Alumni Attitude Study©
McMurry University Findings
©
About the Alumni Attitude Study Project
•
Results from the 2014 Alumni Attitude Study
©
Overview of the AAS Study
•
Cooperative development of the instrument (11 founding institutions)
•
Survey completed by over 500,000 alumni at 200 universities and colleges over the
last 13 years
•
Instrument 85% the same as originally developed
•
Instrument was branded to reflect McMurry University
•
This is the 1st overall study completed by McMurry University
•
McMurry University results are compared to alumni from comparable institutions
•
475 responses out of a presumed delivery of 5,031
© PEG, Ltd. 2014
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.
Presented by:
Slide 2
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
Participants
All School Comparables
American University
CSU - San Diego
National-Louis University
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
University of Nevada - Las Vegas
Buffalo State University
•
•
•
•
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*
University of Arkansas
Florida International University
Rochester Institute of Technology
Cal Poly Pomona
Fresno State University
Salem State College
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
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
University of Northern Iowa
Virginia Institute of Technology
* Source: “The Ever-Shifting Internet Population”, The Pew Internet & American Life Project, April 16, 2003.
Slide 3
866-471-8600
Winthrop University
Slide 4
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Participants
Comparables
Austin College
Ouachita Baptist University
Benedictine College
Rockhurst University
College of Wooster
Texas Lutheran University
Marietta College
University of Saint Thomas
Ohio Wesleyan University
Whitworth College
Population Demographics
Study Results
Slide 5
Slide 6
Response
Era of Graduation
Number of Participants
By Era
180
160
140
120
100
80
60
40
20
0
159
149
84
Woodstock/
Vietnam and Prior
(graduated
prior to 1973)
83
55
48
By Graduation Era - Definitions
47
•
•
•
•
•
•
•
Post-Watergate
(graduated
1974–1980)
•
•
•
•
Yuppie/End of Cold War
(graduated 1981–1993)
•
•
**Current Students are respondents that filled
out the student survey
Includes pre 1964 graduates
Tumultuous 60’s
Civil Rights Act
Tonkin resolution to Nixon
resignation
Good economy
Ages 60–68 and older
Electronic Revolution/
Dot-Com (graduated
1994–2000)
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 through
2008)
Reagan boom to
dot-com IPOs
Good economy and optimistic
time
Ages 40–52
•
•
•
•
•
•
•
•
•
•
•
•
•
Post Great Recession
(Graduated after 2008)
•
•
•
•
Dot-com IPOs to 9/11
Peace and fall of Berlin Wall
Big booming economy focused on
youth
Ages 33–39
Economic bust after Dot-Com
followed by real estate driven
growth
Focus away from youth
War in our time
More competition for every job
Age
Ages 27 - 32
Market crash of 2008
Explosive unemployment
Significantly increased role of
government in health care
Slowest recovery in history
Breakdown of European economy
Huge and growing US deficit
Ages 26 and younger
Slide 7
866-471-8600
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Response
Response
By Donor Status
By Gender
60
250
250
Percentage of Participants
Number of Participants
300
200
147
150
100
50
27
53
47
50
40
30
20
10
Current
Lapsed
0
Never
Male
Female
All School
McMurry Comps
Slide 9
Slide 10
Response
Response
By Gender across Generations
By Q19 Intent to Participate Financially
62
60
50
38
40
36
30
20
Contributors
60
47
50
40
30
20
24
12
10
6
10
10
0
0
Male
WWII
Female
Boomers
Gen X
Never/do not plan to Have/do not plan to Have never but plan Currently and plan
in future
in future
to in future
to continue
Currently and plan
to increase
Gen Y
All School
Slide 11
866-471-8600
Might
contribute in
the future
Non-contributors
64
Percentage of Participants
Percentage of Participants
70
McMurry
McMurry Comps
McMurry
Slide 12
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Response
Response
By Q19 Intent to Participate Financially vs. Q02
By Q19 Intent to Participate Financially vs. Era
Might contribute
in the future
Non-contributors
80
25%
Contributors
Contributors
80
27%
Percentage of Participants
70
Percentage of Participants
Might contribute
in the future
Non-contributors
60
50
40
30
20
70
64
60
50
40
30
20
11
10
11
8
10
6
0
Never/do not plan to Have/do not plan to Have never but plan Currently and plan to Currently and plan to
in future
in future
to in future
continue
increase
0
Never/do not plan to Have/do not plan to Have never but plan Currently and plan to Currently and plan to
in future
in future
to in future
continue
increase
How often do you promote McMurry University to others?
