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Mobile Websites
Good Question Does CASE have any recommendations or best practices for developing a mobile website and samples from institutions that have already done so?

CASE members and staff share interviews, case studies and commentary on topics of interest to advancement professionals.

Mobile Technology
Mobile Applications

Web Writing
Web Writing

Copy and Share Everything
CURRENTS Article A time portal that allows prospective students to glimpse their future at the U.K.'s University of Huddersfield drives this entertaining yet informative five-minute video; the University of Chicago's Short List email newsletter offers one-stop shopping for news, job listings, events, and stories ranging from the enlightening to the offbeat; and Towson's Presidential Ambassadors expanded their mission of educating peers about the importance of philanthropy by creating the university's first student-giving campaign.

An Emojional Connection
CURRENTS Article In 2017, school spirit is spelled out in emojis. As alumni's relationships with their alma maters go digital, institutions have started branding their own emoji keyboards. Emojis, GIFs, and stickers that come in keyboard packs are great for repping an institution on Facebook, Twitter, and via text messages. But having branded emojis doesn't mean spamming the internet with icons of your mascot making goofy faces. Institutions have to be strategic about their icon designs and rollout to get the most out of their media.

CURRENTS Article Advice on handling an advancement colleague's inappropriate relationship with a donor; Colorado State's lessons on making a recipe video; and how to avoid errors in your database's list of deceased alumni.

Listen Up
CURRENTS Article Longwood University's Day After Graduation podcast, launched in February 2017, gets real with advice for navigating life after commencement. Alumni recall their own experiences during those first few years after leaving the Virginia institution.

The Case for User-Friendly Web Content
Advancement Weekly Article Quality website content improves your site’s search engine rankings—but the argument for thoughtful web information goes far beyond that, writes one marketing expert.

How Snapchat is Transcending Generations
Advancement Weekly Article Once mainly popular among millennials and teens, Snapchat has started gaining traction with older generations.

Copy and Share Everything
CURRENTS Article Lawrence University aims to entice potential applicants is with a 10-page square mailer, which gives students a taste of life at the Wisconsin institution as well as an idea of what life might look like after graduation; a charming and authoritative third-grader leads "Today's Lesson: The Pennfield Fund," a five-minute video set up as a class about the importance of the Rhode Island independent school's annual fund; and during Alumni Weekend 2015, Imperial College London reveled in its graduates' proclivity for pranks.

Catch the Conversation
CURRENTS Article Social listening involves searching the never-ending stream of online conversations for comments that relate to your brand. A social listening operation encompasses much more than Twitter, Facebook, and your institution's other social accounts. According to Sprout Social, 30 percent of tweets that mention a brand don't include its Twitter handle, and only 9 percent of tweets are directed at brands. Yet many institutions are not equipped to catch the conversation beyond what's happening on their own social channels. There's a much wider world of social conversation on blogs, discussion forums, and websites such as Reddit. Many campuses have invested in social media management tools such as Sprout Social because they recognize the importance of monitoring social conversations. But many institutions are typically grabbing just the low-hanging fruit.

GIFs that Keep on Giving
CURRENTS Article If a picture is worth 1,000 words, what's the value of a shareworthy GIF? On social platforms, visual assets can attract, inform, and connect with audiences while also driving engagement. People recall more information when a picture accompanies text, neuroscience research shows, and tweets with images receive more clicks, favorites, and retweets than posts without images, according to Buffer, a social media management company. Tweets that incorporate GIFs earn 25 times the number of views and three to five times the number of likes than those without them, says the video-hosting and analytics firm Wistia. Take a look at some ways institutions are using GIFS to connect with their audiences.

4 Image Tools to Boost Your Content
Advancement Weekly Article Even content created by the best writers can fall flat without interesting visuals, writes one content specialist.

Consider This When Rebuilding Your Website
Advancement Weekly Article When rebuilding your organization's website, is your first reaction terror or excitement? In either case, the task is huge—but it can be tamed, according to one digital marketing manager.

How Well Do You Know PHIL?
CURRENTS Article North Carolina Wilmington’s PHIL Text Trivia puts information about the importance of giving right into students’ hands. Students opt in to the bimonthly quiz for the chance to score prizes, and advancement staff hope that the quiz inspires students to give as alumni.

Time for a Buzzword Diet
CURRENTS Article Every industry has its jargon. Advancement professionals are known offenders, using not only the words listed above but also many more. Leverage and impact, anyone? To help decrease the jargon in your office, the Kentucky-based creative agency Cornett has gone super-meta with the Marketing Buzzword Jar—a playful creation designed to make professionals think about the language they use.

Copy and Share Everything
CURRENTS Article Louisville Presbyterian Theological Seminary helps prospective students envision their place at the Kentucky institution; the University of Melbourne's advancement staff members create short, informal messages to prompt alumni recipients to update their contact information; and Miami University's Snapchat newsletter releases a Snapchat story filled with images of event fliers and details for activities happening on the Ohio campus each day.

Talking Shop: We’re All Ducks
CURRENTS Article Vu Le is the brains and comedic voice behind the Nonprofit with Balls blog. As an executive director of a nonprofit, Le often writes from the perspective of a grantee, producing no-nonsense articles such as “9 annoying nonprofit trends that need to die.” His Seattle-based organization, Rainier Valley Corps, trains people of color for nonprofit leadership positions, so he has lots to say about improving diversity.

Grand Gold Rush
CURRENTS Article Inspired design, storytelling, ingenuity, humor, and brevity were hallmarks of this year's CASE Circle of Excellence Awards Grand Gold winners, the highest prize bestowed by the program. Whether attracting international applicants with an ambitious contest, sharing advice through campus fun facts and pride points, demonstrating that campus quirks will garner attention and gifts, or redesigning a magazine in a way that makes class notes inviting and (gasp!) readable, institutions relied on research, knowledge, and creative skill to push boundaries and deliver inspired work—much of it produced in-house.

Talking Shop: Social Strategist
CURRENTS Article To Nikki Sunstrum, director of social media at the University of Michigan, social media channels shouldn't be viewed as "shiny" but rather as strategic communications platforms. Since Sunstrum joined U-M in January 2014, the university has become a leader in using Snapchat to engage with prospective and current students as well as young alumni. "If you're not going to put the most valuable content in that space, it's a missed opportunity," she says. Sunstrum will chair the 2017 CASE Social Media and Community Conference, which will be held March 13–15 in Los Angeles.

New Rules for Mobile Communication
Advancement Weekly Article Move over email. One communication expert argues that mobile texting is the next wave in inter-office communication.

Social Media Event Coverage: Survival Guide for Small Teams
Article,  BriefCASE Article Quality posts matter more than quantity, agreed participants in CASE’s most recent #casesmc Twitter chat.

How Listening on Social Can Increase Your Institutional Value
Article,  BriefCASE Article CASE has named four communications and marketing practitioners new to the field of educational advancement as this year's SimpsonScarborough Scholars.

Alumni Appreciation on Social: 3 Tactics
Article,  BriefCASE Article When it comes to alumni engagement and ultimately donor stewardship, never underestimate the power of surprise swag.

Report: NGOs Rely on Online Tools to Engage Donors
Article,  BriefCASE Article An overwhelming majority of non-governmental organizations agree that social media is an effective tool for creating social change and growing organizations, according to the 2017 Global NGO Technology Report.

VSE Report: CASE President Encouraged by Charitable Growth
Article,  BriefCASE Article Another record year of charitable giving, at $41 billion, will have “enormous impact” on U.S. colleges and universities, says CASE President and CEO Sue Cunningham.

5 Top Social Media Projects to Pull Off in 2017
Article,  BriefCASE Article 2016 may have been characterized by political upheavals, controversies and fake news. But amid the unrest, there's one truth on which we can all agree: people love Pokémon.

How Well Do You Know Your Alumni?
CURRENTS Article Schools and universities are harvesting information alumni self-report or using behavioral analytics—how people react to content—to drive communications, engagement, and fundraising strategies. Social media insights allow institutions to identify prospects and volunteers and better understand existing ones. Much of the innovation is coming from companies with proprietary software, such as EverTrue, Cerkl, IBM, and QuadWrangle, as many colleges and universities lack the bandwidth to constantly monitor social media. But monitor they must. One recent survey found that 72 percent of people who complain to a company via Twitter expect a reply—within the hour.

CURRENTS Article Advice on handling donor information learned during a previous position, and members share what app changed their life.

Paying to Play: Social Media in Advancement 2016
White Paper This paper reports on findings from the seventh survey of social media in advancement, which was conducted earlier this year by Huron and mStoner in partnership with CASE. Nearly 1,200 respondents at educational institutions worldwide provided feedback on their use of social media.

Copy And Share Everything
CURRENTS Article Ideas we love from institutions everywhere: University College Dublin's September 2015 Woodland Walkies event brought alumni and community members to campus for a day of guided walks, animal behavior talks, pet care tips from practitioners and students at UCD's School of Veterinary Medicine; Wake Forest University's June 2015 "52 Hours of Giving" annual fund campaign challenge spurred excitement with a limited edition deck of playing cards; and Imperial College London's October 2015 Imperial Apocalypse social media campaign encouraged students to submit scientific tips for surviving a zombie apocalypse.

CASE Advancement Internship Program Seeks Host Institutions
Article,  BriefCASE Article,  Report CASE is looking for institutions in North America to serve as host institutions as part of its recently launched advancement internship program.

Alumni Events Balance Digital and Print Outreach
Article,  BriefCASE Article As more alumni move to electronic communication as their preferred method of contact, alumni relations professionals are tasked with diversifying their communications efforts. Alumni relations offices that want to be thorough without wasting resources should take stock of their current communications efforts and tweak them if needed, according to Jennifer Heathcote, coordinator of alumni and parent relations at John Brown University.

A Great Debate Takeaway: Empower Your Alumni
Article,  BriefCASE Article To capitalize on a big campus event, give your stakeholders the tools to showcase it.

White Paper Reveals Institutions Pay to Boost Social Media Content
Article,  BriefCASE Article More schools, colleges and universities worldwide are turning to sponsored content on social media as a way to increase their visibility, according to a new white paper by CASE, Huron and mStoner Inc.

Connect with Government Relations Professionals at the 2016 Higher Education Government Relations Conference
Article,  BriefCASE Article,  Report "What’s Next? Public Higher Education at a Crossroads" is the theme of the 2016 Higher Education Government Relations Conference, which takes place Nov. 30-Dec. 1 in St. Petersburg, Florida.

Setting a Social Tone
CURRENTS Article To help members of Boston University's social media communicators' group envision the institution's tone on different social channels, BU's digital engagement associate started using emojis as a kind of visual shorthand. The icons helped jump-start conversations about content challenges and encouraged people to think creatively.

Copy And Share Everything
CURRENTS Article Bow Valley College's regional advertising campaign; the University of Leicester's video to raise awareness for its participation in the United Nations' HeForShe campaign for gender equality; and the University of Missouri creative team's helpful and entertaining online news article "Emailing Your Professor: You're Doing It Wrong."

Talking Shop: Raising Gifts, Sharing GIFs
CURRENTS Article Rory Green is a second-generation development officer—both of her parents were fundraisers—and the founder of Fundraiser Grrl, a cheeky crowdsourced blog about the rewarding, frustrating, and downright outlandish things fundraisers experience. Through the GIF-driven posts, fundraisers both celebrate and gripe about their professional lives. Face palms, snark, and funny tales abound.

When ‘Like’ Meets Loss
CURRENTS Article An institution's crisis communication plan should include social media. It's important to discuss how these platforms may be used before a situation occurs. Twitter, Facebook, and other channels should not, for instance, be the primary source of information, but they are useful for providing updates and spreading news, such as communicating whether the campus is safe and directing people to a university website to learn more about unfolding events. Brief messages like these assure people that more information is coming. They can also reassure friends and family members who do not receive the campus's emergency notifications.

Boost Your Annual Giving Strategies This Fall
Article,  BriefCASE Article,  Report The key to annual giving isn't asking for money in a particular way. It's understanding why volunteers and donors do what they do, according to a CASE author and conference chair.

