The document discusses how social media can help universities better understand alumni and identify prospective donors. It outlines how the University of South Carolina uses social media to discover more about alumni careers, interests and donations over time. Data shows socially engaged prospects are more likely to donate. The university uses tools like LinkedIn to find prospects for visits and plan trips more efficiently. Better social media tools can help fundraising officers be more effective.
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...
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!
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
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?
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
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
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
40. ● 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
42. ● 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
44. ● 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
47. 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