Tweeting for Donors: How Institutions of Higher Education Use Social Media to Raise Funds

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Author(s): Leigh Nanney Hersey (University of Memphis, USA)
Copyright: 2016
Pages: 23
Source title: Facilitating Higher Education Growth through Fundraising and Philanthropy
Source Author(s)/Editor(s): Henry C. Alphin Jr. (Drexel University, USA), Jennie Lavine (Higher Colleges of Technology, United Arab Emirates), Stormy Stark (Pennsylvania State University, USA)and Adam Hocker (Pennsylvania State University, USA)
DOI: 10.4018/978-1-4666-9664-8.ch003

Keywords: Accounting & Finance / Business & Management / Business Science Reference / Educational Administration and Leadership

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Abstract

Universities and colleges are embracing social media as a tool to spread the message about their institutions. Common uses include recruiting new students, connecting with current students, and staying connected with alumni. Nonprofit organizations in the United States also consider social media an important part of their fundraising toolbox, but use it more for recruiting volunteers, advocacy, and fundraising. Colleges and universities are also seeing the need to use social media for development purposes, whether they are private or state-supported institutions. This chapter explores how universities are using Twitter to promote year-end giving. Findings from this research suggest that while some universities seem to effectively use social media, others are inconsistent and even dormant in their messaging.

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Tweeting for Donors: How Institutions of Higher Education Use Social Media to Raise Funds

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