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PostHeaderIcon Colleges investing in social media “report positive impacts in… website hits, positioning, and alumni-giving rates.”

A July 2010 report on marketing spending at colleges and universities, revealed that more institutions are using social media, and that it’s an effective choice:  “Moderate-to-heavy investors were more likely to report positive impacts in three important areas: website hits, positioning, and alumni-giving rates… One final point of interest regarding social media use: The moderate-to-heavy users of social media were actually spending less overall per student on marketing activities.”

Fundraisers have an increasing awareness that traditional by-mail direct mail campaigns and advertising no longer have the same success rate, and that email and phone calls can be evaded via spam filters, voicemail, and caller ID. Also, as was well-documented by the Socialnomics blog, book, and break-out hit YouTube video, social media is  no longer a fad—word of mouth the primary method by which people discover and act. And, while social media requires investment of staff time and expertise that may not initially result in donations, it is increasingly important and difficult to stay in touch with alums.

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