Engagement Strategies Group Presents Highlights from MOOD OF ALUMNI 2010 Engagement Strategies Group is pleased to present highlights from its landmark research: Mood of Alumni 2010 The research explored how alumni perceive their alma mater, their giving behavior to their alma mater versus other good causes, and what attitudes and perceptions act as barriers to giving ‐‐ or giving more ‐‐ to their alma mater. The study is based on interviews with 700 alumni of undergraduate higher education institutions. It includes a nationally representative sample of 300 alumni of all undergraduate colleges and universities and a representative sample of 500 alumni from the top 100 National Universities (according to U.S. News & World Report rankings). 1
July 2010. ©Engagement Strategies Group. All rights reserved.
Mood of Alumni 2010: Research Highlights and What They Mean for Colleges and Universities “Giving back” has long motivated alumni to make financial gifts to their alma mater. But results of the Mood of Alumni 2010 survey suggest that many young alumni from the nation’s top 100 universities* feel they’ve given enough already. According to the study, eight out of ten alumni under 35 cite already having paid enough for tuition as a barrier to giving to their undergraduate alma mater. Furthermore, half of the young alumni surveyed say they believe their school doesn’t really need the money. Nearly as many say their alma mater hasn't done enough to connect with them beyond asking for donations. “These survey findings shed light on the challenges that many top colleges and universities face in making a credible fundraising case to their young alumni. Graduates in their 20s and early 30s have witnessed both the large endowments and rising college costs of many higher educational institutions today, which can present a disincentive to giving back," said Cindy Cox Roman, a co‐founder of Engagement Strategies Group. “With overall alumni participation rates declining, schools need to consider what they are offering young donors to reward their financial allegiance.” More Potential to Be Tapped among Young Alumni The research from the Mood of Alumni 2010 shows that young alumni from top universities who do give tend report allocating a higher proportion of their charitable giving to their alma mater than older alumni. In addition, young alumni are more likely to maintain or even increase their giving in a recessionary environment. “Schools that recognize the importance of young alumni as budding philanthropists are smartly taking a long‐term view,” said Sandra Radoff, co‐founder of Engagement Strategies Group. “Our research shows that young alumni giving patterns demonstrate that they are more like stars than slackers in their giving behavior.” Weak Emotional Ties Deter Giving among All Age Groups At least one‐third of all alumni ‐‐ and half of alumni age 50 to 64 ‐‐ cite their lack of “a deep emotional connection to the school” as a deterrent to giving. The survey confirmed the challenge colleges and universities face in sustaining alumni’s feeling of relevance and connection through each life stage. While nearly half of alumni under 35 say that they are “strongly connected” to their alma mater, that number drops to 31 percent among 35‐ to 49‐year‐olds, and 27 percent among 50‐ to 64‐year‐olds. 2
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Sustaining a Long‐term Connection with Alumni Is Key While alumni surveyed tend to praise their alma mater for being a world‐class educational institution and for having an excellent faculty, fewer than half of alumni in midlife (35 to 64 years old) feel that their alma mater values its relationship with them now. Survey results showed that a slightly higher percentage of alumni at either end of the age spectrum ‐‐ younger than 35 and older than 65 ‐‐ give their school credit for keeping them closely connected. Nonetheless, room for improvement exists in these age brackets, as well. “Alma mater is Latin for ‘nurturing mother,’ but some alumni instead view their college or university as an ‘abandoning mother’ once their on‐campus experience is over,” Ms. Roman noted. “Schools that customize their alumni engagement strategies based on age and generation hold the key to a life‐long connection.” *According to U.S. News & World Report rankings category “National Universities.” Detailed Highlights from the Mood of Alumni 2010 follow.
