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1. BLACKBAUD INTERACTIVE
Innovative Higher Education Fundraising in 2012: Social
Networking & Peer-To-Peer Engagement
05/01/2012
2. SOCIAL NETWORKING AND HIGHER
E D U C AT I O N : W H E R E D O W E S TA N D ?
05/01/2012 2
3. 2012 SOCIAL NETWORK TRENDS
• 93.3% have a presence on at least
on social network
• 4 out of 5 (81%) nonprofits
indicate that they find their social
media efforts valuable
• The top 3 factors for success:
Strategy (41%), Prioritization
(37%), and Dedicated Staff (28%)
• 33% of organizations have at least
1 FTE dedicated to social media
Source: Nonprofit Social Network Benchmark
Report, Blackbaud, NTEN, Common Knowledge,
05/01/2012 2012.
10. C R E AT I N G E N G A G I N G C O M M U N I T I E S W I T H
BLACKBAUD SOCIAL
05/01/2012
11. INTRODUCING BLACKBAUD SOCIAL
Drives traffic to and
encourages activity within
your web presence
Facilitates alumni
networking through sharing
discussions, photos, blogs,
documents, and more
Extends your reach by
allowing your alumni to
market for you
Creates a comprehensive
online experience by
bridging the gap with public
social sites
05/01/2012
12. SHARE MORE, LEARN MORE
• Provide a environment where alumni can
express their unique personalities by:
- Posting photo albums
- Creating or importing a blog
- Sharing documents
- Joining interest groups
- Participating in and subscribing to
discussions
• Reputation points are earned as community
members participate allowing your organization
to track engagement
05/01/2012
14. CAREER NETWORKING
• 77% of alumni not satisfied with current resources.
• 62% would like to meet fellow alumni for potential business
contact.
• Large demand for business networking among alumni.
UCONN Innovation Accelerator Program
• “I have yet to speak with an institution where career
services exceeded demand”
Boston University
05/01/2012
21. YOUR DONORS, YOUR VOLUNTEERS, YOUR ALUMNI,
YOUR STUDENTS, YOUR FACULTY
Linkage Interest Ability
• There is a • Will give what
• Direct,
demand they can in
emotional
connection • Want to time,
match treasure, or
• Your mission talent
passion with
serves them
mission
05/01/2012
27. The main reason we turned to peer-to-peer is that we hope it will help us
“reach” our acquisition donors. By this, I mean making sure that these
prospects physically get the message and second that the message is received
from a familiar source. Ideally, this will improve our conversion rate, improve our
online giving and ultimately increase our alumni participation.
05/01/2012
28. UNIVERSITY OF NEW HAVEN – RESULTS
4 months into using FAF for athletics fundraising; P2P expected to
become a significant part of their fundraising in the near future
• Coaches/Captains are amongst the most energetic and well known
personalities on campus…and the most effective fundraisers so far on
athletics site.
• UNH players are required to raise a certain amount annually; they raised
money primarily from friends, students and family. UNH values these as
acquisition donors to be cultivated for future giving
• Coaches raised $ primarily by emailing alumni; many of these gifts were
donors that gave to both an annual fund and athletics ask in a single year
• Average gift amounts were larger when coaches asked for online gift vs
mail
• Technology is positively shaping the culture of philanthropy on campus
• Overall online giving from alumni & friends (parents) is up 300% year over
year through both their standard online giving tools and FAF
• Expects most teams to embrace this next year; conservatively forecasting
3-4X growth in dollars
05/01/2012
29. BENEFITS OF PEER-TO-PEER FUNDRAISING
Supplementary, not • Reach donors otherwise unattainable
• Provides awareness beyond the reach of the organization
Competitive, to the • Allows someone who perhaps is unable to give to be
Development Portfolio involved
• On-line giving as a percentage of the whole is growing
Low Cost of Fundraising • Generates interest in the organization at little to no cost
• More tolerant of economy because the give is very personal
Provides Community
• Students become connected and begin a tradition of giving
and Engagement • Alumni an opportunity to stay connected and give back
Opportunities
05/01/2012
30. TIPS FOR SUCCESS WITH SOCIAL NETWORKING
1.Pick an existing goal to pursue
2.Develop a social media strategy with realistic and measurable
goals
3.Think of social networking outlets as channels
4.Select channels based on audience and objectives
5.Clearly define the ladder of engagement
6.Develop and fund an acquisition strategy
7.Make success someone’s job
8.Develop ground rules
9.Listen
10.Evolve
05/01/2012
