4. What are you here to learn?
Photo by rikkis_refuge on Flickr
The Hills Are Alive…With Social Data Slide 3
5. What is social data? How does it
relate to social media and CRM?
Graphic by cambodia4kidsorg on Flickr
The Hills Are Alive…With Social Data Slide 4
6. Social data for social engagement
Graphic by Marc_Smith on Flickr
The Hills Are Alive…With Social Data Slide 5
7. Social data for better segmentation
and targeting
Photo by PLCMC Training Account on Flickr
The Hills Are Alive…With Social Data Slide 6
8. Social data and your CRM system
Photo by MrTopf on Flickr
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9. Where Does Social Data Fit Into Our
Supporter Count & Multi-Channel
Messaging
The Hills Are Alive…With Social Data Slide 8
10. and then here and then here
The Hills Are Alive…With Social Data Slide 9
11. And now? Well, you can find us in a few more places…
The Hills Are Alive…With Social Data Slide 10
12. How Do We Evolve Our Definition of
Supporter to Include Social Media?
Graphic via Childclipart.com
The Hills Are Alive…With Social Data Slide 11
13. The Journey Begins in January 2011
Phase 1: Research
• Begin internal discussion of what supporter & member mean to TNC
• Reach out to peer organizations
• How do they internally and externally define “supporter”
• How are they tracking social media supporters now and plans for
future?
• Reach out to companies in non-profit social media space
• Social media appends (Small Act)
• Multi-channel supporter pyramids (Groundwire)
• Discuss strategy for using data
• How will data be used to segment/personalize?
• How will we tie back to offline and online CRM
The Hills Are Alive…With Social Data Slide 12
14. Phase 2: Surveys
Goals
• Set self-reported baseline of social media
overlap with email list and donors.
• How many people on email list are on
social media (and vice versa)?
• Where do they get Conservancy
information in digital space?
• Do they donate?
• Try inexpensive and interactive way to attain
information (before social media append).
The Hills Are Alive…With Social Data Slide 13
15. Survey 1: Share How You Connect
With Us Online
The Hills Are Alive…With Social Data Slide 14
16. Survey: Email, FB, Causes, Twitter
The Hills Are Alive…With Social Data Slide 15
17. What did we learn?
• Some interesting numbers
• Same percentage of Email and FB Post group getting updates via
TNC web site.
• Donors: Email: 82.3%, FB Post: 54.2%, FB Causes: 38.3%, Twitter: 35.3%.
• Close to 50% of Email group is not on FB, of 50% on FB, only 20%
“Like.”
• Over 65% of FB respondents get Causes email.
• Some nice takeaways
• People want to give us feedback! Survey good engagement tool.
• Best content on homepage and enewsletter.
• Consistency across channels.
• However, we weren’t able to tie back to our online CRM to confirm
donation.
SESSION TITLE Slide 16
18. Survey 2: Share What Means the Most
to You
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19. Let’s revisit this question: What
did we learn?
• We won’t be able to get a definitive number of the overlap between
social media with the other groups that we currently track in our offline
and online CRMs.
• However, we begin to get a sense of the overlap range (30-40%) for
which we can use as a baseline.
• We have an opportunity to cultivate and convert our social media
followers.
• Internally, TNC can track these numbers overtime and use as
educational tool to grow definition of supporter from someone who just
makes a donation.
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20. And that we’re not quite
here yet (just an example
of what an integrated,
multi-channel supporter *Donation: $100K+; *Board
member; *Legacy club
pyramid could look like). member
*Donation: $1,000-$99,999;
*Personal fundraising: raised
$1000+ or 25+ donors; *Hosted
an event; *Gift planning inquiry
*Donation: $100-$999 (new, reinstated) or $50-$999
(renew); *Non-donating Life Member; *Active sustainer
under $1,000; *Bank of America card holder; *Active
workplace giver under $1,000; *Social media
ambassador; *Personal Fundraising: raised $100-$999
or 10-24 donors; *3+ high value nature.org actions;
*2+ preserve visits; *Fundraising event attendance
*Donation: $10-$99 (new, reinstated) or $0-$49 (renew); *Social media:
1+ action; *Personal fundraising: raised $1-$99; *1 preserve visit; *Non-
fundraising event attendance; *1-2 high value nature.org actions; *1+
basic nature.org action; 1+ email click
*Donation: <$10 (new, reinstated); *Social media (Facebook Fan, Twitter Follower,
Flickr member, Crowdrise friend, FB Causes Member); *Carbon calculator completion;
*TNC mobile/tablet app user; *RSS subscriber; *Email list subscriber (new or
continuing); *Personal fundraising: raised $0
*Donation: (none); *Unique website visitor
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21. Phase 3: Social Media Append
What do TNC’s supporters look like in the social media space and…
how and where do you even start looking?
