Results from the 2012 Alumni Attitude Study
Presented by:
Presented by:
©
The slides in this handout are part of a more
complete and comprehensive oral presentation.
For an in-depth understanding of the
information provided herein, you should view
these slides in combination with that
presentation. For questions contact Rob Shoss
at PEG, Ltd.
© PEG, Ltd. 2013
Alumni Attitude Study
About the Study
Slide 2
©
©
About the Alumni Attitude Study
©
•
Cooperative development of the instrument (11 founding institutions)
•
Survey completed by over 500,000 alumni at 200 universities and colleges over the last 9
years
•
Instrument 85% the same as originally developed
•
Instrument was branded to reflect Rockhurst University
•
Survey questions divided into five areas:
–
Loyalty
–
Student experience
–
Overall experience of the University
–
Alumni Experience
–
Demographics
Slide 3
Study Results:
Distribution and Response
9.74%
Response Rate
8,559
Surveys Distributed
*Returned Email (bad
addresses)
24
Presumed Delivered
8,535
Number of responses
831
* NOTE: bounces based on AAS national averages
Slide 4
Bias is inherent in all research studies. It must
be understood and minimized where possible.
Confidence Interval
•
•
•
Computation based on number of responses and variation of responses
Assumes random distribution and ability to respond
Response percentage is not part of the consideration for this calculation
Non-Response Bias
•
•
•
•
A low survey response rate and corresponding high non-response rate causes concern about
differences between respondents and non-respondents
Exists in both internet and phone surveys as well as mail
Consistency of ranking for question groups helps alleviate concern
Distribution across membership status, age, and gender also helps reduce concern
Selection Bias
•
•
•
A survey will be more representative of the entire population if sample selection is truly random
and each member of the population has an equal opportunity to be selected
Possibly more of an internet issue currently for some schools
Approximately 82% of college graduates have access to the internet and email*
* Source: “The Ever-Shifting Internet Population”, The Pew Internet & American Life Project, April 16, 2003.
Slide 5
Participants
All School Comparables
American University
CSU - San Diego
National-Louis University
University of Arkansas
Auburn University
CSU - San Marcos
New York University
University of Baltimore
Barry University
CSU - Stanislaus
Oakland University
University of Central Florida
Berea College
Culver-Stockton College
Ohio University
University of Cincinnati
Brandeis University
East Carolina University
Plymouth State University
University of Florida
Bryant University
Emporia State University
Rensselaer Polytechnic Institute
University of Kansas
Buffalo State University
Florida International University
Rochester Institute of Technology
University of Nevada - Las Vegas
Cal Poly Pomona
Fresno State University
Salem State College
University of Northern Iowa
Cal Poly SLO
George Mason University
San Jose State University
University of Oregon
Cedarville University
Georgia Institute of Technology
Santa Clara University School of Law
University of Southern California
Chico State University
Grambling State University
Seton Hall University
University of Tennessee - Chattanooga
Clemson University
Hope College
Sonoma State University
University of Tennessee - HSC
Cornell University
Humboldt State University
Southern Illinois University
University of Tennessee - Knoxville
CSU - Bakersfield
Illinois State University
Southern Methodist University
University of Tennessee - Martin
CSU - Dominguez Hills
Ithaca College
Southern Polytechnic State University
University of Wisconsin - Eau Claire
CSU - East Bay
Jacksonville State University
Southwest Minnesota State University
University of Wisconsin - LaCrosse
CSU - Fullerton
John Carroll University
St John's University
