About CASE

Pam Russell
Senior Director of Communications


For Immediate Release
Nov. 5, 2015

Educational Institutions Mainstream Use of Social Media in Advancement, Increase Its Use for Fundraising

WASHINGTON, D.C.—Social media use in advancement has gone mainstream, according to survey results published in a new white paper.

Schools, colleges and universities worldwide use social platforms to support alumni relations, communications, fundraising and marketing efforts—engaging constituents, communicating institutional goals and priorities, and raising money. Institutions continue to refine their use of social media as they learn to use tools more effectively.

Refining, Prioritizing, Expanding: Social Media and Advancement in 2015 reports on findings from the sixth survey of social media in advancement, conducted earlier this year by Huron Education and mStoner in partnership with the Council for Advancement and Support of Education. Nearly 1,000 respondents at educational institutions provided feedback on their use of social media.

Highlights from the white paper include:

  • What does success look like? Successful use of social media is tied to planning and measurement, using a variety of social channels, posting frequently, using social media for fundraising and in campaigns.
  • New approaches to fundraising. While the amounts raised still account for a small percentage of revenue, institutions are increasingly using social media for fundraising and experimenting with the tools at their disposal—including crowdfunding, giving days, the use of social media ambassadors, student philanthropy months and direct-giving buttons on Facebook.
  • Detailed appendices on giving days and crowdfunding campaigns. The two sections provide advice on how to hold an effective giving day or crowdfunding campaign with examples from CASE-member institutions.

Visit the CASE website for additional information about the survey, its questions and results.

About CASE

CASE believes in advancing education to transform lives and society. As a global nonprofit membership association of educational institutions, CASE helps develop the communities of professional practice that build institutional resilience and success in challenging times. The communities include staff engaged in alumni relations, fundraising, marketing, student recruitment, stakeholder engagement, crisis communications and government relations. CASE is volunteer-led and uses the intellectual capital of senior practitioners to build capacity and capability across the world.

CASE has offices in Washington, D.C., London, Singapore and Mexico City. Member institutions include more than 3,700 colleges and universities, primary and secondary independent and international schools, and nonprofit organizations in 82 countries. CASE serves nearly 88,000 practitioners. For more information about CASE, please visit www.case.org.

About mStoner

mStoner, Inc., helps clients to tell their authentic stories by clarifying their unique brand value proposition, creating a content strategy to communicate the brand effectively, and implementing compelling and dynamic communications across the web, mobile, social media, print, and other channels. We focus on research, data, and results. Since 2001, we've worked with more than 300 colleges, universities, and professional schools in the U.S. and abroad. We produce HigherEdLive.com as a free resource for professionals in education. For much more, visit our website.

Contact: Michael Stoner, president; Michael.Stoner@mStoner.com; +1.802.457.2889

About Huron Education

Huron Education is the premier provider serving the unique needs of the higher education industry. Our team of professionals, each with extensive knowledge and experience in the business of higher education and academic medical centers, delivers comprehensive services to the industry and partners with institutions to improve business performance across the enterprise. Our professionals draw from their experience working in the strategic, financial, operational, and regulatory aspects of higher education to develop and implement the most effective consulting and software solutions. Huron Education has helped more than 95 of the nation's top 100 research institutions improve their performance so they can continue their traditions of extraordinary achievement. Learn more at www.huronconsultinggroup.com/highereducation or follow us on Twitter: @Huron.