Never
Occasionally
Regularly
Woodstock\Vietnam and prior
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Post Great Recession
All the time
Slide 13
Slide 14
Implications: Highlighted Issues & Areas of Focus
• Equity of Degree matters
• Enhanced opportunities to branding alumni
on campus
• More effective communications
Loyalty & Giving
High value talking points
High value communication topics
Segmentation opportunities
Study Results
• Underlying issues regarding alumni events
Slide 15
866-471-8600
Slide 16
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Q01. How would you rate your decision to attend McMurry?
By Era
Q01. How would you rate your decision to attend McMurry?
Percentage of Participants
Percentage of Participants
70
60
50
40
30
20
10
80
70
60
50
40
30
20
10
0
-
Bad decision
Bad decision
Fair decision
All School
Good decision
McMurry Comps
Fair decision
McMurry
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Post Great Recession
Current Students
Slide 18
Q03. Which of the following best describes your experience as a student?
By Era
Q03. Which of the following best describes your experience as a student?
70
80
60
70
Percentage of Participants
Percentage of Participants
Great decision
Woodstock\Vietnam and prior
Slide 17
50
40
30
20
10
0
60
50
40
30
20
10
0
Poor
Fair
Good
Excellent
Poor
Woodstock\Vietnam and prior
Electronic Revolution\Dot-Com
Current Students
All School
McMurry Comps
Slide 19
866-471-8600
Good decision
Great decision
Fair
Good
Post Watergate
Post 9/11
Excellent
Yuppie\End of Cold War
Post Great Recession
McMurry
Slide 20
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Q04. Which of the following best describes your experience as an alumnus/a?
By Era
60
70
50
60
Percentage of Participants
Percentage of Participants
Q04. Which of the following best describes your experience as an alumnus/a?
40
30
20
10
50
40
30
20
10
-
0
Poor
Fair
All School
Good
McMurry Comps
Excellent
Poor
Fair
Woodstock\Vietnam and prior
Electronic Revolution\Dot-Com
McMurry
Post Watergate
Post 9/11
Slide 21
Q02. How often do you promote McMurry to others?
By Era
36
33
27
4
Percentage of Participants
Percentage of Participants
Yuppie\End of Cold War
Post Great Recession
60
50
40
36
40
30
19
20
10
5
0
Never
Occasionally
All School
Regularly
McMurry Comps
Slide 23
866-471-8600
Excellent
Slide 22
Q02. How often do you promote McMurry to others?
50
45
40
35
30
25
20
15
10
5
0
Good
All the time
McMurry
Never
Occasionally
Regularly
All the time
Woodstock\Vietnam and prior
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Post Great Recession
Current Students
Slide 24
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Q24. How strong of a connection do you have with McMurry University?
By Era
Q15 Student Survey: How much do you agree/disagree that the following describes people
who currently participate in the McMurry Alumni Association?
Strongly
disagree
Generally
disagree
Generally
agree
Strongly
agree
Percentage of Participants
60
50
Loyal alumni who want to give back to McMurry
40
Alumni who like to socialize
30
People who want to help other alumni
20
10
Older or wealthy alumni
0
Extremely weak
Weak
Moderate
Strong
Extremely strong
Woodstock\Vietnam and prior
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Post Great Recession
Rabid sports fans
People who are similar to me
Slide 25
Slide 26
Q16. Please indicate how much each of the following impacts your overall opinion
of McMurry:
Percentage of respondents who chose top two choices
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Value and respect for degree
Providing scholarships
Accomplishments of students
Communication
History and tradition
Accomplishments of faculty
Accomplishments of alumni
Outreach to community
Study Results
Campus aesthetics
School rankings (e.g. U.S. News & World Report)
**Cutting edge research
Media visibility
Success of athletic teams
All School
McMurry Comps
McMurry
**Question only appears in the Student Survey
Slide 27
866-471-8600
Slide 28
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Q09. How important was each of the following to your experience as a student, and how well
did McMurry do at providing them?
Not
Important
Poor
Somewhat
Important
Fair
Very
Important
Good
Critically
Important
Excellent
Q09. How important was each of the following to your experience as a student, and how well
did McMurry do at providing them?
