Top 20
Beautiful Campuses. Thank you for everything
you do.”
Kindest Regards,
Will
Co-Founder and Partner
Real Estate Venture Capital
Pop Quiz – What Would You Do?
11. >80% of donor management records have
inaccurate or incomplete career data*
*EverTrue analysis; accurate and complete career data defined as current title, company and
industry
26. *The “Mass Affluent” are current investors with $100,000 to $1 million in assets, excluding the value of their homes which,
according to Forrester, apply to an estimated 40 million people across the United States. LinkedIn Research 2013.
About half of “Mass Affluent”* use
LinkedIn, while 72% use Facebook
and 27% use Twitter.
27. LinkedIn Members Are More Likely to Give*…
*represents EverTrue analysis of $3 billion of giving history
28. % 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 Donor Prospects on LinkedIn
35. Union College Overview
• 21,500 Alumni
• 34% participation rate
• $5 million annual fund target
• $400 million endowment
• “You Are Union” Campaign raised $258 million (2012)
• 750 donors at $25,000; 88 at $1,000,000+
49. • How many Facebook Fans do we have?
Who runs our page?
• What is our goal for our Facebook,
LinkedIn and Twitter reach this fiscal
year?
• What is our budget for staff and
advertising on social platforms?
50. • How many people in my database have
engaged with my content on Facebook?
• Which rated, unassigned prospects are
regularly engaging with our content?
• Which assigned prospects are engaging
with our content?
51. • Can we optimize LGO and MGO
portfolios with this data?
• How can we surface opportunities by
strategically sharing content that aligns
with campaign priorities?
• How can we equip our annual fund to
better prioritize highly engaged non-
donors or lapsed donors?
EverTrue’s mission is to build relationships in pursuit of a better world. Today I’d like to introduce you to emerging trends in social donor management and how they can support your fundraising efforts.
Social Donor Segmentation
Identification
Relationship Mapping
Major Gift Fundraising
Volunteer Identification
Social Donor Segmentation
Identification
Relationship Mapping
Major Gift Fundraising
Volunteer Identification
Social Donor Segmentation
Identification
Relationship Mapping
Major Gift Fundraising
Volunteer Identification
But this isn’t about Raiser’s Edge - this is across the board. Traditional donor management software is a secure way of storing highly inaccurate data.
49% earn over $100,000
>30 million students and recent college graduates on LinkedIn
Two new members per second
> $1 billion in 2013 revenue
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
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
Social Donor Segmentation
Identification
Relationship Mapping
Major Gift Fundraising
Volunteer Identification
Dresden, Beijing, Kuwait, Stockholm, Kuala Lampur, Santiago, Istanbul, Worcester, Mass and Champaign, IL. 8 million+ donors. 23 < $5 donors. And it cost pennies.
Dresden, Beijing, Kuwait, Stockholm, Kuala Lampur, Santiago, Istanbul, Worcester, Mass and Champaign, IL. 8 million+ donors. 23 < $5 donors. And it cost pennies.
Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
Social Donor Segmentation
Identification
Relationship Mapping
Major Gift Fundraising
Volunteer Identification
Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.