About CASE

Pam Russell
Director of Communications


For Immediate Release
October 21, 2013

Educational Institutions Turn to Social Media to Boost Fundraising, Engagement Efforts

WASHINGTON, D.C.—A new white paper on social media use in educational advancement shows that a growing number of institutions around the world are using Facebook, Twitter and other social networks to raise money, steward donors and connect with their community.

#Social Media, Advancement, and Fundraising in Education reports on findings from the fourth 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. More than 1,000 respondents provided feedback on the tools they are using, how they use them, challenges they face and what they expect as return on investment.

Among the notable findings is evidence of growing use of social media in campaigns of all kinds—from alumni engagement and institutional branding to fundraising and admissions. For example, 54 percent of respondents said they have used social media in a campaign, and 29 percent of those said that they use social channels in three-quarters or more of their campaigns. Top-line findings from the survey were released earlier this year.

The white paper includes six case studies about the successful use of social media in recent fundraising campaigns. Among the highlights:

  • Columbia University in New York City used an integrated marketing campaign—including social media—to raise $6.8 million in a one-day event.
  • Phillips Exeter Academy in New Hampshire used social media to encourage donations during its Big Red Dorm Challenge, an annual weeklong fundraising competition among alumni and current students with dorm affiliations. The institution received 275 gifts from the classes of 1970-2012 and 192 from the current senior class.
  • The Indiana University Alumni Association used social media during men's basketball season to attract new members. It gained 233 new members, bringing in more than $26,000 in revenue.
  • The University of Massachusetts Amherst used social media during a campaign to engage more student donors. During a 36-hour campaign, 626 current students made a gift to the institutions. In all of the year prior, 529 students made a gift.
  • Skidmore College in Saratoga Springs, N.Y., used social media during a 24-hour campaign to increase the number of donors to the college's annual fund by attracting more young donors. The campaign garnered more than 1,000 gifts, 59 percent of which came from donors who had graduated within the last decade.
  • Georgetown University in Washington, D.C., used social media during a 24-hour challenge, pitting alumni from seven different cities against one another to see who could encourage the most donors to give. It raised $529,000. In addition, 898 of the 1,514 donors gave for the first time that year.

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 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