icaa 2014 presentation
DESCRIPTION
Jesse Bardo's presentation at ICAA 2014 in ColumbusTRANSCRIPT
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Big Data, Massive OpportunityJuly 2014
#ICAAConnects14
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Jesse Bardo & Mike Palladino
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twitter: @bardo, @palladinomike
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Does your advancement office have a full time social media staff person?
1. Yes, 1 FTE2. Yes, More Than 1 FTE3. No4. I’m not sure
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If I asked our VP for $50,000 of budget to run Facebook ads, he/she would
think I’m:
1. A Disruptor Innovator2. Crazy3. Going to be looking for a new
employer
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Status Quo
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is the Social Graph
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*Credit: LinkedIn Marketing
is the Professional Graph
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The Mobile Wave
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Entertainment
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Commerce
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Transportation
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Real Estate
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?
Advancement
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What Does This Mean For Advancement?
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>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
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Traditional Donor Segmentation
Engagement
AgeReal estate
assetsWealth
screening Other giving
Class Leadership
Reunion Attendance
Event Attendance
Other Volunteerism
Engagement + Capacity
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The Donor Graph
Engagement
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LinkedIn Members Give at a 70% Higher Rate than Non-Members*…
*Represents giving by all constituents in FY ‘13
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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**
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% 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
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200,000+ Likes
Who are they?
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PROSPECTIDENTIFICATION
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More Likes = More Giving
0 1 2-9 10+0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
*EverTrue analysis of Facebook giving trends
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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
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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
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* 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?
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8,000 likes300 posts
2226 Likers
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12,000 likes2700 fans1400 posts
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Who hasn’t given?
In Action @ Brown
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• 1,300 most engaged fans targeted
• 13% click through rate (177 donors); > 20x Facebook CTR
• 100x ROI
• 77% clicked via mobile device
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If I asked our VP for $50,000 for Facebook ads, he/she would think I’m:
1. A Disruptive Innovator2. Ok, you’re starting to convince me3. Going to be looking for a new
employer
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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 asking1. 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?
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Think Outside Your Database
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Mapping Strategic Importance
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Find your engaged donors:
get.evertrue.com/fblikes
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