Using Social Media to Support Fundraising Efforts/Campaigns CASE Online Solutions Showcase May 2014

Transcription

1 Using Social Media to Support Fundraising Efforts/Campaigns CASE Online Solutions Showcase May 2014 #CASESMC Brent Grinna, Founder & CEO, EverTrue Board of Governors, Brown Alumni 1 1

2 Elizabeth Crabtree AVP Strategy & Resource Development, Brown University Alumni Association Former President, APRA Board 1 Rank the following activities in order of importance to your senior leadership team: 1. Alumni Engagement 2. Social Media 3. Prospect Research 4. Annual Fund Participation 5. Major Gifts 2

3 Poll: 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 don t know Poll: If I asked our VP for $20,000 of budget to run Facebook ads, he/she would think I m: 1. Innovative 2. Crazy 3. Going to be looking for a new employer 3

4 Poll: If I asked our VP to ask our President to start tweeting, he/she would likely say: 1. Great idea! 2. Not gonna happen 3. What s Twitter? Status Quo 4

5 1 1 5

6 1 The Opportunity 6

7 >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 is the Social Graph 7

8 is the Professional Graph *Credit: LinkedIn Marketing The Mobile Wave 8

9 Entertainment Commerce 9

10 Real Estate Transportation 10

11 What Does This Mean For Advancement? Poll: Rank the following donor data points in order of importance? 1. Industry 2. Event Attendance 3. Company 4. Home Address 5. Job Title 6. Estimated Net Worth 11

12 Poll: Rank the importance of these platforms to your work: 1. Zillow 2. Facebook 3. Google 4. Your Database 5. LinkedIn 6. LexisNexis The Donor Graph 12

13 Traditional Donor Segmentation Age Real estate assets Wealth screening Other giving Engagement + Capacity Class Leadership Reunion Attendance Event Attendance Other Volunteerism Engagement The Donor Graph Engagement 13

14 LinkedIn Members Gave at a 70% Higher Rate than Non-Members* *Represents giving by all constituents in FY 13 Social Donor Pyramid % of members across the gift pyramid 34.8% 42.9% 55.2% 59.1% $1m -$24.9m 63.8% 62.1% 61.0% 54.4% 46.1% $50k -$1m $25k -$50k <$25k 14

15 Top and Bottom Industries by Participation Top 5 Industries** 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 Bottom 5 Industries** 2013 Participation Entertainment 46.3% Broadcast Media 46.2% Museums and Institutions 45.0% Architecture & Planning 37.9% Performing Arts 25.0% *Represents giving by all constituents within industries with at least 30 constituents Top 10 LinkedIn Industries by Median Gift Venture Capital & Private Equity Investment Banking Investment Management Consumer Goods Telecommunications Retail Philanthropy Real Estate Financial Services Pharmaceuticals $- $100 $200 $300 $400 $500 $600 *Represents giving by all constituents in FY 13 15

16 Giving Participation at Leading Tech Companies 60% 50% 40% 30% 20% 10% 0% LinkedIn Microsoft Salesforce Apple Facebook Twitter Google Dropbox Amazon *EverTrue analysis of Brown University FY 13 giving Giving Participation at Leading Consulting Firms 60% 50% 40% 30% 20% 10% 0% Bain & Company Booz Allen Hamilton The Boston Consulting Group McKinsey Deloitte Consulting 16

17 Giving Participation at Wall Street Banks 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% J.P. Morgan Bank of America Morgan Stanley Goldman Sachs Citi Deutsche Bank More Likes = More Participation 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% *EverTrue analysis of Facebook giving trends 17

18 Facebook Engagement by Rated Prospects % of Facebook Likers* across the gift pyramid 1.7% 4.1% 3.3% $1m -$24.9m 5.0% 6.5% 6.4% $50k -$1m 7.1% 7.9% 8.3% $25k -$50k <$25k *'Facebook Liker % of total' = percentage of constituents at this research rating that are engaged on Facebook All Categories of Donors Are Engaging on Facebook Who are they? Do they give? What is the lifetime giving value of this post? * Illustrative giving data 18

19 Which Constituents Are Most Engaged With Princeton Content? get.evertrue.com/fblikes * Engagement defined as liking or commenting on Facebook post How Many Alumni Engage With Our Facebook Content? 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% * Engagement defined as liking or commenting on BAA or PAUR Facebook post 19

20 Linking Facebook to Giving Who are they? Do they give? 1082 people engaged on Facebook or LinkedIn in FY13 Lifetime giving of socially-engaged donors is $3.2 million 633 socially-engaged non-donors 95 (10% of audience) did not engage with the college otherwise (no events, website login, volunteer) Social Media by Decade (Alums) Who is Engaging with Us? 20

21 The Donor Graph at Brown ~50,000 Alumni 25,000 BAA Likes 170,000 PAUR Likes Engagement Putting it into Action 21

22 Facebook: Budget For Likes How to Budget: Start by setting a baseline for your alumni Facebook page. Let s look at Boston College as our example: Total Alumni: 165,632 Estimated Alumni on Facebook: 115,000 Total Fans Currently on Alumni Facebook Page: ~6,000 (or 5.2% of all alumni on Facebook) Alumni Fan Gap: 109,000 Cost Per Fan: $0.20 (EverTrue estimate based on internal data) Total Annual Budget Requirement: 109,000 x $0.20 = $21,800 $20,000 Facebook Ad Budget? Facebook: Budget for Reach Why Without paying to promote a post, you can count on reaching only about 6% of your fans. That means a typical post on the Boston College Alumni page might only reach 360 alumni out of 6,000 fans. How to Budget Based on current Facebook data we re seeing, BC should budget $5 for every 1,000 Fans they would like to reach per promoted post. Boston College Alumni posts around once per day. So assuming 300 workdays per year and an average of 10,000 fans, that s up to $50 per day, or $15,000 in annual spending. $15,000 Facebook Reach Budget? 22

23 Poll: If I asked our VP for $20,000 for Facebook ads, he/she would think I m: 1. Innovative 2. Ok, you re starting to convince me 3. Going to be looking for a new employer The 1:1 Platform: Presidents on Amherst Phillips Academy Aoun, The Hill School 23

24 Poll: If I asked our VP to ask our President to start tweeting, he/she would likely say: 1. Great idea! 2. Ok, you re starting to convince me 3. What s Twitter? Key Takeaways Experiment cheaply and measure Set realistic goals Start reporting to senior leadership (even if they don t ask) Position efforts around existing strategic priorities High impact, low cost (one meeting per week) Plan for the future marrying external and internal data 24

25 Think Outside Your Database Mapping Strategic Importance 25

26 Q & A Elizabeth Crabtree Brent Grinna 1 26

27 Thanks! Elizabeth Brent 1 27