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Using Social Media to
Amplify Prospect Discovery
and Qualification
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
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...
Here’s what our alma maters
know about us...
Degree: Business
Class Year: 2005
Interests: Business School, Sailing Team
Moved after College: DC
Molly: Then
But what about who
we are today?
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
Degree: English
Class Year: 2007
Interests: Poetry, Study Abroad
First job after College: Epworth Children’s
Home
Sarah: Then
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
Degrees:
Political Science and Government
Higher Education Business Administration
Class Years: 1988, 2014
Interests: Carolina Band, Chi Omega, Athletics
Lori Ann: Then
Lori Ann: Now
Job Title: AVP Development
Location: Columbia, SC
Donation History: Loyal Donor
Interests: Teaching Students!! Athletics
Event Attendance: MANY!
Everything’s good here!
2018: The Results
HIGHEST
totals
in history
$43.6
billion
in FY17
3.7%
YOY
increase
Let’s look closer...
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
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
Where are we in 2029?
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
Movies 2004 Movies 2019
Loyalty 2000 Loyalty 2019
Why Social Matters
Facebook: This Is Where the Party’s At
Source: Statista
68% of the
U.S. uses
Facebook…
that’s more than
Instagram and
Pinterest combined
Source: Social Media Today http://bit.ly/2Ew4sDB
There are over
575 million users
on LinkedIn
74% of
Facebook
users are on
every day.
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
Plugging Social Into
Relationship Management
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?
Does This Work?
(Yes. Yes it does.)
Socially engaged
prospects are
76% more likely
to respond to cold outreach
45%
15%
0%
Responded
To “Cold”
Outreach
Non-Engaged
Digitally Engaged
30%
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
You’re missing great
prospects.
43%
of the average institution’s
high-capacity, digitally
engaged donors, remain
unassigned.
South Carolina’s Social Footprint
300k+ alumni
54k engaged on Facebook
100k+ matched on LinkedIn
Gift Officers Need More
Fresh information
Instant prospect lists
Mobile tools
Stale data
2-week waiting periods
Spreadsheets
What they needWhat they get
.
Building Pipeline… On the Road
When Gift Officers have what
they need, good things happen.
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
A New Way to Plan Trips
Using Social Media to Amplify Prospect Discovery and Qualification
● 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
Using Social Media to Amplify Prospect Discovery and Qualification
● 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
Better Tools for the Frontline
= Better Management
● 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
Getting Ready for What’s Next
Meanwhile, your campaign must go on...
Decision
2019
Conversion
Complete
2021
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
Date:
Thursday, March 28
Where:
The University of Virginia
Register:
get.evertrue.com/uva2019

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Using Social Media to Amplify Prospect Discovery and Qualification

  • 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!
  • 13. 2018: The Results HIGHEST totals in history $43.6 billion in FY17 3.7% YOY increase
  • 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
  • 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
  • 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
  • 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
  • 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
  • 43. Better Tools for the Frontline = Better Management
  • 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
  • 45. Getting Ready for What’s Next
  • 46. Meanwhile, your campaign must go on... Decision 2019 Conversion Complete 2021
  • 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
  • 48. Date: Thursday, March 28 Where: The University of Virginia Register: get.evertrue.com/uva2019