About CASE

Pam Russell
Director of Communications


For Immediate Release
Sept. 15, 2014

Educational Institutions Recognizing Importance of Social Media to Fundraising, Engagement Efforts

WASHINGTON, D.C.—Social media use is becoming increasingly engrained in the work of alumni relations, communications, fundraising and marketing professionals at educational institutions, according to results cited in a new white paper.

Social Media Enters the Mainstream reports on findings from the fifth 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 2,000 respondents provided feedback on the tools they are using, how they use them, which are most successful and how to measure return on investment.

Among the notable findings is growing recognition by advancement practitioners of the importance of social media to advancement. For example, 59 percent of respondents report that they were using social media in campaigns—not just for fundraising but any "broader, planned campaign to achieve a specific goal." In addition, 46 percent of respondents report that their institution's chief executive uses social media in his or her official role.  Top-line findings from the survey were released earlier this year.

The white paper includes three profiles of institutional executives who successfully use social media. Among the highlights:

  • Anne M. Kress, president of Monroe Community College in Rochester, New York, uses Twitter (@MCCPresident) to share insights and comments on community college funding, economic development, student learning and initiatives at her institution. She also writes a weekly blog post for the internal college community.
  • Paul LeBlanc, president of Southern New Hampshire University in Manchester, New Hampshire, uses a combination of social media—a blog called The President's Corner and Twitter (@snhuprez)—to discuss his institution's online education offerings and to share some details of his personal life.
  • Kirk and Noel Schulz, president and first spouse of Kansas State University in Manhattan, Kansas, are both active on Twitter (@kstate_pres and @kstate_1stlady). Kirk Schulz says his tweets help his constituents better understand what he does as president and the issues he is addressing. His wife, Noel, who serves as associate dean for research and graduate programs in the College of Engineering, says her tweets offer academic and professional colleagues a glimpse of her other major campus role.

For a complete look at the data and differences between groups, see these appendices:

The Survey Data by Institution Type addresses size, public compared to private, geography (North America compared to abroad) and K-12 compared to higher education institutions. 

The Survey Data by Key Uses of Social Media appendix shows groupings by those with and without leaders who use social media, those who rate their units "very successful" or a "model for successful use of social media" compared to those who rate themselves as less successful, units that handle their own social media compared to those that are less directly involved with social media, and institutions that use social media in fundraising compared to those that do not.

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 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.

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