#FCWProspect

Speaker:

Casey Golden, @smallactguy, Small Act

Venue:

Foundation Center Washington, @fcwashington

Hashtag: #FCWProspect

Using Social Data for Prospect Research

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What we’ll cover today• What is Social Data?• How do we gather it?• How can it be implemented?• How can we use it for prospect research?• Examples• Q&A

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Company Background• With Small Act’s Social Data

intelligence platform, organizations can identify, profile and target high-value relationships through social media insight.

• Incorporated in October 2008• Beta: Nov ’09, Commercial:

May ’10• 180+ customers• www.smallact.org

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What is Social Data?What is Social Data?What is Social Data?What is Social Data?

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What is Social Data? Where can you find it?

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Did you know…• In the year 2000 there were 248 Million people online…compared to 1.01 Billion active users of Facebook alone in 2012 (P.S. India only has 1.1 Billion people)

• There is more content created every single day than there was created from the beginning of time till the year 2000

• More people in the world have mobile devices than toothbrushes (4.8 billion vs. 4.2 billion)

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Are our major gift prospects social?

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Why is Social Data important?

Social Data Intelligence is “the management and analysis

of donor data from social sources, used to activate and

recalibrate marketing and business programs.” (Forrester Research)

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Why is Social Data important?

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What can Social Data tell us?• Passions• Professional information

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How do we gather How do we gather Social Data?Social Data?How do we gather How do we gather Social Data?Social Data?

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How do we gather Social Data?• Manually (spreadsheet or CRM)

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How do we gather Social Data?• Automatically (with a service)

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How do we gather Social Data?• What enhanced profiles can look like

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How can we implement How can we implement Social Data?Social Data?How can we implement How can we implement Social Data?Social Data?

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How can we implement Social Data?• Identify sustainer givers• Identify mid-level gift givers • Identify major gift givers• Matching program

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• With Social Data, NWF found:• People on social gave higher average

gifts• People on social have better response

rate to mail• Those on Facebook or Twitter were at

the top

• Response rates especially high for• Donors above $1,000• New Donor Acquisition

Case study

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How can we use Social How can we use Social Data for prospect Data for prospect research?research?

How can we use Social How can we use Social Data for prospect Data for prospect research?research?

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How can we use social media for prospect research?• Learn what is important to your donor, right now• Learn what they like and

laugh about• Present opportunities that

match their passions tothe needs of theorganization

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ExamplesExamplesExamplesExamples

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• Goal: Improve Online Fundraising Campaign Event• Special campaign and promotion for 50th Anniversary Event

• (50/50/50) – Raise $50,000 in 50 hours for 50th Anniversary (July 2013)

• How: Use Social Data to identify best promoters• Use social types (Engagers and Key Influencers) to determine those

best suited for personal engagement prior to the event.

• Implementation: Plant key seeds for performance lift• Personal calls out to 600 Key Influencers• Targeted email to 3,000 Engagers

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• Goal: Identify executives for larger gifts & corp gifts• Increase mid-level giving ($1K-$100K)

• How: Use Social Data to find executives• Identify Manager level and above for increased giving levels• Identify VP level and above for corporate gift opportunities

• Implementation: Modify Asks and Cultivation Method• Compare executive level to prior giving and increase accordingly• Assign corporate development officer to VP and C-Level

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• Goal: Improve international campaigns and events• Generate more local support of TNC initiatives in foreign countries

• How: Use Social Data to locate ‘locals’• Use location component from Social Data to identify prospects in

countries/locations they will be having events and campaigns

• Implementation: Targeted outreach to individuals• Multi-channel approach to get support for initiatives in their

respective countries/locations• Personal outreach to international prospects who are VP and above

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• Goal: Improve current year performance• Bring more relevant, engaging content to lift fundraising success

• How: Use Social Data segment participants• Based on the social score, social type and network participation, create

target communication groups• Example:

• Group 1 – Active Twitter participants• Group 2 – Active Facebook participants• Group 3 – Active LinkedIn participants• Group 4 – Social Types: Engagers & Key Influencers

• Implementation: Targeted emails for each Group• Including more content/links/activities for the social networks that participant

is a member of.• Personal correspondence with Engagers & Key Influencers

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• Goal: Improve year over year retention for events• Get more participants and teams to come back again

• How: Use Social Data to find high potential Captains• Based on behaviors and networks on social media, find those who are not

captains this year, but could pick up next year if this years captain does not.• Combine Social Data with past event participation to further identification

• Implementation: Recruit future Captains from this years participants• Specialized mid to high touch cultivation of those who are not captains this

year, but have capacity and natural drive to step in next year.

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• Goal: Prospect Segmentation for Telemarketing• Special campaign and promotion for parents

• How: Use Social Data to find parents• Based on self-bios and content they discuss, they can determine

those they know as active parents• Use social types (moderate to high social) to determine those best

suited for sustainer, monthly gifts.

• Implementation: Promote Kids Programming• Discuss Curious George, Wild Kratts, Martha Speaks, Dinosaur

Train, etc. to be relevant and on point with these donors

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• Goal: Improve email open and click thru rates

• How: Use Social Data optimize subject & body• Iteratively modify subject line based upon which social networks

they are on and social types• Modify body content & calls to action to match social networks they

participate in

• Implementation: On target wording and content• Use Marketo to measure results, and iteratively optimize

performance

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Thoughts and Questions?

#13NTCsdata

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Bonus: Demo of Bonus: Demo of SovialVisionSovialVision

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Real-time

Dossier-Get into the mindset of the donor

-Who are they

-What’s important to them right now

-How to best engage them

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High level view

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Connecting emails to social profiles

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Real-time Segmentation & List Building

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Individual Real-time Composite Profiles

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Mobile and Tablet Ready!

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Four influencer ratings

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How messages travel