With social media becoming an increasingly important channel for nonprofits, Blackbaud has released Social Score, a new social media data enrichment service that provides organizations insight into their supporters' social media activities and influence.
"Social Score improves our understanding of our supporters, helps us respectfully communicate with them, and gives us actionable next steps to ensure that we play a positive role in their lives," said Danielle Brigida, National Wildlife Federation's manager of social media, in a statement.
The new Social Score service provides nonprofits analysis and categorization of donors, volunteers, peer fundraisers, and other constituents by measuring their level of influence and reach through publicly available social media activities on networks, including Facebook, LinkedIn, and Twitter. The data are then made actionable for organizations by including analysis on how to increase awareness by cultivating high-value relationships with influencers, positively guide reputation, and potentially raise more money while increasing memberships and event attendance.
"We are interested in utilizing social data to better engage our constituents across multiple facets of our organization; major gifts, advocacy, special events and direct response," said Kate Rooper, American Diabetes Association's vice president of campaign development, in the statement. "We believe this added intelligence will allow us to better steward our donors and our participants in a more thoughtful way, lending to increased retention and acquisition."
The service is available through Target Analytics, a Blackbaud company that offers solutions for donor acquisition, prospect research, donor benchmarking, custom modeling, and data enrichment services to more than 6,000 nonprofits.
"Social data delivers groundbreaking insight and actionable information to the entire organization like never before," said Mark Davis, Blackbaud's director of product marketing. "We are proud to empower nonprofits with key data they can use right away to raise more money and to cultivate deeper and more passionate support for their campaigns and events."