More higher education institutions worldwide are using social media to enhance fundraising efforts, according to a survey conducted by the Council for Advancement and Support of Education (CASE); mStoner, a research and branding service provider; and Huron Education, a consulting group serving the higher education field. Nearly 1,000 advancement professionals at education institutions participated.
According to the survey, 57 percent of respondents used social media to fundraise in 2015, compared to 47 percent in 2014. Even so, nearly 85 percent of respondents indicated that fundraising through social media represents only 5 percent or less of their total funds raised.
Fifty-nine percent experimented with new social media fundraising strategies, such as crowdfunding campaigns, which had been tried by 15 percent of respondents. More than half of those campaigns had earned more than US$10,000. In addition, 42 percent have held a day of giving, and of those, more than a third raised at least $50,000. In their social media outreach efforts, 22 percent of institutions use social media ambassadors, often alumni, to help promote their initiatives.