CASE Appoints Ron Mattocks to Newly Created COO Position
Article,  BriefCASE Article,  Report CASE has appointed Ron Mattocks, CASE's vice president of marketing, membership and external relations, to the newly created position of chief operating officer.

By the Numbers: Post Modern
CURRENTS Article How do you connect thoroughly wired students to an ancient art form? With technology, of course. Located within the Coast Salish Nation, the British Columbia Institute of Technology commissioned a totem-like house post for the atrium of its Gateway building. The house post is a tribute to the Coast Salish people and part of an effort to recruit more aboriginal students, who make up just 7 percent of the student body. An etched copper QR code is attached to the post, which is a stop on campus tours. Scanning the QR code—one of only a few forms of technology that can be handmade to connect to digital space—opens a website that serves as digital storytelling for prospective students.

Leveraging Social Media to Build Relationships
Article,  Community College News Article Long gone are the days when institutions experimented with their presence on Facebook, Twitter, Instagram and other social media platforms.

Multimedia Workshop
Conference Regardless of the size of your shop or the extent of your experience, audio and video content should be an integral part of your communications plan. This workshop will get you started or move you to the next level.

A Star Graduates
CURRENTS Article Alyssa Levenberg isn't just a student at the State University of New York at Oswego: She's a video star. As the producer, editor, and host of the popular campus series Alyssa Explains It All, this video blogger—or vlogger—chats about navigating college life, covering topics such as interacting with roommates and professors to coping with dining hall food and stress. Her 50-plus episodes, primarily geared toward prospective and incoming students, have racked up more than 40,000 views on YouTube alone. CURRENTS spoke with Levenberg, who will graduate in May 2016, and Tim Nekritz, associate director of communications and marketing and director of digital communications at SUNY Oswego. They talked about what they've learned from producing the series—and how it all started in 2012 with a tweet from the then-freshman offering to make videos.

6 Tips to Improve Email Communication
Advancement Weekly Article Email is a major part of everyone's workday, but staff members are less likely to be attentive to emails that ramble and contain superfluous information, according to one technology expert.

New Study Shows Digital and Social Media Use in Asia, Australia and Oceana
Article,  BriefCASE Article Non-governmental organizations worldwide are using digital tools and social media to reach donors, according to the 2016 Global NGO Online Technology Report. The report includes input from 2,780 NGO representatives from 133 countries and 355 donors in 27 countries.

Advance Work
CURRENTS Article CURRENTS April 2016 Advance Work stories: MIT students continue the tradition of a piano plunge during class drop day; a recent poll gives insight into why alumni don't give; Princeton University social media staff use a game to streghthen skills and teamwork; Lakefield College School boosts giving through an alumni challenge campaign; and at the University of North Carolina at Greensboro, students place apples at the feet of a statute of Minerva for luck during finals.

Value of Social Media for Institutions Grows
Article,  BriefCASE Article A new survey indicates that social media continues to gain respect as an integral part of communications and marketing at educational institutions worldwide.

Snap Into Snapchat
CURRENTS Article Princeton University started a Snapchat account in April 2014 to share photos, text, and video in story form and to reach current and prospective students. Is the app right for your institution?

Does Your Institution Have a Social Media Transition Plan?
CURRENTS Article An institution's communications strategy should include social media management, but too often the protocols, processes, and permissions essential for overseeing social channels aren't well documented or communicated, particularly in smaller shops. During a staff turnover, such a lack of forethought can harm an institution's brand and reputation, compromise data security, and, in extreme cases, attract unwanted attention and headlines. With proper planning and governance, you can provide a smooth changing of the social guard, whether during planned departures, re-assignments, extended leaves, or, yes, even dismissals.

Flipping the Conversation on Yik Yak
CURRENTS Article Keele University used Yik Yak, a geo-social app popular among college students, to generate positive engagement between students and the university and raise awareness of the institution's social channels.

The Mane Event
CURRENTS Article In July 2015, the host of the late-night television show Jimmy Kimmel Live! ranted to viewers about the death of Cecil, a beloved lion shot in Zimbabwe by an American hunter. The comedian shared the website for the University of Oxford's Wildlife Conservation Research Unit (WildCRU), which had tracked Cecil, and encouraged viewers to give. In 10 days, WildCRU received £547,147 from nearly 13,000 donors. Here are some of the successes and challenges WildCRU faced.

Social Media Prowess with a Small Team
Article,  Community College News Article Across the country, community colleges are experiencing the same priority struggle: how can a small staff with limited time include the ever-evolving world of social media as a part of a communications strategy?

Yep, This Is a Virtual Event
CURRENTS Article From class reunions to networking, more and more universities are getting savvy at hosting virtual events. Here's how eight institutions are doing it right.

Do Traditions Matter?
CURRENTS Article Illinois State University's traditions website features 15 traditions that combine the best of the 159-year-old university's history, student life, academics, and athletics. The goal is to improve alumni engagement, encourage philanthropy, and "reflect what ISU strives to be" by identifying the university's traditions, which include places, activities, and historical events, and making them a core part of ISU's culture.

Save Prospective Applicants from Hitting a Wall
CURRENTS Article How a website looks and functions affects how people perceive and interact with businesses and organizations. User experience matters. Here's how Friends' Central School in Pennsylvania became more responsive to prospective families' needs by focusing on how those families interacted with the school's website.

The Write Kind of Love
CURRENTS Article At the website, people can request love letter bundles for people in need or volunteer to write them. More than 20,000 volunteers—including students belonging to the site's 60-plus Campus Cursive chapters—have helped send more than 100,000 letters to people around the world. Founder Hannah Brencher's memoir, If You Find This Letter: My Journey to Find Purpose Through Hundreds of Letters to Strangers, comes out in paperback in spring 2016.

2015 Circle of Excellence Grand Gold Winners
CURRENTS Article Emotion and connection were major themes among 2015's CASE Circle of Excellence Awards Grand Gold winners. Whether communicating about a deadly virus, cultivating entrepreneurs, engaging alumni with advanced degrees, or sharing the inspiring story of a college student whose life was cut short by illness, institutions dug deeply into their creative toolboxes-though not necessarily into their budgets. They also had fun courting prospective students and welcoming new admits to the family.

Take a Selfless Approach to Email Writing
Article,  Community College News Article To better engage their constituents, community college advancement professionals should write emails with messages that focus on the recipient and not the sender, says a communications expert.

Refining, Prioritizing, Expanding: Social Media and Advancement in 2015
White Paper This white paper reports on findings from the sixth survey of social media in advancement, conducted by CASE, Huron Education and mStoner. Nearly 1,000 CASE members provided feedback on their use of social media. Featured is advice on how to hold an effective giving day or crowdfunding campaign, including examples from CASE member institutions.

Snap Into It
CURRENTS Article Snapchat use among teens and traditional college-age students is exploding, and colleges and universities report that students have embraced their institution's use of the app. Should your institution be on Snapchat too? Here are some insights social media pros shared during a July 2015 #casesmc Twitter chat on Snapchat basics.

White Paper: Tips on Using Social Media for Fundraising Success
Article,  BriefCASE Article A recently released white paper on social media in advancement reports that institutions are increasingly using social media for fundraising.

Live from Campus
CURRENTS Article Video drives engagement and can help institutions reach key populations. Colleges and universities are using Google Hang­outs, which can be archived on their YouTube channels, to broadcast everything from Q&A sessions for prospective students to discussions of newsworthy issues that highlight faculty members' expertise.

Odds and Ends: When Tweets Attack
CURRENTS Article Journalist Jon Ronson's latest book explores why people shame others on social media and what happens to those whose lives get crushed online because of a clumsily worded joke or poorly expressed comment.

What’s the Idea?
CURRENTS Article A student advisory committee helps the University of Illinois at Urbana-Champaign assess ideas for planning and promoting online and in-person campus events.

Examples, Lessons from Multimedia Workshop
Article,  BriefCASE Article Audio and video content should be an integral part of an institution’s communications plan, say faculty members from last month’s CASE Multimedia Workshop.

Tweet Threads
CURRENTS Article One of Augustana College's oldest living alumni uses Twitter to receive a free "ugly holiday sweater" from the institution.

Odds and Ends: On a Path to Giving Better
CURRENTS Article New York Times columnist Nicholas Kristof discusses philanthropic giving and empathy.

Social Media Policies
Sample Collection The Library maintains this collection of social media policy samples for all CASE members.

Four Strategies to Reframe Social Media ROI
Article,  BriefCASE Article For education institutions, today’s biggest question about social media is not whether they should measure return on investment, but how they can effectively and efficiently gather this information.

Winning Shares
CURRENTS Article West Virginia University and the University of Melbourne have awarded prizes in contests encouraging graduates to share photos and content on commencement-related hashtags.

Site Design, Usability & Architecture
Site Design, Usability & Architecture

Site Management
Site Management


Communities & Social Media
Communities & Social Media

Email & Text Messaging
Email & Text Messaging


Talking Points: The Bandwidth Battle
CURRENTS Article Net neutrality will only become more important as new technologies transform education and the economy. Higher education institutions and libraries must remain vigilant and defend the need for an open and neutral Internet. We can do this individually or through our professional organizations and by reaching out to our members of Congress and the FCC. Preserving the free flow of information over the Internet is critical to our educational purpose and mission.

Fool-ish Fun That’s True to the Brand
CURRENTS Article If Legoland had a university, it would look a lot like the one depicted on the University of Rochester's website on April 1, 2014.

Experts Share Tips on Using Student-Run Blogs
Article,  BriefCASE Article Blogs run by students who provide insight into campus life through their posts are among the most engaging, say institutional communicators.

Office Space: Planning for Diversity
CURRENTS Article By thinking broadly about key dates, events, traditions, and themes, you can go beyond the diversity people see and incorporate what they don't see: diversity of geography, backgrounds, beliefs, experiences, abilities, accomplishments, opinions, ideas, interests, and thought. The content we produce should reflect the people who make our institutional communities what they are.

Sowing Skills, Reaping Content
CURRENTS Article A year after CASE’s 2014 Multimedia Workshop, participants reflect on their successes and lessons learned—from the intricacies of on-camera interviews to growing audiences.

Make Your Institution Easier to Find on the Web
Article,  BriefCASE Article Marketers should invest in search engine optimization to entice prospective students and their families to learn more about their institutions via everyday web browsing, says a CASE faculty member.

Resolve to Connect
CURRENTS Article How campus leaders can make time for Twitter

Social Media Vital to Advancement in Europe
Article,  BriefCASE Article Just as social media networks have become integral to educational advancement in North America, they are quickly engraining themselves in the profession across the Atlantic, says a co-chair of the upcoming CASE Europe Social Media and Community Conference.

Greeting the Season
CURRENTS Article Four institutions get creative with their digital holiday messages.

Next-Generation Networking
CURRENTS Article A growing number of institutions are adopting Switchboard, an online bulleting board, as an alumni and student benefit. The site was created in 2012 by two Reed College alumni as a volunteer project: a way to connect the Oregon institution's alumni, students, faculty, and parents. Now it's a business. The model is also expanding to communities beyond universities, from women bicyclists to meat sellers.

Campus Presidents Put the "Social" in Social Media
Article,  BriefCASE Article Campus presidents who write their own Tweets and other social media messages encourage a more authentic connection with students, faculty and the campus community. That’s according to a number of participants in the recent CASE Twitter chat.

Plan an Engaging Foundation Website
Article,  Community College News Article A well-designed community college foundation website should attract, retain and nurture donors, says a design consultant.

Communicate More Effectively Online
Advancement Weekly Article,  Article Leaders need to adapt their communications skills for the digital era, writes an executive coach.

How Advancement Leaders Can Best Manage Their Time on Social Media
Podcast Mike Petroff, of Harvard University, discusses how much time to spend on channels like Facebook and Twitter. Also, learn some time-wasting behaviors to avoid.

Social Media Enters the Mainstream: Report on the Use of Social Media in Advancement 2014
White Paper This white paper reports on findings from the fifth survey of social media in advancement, conducted by CASE, Huron Education and mStoner. 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. Special commentary provided on leaders and social media with three profiles of social CEOs.

