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5 Social Strategies Shaking Up the Pyramid

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See how the University at Buffalo and the Oregon State University Foundation are transforming alumni engagement and fundraising using social insights.

Learn tactics every shop can adopt easily by using Facebook and LinkedIn to build relationships across the entire giving pyramid.

Whether you want to increase event attendance, convert new donors, or find new major gift prospects, you'll see how to start shaking up advancement-as-usual.

Watch this webinar in its entirety here: https://evertrue.wistia.com/medias/a8muxe3dsa

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5 Social Strategies Shaking Up the Pyramid

  1. 1. 5 Social Strategies Shaking Up the Pyramid
  2. 2. Let’s hear those questions!
  3. 3. Use promo code “SOCIAL” for 10% off your RAISE ticket through Tuesday, just for today’s attendees! Boston, MA | July 26 – 27 Register today at raisebyevertrue.com
  4. 4. Join us! The Salty Pig | 3/15 @ 5:30 pm brent.grinna@evertrue.com
  5. 5. Joseph DiDomizio Dir. of Digital, Office of Donor and Alumni Communications University at Buffalo @JosephDiD Andy Lasselle Research Analyst The Oregon State University Foundation @AndySnacks Brent Grinna Founder & CEO EverTrue @brentgrinna #pyramidshakeup
  6. 6. Our Mission Is To Build Relationships In Pursuit Of A Better World.
  7. 7. #1 In advancement automation 300+ Higher Ed Partners 51 Of the Top 100 US News & World Report Universities
  8. 8. LS Dear Andy, It was great to hear about Coach Pat Casey receiving PAC-12 Coach of the Year honors. He could not be more deserving of this award. Please tell him congratulations! Sincerely, Steve Thomas ‘89
  9. 9. 1.3 Billion Daily Users 79% Americans Use Facebook… more than 50% “several times a day” 19% of time on a mobile device is spent on Facebook
  10. 10. 500 Million Users... 133 Million are from US 41% of Millionaires use Linkedin 40 Million Students and Recent Grads are on Linkedin
  11. 11. Facebook: Free!
  12. 12. Facebook: Pay-to-Play Options Pay for Views Create Custom Ads Target Lists
  13. 13. 5X return on ad spend $470,000 in annual recurring revenue 15,666 people will get clean water in a year
  14. 14. Build. Understand. Ask. Define Audience Deliver Content Repeat Interacted with Post =
  15. 15. Fundraising Is Still Here
  16. 16. Database Giving Contact Reports EverTrue works with OSU and UB to empower advancement teams with unified data. EverTrue Connects the Dots Roles
  17. 17. 267,251 Digital Interactions 406,821 Constituents 280,889 Contact Reports 139,324 People on LinkedIn
  18. 18. 2,000,000+ Digital Interactions 333,578 Constituents 495,264 Contact Reports 142,744 People on LinkedIn
  19. 19. Engagement and fundraising efforts happen in silos. Engagement Research Annual Fund Major Giving
  20. 20. Alumni participation has dropped by over 32% since 2005. 94% of gifts come from the top 10% of donors… at the expense of our future pipeline of major donors. $ “Every nonprofit and university in the country will be reliant on millennials within five to 10 years. They can’t be dismissed.” – VP for University Advancement at a large private university Donor Acquisition Challenges
  21. 21. 45.48% 46.52% 49.12% 55.07% 1 2-5 6-10 6-10+ No. of Likes Donor Participation There is a positive correlation between Facebook engagement and giving participation
  22. 22. Alumni Identity Inferred via Social “This suggests that higher education fundraising professionals could boost alumni giving by implementing social media strategies to increase the alumni role identity of graduates.” Dr. Jay La Roux Dillon Factors and Characteristics of Alumni Role Identity http://bit.ly/JayDillon
  23. 23. Alumni & Parent Engagement Annual Donors Discovery MG 135 assigned donors interacted in last 90 days Current engaged alumni are 4x as likely to give 9.8% alumni have interacted in last year Top companies for avg. LT giving: Nike, Safeway, & CH2M
  24. 24. Remember Steve? 946 120 Steve Thomas Portland, Oregon Class of 1989, Oregon State Director of Marketing Intel Steve Thomas Could not be more deserving of this award< congrats Coach !!!
  25. 25. Insights flow seamlessly across the office. Engagement Research Annual Fund Major Giving
  26. 26. Alumni & Parent Engagement Annual Donors Discovery MG
  27. 27. Strategy #1: Use social insights for stellar stewardship experiences.
  28. 28. Static Contact Reports1.0
  29. 29. Monitoring Sentiment2.0
  30. 30. Engagement drives $$$2.0
  31. 31. Alumni & Parent Engagement Annual Donors Discovery MG
  32. 32. Strategy #2: Target Active Engagers During Prospect Discovery
  33. 33. Prospect Discovery 1.01.0
  34. 34. Are Facebook fans better than cold prospects?
  35. 35. 45% 15% 0% Responded To “Cold” Outreach Non-Engaged Digitally Engaged 30% OSU Tested Prospect Response Rates New prospects qualified above the control group 8 of 10 meetings moved to portfolio
  36. 36. Prospect Identification 200+ Comments 1,500+ Likes 2.0
  37. 37. Engagement Scoring2.0
  38. 38. "Using EverTrue's Facebook data, I was able to find a prospect who did not originally show up on our list. I met with him, and months later I’ve closed a million-dollar bequest agreement." Richard Ridenour, Gift Officer at the University at Buffalo Closed a million-dollar bequest from a prospect discovered via Facebook engagement.
