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Using Social Media to Amplify Prospect Discovery and Qualification

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From CASE D3 2019

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Using Social Media to Amplify Prospect Discovery and Qualification

  1. 1. Using Social Media to Amplify Prospect Discovery and Qualification
  2. 2. Lori Ann Summers AVP for Health Sciences Development, University of South Carolina Sarah Wells Dir. of Development Regional Programs, University of South Carolina @wellssw2@mailbox.sc.eduloriann@email.sc.edu Molly Hall Sr. Account Executive, EverTrue molly@evertrue.com @EverTrue
  3. 3. 1. What’s happening in the social world? 2. South Carolina’s team relies on social for key donor insights 3. Building relationships… and pipeline 4. Q&As Today, we’ll cover...
  4. 4. Here’s what our alma maters know about us...
  5. 5. Degree: Business Class Year: 2005 Interests: Business School, Sailing Team Moved after College: DC Molly: Then
  6. 6. But what about who we are today?
  7. 7. Molly: Now Job Title: Sr Sales Executive Location: Lives in DC, Works in Boston Donation History: Annual Donor Interests: Kids, Innovation, Sustainability, CTE, Successful Alumni Event Attendance: None
  8. 8. Degree: English Class Year: 2007 Interests: Poetry, Study Abroad First job after College: Epworth Children’s Home Sarah: Then
  9. 9. Sarah: Now Job Title: Director of Development, Regional Programs Location: Brooklyn, NY Donation History: Family Fund donor Interests: Literacy, social justice, medical school research Event Attendance: Donor cultivation
  10. 10. Degrees: Political Science and Government Higher Education Business Administration Class Years: 1988, 2014 Interests: Carolina Band, Chi Omega, Athletics Lori Ann: Then
  11. 11. Lori Ann: Now Job Title: AVP Development Location: Columbia, SC Donation History: Loyal Donor Interests: Teaching Students!! Athletics Event Attendance: MANY!
  12. 12. Everything’s good here!
  13. 13. 2018: The Results HIGHEST totals in history $43.6 billion in FY17 3.7% YOY increase
  14. 14. Let’s look closer...
  15. 15. Over-Reliance on the Top On average, the top 36 donors contribute 63% of annual fundraising revenue. So who’s “on deck?” The average gift from biggest donors dropped 22% Source: EAB
  16. 16. Missing Prospects in Plain Sight of high net-worth prospects go uncultivated of those don’t ever make it into a portfolio 80% 43% Source: EAB & EverTrue
  17. 17. Where are we in 2029?
  18. 18. The Investor/Donor gives with her heart, and wants to... ● know the ROI ● be involved ● be joined by others ● know they’ve helped solve a problem
  19. 19. Movies 2004 Movies 2019
  20. 20. Loyalty 2000 Loyalty 2019
  21. 21. Why Social Matters
  22. 22. Facebook: This Is Where the Party’s At Source: Statista
  23. 23. 68% of the U.S. uses Facebook… that’s more than Instagram and Pinterest combined
  24. 24. Source: Social Media Today http://bit.ly/2Ew4sDB There are over 575 million users on LinkedIn
  25. 25. 74% of Facebook users are on every day.
  26. 26. Source: EverTrue data, Sept. 2018 1942 1956 1965 1974 1983 1992 2001 2010 1,300 1,100 900 700 500 300 100 -100 Engagement By Class Year
  27. 27. Plugging Social Into Relationship Management
  28. 28. Discovery Who are your most-engaged current donors? Who’s been active lately and lives in the next city you’re visiting? Affinity What types of content do prospects love? What lists exist for needs without a built-in constituency? Stewardship How often is the university top-of-mind? How do we share content that the donor cares about?
  29. 29. Does This Work? (Yes. Yes it does.)
  30. 30. Socially engaged prospects are 76% more likely to respond to cold outreach 45% 15% 0% Responded To “Cold” Outreach Non-Engaged Digitally Engaged 30%
  31. 31. Social media isn’t just for small donors. Donors who contribute above your institution’s average lifetime gift amount are also twice as likely to interact with your university on Facebook. 2X
  32. 32. You’re missing great prospects. 43% of the average institution’s high-capacity, digitally engaged donors, remain unassigned.
  33. 33. South Carolina’s Social Footprint 300k+ alumni 54k engaged on Facebook 100k+ matched on LinkedIn
  34. 34. Gift Officers Need More
  35. 35. Fresh information Instant prospect lists Mobile tools Stale data 2-week waiting periods Spreadsheets What they needWhat they get . Building Pipeline… On the Road
  36. 36. When Gift Officers have what they need, good things happen.
  37. 37. Good Things: ✓ 3-4x’s the response rate using LinkedIn information for cold outreach ✓ If engaged on social, noticeably affinity ✓ More productive travel ✓ Nailing visit goals
  38. 38. A New Way to Plan Trips
  39. 39. ● No one from USC had been in recent memory ● Booked seven visits, all found in EverTrue using LinkedIn information (capacity scores aren’t always spot on or fresh) ● In a “strange” city, having travel time available helps keep things organized. ● Met with an alumni whose family has given endowments to other universities and have never been approached by USC before. She has been added to portfolio. Kansas City
  40. 40. ● Nine visits in four day swing, anchored around two business school events. ● Every prospect discovered in EverTrue ● Using LinkedIn Location gets you visits during the day. People don’t typically live in the city center, but that’s where they work. San Francisco/Seattle SeattleSeattle
  41. 41. Better Tools for the Frontline = Better Management
  42. 42. ● Insight into activities and meetings ● Contact reports are immediate and searchable ● Removing roadblocks (access to information and constituent data) ● Giving the next generation the tools they want to stay in the profession How managers remove roadblocks
  43. 43. Getting Ready for What’s Next
  44. 44. Meanwhile, your campaign must go on... Decision 2019 Conversion Complete 2021
  45. 45. Lori Ann Summers AVP for Health Sciences Development, University of South Carolina Sarah Wells Dir. of Development Regional Programs, University of South Carolina @wellssw2@mailbox.sc.eduloriann@email.sc.edu Molly Hall Sr. Account Executive, EverTrue molly@evertrue.com @EverTrue
  46. 46. Date: Thursday, March 28 Where: The University of Virginia Register: get.evertrue.com/uva2019

From CASE D3 2019

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