Social Media Use Becoming Mainstream in Advancement
Article,  BriefCASE Article 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 Key in Crisis Communications
Article,  BriefCASE Article What is the role of social media in a campus emergency? Education communicators recently shared their insights in a CASE Twitter chat.

Stepping Out of Chuck’s Corner
CURRENTS Article After spending 15 years building a blog with 75,000-plus readers, Chuck Will retired in June from Proctor Academy, the New Hampshire independent boarding and day school where he worked for 38 years. Before his final post, he shared some lessons he's learned while writing and taking pictures for the quirky, photo-driven blog Chuck's Corner.

Buzzword Alert
CURRENTS Article "Instaception" is the act of taking an Instagram photo of other people taking Instagram photos, as attendees of the HighEdWeb 2012 conference did.

Been There, Done That, Made the Video
CURRENTS Article A marketing and communications professional at an independent school details his learning curve and growing pains as he implemented a multimedia plan.

Office Space: Social Skills for Social Media
CURRENTS Article What and how we share online is an important life skill and an essential part of our personal and professional development—particularly as digital communication skills become a factor in how we're evaluated for jobs and other opportunities. Helping students, faculty, staff, and other constituents understand and develop their digital identities should be an institutional priority and a part of the educational experience. It should also be an important aspect of our work in advancement.

Social Standing
CURRENTS Article Highlights from the fifth annual CASE/Huron Education/mStoner social media survey of nearly 2,000 CASE members, conducted in January 2014

The Hashtag Heard ’Round the World
CURRENTS Article One of the most visible and successful examples of student activists advocating causes and issues on social media is #BBUM (Being Black at the University of Michigan), a Twitter campaign launched by U-M's Black Student Union in November 2013. In this article, CURRENTS interviews a communications vice president at U-M about the lessons that she and the institution learned.

Outlook: Develop Social Media Rules—and a Spine
CURRENTS Article Professors use social media too, and sometimes their posts can create controversy for their institutions, causing some colleges and universities to adopt policies to regulate the use of social media. But what should those policies look like?

Glass on Campus
CURRENTS Article Yeshiva University's president is wearing Google Glass as part of an experiment to share the campus CEO's perspective in a new way.

How to Compete with Cats on Roombas: Crafting Content Your Audience Wants
Article,  BriefCASE Article There’s a lot of social content out there, but those who constantly keep their audience in mind—and find the fun angles to the important things they need to share—can successfully raise their institution’s social presence above the noise, says one conference session presenter.

Redesigning a Community College Website
Article,  Community College News Article Community college leaders should involve faculty and staff when planning an overhaul of their institution’s website, say an advancement director and a web manager.

2014 Circle of Excellence Award Winners: Video
Sample Collection Award winning 2014 Circle of Excellence videos from all five video categories.

Odds and Ends: Generational App-titudes
CURRENTS Article In this Q-and-A, author Katie Davis discusses her book, The App Generation: How Today's Youth Navigate Identity, Intimacy, and Imagination in a Digital World.

Engaging Race
CURRENTS Article Iowa's Drake University explains its strategy behind live-streaming the Beautiful Bulldog Contest, the much-anticipated kickoff for the Drake Relays, the institution's track and field competition.

Social Media’s Impact Continues to Grow: CASE/Huron Education/mStoner Survey
Article,  BriefCASE Article More educational institutions worldwide are using social media as a fundraising tool and to connect with alumni, students and parents, according to results from the latest CASE/Huron Education/mStoner social media survey.

Content Marketing in Focus
CURRENTS Article This article clears up the confusion about content marketing and explains how it works versus traditional advertising. Oregon State University integrated video content marketing into its recent “Powered by Orange” campaign, and the university’s web communications director explains that it’s possible to create effective content marketing in house, but it’s not simple or cheap—two common misconceptions.

Dropping Pearls
CURRENTS Article This short story provides information about the University of Nebraska-Lincoln's social media campaign called "Harvey's Perls of Knowledge," which features UNL's Chancellor Harvey Perlman in 17 videos that target prospective and current students.

How Institutions Can Give Their Homepages Purpose
Article,  BriefCASE Article Institutions that are planning to update their website’s homepage must first determine a purpose for it—and then defend those goals, says a higher ed content strategist.

Go Viral
CURRENTS Article Zookeepers post a YouTube video of a baby panda sneezing, and it goes viral. But what does “going viral” mean, and how can educational institutions produce viral content? Griffith University recently conducted a survey on viral marketing and communications practices in higher education that addresses those questions. One of the study’s administrators highlights results from the survey, clears up misconceptions about viral content, and offers tips on how institutions can create compelling content.

Avoid Common Email Signature Mistakes
Advancement Weekly Article,  Article The signature at the bottom of an email is an often-overlooked opportunity for professionals to leave a positive and lasting impression, say communications experts.

Connecting Communicators
CURRENTS Article How do on-campus communicators stay connected at large decentralized universities? Many are developing a communicators network. CURRENTS explores the makeup of these networks (Hint: Social media plays a role.) and how they enhance institutions’ communications and marketing efforts.

Seeing the Bigger Picture
CURRENTS Article As social media proliferate and grow in popularity, schools, colleges, and universities want to capture and capitalize on their audiences' real-time conversations across these channels. This short article explores how several institutions are using some of the newer sites.

Office Space: Connecting Past, Present, and Future
CURRENTS Article As library archives have gone digital in recent years, many institutional treasures are now publicly accessible online, making them a place alumni can visit anytime, anywhere to recollect and reconnect. The material inside also offers new opportunities for engaging your institution's audiences—and it can even make your job as an advancement professional a little bit easier.

Odds and Ends: Card Snark
CURRENTS Article This article is a Q-and-A with Someecards co-founder brook Lundy. Since the unconventional e-card site launched in 2007, it's become the sarcastic, witty voice for the frustrations and passive-aggressive urges of everyday life, especially in the workplace. The site sinks its teeth into college life too.

Making Twitter Work for Small Communications Offices
Article,  Community College News Article Community colleges that effectively use Twitter build their brands, increase media coverage and establish trust with the public, says a communications expert.

Office Space: Growing Content Is Everyone’s Job
CURRENTS Article Creating engaging social media content isn't the job of just one person: Everyone has a part to play in that endeavor.

Social Media by the Numbers
CURRENTS Article Fifty-seven percent of all social media account holders followed at least one nonprofit in 2013, up from 43 percent in 2011.

Fifth Annual Social Media Survey to Launch in January
Article,  BriefCASE Article In partnership with Huron Education and mStoner, CASE will launch the fifth annual social media survey in early January 2014.

Avoid Common Mismanagement of Social Media Staff
Advancement Weekly Article,  Article Senior leaders’ lack of understanding about social media can negatively impact their organization’s online presence and those who maintain it, says a communications practitioner.

Rescuing the Annual Fund from the Ho-Hum
CURRENTS Article The typical annual fund message about closing the budget gap is boring and confusing. So the Powhatan School injected some creativity, in the form of playfully kitschy videos, into explaining why the fund is important.

Write More Effective Email Subjects
Advancement Weekly Article,  Article Managers and their teams can improve productivity by using subject-line prefixes and abbreviations in email, says a communications expert.

#SocialMedia, Advancement, and Fundraising in Education
White Paper This white paper reports on findings from the fourth survey of social media in advancement, conducted by 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.

Report Finds 15 Percent of U.S. Adults Not Online, One-Third Not Interested
Article,  BriefCASE Article Key alumni, donors, parents and other constituencies of educational institutions may be "disconnected" or offline based on recently released survey results that show 15 percent or about 38 million U.S. adults do not use the Internet or email.

LinkedIn to the Rescue
CURRENTS Article Alumni relations professionals share tips for using LinkedIn to provide graduates enhanced career services and opportunities to engage with their alma maters.

Office Space: On Media and Mentoring
CURRENTS Article This column examines the lessons one communications professional learned about collegiality while building a campus news operation that recruited campus colleagues without a journalism background to contribute to the institution's news website.

Looking Back at the Boston Bombings
CURRENTS Article Six months after the Boston Marathon bombings and the five-day manhunt that followed, five officials from area universities reflect on how they and their institutions dealt with the events that unfolded that week.

Fight Digital Fatigue
Advancement Weekly Article,  Article Leaders may not be able to take an extended break from email or social media, but they can adopt habits to prevent Internet burnout, say communications specialists.

All in the Hamily
CURRENTS Article This feature article looks at how Hamilton College developed its own moderated social media platform, The Scroll, which relies heavily on user-generated content to engage its audiences in authentic, lively, and uncensored conversations that represent and embolden the New York institution's brand.

Odds and Ends: View Master
CURRENTS Article In this Q-and-A interview, Kevin Allocca, trends manager at YouTube, discusses the emerging art and science behind growing audiences for YouTube channels, the popularity of educational video content, the ability to track the impact of cultural trends, and misconceptions about what different generations are really watching on YouTube.

Building Community Five Minutes at a Time
CURRENTS Article Students, alumni, faculty, even parents, at Viewpoint School in California come together at lunch a few times each year to present TED-style talks—known as 5Ups—with the goal of inspiring, igniting, and informing the community. The talks, which are recorded and made available on the school's YouTube channel, are intended to demonstrate Viewpoint's values, vision, and commitment to lifelong learning.

Create a Social Media Policy
Advancement Weekly Article,  Article Leaders need to ensure their organization has a robust social media policy to protect its reputation, says an author.

Get Important People to Respond to Emails
Advancement Weekly Article,  Article Emails that are concise and show clear purpose are more likely to receive responses, says a business professor.

College, University Presidents Tweet, Blog More than Corporate Counterparts
Article,  BriefCASE Article College and university presidents are ahead of their corporate counterparts when it comes to social media use, according to a recent study.

One College’s Social Media Experiment
Article,  BriefCASE Article Your institution is on Facebook, Twitter and LinkedIn—and probably Pinterest, Google+ and Instagram. But what if those sites aren’t the right vehicle to highlight the voices and passions of your alumni, students and other stakeholders? You can do what New York’s Hamilton College did and create your own platform.

For Social Media Managers, Content is King
Article,  BriefCASE Article Communications professionals must know more than what social media platforms are best for reaching their target audiences. They also must know what to say to attract and maintain their attention, says a CASE faculty member.

Keeping Social Media Accounts Secure
Advancement Weekly Article,  Article Leaders should have a plan to keep their organization's accounts safe from hackers, says a communications expert.

Communication Revolution
CURRENTS Article This article highlights findings from CASE's first survey on communications and marketing trends, which was conducted in February and March 2013. The senior-most communications and marketing professionals at CASE member institutions responded to the survey, which is slated to be conducted every two years in order to track trends over time.

Avoid Productivity-Destroying Email Habits
Advancement Weekly Article,  Article Managers need to be aware of unhelpful email practices, says a leadership expert.

The China Connection
CURRENTS Article This article explores how and why institutions are using Sina Weibo and other Chinese social media platforms to recruit prospective students and engage alumni.

Survey: Institutions Have Greater Strategic Focus on Social Media, Still Feel Staff are Stretched
Article,  BriefCASE Article Results of a new survey indicate that educational institutions are moving beyond just having a presence on social media to thinking more strategically about the value of each platform to their overarching communications strategy.

Where Younger Donors Go for Data
CURRENTS Article Young major donors research causes on the web, according to new research noting the importance of donor-friendly websites.

Weathering the Superstorm
CURRENTS Article This article looks at how some colleges and universities in New York and New Jersey communicated with its stakeholders during and after Hurricane Sandy in late 2012 and briefly discusses some of the advancement issues they had to address as communities dealt with the superstorm's aftereffects.

Bringing Order to a College Website
Article,  Community College News Article To ensure their websites stay fresh and focused, community colleges should adopt a governance policy for those who manage and publish content, says a marketing professional.

Using Digital Communications in Stewardship Activities
Podcast Hear what fundamentals UC-Davis' Angela Joens believes an institution should have in place before it uses the latest technology to steward donors and alumni. Also, hear why she believes donor relations offices should hire and mentor the next generation of advancement professionals.

Managing Content, Managing Change
CURRENTS Article This article explores the importance of an institutional content strategy and how institutions can develop cross-platform strategies and repurpose content. What is content strategy, and how are institutions approaching it? How is this changing the role of higher education communications professionals?