Overall File
Legacy Member 40.00% Online Giver: YES
35.00%
Moves Managed 30.00% Online Giver: NO
25.00%
20.00%
Middle Donor Managed 15.00% Gift Giver
10.00%
5.00%
Stock Giver 0.00% Gift Recipient
Adopt an Acre Current Member: YES
Carbon Offset Current Member: NO
Plant a Billion Trees Sustainer
Volunteer
On: Facebook On: Twitter On. LinkedIn
The Hills Are Alive…With Social Data Slide 20
22. What to look at next?
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23. What can we learn about engaging
with “next generation” of supporters?
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24. Giving levels and social media
presence
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25. Phase 4: Next steps
• The to do list
• Update and share best practices for social media admins
• Set-up reports and key group to share findings with
• Start discussions around
• bringing in data to offline database
• and if so, how will we use it
• how often to refresh data
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26. Phase 4: Next Steps
• Philanthropy
• ProfileBuilder as real time prospect research tool
• Find best way to marry social media activity with existing donor
research
• How best to communicate to philanthropy staff who may not be
fluent in social media speak and who are use to controlling donor
communication
The Hills Are Alive…With Social Data Slide 25
27. Phase 4: Next Steps
• Going Global
• What can we learn about international giving in our current file
• How to integrate with databases in other countries
• Adding social media accounts for state and country social media
pages
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29. NWF’s Current Constituent Data
• Attributes (age, interests)
• Affiliations (schools, state
affiliates, partner
organizations)
• Interactions (mail/email,
phone calls, in-person
meetings)
• What they’ve done with us
(donated, taken action,
volunteered, subscribed,
shopped, attended a rally)
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30. Who Does This Data Help?
• Philanthropy Officers • Email Marketers
• Grassroots Organizers • Volunteer Coordinators
• Direct Mail Marketers • Event Coordinators
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31. Now Layer In Social Data…
In a match of 200,000 email addresses from NWF’s
database, we found people were:
On Facebook 47.9%
On Twitter 14.5%
On LinkedIn 13.7%
On One of “Big 3” ? 58.4%
The Hills Are Alive…With Social Data Slide 30
32. A New Look at Existing Audiences
By layering existing internal tags over social profile data, we could
see what audiences have the most potential.
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33. “I’m Judy. I’m retired. I
have a grandson who I give
a Ranger Rick subscription
to every year. I buy my
holiday cards from NWF’s
catalog. My yard is a
Certified Wildlife Habitat,
and I volunteer with NWF
to teach others in my
community how to garden
for wildlife.”
“And I TWEET!”
The Hills Are Alive…With Social Data Slide 32
34. What Does Adding Social Data Do?
Oh wow, the person who just re-tweeted us
donated $1,000 last year. Let me message
them a quick “Thank you for sharing.”
This volunteer has a big Klout score.
Maybe when I see her this weekend
I should ask her to guest blog for us.
We want to reach our activists on
social media. Should we invest our
resources in a Facebook App or
Twitter campaign?
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35. Cool Things So Far
Seeing our internal tags on our live tweet/comment stream:
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36. Cool Things So Far
Searching and filtering to find people via their tags and influence score
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37. Where Do We Go Next?
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38. Monthly Donors
Can we use data
from LinkedIn to
identify and reach
out to potential
monthly donors?
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39. Major Gifts
Can social data
help our
philanthropy
officers achieve
a higher dollar
gift in less time?
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40. Influentials
How can we use data to find key
influencers who are already talking about
us, or who might want to talk about us?
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41. Corporate
Matching
How can we
help make sure
people donating
to us know that
their company
matches gifts?
The Hills Are Alive…With Social Data Slide 40
42. Q&A
Photo by W J (Bill) Harrison on Flickr
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43. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
or Online using #12NTCDataRocks at
www.nten.org/ntc/eval