Gap Analysis
Importance exceeds
Performance
Performance exceeds
Importance
Academics and classes
Relationship with the faculty
Academics and classes
Skills and training for career
Relationship with the faculty
Relationship with other students
Skills and training for career
Exposure to new things
Relationship with other students
Exposure to new things
Lessons about life
Lessons about life
Traditions or values learned on campus
Traditions or values learned on campus
Admissions process
Admissions process
Relationship with administration and staff
Relationship with administration and staff
Student employment opportunities
Student employment opportunities
Orientation for new students
Orientation for new students
Student leadership opportunities
Student leadership opportunities
Opportunity to participate in social clubs
Opportunity to participate in social clubs
Opportunity to interact with alumni
Opportunity to interact with alumni
Attending cultural events including films, lectures, and other arts
Attending cultural events including films, lectures, and other arts
Attending athletic events
Attending athletic events
Importance
Performance
All School
McMurry
Slide 30
Slide 29
Q09. How important was each of the following to your experience as a student, and how well
did McMurry do at providing them?
Gap Analysis by Era
Importance exceeds
Performance
McMurry Comps
Performance exceeds
Importance
Academics and classes
Relationship with the faculty
Correlation Analysis
Highest correlation to “loyalty” across all questions
.20 .25 .30 .35 .40 .45 .50 .55 .60 .65
Deepening my understanding and commitment to personal development
Skills and training for career
Responding to new career opportunities
Relationship with other students
Commitment to continuous education
Exposure to new things
Current work status
Lessons about life
Further graduate education
Traditions or values learned on campus
Skills and training for career
Admissions process
Relationship with administration and staff
Exposure to new things
Student employment opportunities
Contributing to my community
Orientation for new students
Getting a job/graduate program I wanted soon after I graduated
Student leadership opportunities
Lessons about life
Opportunity to participate in social clubs
Mentoring students
Opportunity to interact with alumni
Academics and classes
Attending cultural events including films, lectures, and other arts
Traditions or values learned on campus
Attending athletic events
Woodstock\ Vietnam
Electronic Revolution\Dot-Com
Current Students
Identifying job opportunities for graduates
Post Watergate
Post 9/11
Yuppie\End of Cold War
Post Great Recession
Invitations to alumni activities
Slide 32
Slide 31
866-471-8600
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Q06. How well did the education received from McMurry prepare you for each of the
following?
Poor
preparation
Fair
preparation
Good
preparation
Excellent
preparation
Deepening my understanding and commitment to
personal development
Q06. How well did the education received from McMurry prepare you for each of the
following?
By Era
Poor
preparation
Fair
preparation
Good
preparation
Excellent
preparation
Deepening my understanding and commitment to
personal development
Commitment to continuous education
Commitment to continuous education
Further graduate education
Further graduate education
Current work status
Current work status
Contributing to my community
Contributing to my community
Getting a job/graduate program I wanted soon after I
graduated
Getting a job/graduate program I wanted soon after I
graduated
Responding to new career opportunities
Responding to new career opportunities
**Future job responsibility
**Future job responsibility
All School
McMurry Comps
McMurry
Woodstock\ Vietnam
Electronic Revolution\Dot-Com
Current Students
**Question only appears in the Student Survey
Post Watergate
Post 9/11
Slide 33
Slide 34
Q06. How well did the education received from McMurry prepare you for each of the
following?
By Donor Status
Poor
preparation
Fair
preparation
Yuppie\End of Cold War
Post Great Recession
Good
preparation
Q20. Please indicate your feeling regarding the frequency of the following.
Excellent
preparation
-
Deepening my understanding and
commitment to personal development
20
40
Invitations to alumni activities
50
Presence on social media sites (Facebook, LinkedIn, etc.)
49
60
80
100
Commitment to continuous education
Further graduate education
Current work status
Printed materials from McMurry(magazines, newsletters, etc.)
Contributing to my community
Email correspondence from McMurry(newsletters, news flashes,
etc.)
Getting a job/graduate program I wanted
soon after I graduated
Solicitations for donations (annual fund, support for athletics, etc.)
66
70
70
Responding to new career opportunities
Way too much
Current
Slide 35
866-471-8600
A little too much
About right
Would welcome more
Not nearly enough
Never
Slide 36
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Q15. For each of the communication methods listed below, please tell us how important that
method is to you and also rate McMurry’s effectiveness in utilizing that method.
Gap Analysis By Era
Importance exceeds
Performance
Performance exceeds
Importance
The alumni magazine
E-mail
Current and Future Alumni
Programs
Homecoming mailings
Electronic newsletter
University web site
Invitations to alumni activities
Invitations to university activities
Study Results
Communication regarding your services or benefits
Periodic informational communications
Alumni page on University web site
Social media
Videos
Woodstock\ Vietnam
Electronic Revolution\Dot-Com
Post Watergate
Post 9/11
Yuppie\End of Cold War
Post Great Recession
Slide 38
Slide 37
Q07. How important is it for you and alumni in general to do the following and how well
does McMurry do at supporting alumni in doing them?
