North Carolina State University Alumni and Donor Research

Jason Simon Vice President, Partner Matt Checkowski Executive Creative Director Chelsea Woodard Associate Director of Project Strategy Ross Jacobson Associate Director of Research North Carolina State University Alumni and Donor Research March 2016

Project Background 2

Guiding Research Objectives Better understand the target audiences including, but not limited to, current donors; alumni of various ages, geography, and demographics; friends and community partners. Develop a compelling campaign identity and messaging strategy that drives action and engagement, extending the University s, Think and Do, platform. Explore current and desired communication methods and consider these in building a compelling, actionable campaign. 3

Baseline Questions 4

Current Opinion of NC State Approximately two thirds of each audience have a very positive opinion of NC State and one third have a positive opinion. No opinion Very negative Negative Positive Very positive Alumni 30% 66% Non-Alumni Donors 30% 67% Notes: Labels less than 5% removed from chart. How would you describe your CURRENT OPINION of NC State University? 5

Opinion of NC State in the Last Five Years 42% of alumni and 56% of non-alumni donors opinion of NC State increased in the last five years. Decreased significantly Decreased slightly Stayed the same Increased slightly Increased significantly Alumni 8% 50% 26% 16% Non-Alumni Donors 6% 35% 28% 28% Notes: Labels less than 5% removed from chart. In the last five years, has your opinion of NC State University increased, decreased, or stayed the same? 6

NC State s Strengths Both audiences agree that academics and research are NC State s most prominent strengths. Strengths of NC State University 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Alumni Non- Alumni Donors % Who Use CLIENT Name Notes: Sorted based on Alumni in descending order. 2% of Alumni and 3% of Non-Alumni Donors selected don t know. Which of the following do you consider to be the strengths of NC State University? (select all that apply) 7

Engagement 8

Current Engagement Few alumni and non-alumni donors are highly engaged, while about half of respondents are moderately engaged, and a third unengaged. Alumni Non-Alumni Donors Extremely engaged 10 5% 10 8% 9 3% High Engagement: 15% 9 3% High Engagement: 20% 8 7% 8 9% 7 10% 7 13% 6 5 13% 14% Moderate Engagement: 48% 6 5 14% 14% Moderate Engagement: 49% 4 11% 4 8% 3 16% 3 12% 2 10% Low Engagement: 37% 2 12% Low Engagement: 31% Not at all engaged 1 11% 1 6% Notes: Scale: 1=Not at all engaged, 10=Extremely engaged Rate your CURRENT level of engagement with NC State University. 9

Desired Engagement Most respondents want the same level of engagement or to be slightly more engaged; few respondents want to be less engaged. Compared to Current Engagement, Respondents Want to be... Less engaged Just as engaged Slightly more engaged (increase of 1 or 2 scale points) Substantially more engaged (increase of 3 or more scale points) Alumni 37% 36% 25% Non-Alumni Donors 57% 28% 11% Notes: Scale: 1=Not at all engaged, 10=Extremely engaged Gap between current and desired engagement based on desired rating minus current rating. Labels less than 5% removed from chart. Rate your CURRENT/DESIRED level of engagement with NC State University. 10

Preferred Ways to Receive Fundraising Information Alumni and non-alumni donors prefer getting fundraising information through the University Magazine, websites, and printed materials. Ways to Receive or Seek Information About Fundraising Campaigns 40% Alumni 35% % Who Use CLIENT Name Non- 30% Alumni Donors 25% 20% 15% 10% 5% 0% Notes: Sorted based on alumni in descending order. High level campaign materials is short for high level campaign materials outlining top campaign priorities. Extensive campaign materials is short for extensive campaign materials outlining the campaign in detail. 18% of alumni and 26% of non-alumni donors would not like to receive information. Chart scale truncated to show differentiation. In which of the following ways would you be interested in receiving/seeking information about the fundraising campaign? (select all that apply) 11

Giving 12

Likelihood to Donate to NC State in the Next Five Years 37% of alumni and 46% of non-alumni donors are likely to donate in the next 5 years, while many are on the fence about donating. Alumni Non-Alumni Donor Extremely likely % Who Use CLIENT Name 10 26% 9 4% Likely to donate: 37% 10 9 6% 29% Likely to donate: 46% 8 7% 8 12% 7 9% 7 9% 6 5 8% 11% Neutral likelihood of donating: 35% 6 5 7% 11% Neutral likelihood of donating: 31% 4 6% 4 4% 3 7% 3 6% 2 9% Not likely to donate: 28% 2 9% Not likely to donate: 23% Not at all likely 1 12% 1 8% Notes: Scale: 1=Not at all likely, 10=Extremely likely Rate your likelihood to donate money to any area of NC State University in the next five years. 13