Virginia Institute of Technology
CSU - Long Beach
Lehigh University
Syracuse University
Western Michigan University
CSU - Northridge
Mercer University
Texas A&M University - Corpus Christi
Whitworth University
CSU - Sacramento
Metro State College of Denver
University of Alaska - Fairbanks
Widener University
CSU - San Bernardino
Montana State University - Billings
Winthrop University
Slide 6
Era of Graduation
WWII/Post-WWII
(graduated before
1964)
•
•
Woodstock/
Vietnam
(graduated
1964–1973)
•
•
•
•
•
•
•
Post-Watergate
(graduated
1974–1980)
•
•
•
•
Reagan boom to
dot-com IPOs
Good economy and optimistic
time
Ages 40–52
Traditional
Mature/greatest
generation
Over age 69
Yuppie/End of Cold
War (graduated
1981–1993)
Tumultuous ‘60s
Civil Rights Act
Tonkin resolution to Nixon
resignation
Good economy
Ages 60–68
Electronic
Revolution/
Dot-Com
(graduated 1994–
2000)
•
•
•
•
Dot-com IPOs to 9/11
Peace and fall of Berlin Wall
Big booming economy focused
on youth
Ages 33–39
Nixon resignation to
Reagan boom
Younger brothers and
sisters of
Woodstock/Vietnam
Bad economy and
pessimistic time
Ages 53–59
Post-9/11
(graduated 2000 or
after)
•
•
•
•
Economic bust
Focus away from youth
War in our time
Younger than age 33
•
•
Population Demographics
Study Results
Slide 8
Response
By Era
Number of Participants
200
170
166
130
100
81
89
83
0
Slide 9
Response
By Era
30
25%
20%
20
15%
15
10%
10
5%
5
0
0%
WWII/Post WWII
Woodstock/
Vietnam
All School
Post-Watergate
Yuppie/End of Cold
Electronic
War
Revolution/DotCom
Rockhurst
Response rate
NOTE: Response rate is unadjusted for bad email addresses.
Slide 10
Post 9/11
Response Rate
Percentage of Respondents
25
Response
By Degree Obtained
Percentage of Participants
80
70
60
50
40
30
20
10
0
Undergraduate
Graduate
Both undergraduate No degree obtained
and graduate
All School
Rockhurst
Slide 11
Response
By Location of Current Residence
Percentage of Participants
70
60
50
40
30
20
10
0
Residence in-state (both MO and KS for
Rockhurst)
All School
Residence out-of-state
Rockhurst
Slide 12
Response
By Location of Current Residence
40
Percentage of Participants
35
30
25
20
15
10
5
0
Within 10
miles
11-50 miles
51-100 miles 101-250 miles
All School
Over 250
Over 250
within the US outside the US
Rockhurst
Slide 13
Response
Percentage of Participants
By Ethnicity
100
90
80
70
60
50
40
30
20
10
0
Caucasian
African
American
Hispanic
Asian or
Pacific
Islander
All School
American
Indian or
Alaskan
Rockhurst
Slide 14
Other
Prefer not to
answer
Response
By Gender
Percentage of Participants
70
60
50
40
30
20
10
0
Male
Female
All School
Rockhurst
Slide 15
Response
By Gender across Generations
100
90
80
70
60
50
40
30
20
10
0
Male
WWII
Female
Boomers
Slide 16
Gen X
Gen Y
Response
By Q19 Intent to Participate Financially
Might
contribute in
the future
Non-contributors
Contributors
Percentage of Respondents
60
50
40
30
20
10
0
Never/do not plan Have/do not plan Never/plan to in Currently/plan to Currently/plan to
to in future
to in future
future
continue
increase
All School
Rockhurst
Slide 17
Response
By Q19 Intent to Participate Financially vs. Q02
Might contribute
in the future
Non-contributors
70
14%
Contributors
23%
Percentage of Respondents
60
50
40
30
20
10
0
Never/do not plan to Have/do not plan to
in future
in future
Never
Never/plan to in
future
Occasionally
Regularly
Currently/plan to
continue
All the time
How often do you promote Rockhurst to others?
Slide 18
Currently/plan to
increase
Implications: Highlighted Issues & Areas of Focus
• Equity of Degree Matters
• Career Issues percolate to the top
• Enhanced opportunities to branding association on campus
• More effective communications
 High value talking points
 High value communication topics
 Segmentation opportunities
• Underlying issues regarding alumni events
Slide 19
Loyalty
Study Results
Slide 20
Q06. How well did the education received from Rockhurst prepare you for each of the
following?