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Highlights: Results of the Mood of Alumni 2010 Survey Tuition Tops List of Barriers to Giving by Young Alumni (Top 100 colleges and universities) Survey respondents were asked to indicate whether each of 12 potential barriers represents a major factor, a minor factor, or not a factor at all in giving, or giving more, to their alma mater.* Younger alumni are more likely than older alumni to point to a number of barriers to giving, including: feeling they have already paid enough, believing that the school doesn’t need the money, feeling they haven’t been given a good enough reason to give, sensing that their alma mater hasn’t done enough to connect with them beyond appeals for money, and feeling like donations go into a “black hole.” Alumni who are 50‐64 years old are more likely than alumni in other age groups to indicate that they don’t feel a strong emotional connection to their alma mater. % Indicates Factor is Major or Minor Barrier <35 years 35‐49 years (188)
(113)
% Rank % Rank 50‐64 years (94) % Rank 65+ years (81) % Rank I feel that I’ve paid enough already for tuition 80 1 53 1 49 1 26 5 I don’t think the school really needs the money 56 2 40 2 39 3 21 8 I haven’t been given a good enough reason to give 52 3 33 4 36 4 25 7 They haven’t done enough to connect with me beyond asking for money 47 4 33 4 36 4 26 5 I feel like donations go into a “black hole” 46
5
33
4
34 6 27
3
I feel like a small gift won’t make a difference 42 6 27 8 32 8 27 3 I want my donations to go for a specific purpose and don’t have that option 39 7 29 7 34 6 28 2 I don’t feel a deep emotional connection to the school 36 8 35 3 48 2 40 1 I’m confused about the difference between the various fundraising programs 24 9 19 9 17 9 12 9 They haven’t been aggressive enough in asking for money 21 10 9 11 11 11 10 11 I’m unhappy with the direction in which the school is headed 19 11 17 10 16 10 11 10 There has been bad publicity about the school 13 12 8 12 7 12 9 12 *Question: “Below is a list of potential reasons for not donating or not donating more to your alma mater. For each reason, please indicate whether it is a major factor, a minor factor, or not a factor at all for you in not donating or not donating more to your alma mater.” 4
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Highlights: Results of the Mood of Alumni 2010 Survey Young Alumni Report Giving a Higher Proportion of Total Donations to Alma Mater (Top 100 colleges and universities) Survey respondents were asked how they allocated their total giving in 2009 among their alma mater, other educational institutions, and other good causes.* According to the survey findings, young alumni report a higher proportion of their total donations to their alma mater than older alumni, relative to other educational institutions and other good causes. % of $ Donated in 2009 to:
Age <35 Age 35‐49 Age 50‐64 Age 65+ Mean % to Alma Mater
20%
8%
10%
7%
9%
Mean % to Other
Educational Institutions
12%
6%
5%
Mean % to Other Good Causes
75%
82%
84%
82%
*Question: “What percent of your total giving to non‐profit/charitable organizations would you estimate went to each of these three different types of organizations? Once more, we are talking about your alma mater, other educational institutions, and other good causes. Your best estimate will do. If you did not give anything to any of these organizations, use zero.” 5
July 2010. ©Engagement Strategies Group. All rights reserved.
Highlights: Results of the Mood of Alumni 2010 Survey Giving to Alma Mater Up among Young Alumni in 2009: Only Age Group to Report Giving More That Year (Top 100 colleges and universities) Survey respondents were asked to report on how their 2009 giving allocation compared to a typical year.* There was a slight shift downward overall with respect to their reported contributions to their alma mater. Eight percent of alumni reported downward movement, while five percent reported upward movement. The largest downward shift was among those 35‐49 years old. Only those under the age of 35 showed upward movement on balance. % Change in Alumni Allocation to Their College/University Total Top 100 Age
<35 35‐49 50‐64 65+ Down % 8 4 12 9 7 Up % 5 7 2 2 6 Up Vs. Down Difference ‐3 +3 ‐10 ‐7 ‐1 *Question: “Once more thinking about how 2009 compares to a typical year, would you say the percentage allocation—i.e., among your alma mater, other educational institutions, and other good causes—changed or remained the same? Did the percentage going to your alma mater go up, down, or stay the same?” 6
July 2010. ©Engagement Strategies Group. All rights reserved.
