big data. big gifts. a crash course on social donor management for higher education
TRANSCRIPT
Big Data. Big Gifts. A Crash Course on Social Donor Management
for Higher Education!#socialdonor!
Harvey O. Simmons IV Dean of Marketing Affairs
@EverTrue @hosimmons4
Part One: How we got here… Part Two: Where we’re going… LinkedIn Advanced Search @ Brown University. Facebook Graph @ Amherst College. Twitter @ Cornell University. Q&A
What’s on Deck?
But the rest of the world has changed…
2006 2014
Real Estate
Commerce
Step 1: The Social Graph
Step 2: The Professional Graph
Step 3: Mobile
Mobile Internet to Surpass Desktop in 2015
But skeptics remain
Findings from a CASE.org Study
But Senior Leaders Do Value Segmentation
The Rise of the Donor Graph
"!
LinkedIn Members Give.
70%+ more likely!
0%!
5%!
10%!
15%!
20%!
25%!
30%!
35%!
40%!
Non-Members! LinkedIn Members!
Linking Facebook to Giving
$3.2 million Lifetime giving of socially-
engaged donors
Who are they? Do they give?
Facebook Fans Give.
30% more likely!
Where do we go from here…
LinkedIn Alumni Pages
Facebook Graph Search: Event Identification
Phone to Email to Twitter: Effective 1:1 Communication
@CornellAlumni
Reach the Middle of the Donor Pyramid
Social Media by Decade (Alums)
(Start reporting social metrics to senior leadership, even if they don’t ask)
Elevate Strategic Importance
Build > Analyze > Engage
Social Donor Management & EverTrue