Targeting Alumni For Donations By Age Group When targeting alumni, there are several key differences between alumni of different age groups that NC State should consider. Likely to Donate to NC State (8-10 rating) Percentage of NC State s alumni population Description 34 and younger 30% 42% Large percentage of alumni population but less likely to donate to NC State. 35-44 23% 24% Least likely to donate to NC State. 45-54 52% 17% Substantial percentage of alumni population and more likely to donate to NC State. 55-64 50% 7% Small percentage of alumni population but more likely to donate to NC State. 65 and older 39% 10% Small percentage of alumni population and less likely to donate to NC State. 14

Reasons to Support NC State Alumni and non-alumni donors are more likely to support NC State in order to provide more scholarships and promote further research. 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Alumni Non- Alumni Donors % Who Use CLIENT Name Notes: 7% of alumni and 6% of non-alumni donors said that they would not like to support NC State. Chart scale truncated to show differentiation. Fill in the blank: I would like to support NC State University in order to. (select all that apply) 15

Reasons to Support NC State Alumni who are likely to donate are more likely to want to support athletics, elevate the university, and fill a need. Alumni Not Likely to Donate Alumni Neutral to Donate to to NC State %(1-3) Who Use CLIENT Name NC State (4-7) Alumni Likely to Donate to NC State (8-10) Provide scholarships (28%) Provide scholarships (48%) Provide scholarships (59%) Promote research (24%) Enhance student experience (41%) Support athletics (40%) Provide teaching, research and extension (23%) Promote research (40%) Education for NC citizens (40%) Education for NC citizens (22%) Provide teaching, research and extension (36%) Elevate the university (38%) Enhance student experience (17%) Education for NC citizens (34%) Fill a campus need (37%) Notes: 7% of alumni and 6% of non-alumni donors said that they would not like to support NC State. Selections are colored only if mentioned by more than one audience. Fill in the blank: I would like to support NC State University in order to. (select all that apply) 16

Reasons to Support NC State Alumni who are 45 and older are less likely to give to NC State to promote research. Alumni 34 and Younger Alumni Alumni % Who 35-44 Use CLIENT Name45-54 Alumni 55-64 Alumni 65 and Older Provide scholarships (52%) Provide scholarships (49%) Provide scholarships (54%) Provide scholarships (39%) Support athletics (32%) Promote research (42%) Promote research (40%) Enhance student experience (38%) Education for NC citizens (39%) Provide scholarships (31%) Enhance student experience (39%) Build NC State's awareness (36%) Support athletics (33%) Provide teaching, research and extension (39%) Elevate the university (26%) Education for NC citizens (36%) Elevate the university (35%) Education for NC citizens (31%) Enhance student experience (29%) Education for NC citizens (25%) Provide teaching, research and extension (33%) Provide teaching, research and extension (34%) Fill a campus need (29%) Support land-grant mission (29%) Provide teaching, research and extension (25%) Notes: 7% of alumni and 6% of non-alumni donors said that they would not like to support NC State. Selections are colored only if mentioned by more than one audience. Fill in the blank: I would like to support NC State University in order to. (select all that apply) 17

Think and Do 18

Perceptions of Think And Do Alumni Alumni have a positive perception of Think And Do % Who Use CLIENT Name Don t know Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree I believe Think and Do should describe NC State in the future. 11% 21% 38% 23% Think and Do makes me proud of the university. 11% 27% 37% 19% Think and Do reflects my experience with or at NC State. 10% 6% 29% 37% 15% I believe Think and Do describes NC State today. 13% 24% 43% 15% Think and Do makes me more interested in supporting/giving back. 10% 5% 10% 43% 23% 9% Notes: Labels less than 5% removed from chart. Sorted by strongly agree in descending order. Rate your level of agreement with the following statements. 19

Perceptions of Think And Do Non-Alumni Donors Like alumni, non-alumni donors have a positive perception of Think and Do. Don t know Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree % Who Use CLIENT Name I believe Think and Do should describe NC State in the future. 17% 24% 34% 20% Think and Do makes me proud of the university. 17% 29% 32% 15% I believe Think and Do describes NC State today. 21% 24% 37% 15% Think and Do reflects my experience with or at NC State. 18% 6% 33% 31% 10% Think and Do makes me more interested in supporting/giving back. 16% 8% 38% 26% 8% Notes: Labels less than 5% removed from chart. Sorted by strongly agree in descending order. Rate your level of agreement with the following statements. 20

Perceptions of Think And Do Alumni Alumni who are likely to donate to NC State have a more positive perception of Think and Do than alumni not likely to donate. Top category selected for each statement highlighted blue. I believe Think and Do should describe NC State in the future. Percent Who Agree/Strongly Agree With Each Statement Alumni Not Likely to Donate to NC State (1-3) Alumni Neutral to Donate to NC State (4-7) Alumni Likely to Donate to NC State (8-10) 54% 61% 67% Think and Do makes me proud of the university. 42% 56% 65% Think and Do reflects my experience with or at NC State. 39% 51% 63% I believe Think and Do describes NC State today. 37% 61% 69% Think and Do makes me more interested in supporting/giving back to the university. 20% 32% 42% Rate your level of agreement with the following statements. 21

