Social data comes from various outlets.  It’s not just your online presence; it is in-person meetings, networking events, phone calls and even gossip. You capture all of these points in your database, building detailed profiles. With all of these social data points in your database, it can be hard to know what to do with them.  However, nonprofits have a major opportunity to use social data to asses a prospect’s life and passions. 

Your development team should use this information with the aim of connecting your organization’s work to what a donor cares about – if you reach out with a pertinent campaign, a prospect is much more likely to give when they are personally and passionately aligned with your mission.

Timing is everything

Without social data, knowing when the right time to reach out is can be a challenge. Social data provides cues, allowing you to make a more informed decision on when it’s the right time to reach out.

Through your social connections, you can have an inside track on a donor or prospect’s life: job changes, births, graduations and more. These are great times to reach out and make a personal connection with your donors. On the other hand, social data can let you know when it’s not the right time to reach out, helping you avoid any uncomfortable situations that could dissuade a prospect. Overall, social data delivers excellent background information to build a connection into a relationship.

Be social with your social data

Your development team won’t be the only ones to benefit from social data. The web team, social media team, management, human resources, etc. can all use social data to be more successful. Aside from identifying donors passionate about your mission, your whole organization can use this data to not only improve their work, but to foster a culture of philanthropy. If your nonprofit is hosting a large gala event, wouldn’t it be nice to arm your executives with pertinent data about the key attendees? This ensures they effectively use their time for cultivating these relationships. Once the event wraps, be sure to debrief with the executives. It’s an opportunity to gather more social data to add to your database. When your whole team works together on your social data, it’s a win for your organization!

Social data can be key in targeting specific segments of your database. Register for our webinar Leveraging Social Media & Events to Engage Millennials to learn how to better engage millennials through social media and events. 

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