Benchmarking Digital Advancement
How advancement tools, practices, and attitudes are evolving toward integrated, digitally enabled advancement
Author(s): Michael Stoner
In 2018, mStoner and CASE conducted a survey of how schools, colleges and universities use various digital tools and techniques in alumni relations, communications, fundraising, and marketing. The study focused on how higher ed is adopting various digital tools and integrating them into advancement more broadly.
The resulting white paper covers how advancement tools, practices, and attitudes are evolving toward integrated, digitally enabled advancement.
Key findings from the white paper include:
- 60 percent of institution’s CMOs and CAOs report to the CEO. At 21 percent of institutions, the person acting as CMO reports to the CAO, and at 17 percent of institutions, there’s another reporting structure in place. At 2 percent of institutions, the CAO reports to the CMO.
- 57 percent of institutions report that they have one of more staff members who manage social media.
- At 65 percent of institutions, “create, sustain, improve brand image” is one of the most important goals for social media.
- 65 percent of respondents say they are “somewhat successful” at using social media to achieve their goals.