Campaign Names and Mantras 22

Campaign Names Respondents were asked a series of questions regarding the following campaign names: % Who Use CLIENT Name Which ONE of the following campaign names is MOST appealing to you? / Which ONE of the following campaign names is LEAST appealing to you? / Thinking about the statement you previously selected as the most appealing (see below for reference), which potential campaign name best captures this statement? / What is it about this name that is appealing to you? (open end) / What is it about this name that is unappealing to you? (open end) 23

Most Appealing Phrases Within the Mantras (Selected 25%) NC State is uniquely positioned for greatness. Our passionate determination and bold ambition are leading us forward to solve the grand challenges of a complicated world. We are poised to make a difference like never before. Today it is our obligation and privilege to extend this legacy to future generations by stepping forward. Now s our time: We have the courage to think beyond boundaries and the power to do the extraordinary with endless ambition. We stand tall thanks to those who walked these bricks before us. Our distinctive heritage is built on intellectual rigor, hard work, and a clear-eyed vision of a university that makes a difference. We are supported by generations of tenacious ideas and visionary acts that lead directly to innovation and prosperity throughout our state and across the globe. We are NC State. We Think and Do with extraordinary results. Our passionate determination is needed now more than ever to solve the grand challenges facing today s troubled world. We make a difference by doing what we do best. We think beyond boundaries. We do the unexpected. We achieve the extraordinary. And our ability to think and do gives us the power to fulfill our vision of greatness. Notes: Table only includes phrases selected 25% by an audience. Following are a series of statements intended to provide an overview of the concepts. Click on any of the underlined phrases within the statement that are most appealing to you. 24

Phrases in the Mantras Selected MOST Frequently Respondents preferred phrases which incorporated the words think, do, and extraordinary. Statements with the words think, do, and/or extraordinary are highlighted blue. Alumni Non-Alumni Donors We achieve the extraordinary (37%) We achieve the extraordinary (34%) built on intellectual rigor, hard work, and a clear-eyed vision (35%) courage to think beyond boundaries (34%) courage to think beyond boundaries (34%) power to do the extraordinary (28%) power to do the extraordinary (33%) built on intellectual rigor, hard work, and a clear-eyed vision (28%) those who walked these bricks before us (31%) poised to make a difference (28%) Alumni and non-alumni donors who are likely to donate to NC State are even more likely to find the phrases with the word extraordinary and the phrase we do the unexpected to be appealing. solve the grand challenges of a complicated world (29%) We Think and Do with extraordinary results (28%) solve the grand challenges facing today s troubled world (28%) solve the grand challenges of a complicated world (27%) We Think and Do with extraordinary results (28%) We do the unexpected (26%) poised to make a difference (26%) makes a difference (25%) We do the unexpected (26%) Notes: Table only includes phrases selected 25% by an audience. Following are a series of statements intended to provide an overview of the concepts. Click on any of the underlined phrases within the statement that are most appealing to you. 26

Key Takeaways 27

Positive Opinion and Perceived Strengths Alumni and non-alumni donors have a positive opinion of NC State and are very proud of their affiliation with the university. Top Strengths: Academics Research Local name recognition Student experience Messages to Strengthen: Global name recognition Interdisciplinary collaboration National impact Global Impact NC State directly impacts my life NC State prepares and empowers students to be leaders in the global community 28

Likelihood to Give Alumni and non-alumni donors consider NC State a philanthropic priority but not necessarily their top priority. Alumni between the ages of 45 and 64 are more likely to donate to the university in the next 5 years. Alumni between the ages of 35 and 44 are less likely to donate to the university in the next 5 years. While alumni 34 and younger make up a third of alumni who are likely to donate, this sub-audience is an opportunity for the university most are neutral about giving to the university in the next 5 years. 29

What Alumni and Non-Alumni Donors Would Like to Support What they want to support: Provide more scholarships Promote further research Open the doors of higher education to the citizens of North Carolina Support the student experience Elevate the University What they do NOT want to support: Build the endowment Support land-grant mission Alumni who are more likely to donate are more likely to want to support athletics and fill a need on campus. Alumni who are neutral to donate are more likely to want to support provide teaching, research and extension. 30

Think and Do and the Potential Campaign Messages Think and Do is well-received. NC State has an opportunity to increase awareness of the brand expression especially with alumni outside of North Carolina. Respondents gravitated towards language in the mantra statements that were action or results oriented. Phrases only mentioning passionate determination or how NC State is positioned for greatness did not test as well. 31

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