1.
Using Social Media to
Amplify Prospect Discovery
and Qualification

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.
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.
Here’s what our alma maters
know about us...

5.
Degree: Business
Class Year: 2005
Interests: Business School, Sailing Team
Moved after College: DC
Molly: Then

6.
But what about who
we are today?

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.
Degree: English
Class Year: 2007
Interests: Poetry, Study Abroad
First job after College: Epworth Children’s
Home
Sarah: Then

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.
Degrees:
Political Science and Government
Higher Education Business Administration
Class Years: 1988, 2014
Interests: Carolina Band, Chi Omega, Athletics
Lori Ann: Then

11.
Lori Ann: Now
Job Title: AVP Development
Location: Columbia, SC
Donation History: Loyal Donor
Interests: Teaching Students!! Athletics
Event Attendance: MANY!

12.
Everything’s good here!

13.
2018: The Results
HIGHEST
totals
in history
$43.6
billion
in FY17
3.7%
YOY
increase

14.
Let’s look closer...

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.
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.
Where are we in 2029?

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.
Movies 2004 Movies 2019

20.
Loyalty 2000 Loyalty 2019

21.
Why Social Matters

22.
Facebook: This Is Where the Party’s At
Source: Statista

23.
68% of the
U.S. uses
Facebook…
that’s more than
Instagram and
Pinterest combined

24.
Source: Social Media Today http://bit.ly/2Ew4sDB
There are over
575 million users
on LinkedIn

25.
74% of
Facebook
users are on
every day.

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.
Plugging Social Into
Relationship Management

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.
Does This Work?
(Yes. Yes it does.)

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.
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.
You’re missing great
prospects.
43%
of the average institution’s
high-capacity, digitally
engaged donors, remain
unassigned.

33.
South Carolina’s Social Footprint
300k+ alumni
54k engaged on Facebook
100k+ matched on LinkedIn

34.
Gift Officers Need More

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.
When Gift Officers have what
they need, good things happen.

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.
A New Way to Plan Trips

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.
● 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.
Better Tools for the Frontline
= Better Management

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.
Getting Ready for What’s Next

44.
Meanwhile, your campaign must go on...
Decision
2019
Conversion
Complete
2021

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.
Date:
Thursday, March 28
Where:
The University of Virginia
Register:
get.evertrue.com/uva2019