Poor
preparation
Fair
preparation
Deepening my understanding and comm to
personal development
Commitment to continuous education
Serving to my community
Further graduate education
Current work status
Getting desired job or grad program soon after
graduation
Responding to new career opportunities
All School
Rockhurst
Slide 21
Good
preparation
Excellent
preparation
Q06. How well did the education received from Rockhurst prepare you for each of the
following?
By Era
Poor
preparation
Fair
preparation
Good
preparation
Excellent
preparation
Deepening my understanding and comm to
personal development
Commitment to continuous education
Serving to my community
Further graduate education
Current work status
Getting desired job or grad program soon
after graduation
Responding to new career opportunities
WWII\Post WWII
Woodstock\ Vietnam
Post Watergate
Yuppie\End of Cold War
Slide 22
Electronic Revolution\Dot-Com
Post 9/11
Q21. Please indicate the extent of your loyalty to each of the following
Somewhat
loyal
Not loyal
Rockhurst in general
A faculty or staff member
My undergraduate college or school within
Rockhurst
My major or academic department within my
college or school
My student organizations or activities
Rockhurst athletics
All School
Rockhurst
Slide 23
Loyal
Very loyal
Q21. Please indicate the extent of your loyalty to each of the following
By Era
Not loyal
Somewhat
loyal
Loyal
Very loyal
Rockhurst in general
A faculty or staff member
My undergraduate college or school within
Rockhurst
My major or academic department within
my college or school
My student organizations or activities
Rockhurst athletics
WWII\Post WWII
Woodstock\ Vietnam
Post Watergate
Yuppie\End of Cold War
Slide 24
Electronic Revolution\Dot-Com
Post 9/11
Q01. How would you rate your decision to attend Rockhurst?
70
Percentage of Respondents
60
50
40
30
20
10
0
Bad decision
Fair decision
All School
Good decision
Rockhurst
Slide 25
Great decision
Q03. Which of the following best describes your experience as a student?
70
Percentage of Respondents
60
50
40
30
20
10
0
Poor
Fair
Good
All School
Rockhurst
Slide 26
Excellent
Percentage of Respondents
Q02. How often do you promote Rockhurst to others?
45
40
35
30
25
20
15
10
5
0
Never
Occasionally
All School
Regularly
Rockhurst
Slide 27
All the time
Q05. Which of the following best describes your overall current opinion of Rockhurst?
Percentage of Respondents
60
50
40
30
20
10
0
Poor
Fair
Good
All School
Rockhurst
Slide 28
Excellent
Q04. Which of the following best describes your experience as an alumnus/a?
Percentage of Respondents
60
50
40
30
20
10
0
Poor
Fair
Good
All School
Rockhurst
Slide 29
Excellent
Communication
Study Results
Slide 30
Q16. Please indicate how much each of the following impacts your overall current opinion of
Rockhurst:
Percentage of respondents who chose top two choices
0
10
20
30
40
50
Value and respect for degree
History, tradition
Providing scholarships
Accomplishments of students
Accomplishments of faculty and staff
Accomplishments of alumni
Outreach to community
School rankings (e.g. U.S. News & World Report)
Campus asthetics (eg, buildings, grounds)
Media visibility (eg, newspaper, articles, viral videos)
Success of athletic teams
All School
Rockhurst
Slide 31
60
70
80
90 100
Q16. Please indicate how much each of the following impacts your overall current opinion of
Rockhurst :
By Era
No
Impact
Some
Impact
Significant
Impact
Critical
Impact
Value and respect for degree
History, tradition
Providing scholarships
Accomplishments of students
Accomplishments of faculty and staff
Accomplishments of alumni
Outreach to community
School rankings (e.g. U.S. News & World…
Campus asthetics (eg, buildings, grounds)
Media visibility (eg, newspaper, articles,…
Success of athletic teams
WWII\Post WWII
Woodstock\Vietnam
Post Watergate
Yuppie\End of Cold War
Slide 32
Electronic Revolution\Dot-Com
Post 9/11
Q09. How important was each of the following to your experience as a student, and how well
did Rockhurst do at providing them?
