Big Data Massive Opportunity
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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.
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Big Data Massive Opportunity
- 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
- 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
- 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?
- 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