  39. 39. 25 new prospects discovered per gift officer this year. New connections with six C-level executives at large corporations. "EverTrue is a discovery tool that is user friendly and obvious. It creates excitement as a fundraiser to find more prospects." Chris Barragan, Senior Development Director, Goddard School of Business
  40. 40. $2.5M+ raised since end of Dec • Total contact reports • Meetings involving deans/academic leadership • Solicitations made • Total Donors • Donors and dollars from cumulative annual gifts of <$10,000 (annual giving) • President’s Society Members • New President’s Society Members secured • Dollars committed via confirmed bequests • New Legacy Society Members (planned giving donors) We are in:16M 14M 12M 10M 8M 6M 4M 2M 0% JU LY A U G SEP O C T N O V D EC JA N FEB M A R A PR M A Y JU N E $’s Raised in FY17 $’s Raised in FY18Goal
  41. 41. Strategy #3: Generate Leads for the Annual Fund
  42. 42. Alumni & Parent Engagement Annual Donors Discovery MG
  43. 43. What’s the connection between social engagement and likelihood of giving?
  44. 44. 12.5% 10% 2.5% 0% 1988 1993 1998 2003 2008 2013 2017 Overall Engaged 7.5% 5% Buffalo Participation Rates
  45. 45. 10% 7.5% 2.5% 0% 1988 1993 1998 2003 2008 2013 2017 Overall Engaged 5% OSU Participation Rates
  46. 46. Appeals to Non-Donors1.0
  47. 47. Build. Understand. Ask. Define Audience Deliver Content Repeat Interacted with Post = 2.0
  48. 48. Build. Understand. Ask.
  49. 49. Build. Understand. Ask.2.0 75 gifts 25% brand-new donors
  50. 50. Strategy #4: Digital-First Outreach Drives In-Person Engagement
  51. 51. Alumni & Parent Engagement Annual Donors Discovery MG
  52. 52. RSVP1.0
  53. 53. Poor User Experience, No Insights1.5 ?
  54. 54. Shifting to Best-in-Class Platforms2.0
  55. 55. Class of 2003 15th Reunion! Fri, June 8 3:00PM 15th Reunion, Buffalo NY Jesse Bardo Buy Tickets http://bit.ly/FBandEventbrite
  56. 56. Event Re-Marketing2.0 =
  57. 57. This is How Your Facebook Page Should Look
  58. 58. Troy Schnack, Major Gifts Officer at the West Point Association of Graduates Engaged 3,000+ Army football fans with Facebook post. Within minutes, booked meeting with exec at a Fortune-50 corporation. “Using the Facebook Events information in EverTrue allowed me to rapidly identify donors I was previously unaware were traveling across the country to attend the game.”
  59. 59. Strategy #5: Build and Quantify Digital Engagement
  60. 60. Cornell & Engagement Tracking
  61. 61. Andrew Gossen, Exec. Director of Digital Innovation, Development & Alumni Relations Tracked 1 million interactions across 41,000+ Facebook posts to uncover 8,000 previously untracked, but engaged, alumni. "EverTrue represents a leap forward for alumni relations and development. With tools like this, we can see what people are interested in right now and produce a better user experience for alumni."
  62. 62. Engagement by Class Year2.0 30% 20% 10% 0% 1988 1993 1998 2003 2008 2013 2017 Buffalo OSU 40%
  63. 63. Hyper-Engagement at OSU2.0 or 1,300+ 25+ 5+
  64. 64. Strategy #6 (bonus!): Use LinkedIn to help identify wealthy prospects.
  65. 65. University at Buffalo Prospect Blitz2.0 80 New Prospects, 30 minutes ✓ Home Values & Neighborhood Income ✓ LinkedIn Job Titles ✓ Giving History www.evertrue.com/blog
  66. 66. "EverTrue has been a game changer for us. It's the first product we saw that was an effective way to gain insights and take action on social media data." Jacob Astley, Associate Director of Prospect Research On track to identify 200 new prospects this year, exceeding team goal by 33 percent.
  67. 67. What will you do next?
  68. 68. Build
  69. 69. Understand ? Engagers ? Assigned Prospects ? LYBUNTS & SYBUNTS ? Never Donated
  70. 70. Non-Donors Members Discovery MG Ask
  71. 71. Build
  72. 72. Understand. ? Engagers ? Assigned Prospects ? LYBUNTS & SYBUNTS ? Never Donated
  73. 73. Non-Donors Members Discovery MG Ask
  74. 74. Build
  75. 75. Understand ? Engagers ? Assigned Prospects ? LYBUNTS & SYBUNTS ? Never Donated
  76. 76. Non-Donors Members Discovery MG Ask
  77. 77. Understand Who’s telling you what annual fund appeal they’d most like to receive?
  78. 78. Non-Donors Members Discovery MG Ask
  79. 79. Q&A
  80. 80. Use promo code “SOCIAL” for 10% off your RAISE ticket through Tuesday, just for today’s attendees! Boston, MA | July 26 – 27 Register today at raisebyevertrue.com
  81. 81. Join us! The Salty Pig | 3/15 @ 5:30 pm brent.grinna@evertrue.com
  82. 82. Thank you! jdd4@buffalo.edu andy.lasselle@osufoundation.org brent.grinna@evertrue.com

See how the University at Buffalo and the Oregon State University Foundation are transforming alumni engagement and fundraising using social insights. Learn tactics every shop can adopt easily by using Facebook and LinkedIn to build relationships across the entire giving pyramid. Whether you want to increase event attendance, convert new donors, or find new major gift prospects, you'll see how to start shaking up advancement-as-usual. Watch this webinar in its entirety here: https://evertrue.wistia.com/medias/a8muxe3dsa

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