Not
Important
Poor
Somewhat
Important
Fair
Academics and classes
Relationship with the faculty and staff
Skills and training for career
Lessons about life
Exposure to new things
Relationship with other students
Traditions or values learned on campus
Admissions process
Relationship with administration and staff
Orientation for new students
Student employment opportunities
Nurturing your spiritual life
Service
Student leadership opportunities
Student organization
Multicultural or diversity
Opportunity to interact with alumni
Attending cultural events including films, lectures, other arts
Attending athletic events
Opportunity to participate in fraternity or sorority
Importance
Performance
Slide 33
Very
Important
Good
Critically
Important
Excellent
Q09. How important was each of the following to your experience as a student, and how well
did Rockhurst do at providing them?
Gap Analysis
Importance exceeds
Performance
Performance exceeds
Importance
All School
Rockhurst
Academics and classes
Relationship with the faculty and staff
Skills and training for career
Lessons about life
Exposure to new things
Relationship with other students
Traditions or values learned on campus
Admissions process
Relationship with administration and staff
Orientation for new students
Student employment opportunities
Nurturing your spiritual life
Service
Student leadership opportunities
Student organization
Multicultural or diversity
Opportunity to interact with alumni
Attending cultural events including films, lectures, other arts
Attending athletic events
Opportunity to participate in fraternity or sorority
Slide 34
Q09. How important was each of the following to your experience as a student, and how well
did Rockhurst do at providing them?
Gap Analysis by Era
Importance exceeds
Performance
Performance exceeds
Importance
Academics and classes
Relationship with the faculty and staff
Skills and training for career
Lessons about life
Exposure to new things
Relationship with other students
Traditions or values learned on campus
Admissions process
Relationship with administration and staff
Orientation for new students
Student employment opportunities
Nurturing your spiritual life
Service
Student leadership opportunities
Student organization
Multicultural or diversity
Opportunity to interact with alumni
Attending cultural events including films, lectures, other arts
Attending athletic events
Opportunity to participate in fraternity or sorority
WWII\Post WWII
Woodstock\Vietnam
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Slide 35
Correlation Analysis
Highest correlation to “loyalty” across all questions
.00 .05 .10 .15 .20 .25 .30 .35 .40 .45 .50 .55
q07a Current work status
q07e Deepening my understanding and comm to personal…
q07c Responding to new career opportunities
q07d Serving to my community
q10op Traditions or values learned on campus
q10bp Relationship with other students
q10mp Lessons about life
q08jp Attending general alumni and Rockhurst events
q16gp Invitations to Rockhurst activities
q16jp Invitations to alumni activities
q07b Commitment to continuous education
q10cp Academics and classes
q16ip Periodic informational communications
q08ep Serving as ambassadors promoting Rockhurst to others
eq06g Getting desired job or grad program soon after…
Slide 36
Q14. In your relationship with Rockhurst, please describe how often you do or have done the
following.
Never
One time
Read the alumni magazine
Read alumni e-mail
Visit Rockhurst web site
Visit campus
Gather informally with other alumni
Attend local Alumni events
Use Facebook
Attend mass or worship
Use LinkedIn
Attend Rockhurst sporting events
Attend class reunions
Use Twitter
Volunteer to work on campus or at event
Participate in a campus-wide service project
All School
Rockhurst
Slide 37
A few times
Frequently
Q14. In your relationship with Rockhurst, please describe how often you do or have done the
following.
By Era
Never
One time
A few times
Frequently
Read the alumni magazine
Read alumni e-mail
Visit Rockhurst web site
Visit campus
Gather informally with other alumni
Attend local Alumni events
Use Facebook
Attend mass or worship
Use LinkedIn
Attend Rockhurst sporting events
Attend class reunions
Use Twitter
Volunteer to work on campus or at event
Participate in a campus-wide service project
WWII\Post WWII
Woodstock\ Vietnam
Post Watergate
Yuppie\End of Cold War
Slide 38
Electronic Revolution\Dot-Com
Post 9/11
Q15. For each of the communication methods listed below, please tell us how important
that method is to you and also rate Rockhurst’s effectiveness in utilizing that method.
