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BLACKBAUD INTERACTIVE

Innovative Higher Education Fundraising in 2012: Social

Networking & Peer-To-Peer Engagement

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S OCIAL NE T WORKING AND H IGHE R

E DUCAT ION: WHE RE DO WE S TAND?

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2 0 1 2 S O C I A L N E T W O R K T R E N D S

• 93.3% have a presence on at least

on social network

• 4 out of 5 (81%) nonprofits

indicate that they find their social

media efforts valuable

• The top 3 factors for success:

Strategy (41%), Prioritization

(37%), and Dedicated Staff (28%)

• 33% of organizations have at least

1 FTE dedicated to social media

Source: Nonprofit Social Network Benchmark

Report, Blackbaud, NTEN, Common Knowledge,

2012.

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CURRENT SOCIAL MEDIA

STRATEGIES & APPLICATIONS

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CONNECT WITH YOUR SUPPORTERS

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CONNECT WITH YOUR SUPPORTERS

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CONNECT WITH YOUR SUPPORTERS

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CONNECT WITH YOUR SUPPORTERS

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CREATE A SOCIAL HUB

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CRE AT ING E NGAGING COMMUNIT IE S WIT H

BL ACKBAUD S OCIAL

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INTRODUCING BLACKBAUD SOCIAL

Drives traffic to and

encourages activity within

your web presence

Facilitates alumni

networking through sharing

discussions, photos, blogs,

documents, and more

Extends your reach by

allowing your alumni to

market for you

Creates a comprehensive

online experience by

bridging the gap with public

social sites

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SHARE MORE, LEARN MORE

• Provide a environment where alumni can

express their unique personalities by:

- Posting photo albums

- Creating or importing a blog

- Sharing documents

- Joining interest groups

- Participating in and subscribing to

discussions

• Reputation points are earned as community

members participate allowing your organization

to track engagement

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C H A P T E R E N G A G E M E N T TO O L S

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• 77% of alumni not satisfied with current resources.

• 62% would like to meet fellow alumni for potential business

contact.

• Large demand for business networking among alumni.

UCONN Innovation Accelerator Program

• “I have yet to speak with an institution where career

services exceeded demand”

Boston University

CAREER NETWORKING

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CAREER NETWORKING

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WHY S HOUL D I BE INT E RE S T E D IN P E E R -

TO- P E E R F UNDRAIS ING?

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RUN WALK RIDE

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YOUR DONORS, YOUR VOLUNTEERS, YOUR ALUMNI,

YOUR STUDENTS, YOUR FACULTY

Linkage

• Direct, emotional connection

• Your mission serves them

Interest

• There is a demand

• Want to match passion with mission

Ability

• Will give what they can in time, treasure, or talent

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ORGANIZATIONS UTILIZING P2P FUNDRAISING

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UNIVERSITY OF NEW HAVEN

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UNH –WOMEN’S LACROSSE

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UNIVERSITY OF NEW HAVEN

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UNIVERSITY OF NEW HAVEN

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The main reason we turned to peer-to-peer is that we hope it will help us

“reach” our acquisition donors. By this, I mean making sure that these

prospects physically get the message and second that the message is received

from a familiar source. Ideally, this will improve our conversion rate, improve our

online giving and ultimately increase our alumni participation.

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4 months into using FAF for athletics fundraising; P2P expected to become a significant part of their fundraising in the near future

• Coaches/Captains are amongst the most energetic and well known personalities on campus…and the most effective fundraisers so far on athletics site.

• UNH players are required to raise a certain amount annually; they raised money primarily from friends, students and family. UNH values these as acquisition donors to be cultivated for future giving

• Coaches raised $ primarily by emailing alumni; many of these gifts were donors that gave to both an annual fund and athletics ask in a single year

• Average gift amounts were larger when coaches asked for online gift vs mail

• Technology is positively shaping the culture of philanthropy on campus

• Overall online giving from alumni & friends (parents) is up 300% year over year through both their standard online giving tools and FAF

• Expects most teams to embrace this next year; conservatively forecasting 3-4X growth in dollars

UNIVERSITY OF NEW HAVEN – RESULTS

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BENEFITS OF PEER-TO-PEER FUNDRAISING

• Reach donors otherwise unattainable

• Provides awareness beyond the reach of the organization

• Allows someone who perhaps is unable to give to be involved

Supplementary, not Competitive, to the

Development Portfolio

• On-line giving as a percentage of the whole is growing

• Generates interest in the organization at little to no cost

• More tolerant of economy because the give is very personal Low Cost of Fundraising

• Students become connected and begin a tradition of giving

• Alumni an opportunity to stay connected and give back

Provides Community and Engagement

Opportunities

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1.Pick an existing goal to pursue

2.Develop a social media strategy with realistic and measurable

goals

3.Think of social networking outlets as channels

4.Select channels based on audience and objectives

5.Clearly define the ladder of engagement

6.Develop and fund an acquisition strategy

7.Make success someone’s job

8.Develop ground rules

9.Listen

10.Evolve

TIPS FOR SUCCESS WITH SOCIAL NETWORKING