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NEDRA Big Data, Big Gifts: Social Donor Management

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NEDRA Big Data, Big Gifts: Social Donor Management

  1. 1. 2014  NEDRA  Conference   Strategies  for  Success   March  20-­‐21,  2014   Revere  Hotel,  Boston,  MA   Big  Data,  Big  Gifts:     Social  Donor  Management  with   LinkedIn  &  Facebook     Jesse  Bardo,  Co-­‐Founder,  EverTrue    
  2. 2. Jesse  Bardo  (@bardo)   Co-­‐Founder,    EverTrue     1  
  3. 3. Mapping  Strategic  Importance   2  
  4. 4. *67% of all US internet users   3   Facebook  is  the  Social  Graph    
  5. 5. *Credit: LinkedIn Marketing   4   LinkedIn  is  the  Professional  Graph    
  6. 6. 5   The  Mobile  Wave  
  7. 7. Mobile Internet to Surpass Desktop in 2015   6   2013  Mobile  +  Social  Convergence  
  8. 8. Entertainment  
  9. 9. Transportation    
  10. 10. Commerce    
  11. 11. Real  Estate  
  12. 12. What Does This Mean For Fundraising?   7  
  13. 13. The Donor Graph
  14. 14. Engagement   Age   Real  estate  assets   Wealth  screening     Other  giving   Class  Leadership   Reunion  Attendance   Event  Attendance   Other  Volunteerism   Engagement     +  Capacity   9   Traditional  Donor  Segmentation  
  15. 15. Engagement   10   The  Donor  Graph  
  16. 16. 70% of donor management records have inaccurate or incomplete career data*   *EverTrue analysis; accurate and complete career data defined as current title, company and industry   11  
  17. 17. *Participation defined as FY’13 giving greater than zero   12   LinkedIn  Members  Are  70%  More     Likely  to  Give  than  Non-­‐Members*…      
  18. 18. %  of     members  across  the  gi9   pyramid     $1m  -­‐  $24.9m     $50k  -­‐  $1m     $25k  -­‐  $50k   <$25k   Social  Donor  Pyramid:  LinkedIn     A   34.8%   B  -­‐  42.9%   C  –  55.2%   D  –  59.1%     E  –  63.8%     F  –  62.1%   G  –  61.0%   H  –  54.4%     I  –  46.1%    
  19. 19. *EverTrue analysis of FY 13 giving   $- ! $100 ! $200 ! $300 ! $400 ! $500 ! $600 ! Pharmaceuticals! Financial Services! Real Estate! Philanthropy! Retail! Telecommunications! Consumer Goods! Investment Management! Investment Banking! Venture Capital & Private Equity! 13   Top  10  Industries  by  Median  Gift  
  20. 20. 46% adoption; 52% among 1980-2010   *EverTrue analysis; accurate and complete career data defined as current title, company and industry   14   LinkedIn’s  data  quality  is  ~25x  better*  
  21. 21. *EverTrue analysis of Brown University FY 13 giving   0%   10%   20%   30%   40%   50%   60%   LinkedIn   Microso7   Salesforce   Apple   Facebook   TwiAer   Google   Dropbox   Amazon   Giving  Participation  at  Leading  Tech   Companies  
  22. 22. $0   $100   $200   $300   $400   $500   $600   0%   10%   20%   30%   40%   50%   60%   *EverTrue analysis of Brown University FY 13 giving   Technology  Donor  Map  
  23. 23. 0.0%   10.0%   20.0%   30.0%   40.0%   50.0%   60.0%   J.P.  Morgan   Bank  of  America   Morgan  Stanley   Goldman  Sachs   CiQ   Deutsche  Bank   *EverTrue analysis of Brown University FY 13 giving   Giving  Participation  at  Wall  Street  Banks  
  24. 24. $0   $200   $400   $600   $800   $1,000   $1,200   0.0%   10.0%   20.0%   30.0%   40.0%   50.0%   60.0%   *EverTrue analysis of Brown University FY 13 giving   Wall  Street  Donor  Map  
  25. 25. $1m  -­‐  $24.9m     $50k  -­‐  $1m     $25k  -­‐  $50k   <$25k   %  of  Facebook  Likers*  across   the  gi9  pyramid     A   1.7%   B  –  4.1%   C  –  3.3%   D  –  5.0%   E  –  6.5%   F  –  6.4%   G  –    7.1%     H  –  7.9%   I  –  8.3%     *'Facebook  Liker  %  of  total'  =  percentage  of  cons7tuents  at  this  research  ra7ng     that  are  engaged  on  Facebook   Social  Donor  Pyramid:  Facebook    
  26. 26. 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! 80%! 90%! Non-Fans! FB Engaged! Participation Rate! Participation Rate! 15   Facebook  Likers  Are  30%  More  Likely   to  Participate…  
  27. 27. 0.0%! 10.0%! 20.0%! 30.0%! 40.0%! 50.0%! 60.0%! 70.0%! 0! 1! 2-9! 10+! 16   More  Likes  =  More  Participation  
  28. 28. •  Significantly  Reduce  Manual  Data  Entry   •  Improve  Field  Fundraiser  ProducQvity   •  Prospect  IdenQficaQon   •  Event  and  Volunteer  Management       ROI  Potential    
  29. 29. 28   Mapping  Strategic  Importance  
  30. 30. Jesse  Bardo  (@bardo)   1  

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