Not
Important
Poor
Somewhat
Important
Fair
E-mail
The alumni magazine
University web site
Invitations to alumni activities
Invitations to Rockhurst activities
Electronic newsletter
Periodic informational communications
Reunion mailings
Communication regarding services and benefits
Alumni web site
Social media or online community
Viral videos, YouTube
Importance
Slide 39
Performance
Very
Important
Good
Critically
Important
Excellent
Q15. For each of the communication methods listed below, please tell us how important
that method is to you and also rate Rockhurst’s effectiveness in utilizing that method.
Importance exceeds
Performance
Performance exceeds
Importance
E-mail
The alumni magazine
University web site
Invitations to alumni activities
Invitations to Rockhurst activities
Electronic newsletter
Periodic informational communications
Reunion mailings
Communication regarding services and benefits
Alumni web site
Social media or online community
Viral videos, YouTube
All School
Slide 40
Rockhurst
Q15. For each of the communication methods listed below, please tell us how important that
method is to you and also rate Rockhurst’s effectiveness in utilizing that method.
Gap Analysis By Era
Importance exceeds
Performance
Performance exceeds
Importance
E-mail
The alumni magazine
University web site
Invitations to alumni activities
Invitations to Rockhurst activities
Electronic newsletter
Periodic informational communications
Reunion mailings
Communication regarding services and benefits
Alumni web site
Social media or online community
Viral videos, YouTube
WWII\Post WWII
Woodstock\Vietnam
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Slide 41
Q20. Please indicate your feeling regarding the frequency of the following.
-
20
40
Invitations to alumni activities
62
Presence on social media sites (Facebook, LinkedIn, etc)
60
Printed materials from Rockhurst (magazines,
newsletters, etc.)
71
Solicitations for donations (annual fund, support for
athletics, etc)
65
Information regarding programs such as credit cards,
insurance services, long distance services, etc.
A little too much
About right
Slide 42
80
73
Email correspondence from Rockhurst (newsletters,
news flashes, etc.)
Way too much
60
43
Would welcome more
Not nearly enough
100
Q20. Please indicate your feeling regarding the frequency of the following.
By Era
Way too
much
A little
too much
About right
Would
welcome
more
Not nearly
enough
Invitations to alumni activities
Presence on social media sites (Facebook,
LinkedIn, etc)
Printed materials from Rockhurst (magazines,
newsletters, etc.)
Email correspondence from Rockhurst
(newsletters, news flashes, etc.)
Solicitations for donations (annual fund, support
for athletics, etc)
Information regarding programs such as credit
cards, insurance services, long distance services,
etc.
WWII\Post WWII
Woodstock\ Vietnam
Post Watergate
Yuppie\End of Cold War
Slide 43
Electronic Revolution\Dot-Com
Post 9/11
Current and Future Alumni
Programs
Study Results
Slide 44
Q07. How important is it for you and alumni in general to do the following and how well
does Rockhurst do at supporting alumni in doing them?
Not
Important
Poor
Somewhat
Important
Fair
Identifying job opportunities for graduates
Serving as ambassadors promoting Rockhurst to others
Providing financial support for Rockhurst (e.g. donations)
Providing leadership by serving on boards, committees, etc
Participating in Rockhurst online activities (social media)
Networking with other alumni
Mentoring students
Participating in community service projects
Attending general alumni and Rockhurst events
Volunteering for Rockhurst
Providing spiritual opportunities to alumni
Participating in Rockhurst online activities (social media)
Attending athletic events
Importance
Slide 45
Performance
Very
Important
Good
Critically
Important
Excellent
Q07. How important is it for you and alumni in general to do the following and how well
does Rockhurst do at supporting alumni in doing them?
