Big Data, Massive Potential Social Donor Management

Transcription

1 Big Data, Massive Potential Social Donor Management ABSAP 2015

2 Jim Zimmerman, Chief Evangelist, EverTrue Tim Ponisciak, Graduate Alumni Relations Director Notre Dame, Mendoza 1

3 What is your leadership team s most important strategic priority? 1. Annual Fund Participation 2. Constituent Engagement 3. Social Media 4. Major Gifts 5. Prospect Research

4 Does your advancement team 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

5 If my team asked me for $100,000 of budget for Facebook, our VP might say: You re 1. An amazing innovator! 2. Crazy! 3. Fired! 4. Isn t social media free?

6 Status Quo

7 Social Donor Management

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10 Pop Quiz What Would You Do? Dear Stanford University, I recently learned that Meyer Media Lab aka Ugly was torn down. I remember riding out the 89 earthquake in that building. Every book flew on to the floor, or so it seemed. While the building might be gone, that memory will last forever. Kindest Regards, Ben Mullins 92 Talent Acquisition, Yahoo! Seattle, WA

11 If I received a letter like this, the first thing I would do is: 1. Call/ to thank them for reaching out 2. Look up this person in our database 3. Share with someone else on my team 4. I wouldn t do anything

12 What Would You Do? Dear University of Washington Advancement, I was recently reminiscing about my time at UW in the late 50 s. One of my favorite experiences was log rolling on Frosh Pond. Much has changed in the last 50 years, but the memories don t fade. Thanks for all you do to keep my fellow alumni and me connected to the university. Kindest Regards, Janet Little 60

13 Dear Boston University, I was recently reflecting on the impact Professor Howard Zinn had on my life. He was a wonderful man with a unique and important point of view and, most importantly, he had absolute integrity. I miss him very much. My Best, Michael Bender 76 Attorney Astoria, New York

14 Key Social Trends

15 is the Social Graph

16 is the Professional Graph

17 The Mobile Wave

18 Entertainment

19 Commerce

20 Transportation

21 Small Businesses

22 Real Estate

23 Advancement

24 Social Donor Management 24

25 What Does This Mean For Advancement?

26 Traditional Alumni Segmentation Age Real estate assets Wealth screening Other giving Engagement + Capacity Engagement Class Leadership Reunion Attendance Event Attendance Other Volunteerism

27 Social Alumni Segmentation Engagement

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32 75 Comments For Howard Zinn

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34 Our Analysis of the BU Post

35 LinkedIn Members Are More Likely to Give*

36 Facebook Fans Are More Likely to Give*

37 ABSAP Benchmarking

38 26% Of ABSAP institutions have alumni-specific Facebook pages

39 On Average, ABSAP Associations Post to Facebook.87 Times per Day

40 On Average, ABSAP institutions Post to Facebook.87 Times per Day but some barely post at all

41 On Average,.5% of ABSAP Fans Actively Engage With Each Post

42 On Average,.5% of ABSAP Fans Actively Engage With Each Post but some pages have minimal engagement

43 ABSAP Facebook Ranking (Measures 40 Signals Across Pages)

44 #1 Post 20% Engagement (Warrington)

45 #2 Post 18% Engagement (Wharton)

46 #3 Post 7% Engagement (Broad)

47 #4 Post 6% Engagement (Scheller)

48 #5 Post 6% Engagement (Kelley)

49 CASE Study: Mendoza

50 The World of Graduate Alumni Relations Mendoza College of Business 6,350 MBA 2,200 EMBA 12,430 Alumni 2,100 MSA 1,700 MNA 80 MSM Goal Engage and involve our graduate business alumni so the College of Business has a stronger current student experience and alumni network

51 Our Social Media Landscape

52 Current Social Media Landscape Facebook: 1.4 billion users, 5 billion pieces of content shared daily (2%) Twitter: 288 million users (26%) LinkedIn: 340 million users (54%) Pinterest:70 million users (111%) Instagram: 300 million users (64%) Google Plus: 300 million users (16%) Snapchat: 200 million users (55%) Percentage indicates growth from 2013 to 2014 *

53 Our Social Media Focus College of Business related information Notre Dame related content Business related articles of interest

54 Art vs. Science How do we handle our social media posting? - Real time How far in advance do you plan your content posting?

55 How we talk Odd fact unique news story Invitation Well wishes Excitement

56 The Approach Break down our Facebook posts by topic Break down our posts by tone See if we can determine any particular types of posts that are most appealing to our alumni, so we can create an informed social media plan for the future Inform other areas of our work based off of our findings

57 Typical Social Media Topics College of Business Notre Dame Football Alumni Info Fundraising General business

58 Breakdown of Facebook Post Topics

59 Typical Social Media Tones Congratulatory/ Well Wishes Fun Informative Nostalgic/ Student Life Questioning Reminder

60 Breakdown of Facebook Post Tones

61 Sorting Everything Out

62 Sorting Everything Out

63 College of Business Posts by Tone

64 Top Bit.ly Clicks

65 Top Link #1 Topic: Alumni Tone: Informative

66 Top Link #2 Posts involving regional events/info have a smaller Facebook reach, but still receive a number of clicks Topic: Alumni Tone: Reminder

67 Top Links Clicks #3 Topic: College of Business Tone: Informative

68 Top Links Clicks #4 Topic: Nostalgic/Student Life Tone: Congratulatory/Well Wishes

69 Top Links Clicks #5 Topic: College of Business Tone: Informative

70 Top Links #6 Topic: Notre Dame Tone: Informative

71 Informing Social Media Strategy Focus more on messages about the College of Business, and less on general business articles Plan each week to have: 2-3 College of Business posts, one post that is either football or ND related, and then fill in with events and reminders as appropriate Find more news to make people feel proud to be a part of our College Create a student social media ambassador team responsible for documenting events and creating more fun posts

72 Informing Alumni Relations & Annual Giving Decisions Short-term Annual Giving to highlight video featuring CIO in most recent recognition societies newsletter Next video to be created will focus on entrepreneurship Focusing on online courses currently available Long-term Utilize info discovered to inform annual giving messaging Building a social media story-bank

73 Where do we go from here?

74 What is our goal for our Facebook, LinkedIn and Twitter reach this fiscal year? What is our budget for staff and advertising on social platforms? Are we connecting our social goals to broader objectives?

75 Who is engaging with our content on Facebook? Are they members? Do they volunteer? Do they give? Can you identify and nominate one good major donor prospect?

76 Can we target socially engaged nondonors to achieve our participation or membership goals? Can we ask one socially engaged prospect to make a gift? [or volunteer, or mentor] How can we shape LGO and MGO portfolios with this data?

77 Incorporate Social as a Tactic

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79 Think Outside Your Database

80 Free Facebook Analysis get.evertrue.com/fblikes

81 LinkedIn Group: Alumni Catalyst Facebook: EverTrue