Tackling Social Media
CURRENTS Article Communications consultant Chris Syme writes about the results of a recent social media training program she conducted for student athletes. She also discusses how college and university athletic departments are addressing the issue of social media training and provides examples from institutions that are guiding their student athletes in the responsible use of social media.

Expert Shares Effective Practices in Online Newsrooms
Article,  BriefCASE Article If a journalist, student, alumnus or community member went to your institution’s news site today, would they find what they are looking for? If you’re not sure, it may be time to give your online newsroom a facelift.

Trading Places
CURRENTS Article This article highlights a contest that Canada's York University began in 2012. A York undergraduate student won the right to switch places with the institution's president for a day while the president took on the student's classes and schedule for the day.

Office Space: Social Connection
CURRENTS Article In this column, a young social media coordinator discusses the mistaken notion that age should be a factor when it comes to working in social media and offers advice to people working in the field and the people who manage them.

Improve Your LinkedIn Experience
Advancement Weekly Article,  Article Leaders can get more from LinkedIn this year by making several resolutions, says a networking expert.

What to Ponder Before You Pin
CURRENTS Article This article discusses the criteria that the social media staff at Marquette University developed to help them decide whether to devote time and resources to new social media platforms. It also looks at how Marquette University and advancement professionals at other institutions use social media channels such as Pinterest, Instagram, and Tumblr.

Office Space: A Resolution for the Digital Revolution
CURRENTS Article This article looks at the effect that email and other forms of electronic communication have had on how people communicate inside and outside the workplace, particularly how they have shifted people's expectations of appropriate response times, following up, and relationship building.

Odds and Ends: Talkin’ ’Bout Their Generations
CURRENTS Article Jane Buckingham, CEO of the market research and trend forecasting firm Trendera, discusses generational differences and how they relate to students belonging to Generations Y and V (her term for the latest generation because so much of their experience will happen virally). In this Q-and-A, Buckingham talks about marketing to these age groups, how institutions are doing communicating with them, and how to teach young people about using social media responsibly, among other issues.

Artistic Statement
CURRENTS Article Simon Fraser University brings its strategic vision statement to life with a graphic animation video that illustrates its priorities and brand attributes.

Hail to the Tweeps
CURRENTS Article This article looks at how college and university presidents and chancellors are using social media channels, particularly Twitter, to communicate and engage with students, faculty, staff, parents, and the campus community.

Odds and Ends: Online Life Is a Virtual Cafe
CURRENTS Article In this Q-and-A with Jonah Peretti, CEO of BuzzFeed, he discusses virality, social readers, and how people portray themselves on social media, and likens how people use social media and the Internet to time spent in a Paris cafe.

Stewardship Videos
Sample Collection The Library compiled this collection of stewardship videos that were created to thank donors. The collection includes videos from independent schools, colleges and universities, including community colleges.

Experts Share Social Media Best Practices for Independent Schools
Article,  BriefCASE Article Social media is a powerful way to strengthen and build relationships with parents, grandparents, students and even the local media, according to two presenters at a recent CASE webinar on social media at independent schools.

Keeping Pace
CURRENTS Article This article looks at how the continuous change in technology and communications tools—particularly social media—are changing the way advancement communications offices operate.

Social Media and Advancement: Insights from Three Years of Data
White Paper This white paper reports on findings from the third survey of social media in advancement, conducted in January and February 2012, by Slover-Linett Strategies, mStoner and CASE.

Say What?
CURRENTS Article Middlebury alumni and students have recorded memories, or Murmurs, to engage alumni and prospective students.

Copyright & Licensing for Images and Multimedia
Good Question Does CASE have information about copyright and licensing for multimedia? Where can we obtain inexpensive or free music and images to use on our website and in social media?

Study: Institutions Spending Less on Traditional Media, More on Social Media
Article,  BriefCASE Article Institutions are increasing funding for social media recruitment initiatives and decreasing spending on traditional media, such as print and radio ads, according to a new study.

Websites Playing Increasing Role in Students’ Choice of College, University
Article,  BriefCASE Article A new study of college-bound juniors and seniors finds that 50 percent of surveyed students say the web plays an extremely important or significant role in their evaluation of a campus.

Twitter Chat Participants Discuss Social Media and Fundraising
Article,  BriefCASE Article Creative campaign sites, donor thank-you videos and “crowdfunding” initiatives are just some of the ways in which institutional fundraisers are using online tools.

Key Takeaways from Social Media Seminar Highlighted on CASE Blog
Article,  BriefCASE Article Institutions using social media must make sure that people, not technology, are at the center of every post. That's according to speakers at a recent CASE Europe seminar on social media.

Track Everything Posted on Social Media
Article,  Community College News Article A skilled social media maven from an institutionally related foundation in Texas says college officials should measure the impact of everything they post on Facebook, Twitter and other similar networks.

How Permissive Are You?
CURRENTS Article Manage the permissions of your social media accounts through the website

Did You See That?
CURRENTS Article Part art and part science, a good video can be an incredibly powerful tool to connect with your audiences.

Atrévete a Ser el Primero [Dare to Be First]
CURRENTS Article The University of Delaware launched a website in Spanish in November 2011. This online foray into another language is an important step in the institution's continuing globalization and its goal to develop a more diverse campus community.

Good Question Does CASE have resources that discuss best practices for designing infographics? What about examples of infographics created for advancement purposes?

Sample Collection The Library maintains this collection of education institutions' infographics and data visualizations used to convey advancement-related data and stories.

Survey: Institutions Finding Success in Social Media Campaigns
Article,  BriefCASE Article Facebook is still the dominant social network used by institutions, although Twitter use is up significantly, and social networks are now being woven into broader institutional campaigns, according to a new survey.

Study: Twitter Use Highest Among African Americans, Smartphone Users
Article,  BriefCASE Article Twitter use has nearly doubled in the United States since 2010, and the proportion of online adults who use Twitter daily has quadrupled since then, according to a new study.

Getting LinkedIn with Lost Alumni
Article,  Community College News Article A Pennsylvania community college more than tripled its alumni mailing directory in less than two years using the social network LinkedIn.

Tweets to Avoid
Advancement Weekly Article Three professors studying social media say there are certain types of tweets that leaders should avoid sending—no matter how tempted they are to send them.

Mobile on Track to Surpass PC Traffic
Article,  BriefCASE Article Use of smart phones, tablets and other mobile devices is growing rapidly with mobile traffic set to surpass PC traffic by 2015. As this growth continues, educational institutions will need to make mobile adoption a high priority, says a communications expert speaking during a session at the recent CASE Social Media Conference in Chicago.

Outlook: Just Do It
CURRENTS Article Social media is a tool in an organization's communications arsenal, not the sole means of disseminating a message.

Give Them What They Want
CURRENTS Article The University of Connecticut is devising new communications strategies, including experimenting with email segmentation, to make its philanthropic messaging relevant.

The Best Time to Send Email
Advancement Weekly Article Emails sent between 6 and 7 a.m. are nearly three times more likely to be opened than emails sent at 4 p.m., according to a communications expert.

Report: Nonprofits Achieving Success with Social Media
Article,  BriefCASE Article Social networking continues to grow in importance for nonprofits with Facebook and Twitter extending their dominance among this group, according to a new social networking benchmark report.

Online Giving Grows Steadily for U.S. Nonprofits
Article,  BriefCASE Article While one-time gifts continue to be the largest source of revenue for nonprofits, monthly giving via online channels is growing steadily. That’s according to an annual study analyzing online messaging, fundraising, advocacy, social media and mobile metrics for nonprofits.

Good Question
CURRENTS Article Does CASE have any recommendations or best practices for developing a mobile website and samples from institutions that have already done so?

Fast, Broad, and Frequent
CURRENTS Article Social media tools (now used in some form by 100 percent of all four-year universities in the United States as a way to reach students, according to a 2011 University of Massachusetts Dartmouth study) have become essential for university communication departments, and they take on even more importance during emergencies.

Odds and Ends: Device Daze
CURRENTS Article CURRENTS talks to MIT professor and author Sherry Turkle about the adverse effects of our digital dependence.

The Move to Mobile
CURRENTS Article It’s clear that students, not to mention higher education’s other audiences, are in the mobile space. So now what? This article explores how colleges and universities are forging ahead with mobile strategies and learning from one another.

Measuring the Impact of Social Media
Podcast Listen to Patrick Powers from Webster University explain why measurements—such as the number of "likes" a Facebook page has—don't mean very much on their own without other statistics. Also, hear why he believes every institution should perform a regular analysis of the content being promoted via its social media outlets.

Crisis Communications Policies Overlook Social Media, Study Finds
Article,  BriefCASE Article While most educational institutions have crisis communications policies, many of those policies do not address the use of social media in a crisis, according to a new study.

Multimedia Tools Within Reach of Small Shops
Article,  BriefCASE Article With a little ingenuity and careful planning, communications and marketing professionals at small shops can make the most of today’s multimedia storytelling tools and still stay within their tight budgets, say two CASE faculty members.

How to Use “New” Media to Promote Faculty Research
Article,  BriefCASE Article It’s not always easy for media relations professionals to promote the important research taking place at their institutions. Presenters at a recent CASE conference, however, say there are plenty of social media platforms that, with a bit of strategic thinking, can be used to overcome this challenge.

Pinterest: Essential Engagement Tool or Just Another Social Network?
Article,  BriefCASE Article Traffic to Pinterest, an image-based social sharing site, has soared during the last several months, nearly keeping pace with the amount of buzz surrounding it. Many social media experts have already identified it as a potential game changer for online communications but is Pinterest relevant to higher education—and if so, how?

Using Social Media in a Crisis: Higher Education Results in partnership with CASE
Report This 2012 report explores the findings of an international study on the use of social media in crisis communications at institutions of higher education. It looks at the percentage of institutions with crisis communications plans, the number of reputation-threatening events institutions faced in the past year, the percentage of plans that address the use of social media, which social media tools institutions are using and more.

Using Social Media in a Crisis: Independent School Snapshot in partnership with CASE
Report This 2012 report looks at how independent primary and secondary schools are integrating social media tools into crisis communications planning. It looks at the percentage of schools with crisis communications plans, the number of reputation-threatening events schools faced in the past year, the percentage of plans that address the use of social media, which social media tools schools are using and more.

Independent Schools: Think Creatively, Strategically When Managing Social Media
Article,  BriefCASE Article Managing your institution’s social media channels can be a daunting task, especially if you’re at a smaller institution. But with the right mindset and tools, communicators can not only manage social networks but also increase interaction, according to one presenter at a recent seminar on effective website and social media management.

On the Blog
CURRENTS Article This article looks at the positive effects having faculty members blog for your institution can have in terms of attracting and recruiting students, providing information to parents, giving people a window into what life at the institution is like, and getting your institution's name out on the web in a different way that is still allied with generating positive attention for your institution.

Plus One More?
CURRENTS Article This article looks at Google's latest foray into social networking, Google+, a tool that debuted in summer 2011. Higher education social media and communications professionals discuss the potential of the new tool and its uses and implications for higher education institutions, particularly in terms of its brand pages, which were released in early November 2011.

Optimize Email Correspondences
Advancement Weekly Article Managers looking for quick ways to improve their own productivity as well as that of their employees should look no further than their inbox.

Managing Communications in the Face of a Crisis
Podcast Hear Deborah L. Grant from Tulane University outline what every communications department should have on hand before a crisis strikes. Also, listen for her advice on how to help prepare administrators for their own roles and responsibilities during as well as after a crisis.

Social Media and Marketing: What's in Store for 2012?
Article,  BriefCASE Article It's the end of 2011, which means it's time for predictions for the upcoming year. Marketing and social media experts foresee interesting developments for 2012, both for professionals and users.

Season's E-Greetings! Great Examples of Year-End Outreach
Article This post includes a sampling of video and Flash e-cards and tips for effective year-end communications. It links to a compilation of samples on the College Web Editor blog, where readers shared links to greetings from their institutions in the comments.

Proper Etiquette for Videoconferencing
Advancement Weekly Article Videoconferencing isn’t a combination of talking on the phone and meeting in person. It is its own thing, with its own set of rules, says a communications expert.

