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

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

Leigh Nanney Hersey
Copyright: © 2016 |Pages: 23
ISBN13: 9781466696648|ISBN10: 1466696648|EISBN13: 9781466696655
DOI: 10.4018/978-1-4666-9664-8.ch003
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MLA

Hersey, Leigh Nanney. "Tweeting for Donors: How Institutions of Higher Education Use Social Media to Raise Funds." Facilitating Higher Education Growth through Fundraising and Philanthropy, edited by Henry C. Alphin Jr., et al., IGI Global, 2016, pp. 59-81. https://doi.org/10.4018/978-1-4666-9664-8.ch003

APA

Hersey, L. N. (2016). Tweeting for Donors: How Institutions of Higher Education Use Social Media to Raise Funds. In H. Alphin Jr., J. Lavine, S. Stark, & A. Hocker (Eds.), Facilitating Higher Education Growth through Fundraising and Philanthropy (pp. 59-81). IGI Global. https://doi.org/10.4018/978-1-4666-9664-8.ch003

Chicago

Hersey, Leigh Nanney. "Tweeting for Donors: How Institutions of Higher Education Use Social Media to Raise Funds." In Facilitating Higher Education Growth through Fundraising and Philanthropy, edited by Henry C. Alphin Jr., et al., 59-81. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9664-8.ch003

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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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