A survey of more than 35,000 alumni magazine readers conducted by CASE and more than 135 member institutions in the United States provides powerful evidence that, among the communications options in the advancement toolbox, magazines are one of the most effective ways to connect with, engage, and motivate alumni and other constituents. The CASE Member Magazine Readership Survey (CMMRS), launched in spring 2009 and still gathering data, provides the first comprehensive national picture of the reading habits, subject preferences, and actions of institutional magazine readers, including alumni, parents, and other constituents. Using a common online survey instrument developed by magazine editors in cooperation with CASE, individual institutions administered their own surveys and received reports on their readers' opinions and habits. Additionally, data from all the completed surveys were combined in one national database, allowing schools to compare their results with those from peer institutions and with national norms. This article discusses the results of the survey. In addition to learning how readers view the credibility of their own institution's magazine, the CMMRS provides a broader understanding of how alumni magazines are faring with readers across the country. The survey's ultimate value is not in the information itself, but in how such data drives decisions at institutions. (Contains 1 footnote.)