Gap Analysis
Importance exceeds
Performance
Performance exceeds
Importance
Identifying job opportunities for graduates
Serving as ambassadors promoting Rockhurst to others
Providing financial support for Rockhurst (e.g. donations)
Providing leadership by serving on boards, committees, etc
Participating in Rockhurst online activities (social media)
Networking with other alumni
Mentoring students
Participating in community service projects
Attending general alumni and Rockhurst events
Volunteering for Rockhurst
Providing spiritual opportunities to alumni
Participating in Rockhurst online activities (social media)
Attending athletic events
All School
Slide 46
Rockhurst
Q07. How important is it for you and alumni in general to do the following and how well does
Rockhurst do at supporting alumni in doing them?
Gap Analysis by Era
Importance exceeds
Performance
Performance exceeds
Importance
Identifying job opportunities for graduates
Serving as ambassadors promoting Rockhurst to others
Providing financial support for Rockhurst (e.g. donations)
Providing leadership by serving on boards, committees, etc
Participating in Rockhurst online activities (social media)
Networking with other alumni
Mentoring students
Participating in community service projects
Attending general alumni and Rockhurst events
Volunteering for Rockhurst
Providing spiritual opportunities to alumni
Participating in Rockhurst online activities (social media)
Attending athletic events
WWII\Post WWII
Woodstock\Vietnam
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Slide 47
Q12. What are barriers to your participation in alumni activities?
Percentage of Respondents
100%
90%
Time or other commitments
80%
Value (cost compared to benefit)
70%
Type or subject matter of the event
60%
Do not know anyone
50%
I would not make a difference
40%
Just do not want to
30%
Geographical distance
20%
Concern about future solicitation
10%
Do not know how to get involved
0%
All School
Rockhurst
Slide 48
Q12. What are barriers to your participation in alumni activities?
Percentage of Participants
By Location of Current Residence
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
In-state (includes MO and KS)
Out-of-state
Slide 49
Percentage of Respondents
Q12. What are barriers to your participation in alumni activities?
By Era
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
WWII\Post WWII
Woodstock\Vietnam
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Slide 50
Q08. In which of the following organizations/activities did you participate as a student?
Honor society
100%
Fraternity or sorority
Percentage of Respondents
90%
80%
Intramural, club, or recreational
athletics
Intercollegiate athletics
70%
Music, theater, or art
60%
Community service
50%
Religious or faith organizations
40%
Residence life
30%
Professional or career related
organizations
Academic clubs
20%
Ethnic or cultural centers
10%
Student media
0%
All School
Rockhurst
Student Senate
Orientation
Slide 51
Percentage of Respondents
Q08. In which of the following organizations/activities did you participate as a student?
By Era
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
WWII\Post WWII
Woodstock\Vietnam
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Slide 52
Implications
Study Findings
Slide 53
Foundation Concepts
Alumni Partnership Model©
Alumni feedback is not a one-time event, but rather an ongoing process of measurement,
action, and re-measurement.
Initiate the process
by asking their
opinion
Show you care –
use a high-quality
process
Solidify and
institutionalize by
checking back to
see what changed
Let them know that
you heard what
was said
Take action in a way
that demonstrates
you care about
their opinion
Slide 54
Top level Action Items
• Feedback to the alumni
• Programs and communications targeted to the minus-two/plusthree
– Increase brand of Alumni Association and Alumni on campus
– Invite young alumni to as many events as reasonable and follow-up
after the event with stories about what happened at the event
– Create a sense of “event” for virtual activities including the survey
process and follow-up (watch response rate in the next survey to
determine if this was successful)
• Increase and broaden understanding of the benefits of being an
Alumnus/a
• Targeted communications focusing on successful outcomes from
events
• Build campus coalitions around alumni by sharing and discussing
data
Slide 55
Contact Information
Robert Shoss
Tel: (713) 527-0078
Fax: (713) 524-4324
[email protected]
www.pegltd.com
Slide 56