Gap Analysis by Era
Importance exceeds
Performance
Q22. How likely is it you would participate in or take advantage of the following
activities/services that could be offered through the Alumni Association?
By Era
Very
Unlikely
Performance exceeds
Importance
Somewhat
Unlikely
Somewhat
Likely
Very Likely
Identifying job opportunities for graduates
Serving as ambassadors promoting McMurry to others
Attending an alumni event in your area featuring a University official
(President, Faculty members, Administration, Coaches, etc.)
Recruiting students
Attending a department/school, club or team alumni event in your
area
Providing financial support for McMurry (e.g. donations)
Attending Homecoming
Providing leadership by serving on boards, committees, etc.
Attending cultural activities (plays, concerts, art shows, museums,
operas, etc.) in your area
Mentoring students
Participating in lifelong learning opportunities online or in your area
facilitated by faculty or alumni who have excelled in their fields
Networking with other alumni
Participating in a community service activity with other alumni
Attending general alumni and university events
Campus privileges, like free use of the McMurry library, fitness
center, and savings at campus programs like the Bookstore,…
Volunteering for McMurry
Participating in University online activities (Social Media)
Attending family oriented activities with your children
Attending athletic events
Access to Career Services such as resume assistance and alumni job
boards
Woodstock\ Vietnam
Post Watergate
Yuppie\End of Cold War
Electronic Revolution\Dot-Com
Post 9/11
Post Great Recession
Woodstock\ Vietnam
Electronic Revolution\Dot-Com
Post Watergate
Post 9/11
Yuppie\End of Cold War
Post Great Recession
Slide 40
Slide 39
866-471-8600
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Q23. Suppose McMurry University provided the following ways for you to become more
involved. Which would you be likely to do?
By Era
Somewhat
Unlikely
Somewhat
Likely
Very Likely
Percentage of Participants
Very
Unlikely
Q12. What are barriers to your participation in alumni activities? (Choose all that apply.)
By Distance from Campus
Assist in recruitment efforts
Volunteer as a career/networking mentor
Help organize regional alumni events in your area
Take part in events on campus
Attend faculty lectures
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Be on a class reunion committee
Provide internships/coops
Woodstock\ Vietnam
Electronic Revolution\Dot-Com
Post Watergate
Post 9/11
Yuppie\End of Cold War
Post Great Recession
Slide 41
Within 16 miles
17 to 50 miles
51 to 160 miles
161 to 250 miles
Over 250 miles (within US)
Over 250 miles (outside US)
Slide 42
Percentage of Participants
Q08. In which of the following organizations/activities did you participate as a student?
By Era
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Implications
Study Findings
Woodstock\ Vietnam
Electronic Revolution\Dot-Com
Current Students
Post Watergate
Post 9/11
Slide 43
866-471-8600
Yuppie\End of Cold War
Post Great Recession
Slide 44
www.AlumniAttitudeStudy.org
Alumni Attitude Study©
McMurry University Findings
Foundation Concepts
Implications
Alumni Partnership Model©
Highlighted issues and areas of focus
•
Show you care – use
a high-quality
process
Initiate the process
by asking their
opinion
Solidify and
institutionalize by
checking back to see
what changed
Alumni feedback is not a
one-time event, but
rather an ongoing
process of measurement,
action, and remeasurement.
–
–
•
Via print, email, and social media
Frequently and with repetition
Focus on the future
•
•
•
•
•
•
•
•
•
Social clubs
Campus clubs and organizations
Intramurals
Others:
–
–
–
–
•
•
Focus talking points and topics on
– How well degree prepares and
prepared graduates for life
– Equity of degree
– Increase brand of Alumni Association
and Alumni on campus
Let them know that
you heard what was
said
Take action in a way
that demonstrates
you care about their
opinion
•
Feedback to the alumni
Scholarships
Accomplishments of students
History and tradition
Accomplishments of alumni and faculty
Outreach to community
– Improvements over time
Professional and career related programs
Community service
Religious Life
Residence halls
Targeted communications focusing on
successful outcomes from events
Build campus coalitions around alumni
by sharing and discussing data
•
•
•
•
•
Skills and training for career
Exposure to new things
Lessons about life
Academics and classes
Opportunity to interact with alumni
Slide 46
Slide 45
Contact Information
Robert Shoss
Tel: (713) 527-0078
Fax: (713) 524-4324
[email protected]
www.pegltd.com
Slide 47
866-471-8600
www.AlumniAttitudeStudy.org