Our Park Tudor planned giving committee is trying a new approach to identify prospective donors—starting with a list of our most active Facebook fans.
The existing donor database is perfect for identifying major donors who may be interested in making a planned gift to the school. But, there may be people out there who have never given, or occasionally give, but are otherwise loyal to the school. How do we identify those people?
Enter Facebook. People put their names out there on Facebook. It's a giant database of people. By simply liking your page, people tell you that they have some sort of affinity to your institution. By going further and liking and commenting on your posts, they tell you just how loyal they are.
Starting this year, we began cross-referencing the names of people who like or comment on our page with our donor database to create a targeted group of prospective donors who have a clear loyalty to Park Tudor.
To begin, I went through every post on our page in January and tallied up each like and comment. I ended up with a table of names including the number of likes and comments each person had made that month. I calculated a score for each person. Since comments take more effort than a like, I gave them a weight of three. I added likes and comments*3 to get a cumulative engagement score.
# Likes + (# Comments * 3) = Engagement Score
Identifying a list of our most engaged fans each month has many purposes including planned giving, alumni giving, volunteering, leadership roles and school groups. The goal is to identify people who are loyal to the school and turn them into lifelong advocates and donors.
Have you used your Facebook fans to identify prospective donors? What other ways can we leverage the loyalty of our Facebook fans?