Crème de la Crème
CURRENTS Article In 2011, 268 bronze, silver, gold, and grand gold Circle of Excellence awards went to 171 colleges, universities, independent schools, and nonprofit organizations worldwide. Eight of those grand gold and gold award winners are profiled here.

All Together Now
CURRENTS Article This article looks at how the public affairs department and admissions office at the College of the Holy Cross collaborated to overhaul and update the college's admissions recruitment materials, print and online, and how the process not only improved the products but also improved the working relationship between the departments and set an example for the campus. The authors discuss the lessons they learned from the process and the importance of some of the choices they made along the way.

From Neglected to Connected: Reinventing Your Institution's News Site
Article,  BriefCASE Article When Tufts University decided to revamp its news site, it first looked to see what other institutions were doing. It turns out there were very few higher education role models—and a lot of fake storefronts.

Setting a Sensible Smartphone Policy
Advancement Weekly Article Smartphones have become a standard employee accessory in many professions, but one management expert says managers need to do a better job of explaining to their employees why they have been given one.

Annual Report Angst?
CURRENTS Article A chart shows different formats for foundations' annual reports and what percentage of foundations are using each format.

Office Space: Wiki Wisdom
CURRENTS Article This column discusses why Wikipedia and higher education have a natural relationship; why understanding how Wikipedia works is an important media literacy skills for students, faculty, and staff in higher education; offers brief explanations about the Wikipedia editing process; provides some do's and don'ts; and highlights the recently expanded Global Education Program, which encourages faculty to include Wikipedia editing in course curricula.

Prepare to Engage
CURRENTS Article This article discusses the importance of focusing on building community and creating a two-way social media conversation with your institution's constituents. Experts advise that institutions using social media should be less concerned with the tools they're using and more concerned with whether and how they're engaging their alumni, students, and other constituencies. In addition, rather than jumping into using several tools, it's more important to first use a tool well before moving on to add another tool. The article also discusses some of the findings from the 2011 CASE/mStoner/Slover Linett social media survey.

Use Them … or Lose Them?
CURRENTS Article This short feature article offers a point-counterpoint view on using quick-response codes, known as QR codes. Chuck Cunningham of the University of Guelph in Canada advocates for using them, citing his institution's positive experience including them in Guelph's viewbook and other admissions marketing materials. Meanwhile, Cassie Dull of Park Tudor School in Indiana argues that QR codes are more of a trend than a useful marketing innovation, suggesting that those who use them may be suffering from shiny object syndrome.

Tiempo en pantalla
CURRENTS Article Con el lanzamiento y popularidad the iPad y otras tablets así como el Kindle, una gran cantidad de revistas de exalumnos de Universidades han dado un giro experimentando con nuevos formatos electrónicos.

K-12 Parents Prefer Email, Website Communication to Social Networks
Article,  BriefCASE Article Parents of elementary- and secondary-school-age children prefer to be contacted by schools via email—but they give low priority to social media, according to a new survey.

Study: Mobile Social Networking, Tumblr on the Rise in 2011
Article,  BriefCASE Article Do you use your phone to get your Facebook fix? If so, you’re part of a growing number of social networkers, according to a new global study on the social media landscape.

Screen Time
CURRENTS Article With the release and growing popularity of the iPad and other tablets as well as the Kindle and other e-readers among alumni, a handful of college and university alumni magazines have taken the leap into experimenting with these new electronic formats.

Odds and Ends: Eyes on the Hill
CURRENTS Article In this interview, Brian Lamb, the founder and CEO of the cable public affairs television network C-SPAN, discusses the renaming of Purdue University's college of communication after him, why he doesn't use social media, and why he prefers nonfiction over fiction.

Study: Social Media Use—and Strategy—on the Rise in Higher Education
Article,  BriefCASE Article A new study reveals that during the past academic year, 100 percent of surveyed colleges and universities reported using social media—and thinking about the strategy behind it.

Does Your Website Need Work? You Might be Off the List
Article,  BriefCASE Article A new survey reports that nearly 50 percent of students say a bad institutional website experience would have a negative effect on their perception of a school—and one in five students says a bad website would cause them to remove a school from consideration.

Social Media Use in Public Relations Growing, but Gaps Remain
Article,  BriefCASE Article Twitter usage among communications professionals has jumped from 39 percent in 2009 to 76 percent in 2011-but their audience is still only using Twitter 39 percent of the time. That's one of the findings from "Social Media Reality Check 2.0," a study of social media and public relations released June 7.

Study Finds Racial, Generational Differences in Online Cause Engagement
Article,  BriefCASE Article African-Americans and Hispanics are significantly more likely than Caucasians to believe that they can help support a cause or social issue through online social networks. And while younger Americans are also more likely to use social media to support causes, more than 40 percent still get information about causes through family, friends and television.

Five Tips for Using Twitter in Higher Education
Article,  BriefCASE Article Twitter is neither a popularity contest nor “Facebook Lite”—and when it’s used well, it can be a powerful communications tool. That’s according to the author of a new white paper published by Fathom Online Marketing on using Twitter in higher education.

Education Leaders, Others Discuss Higher Ed Blogging
Article,  BriefCASE Article “Leadership in education is about showing students how to stand up for something, say what you believe, mean what you say, say it with style—and be sure to credit your sources correctly!” That’s according to Patricia McGuire, president of Trinity Washington University, who discussed controversial blog topics and other matters during a recent Washington Post online chat on blogging in higher education.

These Gowns Are Made for Walking
CURRENTS Article This article discusses Brigham Young University's "Walk" campaign, the centerpiece of which was a lighthearted yet sentimental YouTube video designed to encourage students to participate in commencement.

Behind the Numbers
CURRENTS Article This article by Web strategist Shelby Thayer looks at the importance of applying Web analytics to higher education websites and discusses how the data from analytics can inform and improve strategy for admissions efforts and marketing campaigns and help drive traffic to a website. The article delves into why website managers and higher education leaders should be interested in this data, particularly as it relates to outcomes or conversions.

Survey: More Institutions Developing Social Media Policies
Article,  BriefCASE Article More schools, colleges and universities are developing policies to guide their use of social media, but few are measuring how social media impacts institutional goals, according to the results of a study on the use of social media in advancement.

Is LinkedIn Useful for Institutions? Advancement Colleagues Weigh In
Article,  BriefCASE Article When LinkedIn member Jay Frost asked the CASE group, "Do you think LinkedIn is good for colleges and universities? And [if so], can it be used for fundraising?" he got 20 responses from fellow group members. Their input and experience provide a brief sketch of how institutions are using social networks like LinkedIn for students and alumni.

Worldwide Connections
CURRENTS Article A chart shows social networking usage data by country.

Virtual History
CURRENTS Article This brief article discusses the University of Massachusetts at Amherst's Digital UMass project, which has digitized documents, papers, other materials, and more than 13,000 photos that trace the history of the college and placed them online for the public and researchers to access and explore.

Outlook: New Directions
CURRENTS Article As education and advancement leaders are exhorted to be more open, they fret about letting go of control. What leaders need to accept to succeed in today's social media landscape is that they are no longer in control (and probably never really were to the degree they thought).

Global Greetings
CURRENTS Article This article discusses Mount Holyoke College's efforts to involve its international alumnae and other audiences to make the inauguration of its 18th president a global event. The communications team leveraged the Web and social media, in addition to traditional communications tactics and tools, to reach out to its constituents. The article also discusses how the team measured and followed up on its efforts, from thanking staff to increasing its use of video to communicate with alumnae and other audiences.

Detrás de los Números
CURRENTS Article En este artículo, la estratega web Shelby Thayer de Penn State expone el caso por lo que una institución debe contar con una analítica web.

Independent Schools: Balance Risks, Rewards in Social Media
Article,  BriefCASE Article Independent schools are finding that social media presents both unprecedented opportunities and unforeseen side effects, according to a new white paper.

What Not to App: Ineffective Facebook Marketing Tactics
Article,  BriefCASE Article While it’s important to have a Facebook page that is welcoming, promotes good content and is free of spam, marketers should generally steer clear of using the social networking tool for promotions and other marketing. That’s according to one Internet infrastructure expert who says many marketing tactics just don’t work on Facebook.

Follow CASE on Twitter at @CASEAdvance
Article,  BriefCASE Article CASE recently launched a Twitter account so that members using the microblogging site can keep up with CASE and the latest in advancement news. You can follow CASE @CASEAdvance.

Building Something More
CURRENTS Article The College of Liberal Arts and Sciences at the University of Illinois at Urbana-Champaign uses a website, social media, video, and photography to highlight the facelift of an institutional landmark while investing in the future with a scholarship program for its students.

Mobile E-mail Use Popular Among Young Adults
Article,  BriefCASE Article Adults between the ages of 18-24 are 46 percent more likely to access e-mail on mobile devices than mobile users on average, according to a media study by digital marketing company comScore. They're also less likely than in previous years to use web-based e-mail.

Internet Use Encourages Offline Participation
Article,  BriefCASE Article Internet users may once have been stereotyped as antisocial basement-dwellers, but a recent study has shown that the opposite is now true: Pew's Internet and American Life project found that three-quarters of all U.S. adults are active in some kind of voluntary group or organization, and Internet users are more likely than others to be active.

Homing in on Hits
CURRENTS Article A flash mob at The Ohio State University's student union that went viral got a campus communicator thinking about what makes some videos popular, which has led to some experimenting and strategizing to develop ideas that elicit what may be the key: authentic, happy reactions.

Office Space: Asset Management
CURRENTS Article Today's students are naturals when it comes to creating content for the Web and social media. This article discusses how to involve them in telling the story of your institution and things to consider when working with these content creators.

Core Communications
CURRENTS Article In this article, three communications professionals from San Diego State University, Hamilton College, and Michigan State University, respectively, describe the processes their campuses went through in redesigning their websites and the issues they had to address, including content management systems, accessibility for people with disabilities, what should be included on the home page and why, and training campus site editors to maintain site consistency as well as ease of use.

Hacer contacto
CURRENTS Article Este artículo habla sobre cómo las instituciones están utilizando, mensajes de texto, video, correos electrónicos, blogs, foros de discusión en línea, redes sociales y aplicaciones para el teléfono celular como medios de mercadotecnia para alcanzar a futuros y actuales estudiantes que consideran que el correo electrónico es un medio lento y pasado de moda.

Experts Predict Top Social Media Trends for 2011
Article,  BriefCASE Article Those of you who just got the hang of tweeting can breathe a sigh of relief: This year’s social media trends aren’t expected to include a new social network to learn. Instead, experts predict more organization and efficiency in online communications as well as a heightened awareness of privacy violation and other unintended side effects of social media use.

Top 10 Global Markets for Twitter
CURRENTS Article A bar chart showing the top 10 global markets for Twitter.

Office Space: Strategic View
CURRENTS Article This article discusses who at an institution, depending on the campus, may be involved in devising social media strategy but makes it clear that partnerships across departments are essential. It also provides examples based on the experience of a few institutions and offers a sample social media brief that helped guide the author in discussions with colleagues who requested a separate social media presence for their group, office, or department.

Making Contact
CURRENTS Article This article discusses how institutions are using texting, video e-mail, marketing techniques, student blogs, private social networks, mobile applications, and more to try to reach prospective and currents students at a time when e-mail is viewed as old-fashioned and slow.

Location, Location, Location
CURRENTS Article This article discusses several location-based social networking services (also known as geosocial networking), including Foursquare, Gowalla, Loopt, Whrrl, and Facebook Places, and provides information about how some institutions are experimenting with them to connect and engage with campus constituencies.

Map Shows Global Social Network Presence, Growth of Facebook
Article,  BriefCASE Article Are you convinced that Facebook has taken over the world? You're not far off, according to new findings about the social media site.

Medios combinados
CURRENTS Article Manejar el fragmentado entorno mediático actual y aprovechar las redes sociales son acciones críticas para el éxito de la prensa.

