ERIC Number: ED571321
Record Type: Non-Journal
Publication Date: 2013-Oct
#SocialMedia, Advancement, and Fundraising in Education. [Fourth Annual Survey of Social Media in Advancement]
Slover-Linett, Cheryl; Stoner, Michael
Council for Advancement and Support of Education
This white paper reports on findings from the fourth survey of social media in advancement, conducted in January and February, 2013 by the Council for Advancement and Support of Education (CASE), Huron Education, and mStoner. The survey was taken by more than 1,000 CASE members. Featured are six case studies on the effective use of social media in fundraising: (1) Columbia University: A Day to Raise Millions (Gareth Henderson); (2) Phillips Exeter Academy: Engaging Young Alumni of an Independent School (Gareth Henderson); (3) Indiana University: Turning Alumni Passion into Engagement (Gareth Henderson); (4) UMass Amherst: Developing a Campus Culture of Philanthropy (Justin Ware); (5) Skidmore College: A 24-Hour Challenge for Alumni Giving (Gareth Henderson); and (6) Georgetown University: Making Giving a Game (Justin Ware). In this fourth annual exploration of the use of social media in institutional advancement in education some things have remained stable over those four years, there have been changes, too. One of the most important is that looking at the data in total, there are encouraging signs of sophistication in the way that many institutions are approaching social media--for example, a higher percentage of respondents who said they are "very successful" or "a model" for use of social media (28 percent, compared to 21 percent in 2012). Also important is the growing use of social media in campaigns of all kinds, including those focused on raising money. The big news this year is that 59 percent of the 382 respondents who said they use social media in campaigns reported that their fundraising and development campaigns involved social media. An appendix, "#Demographics," is included.
Descriptors: Social Media, Fund Raising, Surveys, Case Studies, Alumni, Private Schools, Private Financial Support, Institutional Advancement, Models, Universities, Liberal Arts, Private Colleges, Educational Finance, High Schools
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005-4701. Tel: 202-328-2273; Fax: 202-387-4973; Web site: http://www.case.org
Publication Type: Reports - Research; Collected Works - General
Education Level: Higher Education; Postsecondary Education; Secondary Education; High Schools
Authoring Institution: Council for Advancement and Support of Education; Huron Consulting Group Inc.; mStoner, Inc.
Identifiers - Location: Indiana; District of Columbia; Massachusetts; New York