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Why LinkedIn is #wINnINg

I’ve given four presentations to higher education and independent school advancement professionals and alumni volunteers since the New Year.

Each time, I’ve surveyed the room with two simple questions:

“Who isn’t on Facebook?”

“Who isn’t on LinkedIn?”

Facebook has 1 billion users.  LinkedIn has just 200 million users.  So you might suspect that LinkedIn would trail Facebook in my surveys.

Wrong.

In four consecutive presentations to alumni relations and development professionals, Facebook has had fewer users than LinkedIn.

At my presentation to TAIS (Tennessee) at the University School of Nashville this week, two of the attendees were self-proclaimed “20-somethings” who were LinkedIn users but not Facebook users.

So we asked: “Why are you on LinkedIn but not Facebook?”

“LinkedIn is useful.” 

“Facebook is noisy”

“I trust LinkedIn more than Facebook”

“Twitter and LinkedIn fulfill my social media needs”

I don’t think this trend will reverse.  LinkedIn is winning.

LinkedIn has been patiently waiting for the Facebook generation to grow up and focus more on career goals and less on Spring Break and Senior Week.

The company’s patience appears to be paying off.  Facebook’s “News Feed” has become an endless stream of baby photos and spammy offers while LinkedIn actually provides relevant news.

However, despite the near parity being achieved among the college educated demographic, those same advancement professionals shared that their institutions invest significantly more time on Facebook than on LinkedIn.  Several alumni offices had almost no investment in LinkedIn beyond a lifeless unmanaged group.  Only one alumni professional out of 30 had ever heard of the LinkedIn Alumni Tool before my demonstration.  If they aren’t using it, who is?

LinkedIn has a long way to go to gain buy in from the advancement sector. And our suggestion isn’t to abandon Facebook as there are great opportunities to utilize Facebook ads for advancement.

But as the social networking scales continue to balance, how will you shift time, attention and resources to increase your investment in LinkedIn?

Ever True!

Brent

Endowment Spending & Growth Calculator

Enter your fund's current value and adjust the return, spending, and inflation sliders to see how its value in today's dollars changes over time.

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2%7%
3.0%
0%8%
10
5 yrs25 yrs

Value in 10 years

$0

In today's dollars

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4. Continue to Steward Donors

Your relationship with the donors who give to your endowment doesn’t end when you secure their gifts. Because your endowment exists to make a difference in the long term, your supporters will want you to keep in touch about its progress. Ongoing stewardship means keeping donors updated about your endowment’s performance and impact. A report that strengthens your relationship with donors should cover:
  • The fund’s balance at the start and end of the year
  • Spending amounts and allocations
  • How the fund’s returns compare to your investment targets
  • A short narrative detailing the specific impacts the endowment achieved
Create a report for each endowment rather than sending an identical document to everyone. A donor who endowed a scholarship wants to hear about the students it supported, while a donor who endowed a building fund wants updates on construction projects.

5. Upgrade Your Endowment Management Tools

Your endowment management tools should make applying your spending policy across every fund easy. Investing in dedicated software is especially useful as your endowment grows. Handling unitization in spreadsheets might work for a few funds, but as you begin to manage dozens or hundreds of gifts, dedicated software can save your team time spent manually calculating gains and losses for each one.

Why Nonprofits Need Dedicated Endowment Management Software

Dedicated endowment software brings accuracy and consistency to every part of the management process, from tracking individual funds to improving security. See how these solutions compare to a spreadsheet-based approach: nfographic table outlining the information below.

How These Methods Compare:

In managing your endowment with traditional spreadsheets, you may see:
  • High administrative burden: Manual entry across disconnected systems
  • Limited security and audit footprints: Reduced version control and audit trail visibility
  • Difficulty with donor transparency: Spreadsheets provide only static data that is difficult to turn into custom results.
By using dedicated software, you are likely to find the following improvements:
  • Lower administrative burden: Automated fund tracking and calculated allocations
  • Enhanced security and audit footprint: Audit-ready reconciliation with clear tracking
  • Greater donor transparency: Connects with reporting platforms
Dedicated endowment management software keeps your organization compliant while freeing up the time your team once spent manually managing spreadsheets.

Secure Your Endowment with Balance by EverTrue

Effective endowment management begins with excellent accounting. Balance by EverTrue handles unitization, applies spending rules, and produces audit-ready reports, so your team can spend more time on the donor relationships that built the fund in the first place.
  • Turn your data into a clear picture of long-term impact. Combine accurate fund accounting with donor reporting that showcases impact.
  • Connect with the tools you already use. Pair Balance with Impact by EverTrue and ODDER by EverTrue to create and deliver compelling digital endowment reports that you can send to donors with ease.
  • Know where every fund stands in real time. Check market values, gift history, and available spending for any fund. Then, share view-only versions with your team, so everyone stays informed.
With Balance, your team can stop spending all your time on manual management and instead add balance to your endowment workflow.

Additional Resources

To learn more about managing your endowment and other ways that technology can help your organization, check out these additional resources: Less stress, higher endowment funds. Discover how Balance provides the organization, security, and accuracy your endowment needs. Request a demo.
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