Digital PR Expert: Start Thinking Digitally About Communications
Article,  BriefCASE Article Like it or not, digital communications tools are becoming more and more ingrained in marketers' jobs. But with the right steps, even old-school marketers can successfully integrate digital communications into their overall strategies. That's according to one prominent social media expert who blogs on the intersection of communications, public relations and media.

Succeeding with Social Media: Lessons from the First Survey of Social Media in Advancement
White Paper All institutions are struggling to engage with their constituents using social media tools. But how are they doing? This white paper reports on the results of a survey on the use of social media across the advancement disciplines, looking at platforms, staffing structures, barriers and perceptions of success. The 2010 survey was conducted by mStoner, Slover-Linett Strategies and CASE.

Rising Above
CURRENTS Article This article highlights eight of the 2010 Circle of Excellence Award winners. Each year the awards recognize the best programs and products in advancement services, alumni relations, communications, marketing, and fundraising.

Social Experiments
CURRENTS Article This article presents results from CASE's first social media survey. Nearly 1,000 advancement professionals responded to the survey, which asked them, for example, who managed social media activities in their office, how successful were their social media efforts, which platforms did they use the most, which barriers to social media success were most common, and much more.

Social Media Policy Resource Guide for Higher Ed
Mike Petroff on .eduGuru
Article This succinct post links to a number of college and university social media policies and summarizes their most common messages. Additional resources include guidance for responding to negative comments or posts, a PolicyTool for Social Media that helps users create a policy, and a presentation called "10 Signs You Shouldn’t Be Doing Social Media."

Strategic Social Networks Can Enhance Community, Provide Unique Value
Article,  BriefCASE Article Social networks expand the concept of what it means to be human. They can create interactive, personal and meaningful relationships with prospective students, their parents and alumni. That's according to Greg Carroll, vice president for marketing communications at Stetson University and a speaker at a recent CASE conference.

Fast-Growing Mobile Technology Platforms Increase Campus Connectivity
Article,  BriefCASE Article Mobile technology is the fastest growing technology in the world, with 4.6 billion mobile devices in use at the end of 2009. And with continued growth expected, this booming trend has huge potential for increasing campus connectivity, says Stanford University's Lisa Lapin, who spoke at the recent CASE Institute for Senior Communications & Marketing Professionals.

Opinionated Tweets
CURRENTS Article Researchers at Carnegie Mellon University have found that Twitter messages are capable of capturing "important large-scale trends" in much the same way as public opinion polls do.

The Future Is Here
CURRENTS Article Research universities have banded together to create, a website that aggregates their research in the form of accessible, engaging news stories.

Office Space: A New Breed
CURRENTS Article The role of the social media community manager is not just about technology or updating content. It is about engaging various constituencies in thoughtful, strategic ways.

Mixed Media
CURRENTS Article Successful media relations in today’s world require institutions to communicate their message online and across several social media platforms as well as to traditional media. The article discusses institutions’ use of YouTube, Facebook, Twitter, blogs, and distinct distribution channels to disseminate stories to their various audiences and constituents.

Odds and Ends: Where the President Knows Your Name
CURRENTS Article In this interview, Walter Kimbrough, president of Philander Smith College, talks to CURRENTS about his use of social media, as well as the impact philanthropy can have on historically black colleges and universities.

Sizing Up Social Media
CURRENTS Article As institutions increasingly engage in social media, it’s important to understand what effect these efforts are having on your different constituencies. Jerold Pearson, of the firm eAdvancement and director of market research for the Stanford Alumni Association, looks at the findings of a survey about the social media usage of Stanford alumni as well as surveys of how alumni of other institutions use social networks, particularly Facebook and LinkedIn.

Following the Threads
CURRENTS Article In early 2009, Oregon State University halted all of its print publications and focused its communication and marketing resources online by diving into social media. While Oregon State’s "Powered by Orange" is among the most respected social media campaigns in higher education, it is also an anomaly. Most institutions enter into social media by dipping one toe in the water. This article discusses how different institutions have approached various social media platforms; such as Facebook and Twitter, the role that campus leadership plays in their success; and the financial investment and staffing adjustments involved in these efforts.

Add Personality to Your Web Writing to Increase Readership
Article,  BriefCASE Article Short and to the point are well-known mantras for web writing, but web content should also be personable, clever and even fun to read, according to a communications expert and speaker at the 2010 CASE Summer Institute in Communications and Marketing.

News That Woos
CURRENTS Article Bowdoin College offers alumni, students, and friends an online news website, the Bowdoin Daily Sun, that keeps them up-to-date about campus happenings as well as aggregates news clips from other, national publications about what's going on in the world.

PR, Marketing Claim Ownership of Social Media
Article,  BriefCASE Article A new survey reveals that growth in the use of social media is driving a move toward integrating public relations and marketing functions but that “turf battles” between the two still exist.

Fundraising One of Top Reasons for Nonprofits' Online Presence
Article,  BriefCASE Article Marketing is still the primary reason most nonprofits have a presence on social networks although fundraising is gaining in popularity, according to an annual survey.

Holiday Hijinks
CURRENTS Article During the holiday season of 2009, marketing staff at the University of North Carolina used UNC School of Medicine faculty to create a humorous video in which psychology experts discussed the cantankerous nature of Dr. Suess' the Grinch. The video led to many hits on YouTube and was picked up by several news outlets.

Bird on a Wire
CURRENTS Article New social media platforms are emerging, but how do you know what is best for your institution? Author Brad Ward examines the landscape of Twitter in higher education and looks at its positives and negatives.

Virtually Yours
CURRENTS Article Technology is providing alumni relations professionals with a new way to organize events and engage more alumni, but it also offers us the opportunity to look at our field through a new lens. For example, using webcams and digital recorders, brick-and-mortar events can be retooled to reach more than just those people who attend. Alumni leaders now have the ability to engage their entire database worldwide without being limited to a particular venue, region, or timeframe.

Virtualmente suyo
CURRENTS Article La tecnología ofrece a los profesionales de la vinculación con exalumnos un nuevo prisma para ver los eventos. Es el fin de una era en las relaciones con los exalumnos. Las evidencias están a la vista, y la mayoría de nosotros no las hemos visto o no estamos dispuestos a aceptarlas. Para muchas asociaciones de exalumnos, la asistencia y la participación en eventos y programas siguen disminuyendo mientras los costos que conllevan siguen aumentando. Los sitios de redes sociales, y otras herramientas web 2.0 ofrecen nuevas formas de comunicarse con los egresados, sin mencionar que son nuevas formas para que éstos se comuniquen entre sí sin la participación de las asociaciones de exalumnos.

Tips for Managing Your Personal and Professional Networks Online
Article,  BriefCASE Article Should you friend your boss on Facebook? Can you tweet about your "Survivor" obsession? Just how funny can you be when you are the voice of your institution? Attendees at the Social Media and Community conference in Chicago last week grappled with these sorts of questions as they weighed how best to manage their personal and professional networks online.

Experts: Planned Approach to Social Media is Key to Success
Article,  BriefCASE Article Social media is all the rage but leading experts at a recent CASE conference say communications professionals must address five key questions before they start tweeting, blogging and posting content on behalf of their institutions.

Office Space: The 10 Laws of Storytelling
CURRENTS Article To keep someone clicking on your site, give them quality content.

Advance Work: Tweet and Greet
CURRENTS Article The University of Leeds uses Twitter to communicate about its annual fund drive. Student phonathon callers tweet about the nightly results and other information of note.

Advance Work: Word Play
CURRENTS Article Educational institutions should consider adding video captioning to their online multimedia content. Captioning not only helps users who are hard of hearing, but it also increases Web searchability.

More Institutions Go Online to Reach Students
Article,  BriefCASE Article More colleges and universities are using YouTube, Facebook, Twitter and other social media tools to recruit and connect with prospective students.

Advance Work: Not the Same Song and Dance
CURRENTS Article While poking fun at themselves, the University of Delaware admissions department might have shown potential students the lighter side of the institution.

Survey Finds Most U.S. Journalists Use Social Media for Story Research
Article,  BriefCASE Article A recent survey of magazine, Web site and newspaper editors and reporters reveals that a large majority of working journalists now depend on social media such as blogs, Wikipedia, Twitter, Facebook and YouTube for background research in writing stories.

Security Locks
CURRENTS Article Institutions should create a communications policy that reaches anyone with access to data.

In Full Bloom
CURRENTS Article The digital age is upon us, with technology reshaping the way institutions interact with students, faculty, alumni, and donors. Find out how this new age is changing the world of communications and marketing, alumni relations, and development.

Advance Work: Optimize Primer
CURRENTS Article As SEO becomes a larger part of communications and marketing, institutions need to reevaluate their own Web sites.

Recetas para Alcanzar el Éxito
CURRENTS Article Las redes sociales están cambiando la forma como interactúan las instituciones con los estudiantes, los profesores, los ex alumnos y los donadores. Debido a su tamaño, las escuelas independientes se encuentran, a menudo, a la vanguardia de la tecnología. Descubra cómo se comunican de forma más eficiente las escuelas a través de las redes sociales.

Office Space: Show Don't Tell
CURRENTS Article In such a crowded digital world, institutions' Web pages need to be the providers of fresh and interesting content.

Recipes for Success
CURRENTS Article Social media is changing the way institutions interact with students, faculty, alumni, and donors. Because of their size, many times independent schools are on the bleeding edge of technology. Find out how schools are communicating more efficiently through social media.

Advance Work: Talking Through Twitter
CURRENTS Article Though Twitter is becoming more mainstream, university and college faculty are still slow to adopt this new media tool.

Effective Use of Social Media can Positively Impact Student Recruitment
Article,  BriefCASE Article Navigating social networking can be tricky, but presenters at a recent CASE Online Speaker Series say institutions that follow certain ground rules and aren’t afraid to make mistakes can positively impact student recruitment and retention rates.

The Sea of Social Media
CURRENTS Article As social media grows in use, institutions need to look closely at how they are using these new tools in communications and marketing. Some institutions are charting a course by using different mediums to meet its strategic goals.

Advance Work: News at Your Fingertips
CURRENTS Article The University of Waterloo is offering its iPhone- and BlackBerry-wielding alumni the option of receiving school news on their mobile devices.

Reunion Is in Hand
CURRENTS Article For its 150th anniversary of class-based reunions, Princeton University created Reunions Mobile, a mobile Web site that provides a portable way to communicate maps, schedules, and important messages to thousands of returning alumni.

Top 100 Colleges on Twitter
Report This study examined Twitter accounts affiliated with university administrations at the top 100 institutions in the U.S. News & World Report's 2010 Best Colleges. Data collection took place during September 2009 from, with additional statistics calculated using TweetStats. Note: The study did not analyze data from unofficial student groups, fans of sports teams, or the personal accounts of professors, students, and university employees.

Social Media Measurement 101: A Seven-Step Plan to Set Up (and Benefit from) a Simple Social Measurement Program
Karine Joly for University Business magazine
Article This article from the October 2009 issue of University Business outlines a process for measuring the impact of social media initiatives. A sidebar called "What can be measured?" looks at metrics available from Facebook, YouTube, Twitter and LinkedIn.

Operation Reputation
CURRENTS Article In today's world of social media, users can post their own thoughts, comments, and content, and readers can take it as fact. So how do institutions navigate the networks and find fact rather than fiction? Take a look at how you can police the posts and still maintain credibility.

Tech Support: The E-mail Manifesto
CURRENTS Article It may seem mundane compared with a whiz-bang Web site, but e-mail works

Older Adults Take to Social Networking Sites
Article,  BriefCASE Article New research from U.K. media regulator Ofcom indicates that teenagers and young adults are spending less time on social networking sites even as their parents, teachers and other older adults are increasingly using the sites.

Speaker: Institutions Make News through "Crowdsourcing"
Article,  BriefCASE Article Web 2.0 tools have allowed the news media to “crowdsource” news by supplementing and integrating the work of journalists with photos, videos and commentary submitted by the public.

Know the Six Common Myths of Social Media
Article,  BriefCASE Article Embrace social media but don’t get too caught up in the technology.

Translating Online Engagement into Giving
Article,  BriefCASE Article Cross-platform tactics, localized messages and constant testing and tracking are among the most effective strategies for building online engagement that translates into online giving.

