This document discusses how advancement offices can use social media data and analytics to improve donor segmentation, identification, and engagement. It notes that most donor databases lack accurate career and social media engagement data. However, social media platforms like LinkedIn and Facebook provide new ways to understand donors beyond traditional metrics like age, wealth, and past giving. Data shows donors who engage on these platforms give at higher rates. The document encourages advancement teams to experiment with low-cost tactics like Facebook ads, align social media with goals, and start reporting analytics to leadership to convince them of the value of social media for fundraising.

1. Big Data, Massive Opportunity
July 2014
#ICAAConnects14

2. Jesse Bardo & Mike Palladino
1
twitter: @bardo, @palladinomike

3. Does your advancement 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

5. Status Quo

6. is the Social Graph

7. *Credit: LinkedIn Marketing
is the Professional Graph

8. The Mobile Wave

9. Entertainment

10. Commerce

11. Transportation

12. Real Estate

13. Advancement

14. What Does This Mean For
Advancement?

15. >80% of donor management records have
inaccurate or incomplete career data*
>99% of donor management records lack social
engagement data
*EverTrue analysis; accurate and complete career data defined as current title, company and
industry

16. Traditional Donor Segmentation
Engagement
Age
Real estate assets
Wealth screening
Other giving
Class Leadership
Reunion Attendance
Event Attendance
Other Volunteerism
Engagement
+ Capacity

17. The Donor Graph
Engagement

18. LinkedIn Members Give at a 70% Higher Rate
than Non-Members*…
*Represents giving by all constituents in FY ‘13

19. Top and Bottom Industries by Participation
*Represents giving by all constituents within industries with at least 30 constituents
Industry 2013 Participation
Insurance 73.7%
Investment
Management 72.2%
Venture Capital &
Private Equity 71.7%
Retail 71.4%
Nonprofit
Organization
Management 68.1%
Industry 2013 Participation
Entertainment 46.3%
Broadcast Media 46.2%
Museums and
Institutions 45.0%
Architecture &
Planning 37.9%
Performing Arts 25.0%
Top 5 Industries** Bottom 5 Industries**

20. % 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 Donors on
LinkedIn

21. Facebook
200,000+ Likes
Who are they?

22. PROSPECT
IDENTIFICATION

24. More Likes = More Giving
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
0 1 2-9 10+
*EverTrue analysis of Facebook giving trends

25. Social Donor Pyramid – Major Donors on
Facebook
$1m - $24.9m
$50k - $1m
$25k - $50k
<$25k
% of Facebook Likers*
across the gift pyramid
1.7%
4.1%
3.3%
5.0%
6.5%
6.4%
7.1%
7.9%
8.3%
*'Facebook Liker % of total' = percentage of constituents at this research rating
that are engaged on Facebook

29. Scenarios for using social data
• Assessing content based on donor profile of
people who engage with it
• Assessing current interests of the people
who engage with the content
• Using social content to build donor pipeline

30. * Illustrative giving data
Facebook is Not for Just
The Bottom of Your
Pyramid
’66, $12,850 lifetime; regular giver
’92, $290 lifetime; hasn’t given since ‘99
’79, $20 lifetime; hasn’t given since‘87
’81, $220,385 lifetime; regular giver
Total Lifetime Giving:
>$1,000,000…on one post
Who are they?
Do they give?

31. 8,000 likes
300 posts
2226 Likers

33. 12,000 likes
2700 fans
1400 posts

34.  Who hasn’t given?
In Action @ Brown

35. • 1,300 most engaged fans
targeted
• 13% click through rate (177
donors); > 20x Facebook CTR
• 100x ROI
• 77% clicked via mobile device

36. If I asked our VP for $50,000 for Facebook
ads, he/she would think I’m:
1. A Disruptive Innovator
2. Ok, you’re starting to convince me
3. Going to be looking for a new employer

37. Action Items
• Experiment cheaply and manually…and measure
• Align social media tactics with existing goals
• Start budgeting – stamps cost money and so does social
• Start reporting to senior leadership (even if they don’t
ask)…and if you’re a senior leader, start asking
1. Which rated prospects are engaging with us on social
media? Which content resonates with them?
2. Which non-donors are engaging with our social content?
Can we target to increase our donor base?
3. Which social content are existing major donors engaging
with? Can this inform ongoing stewardship?

38. Think Outside Your Database

39. Mapping Strategic Importance

40. Find your engaged
donors:
get.evertrue.com/fblikes
1