In three recent studies of donor motivation at colleges and universities from the Midwest to the West Coast, we have found a wide range of response related to how alumni feel about the effectiveness of social media in terms of reaching them with messages from alumni associations and foundations.

Champions, who are the hat-wearing, vocal advocates of their alma maters, are the only segment (representing 31% of alumni nationwide on average) who feel that social media is an effective communication channel. The other segments, Friends and Acquaintances, have indicated that they do not feel that social media is effective.

So, what does this mean? When developing a multi-channel communications strategy, it is most likely best to focus your social media efforts on Champions. However, as social media usage escalates and acceptance of it likely increases, it would be wise to start thinking about how social media can be utilized to communicate with all of your alumni segments.