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Imagine you are a senior executive of a successful charity which supports homeless people with accommodation and meals. Your charity’s shelters support hundreds of people in your own town and in towns across the world. The shelters are busier than ever, however you measure impact by how long it takes an individual to get back on their feet and into a stable job – it’s now less than four months compared to more than six months at this time last year.

Global charitable giving is down. In some countries, negative headlines have caused public trust in charities to waver.

The way we live, work and learn is changing – and higher education institutions are no exception. This means daunting challenges lie ahead for any established, traditional HEIs that are resistant to change. Yet new ways to connect with students and employers around the globe will also present opportunities.

The dangers of social media are clear, but the risk to a charity of not getting involved is far greater. A story that emerged during the research for our new report, ‘Growing communities: How charity leaders govern social media globally to thrive online’, illustrates this perfectly.

One of the greatest challenges with using social media strategically is measuring its success. Boards need to understand how social media is helping meet their strategic objectives and need to set goals and define success early in the planning stage. Measurement is crucial to understanding whether these goals have been achieved.

How can charities hope to master and benefit from social media unless they understand its full potential and risks? Our new report, ‘Growing communities: How charity leaders govern social media globally to thrive online’ , reports on our interviews with charity CEOs from Australia, Canada, Ireland, New Zealand, the UK and the US.

Social media is a game changer. Charities looking to engage with a more technology literate audience need to harness the power of this rapidly changing environment.