Highlights: Results of the Mood of Alumni 2010 Survey Strength of Connection to Alma Mater Ebbs over Time (Top 100 colleges and universities) Survey participants were asked about the strength of their connection to their undergraduate institution and whether they have a desire to strengthen their ties.* Alumni under 35 years of age are more likely than older alumni to say they are “strongly connected.” These younger alumni are also more likely to desire a stronger tie to their alma mater. Detachment peaks in later mid‐life, with nearly two‐thirds of alumni 50‐64 years of age saying that they are ambivalent or unconnected. Connection rebounds somewhat among alumni in the retirement age range (65+ years of age); they are more likely to be strongly connected than those 35‐64 years old. This may be a consequence of life stage issues that afford them more time to connect and/or generational influences that led to more binding ties with their alma mater. Age <35 Strongly connected Age 35‐49
Age 50‐64
31%
27%
47%
12%
9%
Age 65+ 35%
5%
Want to better connect 16%
Ambivalent Unconnected 32%
36%
31%
28%
29%
26%
25%
11%
*Questions: “Now think about the strength of your connection or ties to your alma mater. How strong would you say your current level of connection is to your alma mater? Do you have a desire to strengthen your ties to your alma mater?” 7
July 2010. ©Engagement Strategies Group. All rights reserved.
Highlights: Results of the Mood of Alumni 2010 Survey Alma Mater Scores High on Reputation and Faculty, but Low on Alumni Relations (Top 100 colleges and universities) Survey respondents were asked to rate their alma mater on six key characteristics.* While most alumni give their alma mater high grades on characteristics like being a world class institution or having excellent faculty, far fewer believe the institution values its relationship with alumni by keeping them closely connected. % Say Attribute Describes Alma Mater Completely/Very Well Is a world class education institution Has an excellent faculty Has a supportive environment that helps students thrive Does a good job of balancing tradition with the need for change Displays a strong sense of values and ethics Values its relationship with alumni by keeping them closely connected <35 35‐49 50‐64 65+
% % % % 85 73 81 89 83 74 80 88 75 61 64 70 71 62 60 70 69 62 59 69 55 48 46 58 *Question: “Now we would like you to think about how you feel about your alma mater) on various characteristics. For each characteristic below, please indicate whether you feel it describes your alma mater completely, very well, somewhat, not too well, or not at all.” (For those with a graduate degree: “Keep in mind that we are referring to your undergraduate alma mater.”) 8
July 2010. ©Engagement Strategies Group. All rights reserved.
About the Mood of Alumni Survey The first annual Mood of Alumni survey was designed by Engagement Strategies Group, with field research conducted using eRewards, a leading online research panel. The findings are based on interviews with a total sample of 700 alumni of undergraduate higher education institutions, including a nationally representative sample of 300 alumni of undergraduate colleges and universities, as well as a representative sample of 500 alumni from the top 100 “National Universities,” according to the most recent U.S. News & World Report rankings. Interviews were conducted online from February 23, 2010, through March 15, 2010. The margin of error is +/‐ 3.7 percentage points with a 90 percent confidence level. In addition to sampling error, question wording, question order and non‐response can introduce error or bias into the findings of public opinion polls. About Engagement Strategies Group Engagement Strategies Group is a higher education research and consulting practice based in Washington, DC. We share a passion for innovation in the higher education sector. Our partnership blends research, marketing, and communication skills honed in the private sector, with expertise in higher education engagement and philanthropy. Through our work, we help steer higher educational institutions to their most productive paths for building strong relationships with alumni and other stakeholders, achieving fundraising success and attracting the right students. To learn more, visit www.EngagementStrategiesGroup.com. CONTACT: Cindy Cox Roman, Engagement Strategies Group Tel: (202) 244‐0453, Email: [email protected] 9
July 2010. ©Engagement Strategies Group. All rights reserved.