Office Space: Found in Translation
CURRENTS Article Knowing how to navigate the wild frontier of Web 2.0

Streaming Media
CURRENTS Article In today's changing digital landscape, marketing and communications professionals need to develop a strategy for how to integrate the new media with the old.

Advance Work: All a Twitter
CURRENTS Article A recent look at college and university Twitter accounts reveals that many institutions are not exactly "tweeting" up a storm.

Social Media Continues to Grow in College Admissions
Article,  BriefCASE Article In a related article, two new studies report that admissions offices in colleges and universities are increasingly using blogs, Facebook, Twitter and other social media to communicate with students.

Nonprofits Turn to Facebook for Marketing, Some Fundraising
Article,  BriefCASE Article Marketing is the top reason most nonprofits have a presence on Facebook or some other social network, although a small number also use the tool for fundraising, according to a new survey.

"Satisfied" Web Site Visitors More Likely to Donate, Volunteer
Article,  BriefCASE Article Nonprofits have plenty of room for improvement when it comes to their Web sites.

Efficient Use of Twitter, Facebook Can Help K-12 Schools Strengthen Outreach
Article,  BriefCASE Article Independent schools that haven’t jumped on the social networking bandwagon need to get on board.

Yes, You Can
CURRENTS Article This article takes a close look at the presidential campaign of Barack Obama, which merged old-fashioned grass-roots politics with new technology, shattered fundraising records, and energized millions of people, and explores the ways in which its lessons can be used by advancement professionals.

Advance Work: Podcast Pushers
CURRENTS Article The use of podcasts is steadily growing, according to a May 2008 survey, and higher education is helping this growth.

Advance Work: Map Attack
CURRENTS Article Dickinson College is using Google Maps to put a new spin on the alumni directory.

General Information Features: Millbrook School - Gold Award
Best Practice The documentary film "Down School Road: Millbrook at 75" was produced in honor of Millbrook School's 75th Anniversary, celebrated during Alumni Weekend in June 2007. After its initial screening during that weekend, it was sent to all constituents as a memento of the occasion.

Creative Use of Technology and New Media: SAIT Polytechnic - Bronze Award
Best Practice When SAITVIEW arrived on campus in spring 2007, heads began to turn upwards. Digital information screens mounted from the ceiling in 17 locations captured the attention of three key audiences: students, staff and supporters/visitors. A new tool in the college's communications program, SAITVIEW offered the latest campus news in 15-second billboard bites, conveying breaking news and internal marketing information via an easy-to-access and engaging medium in strategically located gathering spots.

Creative Use of Technology and New Media: Virginia Tech - Silver Award
Best Practice After a day like no other, Virginia Tech needed a way to communicate with millions of people who joined the community to mourn the victims of the tragic shooting on April 16, 2007. One of the institution's objectives in developing web content related to that day was to think in terms of multimedia and Web 2.0; content came to include photo galleries, podcasts, live streaming of Convocation, a live webcam at the Candlelight Vigil on April 17, and a condolences/prayers site created on the fly.

Creative Use of Technology and New Media: Princeton University - Silver Award
Best Practice UChannel is an online collection of public affairs lectures, panels and events from academic institutions all over the world – to view, listen to, stream or download. Content is recorded and contributed by universities; distributed via UChannel to multiple audiences; and made available to the public for free. The goal is to enrich the public dialog with direct input from academics, researchers and practitioners who are focused on solving the problems of the world.

Creative Use of Technology and New Media: University of Alabama at Birmingham - Silver Award
Best Practice As the International Polar Year began in March 2007, leading marine researchers from the University of Alabama at Birmingham headed to Antarctica and invited the world to join them through an innovative Web site. The researchers contributed to blogs, posted pictures and responded to questions from the public and others. The resulting resource goes beyond the traditional media release and reaches out to everyone interested in Antarctica, the environment, education, diving, etc.

Creative Use of Technology and New Media: University of Calgary - Silver Award
Best Practice Connecting with students on their turf has been the primary goal of a two-pronged University of Calgary e-communications project that combines desktop widgets with large-screen LCD monitors. The U-Now widget and U-Now electronic billboards were designed to complement and "feed" each other, providing a new vehicle to reach out to students in the places they congregate and on their laptops.

Advance Work: Work with What You’ve Got
CURRENTS Article Live video of a robin's nest with eggs drew an unexpected following for Duke University's Web site and underscored the power of social networking.

Social Networking Becomes a Daily Habit with College Students
Article,  BriefCASE Article Daily activity on online social networks among U.S. college students is on the rise, according to an Educause study.

Advance Work: Facebook or Bust
CURRENTS Article A survey of 18- to 24-year-olds found that lack of access to Facebook or YouTube at work would cause some to quit.

Complete Institutional Web Sites: Indiana University-Purdue University Indianapolis (IUPUI) - Silver Medal
Best Practice As the truest front door to campus, the Indiana University-Purdue University Indianapolis Web site is a key means of furthering the institution’s communications goals, including the brand. IUPUI's new site does this in new and engaging ways, while enhancing usability, accessibility, and the level of information available on the site.

Technology Innovations: Virginia Tech - Silver Medal
Best Practice In February 2006, Virginia Tech launched a new branding initiative called "Invent the Future." Among other things, the launch consisted of a new logo, viewbook, television and newspaper ads, and a revised Web page. One of the brand drivers, technological leadership, led to the creation of regular podcasts for the new home page. Podcasts from several ongoing series, special programming and a pod tour were made available.

Technology Innovations: University of Wisconsin, Green Bay - Gold Medal
Best Practice Stuff2Do is a video blog for student life events at the University of Wisconsin-Green Bay. It includes a wiki for viewers to submit events and ideas for the show, a Google map mashup so viewers can see who else is watching, and a photo contest where viewers submit photos of events they attended. It's an ever-evolving project that seeks to engage students.

Technology Innovations: University of Chicago - Bronze Medal
Best Practice Three times a week since January 2004, the University of Chicago Magazine’s Web log, UChiBLOGo, has reported on campus news, events, and sights that might not otherwise get printed in the magazine’s bimonthly pages. With stories and photos covering breaking news, activities, lectures, protests, and exhibits, UChiBLOGo gives readers a taste of daily life on campus. Despite the faster deadline, blog stories go through about three editing rounds, keeping standards on par with the magazine.

Individual Sub-Web Sites: University at Buffalo/SUNY - Bronze Medal
Best Practice The University at Buffalo/SUNY created a Web site to announce and mark a historic three-day campus visit by the 14th Dalai Lama.

Individual Sub-Web Sites: National University - Silver Medal
Best Practice The National University Institute for Wellness and Peak Performance's San Diego 6 site promoted a healthy lifestyle for children. A complement to the San Diego 6 children's TV show, the site offered podcasts, recipes, exercise information, health news and video games. The playful-by-design site featured six students ages 9-12 and a young mentor as they explored various health topics of interest to young people. It stressed the positive values of being outdoors, eating right and exercising.

Complete Institutional Web Sites: McGill University - Silver Medal
Best Practice The redesign of (launched August 23, 2006) was undertaken with the objective of providing users (students, teachers, staff and the public) with a bilingual site in English and French that is easier to navigate, employs a more pleasing design, allows easier access to more information, and delivers stronger consistent McGill branding.

Individual Sub-Web Sites: University of Colorado at Boulder - Silver Medal
Best Practice In June 2006, the University of Colorado at Boulder Web Communications staff launched a Web site for the Beza Mahafaly Lemur Biology Project. Featuring the work of client and lemur expert Dr. Michelle Sauther, the educational and research site was designed for a wide variety of audiences, from academic researchers to K-12 students.

Complete Institutional Web Sites: Virginia Tech - Bronze Medal
Best Practice In fall 2005, Virginia Tech initiated a Web redevelopment project to coincide with its new "Invent the Future" branding initiative. The offices of University Relations and IT partnered on the project, which was led by a newly established Web Communications group within University Relations.

Advance Work: YouTube to the Rescue
CURRENTS Article When California State University, Fresno, wanted to take the focus off some questionable student content on YouTube, officials decided to use the online video site to the university's advantage.

Talking Points: Text Vexed
CURRENTS Article In the wake of the Virginia Tech tragedy, campuses are looking for ways to communicate more quickly and effectively during a crisis. Many institutions are exploring Short Message Service, also known as text messaging, a technology that sends short messages to and from cell phones. This article explains what SMS is, why it is useful, how it works, and more.

Advance Work: Get a Life
CURRENTS Article Case Western Reserve University allows prospective students to tour the campus from the comfort of their bedrooms via Second Life.

Fear and Loathing in Web 2.0
CURRENTS Article This feature explores the challenges and opportunities at the heart of the struggle taking place as campuses get on board (or not) with Web 2.0 technologies. What's at issue is not necessarily the technology, but the idea of giving up control of the message.

Ground Control
CURRENTS Article This article takes a close look at one campus's process for developing a policy and guidelines for faculty and staff blogs. Included are what led to the development of an official policy, how the conversation began on campus, what administrators hoped to accomplish, who was involved in the discussion, and what issues (legal and otherwise) were considered.

Hiding in Plain Sight
CURRENTS Article This article, a complement to "User Generation," examines how, with the advent of Web 2.0 technologies, crises can blow out of proportions in a matter of minutes. The author outlines strategies for preparing, managing, and surviving a crisis in a hyper-connected, always-on news world.

User Generation
CURRENTS Article Web 2.0 might sound like tech jargon or just another buzzword, but it's more than that--it's a paradigm shift in communications that is greatly affecting education. This article defines the term and offers some background, describes how it relates to technology, outlines how and why Web 2.0 affects education, and offers a detailed description of the new mix of marketing and communications channels campuses should consider as part of a strategic communications plan. A sidebar, "Steps to You 2.0," outlines practical recommendations to get advancement/marketing professionals up to speed with Web 2.0. A complementary article, "Hiding in Plain Sight," explores effective crisis communications in a Web 2.0 world.

Advance Work: Chalk Talk
CURRENTS Article This article highlights one institution's efforts to publicize a new campus service.

Click This Way
CURRENTS Article Campus Web sites are the first place most people turn for information of all kinds about an institution—admissions requirements, program details, course descriptions—but they probably aren't the first place people turn to learn about a particular subject or topic. But they can be. This article describes how to market campus Web sites that aren’t admissions-related—institution sites with more of a specialized appeal: an online gallery of comics, a database about classical music, library special collections, art exhibits, etc. This article describes Duke University's experience with such sites and its strategies to get news outlets, blogs, and other online publications to link to and cover them.

Advance Work: Virtual Security Blanket
CURRENTS Article Eckerd College launched an online community to help incoming students get to know each other--and the college--before they arrive on campus. Eckerd was looking for an inexpensive way to reach out to admitted students and reduce the number who send in a deposit but don’t end up attending the institution.

Advance Work: The Future's in the Palm of Their Hands
CURRENTS Article To show that it understands how today's students like to get their news and information, Fitchburg State College is using podcast technology to send its acceptance letters. But mom and dad can still expect to receive the old-fashioned paper version in the mail.

Web Usability
CURRENTS Article Now that campuses have sophisticated web sites and are using content management systems, are Web sites doing what campuses want them to do? Does the site work? This seeks to answer these questions by examining examines the concept of Web usability. It describes a quick and easy exercise for testing and evaluation and why and how it works. It also looks at the advancement-IT relationship and how communications and marketing professionals can and should be a part of Web usability tests.

Web Sight
CURRENTS Article Writing for the Web is not just a matter of writing shorter--it’s more than just "write short heads and get to the point." People who know the technology aren't familiar with some useful design/editorial principles that are print-based but still applicable to the Web. People who know print don't think much of it is transferable to the Web or they get at it from one angle and don't see the communications gestalt. This article explores these ideas and describes how to use marketing, cognitive, and linguistic strategies to produce text, which is different from just "writing copy."

Mass Produced
CURRENTS Article In the often harried world of institution advancement, e-communications can easily become a victim of project complacency, with e-mail appeals and newsletters turning into just-get-it-out-before-deadline pieces of communications collateral. But with rapidly improving technology and audiences that are increasingly becoming moving targets, it is essential for campus communicators to discover new ways to use e-mail, the Web and dynamic content to appeal to our constituents, and to embrace the notion that integrating technology is an investment, not an expense. Using examples from the North Carolina School of Science and Mathematics, this article addresses ways to ensure e-mail appeals stay fresh and effective and discusses reassessing content and ideas prior to hitting the send button.

