Mini-Trends in Social Media Use in Advancement


The Third Annual Survey of Social Media in Advancement conducted by The Council for Advancement and  Support of Education (CASE),  Michael Stoner, and Slover Linett Strategies indicates college advancement offices are becoming much more comfortable with social media as a tool for outreach and engagement – and even a little fundraising.  The report presents the results of their most recent survey on social media use by institutions and was conducted electronically with a random sample of members of CASE.

Some findings:

  • The main goal ( in use of social media is alumni engagement (reported by 83 percent of respondents)
  • Facebook is used by nearly every institution surveyed (reported by 96 percent)
  • Twitter, LinkedIn and YouTube experienced a reported increase in use, and 50 percent of responding institutions were integrating social media into their campaigns
  • Less than a quarter (just under 22 percent) of respondents consider their social media efforts “very successful”


Additional discussion on notable changes in the role of social media in advancement since their first survey in 2010, and case studies on crowdsourcing, alumni events and a little friendly rivalry among college fundraising campaigns are included in the report –  available online at the Slover Linnett website.