Parker Murray Millikin

Social Media

Social Media
I
+--Social Networking

The Clue Train Manifesto (still need to read this)

• Enabling conversations hat simply weren't possible before.
• Markets are now conversations.
• Conversations sounds human.
• There are no secrets.
• The global conversation has begun

The feeling

http://flickrvision.com
http://twitterfeeling.com
http://monitter.com

Participation

Visits has become the new benchmark.

The recipe for participation:
1 part tool
2 parts creativity

The continued theme is letting go of control.

Social Media Tools in Development

Book read: Clue Train Manifesto. I still need to read it.

Fundraising products

• Convio
• Blackbaud
• iModules
• eTapestry

Some others

• orangeleap-holds data
  
• Dialog-microsites and push page and email provider (Drew, check 'em out)
  

(the two talk to each other)

Much like 10% of donors generate 90% of money, 10% of your website will amount in 90% of your traffic.

3 Markets in raising money

1. Those who give you 90% of the money.
2. The bigger group that gives 10% of the money.
3. The group that doesn't give you squat.

This reminds me of the Long Tail presentations of Brad Ward and BlueFuego.

Not worried about being spread too thin over too many social media sites, but rather worried about being strategic. Efficiency is important. Choose where you're going to be and having a strategy in place is the key.

Focus on the greatest connectors that are in the pool. This is the 1% creators.

So should Facebook be used to ask? Should it be used to raise money?

It seems to me that it could.

Jay's going to leave Facebook alone and let it be a place for people to connect with each other. They'll look at who's using the site and then apply that data to other data out there.

SnapPages for creating web pages.

Alumnae/i receive an email every 5 to 6 weeks. Parents, every 5 to six days.

Ping.fm

Taking your Annual Fund to new heights

Segment it.

• Current parents/senior/alumnae/i parents
• alumnae/i
• Trustees current/former
• Grandparents
• Faculty/staff
• Other - vendors, foundations, etc.

Why, b/c you can. No really though this is pretty obvious but it provides opportunities for short term and long term growth. It also allows you to break down information in spreadsheets so you can dig down into the numbers and see from your money is coming.

Malone foundation the give gifts of only $2 million.
Mary Mae Foundation

Generations

Civics

• Tend to give out of loyalty
• Respond to authority figures
• Direct mail responsive
• Reluctant to give over the phone
• Students make great solicitors
  

Boomers

• Respond with emotion
• Students make great solicitors
• Mail and Telemarketing responsive
• Respond to creating change

Gen X

• Pragmatic; cynical
• Think globally - they realize they cannot change the world only certain things
• Visual generation
• They'll answer the phone if you can find their number
• On-line baby.
• Direct mail not the best

Gen Y (millennials)

• Focus on community
• Diversity
• Cell phones
• Less likely to be direct mail responsive
• On-line baby.
• Values $ differently. Don't under ask.

Silly Facebook debate ensues. I was at one time on the Facebook is their space and they'll get offended if we're on it, etc side. That was before I understood it. Get on it. You have a cool product and one that has strong emotional ties with the user. Ask away, just don't spam.

Alumni & Annual Fund

We're all in this together - friendraisers and fundraisers alike. The message needs to be the same.

Annual Fund & Major gifts

• Separate but interdependent programs
• Clearly define a major gift. Major to you isn't necessarily major to me.
• Clear donor strategies
• Remember: Annual Fund feeds the pipeline

Another read: Penelope Burk Donor Centered Fundraising

Annual fund and the Campaign

• Will you include annual fund dollars?
• Will you treat them serparately?
• Will you use the annual fund only during the final year(s)
• Challenge Grants
• No whining...everyone is in this together

The family of funds

• where it's needed most/unrestricted
• faculty
• financial aid
• academic programs
• athletics
• arts
• this tells you more about your donor

Appeal Development

• Don't over think. Simple themes and common sense
• Tailor the message but don't go overboard.
• People give to people.
• Write well and proof read.
  

Annual Fund Basics

What is the annual fund?

• Basis for growth
• The first gift given
• The Gap b/n tuition and the cost of running
• The "A" in T.E.A.M. (Tuition Endowment Annual Fund and Misc.)
  
• Public face of fund raising
• Source of potential major donors
• The 90% of people
• The most democratic fund of fund raising
  

Goals of the Annual Fund

• Participation -
• Major gift cultivation
• Revenue
• Trained volunteer pool

CFO's are being more conservative than before and many Annual fund goals are flat for this year.

Have a plan and know that a calendar is not a strategy.

Where do you start?

• analyze the last 3 year's funds - benchmark with competitor schools
  
• set a goal
• decide on strategy.case.focus for the upcoming year
• take the economy into account?

Board should give 25% of the annual fund. Get the major gifts in in the fall. The Board Chair should give the first gift.

LYBUNT's (Last year but unfortunately not this) and SYBUNT (Some year but unfortunately not this)

Send something out in the summer explaining what it means to be a parent of your institution.

*Over 50% of tuitions to independent schools are paid for by grandparents.

Reunion giving should be 30% of total annual fund.

Reunion classes should increase their giving by 60% and participation should increase by 40%.

Online gifts are larger mail in gifts.

Give now button on the home page.

How effective are phone-a-thons? Tough one with caller id's.

3 goals for next year:

Be the sponge.
Maintain/increase participation.
Maintain/increase visits.

Live Blogging from CASE SIIS - School finances & today's economy

Questions you need to know the answers to:

• Size of the endowment and how it's preformed in the last two years?
• Investment policy?
• Total operating budget?
• Tuition?
• How tuition increases are announced?
• Size of the last campaign?

4 W's for Trustees

• Wealth
• Wisdom
• Working
• Wiring (netowrking)
  

4 T's for Trustees

• Treasure
• Talent
• Time
• Tenticles

3 G's for Trustees

• Give money
• Get money
  
• or Get off
  

Evolution of schools

Reading lists:

Book to read: John McPhee's the Headmaster

Good to Great by Jim Collins monograph for non-profitsGood to Great by Jim Collins monograph for non-profits

Schools over the years have become more complex in their infrastructure. In the past, a headmaster was the head teacher and wore many hats. Now the headmaster's role is more of a CEO role.

The legends on campus. Visit their classes. Get to know them.

Budgets should be shared with everyone in the office.

Dartmouth's Wacky Business Model:


Boards of Trustees:

Inappropriate people: not having the the 4W's or the 4T's

In most cases, the boards at day schools are made up of parents whereas boarding schools tend to be made up of alumni.

The 2008-09 Economy

Shit hit the fan.

"Flat is the new up."

Stewardship became the "in" word and planned giving increase as well.

School Budgets and Development Offices

Sources of revenue:

• Tuition
• Endowment (typical draw is less than 5%. Exeter has $1Billion)
  
• Annual Fund
  
• Misc. (schools are thinking about how to increase this area)
  

Budgets were more or less affected in similar ways that colleges were affected.

Underwater fund: an endowment fund that goes below what the donor gave to the fund.

Under pressure: Everyone is under pressure.

What's to come?
Flat budgets.
More evaluations and more accountability?

$0.20 per dollar raised