2. #CASED1
Ellie Swain Ballard
Director of Alumni Engagement/Alumni and Parent
Programs, Amherst College
Former Director of Alumni Relations, Bancroft School
Amherst College ‘95
Brent Grinna (@brentgrinna)
Founder & CEO, EverTrue
Board Member, Brown Alumni Association
Class Agent, Harvard Business School
11. Traditional Donor Segmentation
Age
Real estate assets
Wealth screening
Other giving
Engagement
+ Capacity
Class Leadership
Reunion Attendance
Event Attendance
Other Volunteerism
Engagement
13. 98% of donor management records have
inaccurate or incomplete career data*
*EverTrue analysis; accurate and complete career data defined as current title, company and
industry
14. LinkedIn Members Are 40% More
Likely to Give than Non-Members*…
*Participation defined as lifetime giving greater than zero
19. Linking Facebook to Giving
Who are they? Do they give?
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1082 people engaged on Facebook or
LinkedIn in FY13
449 donors gave a total of $354,912 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)
27. Key Takeaways
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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
Mobilize your volunteers!
How many people feel like senior leadership doesn’t take social media seriously?
How many people feel like you need more staff to help with social media?
Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014
Over 50% of LinkedIn visits expected to be via mobile in 2014
Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014
Over 50% of LinkedIn visits expected to be via mobile in 2014
49% earn over $100,000
>30 million students and recent college graduates on LinkedIn
Two new members per second
> $1 billion in 2013 revenue
Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014
Over 50% of LinkedIn visits expected to be via mobile in 2014
Social Donor Segmentation
Identification
Relationship Mapping
Major Gift Fundraising
Volunteer Identification
But this isn’t about Raiser’s Edge - this is across the board. Traditional donor management software is a secure way of storing highly inaccurate data.
Which are my professionally engaged
*lapsed-donors* and *non-donors*?
Likes are strongly correlated to giving participation
432 people who’ve “liked” SPS on Facebook did NOT give last year….~5% of the population
46% of population on LinkedIn
5,700 interactions with 515 Facebook posts
450 of the socially engaged people did not give last year
Engagement = engagement of industry members relative to other industries
Capacity = gift size of industry members relative to other industries
Bubble size = number of people in the industry
Every time someone joins linkedin (every day) or likes your facebook content (every day) the graph changes
Out of those 1082, 449 have given a lifetime total of $3.2 million ($354,912 to the college in FY13 .)
$266,738 of that amount came from 10 donors (gifts of $10k+) and had 26 gifts of more than $1,821 (leadership giving society)
Pull in lifetime giving (Ellie)
Who on Facebook didn’t give? Opportunity for Annual Fund - half of those who didn’t give did engage on social media. Consider ways to target this audience.
Worth spending some resources on social media? YES!
Position social media as stewardship vehicle
Facebook Insights: content is still king
Photos most popular
consistently yield 1k+ reach (other posts much lower)
Engagement Rates (% of people who liked, commented, clicked or shared)
informational/announcements don’t garner engagement (are we surprised??))!
Sample posts
Coder/Victoria’s secret post
only 81 likes but 458 post click
Winter 2013 post
Facebook Insights: content is still king
Photos most popular
consistently yield 1k+ reach (other posts much lower)
Engagement Rates (% of people who liked, commented, clicked or shared)
informational/announcements don’t garner engagement (are we surprised??))!
Sample posts
Coder/Victoria’s secret post
only 81 likes but 458 post click
Winter 2013 post
compare to Fresh snow photo (not boosted, better return)
Annual Fund Year End appeal
20.6K reach
252 post clicks (want more than likes as linked to online giving form)
36 likes
Spent $75
Facebook Ads: Mobile App Install campaign (long term ROI)
179 new mobile app installs
Spent $107.03, $0.60 per install
Received 68 new email addresses in the period where we ran the Mobile App install
Question for audience - what’s the cost of an email address? Industry trends
Facebook Ads: Promote page for Likes campaign (long term ROI)
Page growth had been stagnant
729 new likes
Build audience and increase engagement - have them for the long term
Spent $110, $0.15 per like (included sponsored story = Jane Smith likes Amherst College Alumni/ FB just axed Sponsored Stories this week)
Ran October 9-19 (leading up to Homecoming, most effective first 4 days)
Will run at least twice per year to expand audience reach (create base for engagement)
How many people have “problems” with engaging alumni in the 80s and 90s? Guess what? Social media is an effective way to engage them.
really important point. great data.
How many have a strategy
How many have articulated, number-based goals or growth-oriented goals?
Amherst - haven’t set number goals but strategy
Digital strategy - To harness the connective power of social media to engage our alumni in an interactive dialogue about Amherst and with each other, and to meet our alumni where they are online already. Build social media audience to increase engagement. In this rapidly changing digital environment, thoughtful experimentation with new technologies and programs and deliberate assessment of new tools is critical when determining how to build and leverage online communities. The more we can integrate our website with social media widgets and other industry-standard features (utilizing data to inform faceted searches, i.e. “you might also like…”), the more powerful our online programs and services will be. Using data and analytics, assess where our online presence is having the greatest impact and allocate resources accordingly.
Growth oriented goals: so what if you reach 5,000 people? Are those people any more engaged or is building audience good enough?
Have to either pay to reach people with content or have really good content that will go viral
Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
Social Donor Segmentation
Identification
Relationship Mapping
Major Gift Fundraising
Volunteer Identification
Social Donor Segmentation
Identification
Relationship Mapping
Major Gift Fundraising
Volunteer Identification