Changing Lanes
CURRENTS Article Aided by advances in Internet and cell phone technology, "citizen" journalists are shaping the news like never before. But this new brand of journalism isn't dependent on tragic events or breaking news--blogs, podcasts, and more affect the gathering, transmission, and shaping of the news. This article examines these and other trends in journalism, including information on demand and audience fragmentation, and how they might affect education. This article does not include case studies or tips for navigating this new media landscape, but rather offers campus communications professionals serious food for thought.

AdvanceWork: Black and White and Raspberry All Over
CURRENTS Article Campus designers should consider color trends when looking to update campus logos or create publications. Using a new generation of colors can help communicate to younger students and even help attract enrollees. Hot colors include lime green and retro shades such as pink and turquoise. Designers can tone them down for other audiences.

Talking Points: Pod on the Quad
CURRENTS Article As campuses continue to explore ways to communicate with constituents, many are embracing new technologies such as podcasting. Podcasting allows users to download various types of audio content, including newscasts, speeches, and more to their computers and MP3 players so they can listen to it whenever they want. Many mainstream media outlets offer podcasts, and their uses for campuses are plentiful. This article explains what podcasting is, why it's useful, and how to use it. It also offers an inside look at how the University of Florida News Bureau is already putting this technology to good use and how it plans to use it in the future.

The Real World
CURRENTS Article Blogs began as something quite different than what they are now, and although they’ve lost some of their grassroots quality as more mainstream outlets embrace them, they are becoming a vital communications tool. They enable organizations of all kinds--including education institutions--to reach out to constituents in a simple and direct way. And as institutions continue to fine tune their marketing efforts, blogs can become an important and effective communications tool, particularly for student recruitment. This article explores important issues for campus communications professionals to consider, including the pros and cons of blogging, authenticity, and control.

Advance Work: Up Close and Personal
CURRENTS Article A new video magazine is bringing the University of Texas football program into the homes of alumni and fans. The Texas V-Mag delivers full-screen, broadcast-quality video stories to paid subscribers.

Talking Points: Paying Complements
CURRENTS Article Microsites, also known as landing pages, are powerful tools that allow audiences to respond to an appeal without having to navigate a main Web site. Institutions can use microsites to communicate personalized, focused marketing messages to specific target audiences. This article outlines some of the ways in which campuses and other organizations are using microsites, including handling such tasks as registrations and online ordering, and the benefits of using them, such as that they create more interest, more interaction, and greater measurement opportunities.

AdvanceWork: Spamalot?
CURRENTS Article Communicating with constituents via e-mail has gotten harder now that so many e-mail users have installed spam-filtering programs on their computers. Experts cite several strategies advancement officers can use to strengthen the legitimacy of their electronic messages.

Second Site
CURRENTS Article Campus Web sites are most effective when they're well-organized, easy-to-use tools with a consistent look and feel. Content management systems help campuses to create and maintain effective Web sites and offer a checks-and-balances approach that allows people from all parts of the institution to contribute. This article describes St. Boanventure University's decision to redesign its Web site using a CMS and the process the campus went through to implement the system. A related sidebar ("Look Before You Leap") contains additional advice to consider before investing in a CMS.

Talking Points: Pick and Choose
CURRENTS Article RSS, which stands for really simple syndication or rich site summary, is a new tool used to collect news feeds from various Web sites through software called a news reader or news aggregator. This article gives an overview of the technology--how it works, why it's important--and its implications for marketing and education. It also includes examples from campuses already using RSS.

AdvanceWork: Caging the Cardinal
CURRENTS Article Stanford University constituents seeking information about campus activities need look no further than the Web, thanks to the efforts of several Office of Communications staffers. In May 2003, these campus communicators launched, an online events calendar that details campus activities in more than a dozen categories. The site is the winner of a 2004 CASE Circle of Excellence Silver Award.

Talking Points: Net Assets
CURRENTS Article More than 200 academic institutions, 60 corporations, and 40 research and education organizations are part of Internet2, a member-based, nonprofit corporation working to develop a faster, more reliable, private, and more secure Internet. Building on the partnership that developed the original Internet, Internet2 seeks to contribute to the next wave of advanced networking.

Talking Points: Canning Spam
CURRENTS Article With campuses increasingly relying on e-mail to reach constituents, advancement officers should be familiar with the 2003 CAN-SPAM legislation. This article explains the new U.S. law, including why it was passed and what it seeks to do, as well as specifics about how to comply and penalties for not doing so. Although the legislation doesn't apply specifically to nonprofits, the author recommends that all organizations adhere to well-defined best e-mail practices.

A More Perfect Union
CURRENTS Article Although communications and IT departments on many campuses may still be battling about who should own and maintain the Web site, it's important for the two offices to develop and maintain a good working relationship. In this article, the author--who previously worked in PR but now works in IT--offers an inside look at the University of Maryland-Baltimore County's successful PR/IT partnership and how to better manage the relationship for results that benefit the campus, such as a better Web site or better communication about technology issues.

AdvanceWork: Sorry, Charlie!
CURRENTS Article Web site error messages don't have to be unfriendly and ugly. Savvy Web designers and editors will replace "404: Not Found" with text that helps Web site users find what they're looking for and an appearance that resembles the rest of the site.

AdvanceWork: Dear Diary
CURRENTS Article Campuses including Proctor Academy and Furman University are using Web logs, or blogs, to bring personality and encourage repeat visits to their institutions' Web sites.

Making the Right Connections
CURRENTS Article Six senior advancement practitioners, including consultant Michael Stoner and ProfNet founder Dan Forbush, discuss how technologies such as databases, the Internet (both Web sites and e-mail), and cell phones have affected campuses' relationships with their constituents and the work of advancement. Part of the issue focus on five forces shaping advancement.

From Traffic Jam to Easy Street
CURRENTS Article To do a better job of maintaining an institutional Web site’s appearance, speed, comprehensiveness, and accuracy, campuses might want to consider installing a content management system. A CMS is a back-end database combined with a suite of software tools that give staff without programming expertise the ability to manage, maintain, and change a Web site’s content. This article outlines the typical features of a good CMS, how to assess readiness to install a system, the pros and cons of building from scratch or buying ready-made, typical costs, and questions to help select a vendor. Also included is a list of 12 CMS vendors. The article is of interest to communications staff who work with campus Web sites and advancement managers concerned about technology.

AdvanceWork: Big News From Small Colleges
CURRENTS Article New Web site draws attention to liberal arts institutions

Tech Support: Click to Proceed
CURRENTS Article Event planners and Web staff should ensure that online registration forms for advancement events are as simple, easy to use, and interactive as possible.

AdvanceWork: Drawing Attention
CURRENTS Article An idea of interest to Web and design staff comes from Simon Fraser University, where the external relations office has made its Web site more appealing and personal by including watercolor sketches of each staff member.

Closing Remarks: Spider or Fly?
CURRENTS Article CEOs must be attentive to an institution’s Web presence, since it is becoming the most important means of advancement. Prospective students will compare campus sites to commercial sites, so consistency, ease of use, and carefully designed e-commerce capabilities are important. Web sites are an ongoing financial commitment and should be part of an overall marketing and communications strategy. The Internet will also lead to new constituent demands for involvement

AdvanceWork: A Fun(d) List
CURRENTS Article This AdvanceWork item notes the retirement of Steve Hirby from his seven-year volunteer position of running Fundlist, a listserv focusing on technology and its applications in advancement. Hirby, director of administrative information management for Lawrence University, reflects on the changes in the listserv and the concerns of development professionals during his seven-year tenure as list owner.

Tech Support: You Ought to Be in Pictures
CURRENTS Article Video news releases can have benefits well beyond media coverage. Massachusetts Institute of Technology prepares video news releases that each consist of a brief story plus extra footage that journalists can use as they like. In addition to generating extensive broadcast coverage, the tapes have proved valuable both on and off campus for uses such as Web sites, faculty grant applications, conference presentations, museum exhibits, high school classes, and more.

Hot on the Cybertrail
CURRENTS Article Officers in alumni affairs, development, public relations, and admissions at the University of Dayton use statistics on user access to guide their decisions about the structure and content of their Web site. The article describes how to interpret log files to find out who your users are, how they view the site, and what pages they find most interesting. Similarly, redirect links can help measure the effectiveness of targeted e-mails.

Form Follows Function
CURRENTS Article Barnard College found that the best way to approach redesigning its Web site was to divide responsibility for specific functions--PR, academic, administrative--among the various departments that had already established operations in these areas. The article lists different approaches to institutional Web sites, notes users’ expectations, outlines important principles, and describes how Barnard carried out the redesign process.

AdvanceWork: Boost your site's prominence in Web search results
CURRENTS Article Search optimization tips

AdvanceWork: Internet Disconnect
CURRENTS Article The "most wired" colleges don't always have state-of-the-art Web sites

Tech Support: Is Your Web Site Media-Friendly?
CURRENTS Article Public relations staff should ensure that their media Web sites meet the needs of reporters and editors. The site should be easy to search and navigate and quick to download; content must be up to date, well organized, and simple to skim, with contact information integrated throughout.

Make Managing Your Web Site a Mission: Possible
CURRENTS Article Your mission, should you decide to accept it, is to seize control of your Web site.

Tech Support: Come One, Come All
CURRENTS Article Make your Web pages accessible to those with disabilities while you prepare for emerging technologies

AdvanceWork: New Year's Listserv Resolutions
CURRENTS Article Listservs, or free online discussions lists, can be both a blessing and a curse.

AdvanceWork: Testing, Testing, 1-2-3
CURRENTS Article As Web Editor Missy DeYoung set out to redesign Drake University's World Wide Web site, she realized that she needed a quick and inexpensive way to survey regular users on possible site enhancements.

Tech Support: Shape Up Your Web Content
CURRENTS Article Institutional Web site content must be focused, concise, current, and personal. To achieve this: 1) Craft the core content on high-level pages to directly support central institutional messages. 2) Make copy brief and present it in small, easily scanned portions. 3) Set an expiration date for your content and work hard to enforce it. 4) Provide content that meets the needs of the individual, using customized pages, "microsites," identifiable spokespeople, and opportunities for feedback.

AdvanceWork: Is Anybody Out There?
CURRENTS Article Problem/Solution

Tech Support: Untangle Your Web
CURRENTS Article Good management, not clever design, is essential to an effective Web site. Nielsen, a corporate Web consultant, cites nine classic Web site management mistakes: 1) not knowing why the site exists; 2) designing the site to please only internal audiences; 3) structuring the site to match the structure of the organization; 4) lack of a consistent look throughout the site; 5) underbudgeting for site maintenance; 6) using content that is just a rehash of printed materials; 7) weak links; 8) relying on what users say they want rather than what they need; 9) underestimating the strategic impact of the Web.

In Advance: Spam-Proofing Electronic Lists
CURRENTS Article A server manager's suggestions to prevent e-mail abuse by outsiders

Battle Cry of the Web Managers
CURRENTS Article Cornforth looks at how public relations directors take on the task of building a web team and managing their campus web site. Before pulling together a team, it is important to understand and be able to estimate the number of staff and the skills that will be needed, the appropriate hardware and software support, and the financial resources needed for training and equipment.

Call in the Experts
CURRENTS Article This article discusses issues associated with alumni organizations hiring outside vendors to design alumni organization Web sites. First, know the total cost of a vendor, including annual maintenance fees and start-up fees. Second, understand that a vendor will bring convenience, expertise, and possible delays to the Web site design process. Third, hire a vendor that recognizes the organization’s need for security and privacy. To conclude, five simple suggestions are offered to those alumni organizations that decide to hire a vendor: assess your needs; consider your options; know what you want; use good business sense; and talk with colleagues. Includes a sampling of online vendors that offer services for alumni.

In Advance: Technology vs. Reality
CURRENTS Article The real deal on eight common misconceptions about hardware and software

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