Alumni Survey Results Thank you for participating! 420 Lexington Ave Suite 2655 New York, NY 10170 646-454-2655 AlumniMonitor@CorporateInsight.com www.corporateinsight.com
Table Of Contents Research Overview 3 Conclusions and Next Steps 4 Respondent Demographic Profile 5 Growth of Social Media Use 7 Examples of Social Media in Use 8 Favorability Towards Alma Mater 9 Why Alumni Stay Involved 10 Amount of Donation to Alma Mater 11 Reasons For Not Donating To Alma Mater 12 Future Donating Plans by Alumni 13 Desired Services for Alumni 14 Ideas to Entice Alumni to Engage & Donate 15 Contact Us 16 2
Research Overview OVERVIEW Thank you for taking the time to participate in our Alumni Research Survey late last year. The goal of it was to understand the relationship you have with your alma mater as well as your thoughts/feelings towards your school since you graduated. We also sought to understand how well school s were connecting with their alumni ranks. Finally, we wanted to see where your alma mater ranks against other causes or organizations you support with donations - either money or time. Corporate Insight surveyed alumni who have received an under-graduate degree from major colleges or universities in the United States In total, 1,100 respondents across 168 leading schools participated in our survey. Follow on interviews were completed in the first quarter, 2016. UPCOMING STUDIES We continue study the competition for the donation dollar. This summer, we will conduct a survey among fund-raising organizations to understand best practices for fund raising and how they cope with the affect presidential election years have on donations. Also, we will issue another survey among alumni with a special focus on the use of social media and mobile devices. We are interested in your opinions on your social media experience with your alma mater. Also, if you work for or volunteer for a non-profit organization (higher education or other institution that seeks donations), would you be willing to participate in our studies? If so, please contact us by email at: AlumniMonitor@CorporateInsight.com 3
Conclusions and Next Steps CONCLUSIONS As social media continues to revolutionize how people interact, its impact on charitable giving will increase. Research from Corporate Insight reaffirms that colleges and universities across the United States continue to lag in effective implementation of this medium to bolster fundraising. The study found that nearly eight out of ten alumni in the United States feel positively about their alma mater. Yet, the extent as to how graduates feel about their school is not enough - only 22% reported donating to their college or university in the last year. "Our findings reveal a disconnect between alumni sentiments and their donations," said Michael Ellison, president of Corporate Insight, the competitive intelligence research firm. "This tells us something is clearly missing in the way that schools translate positive feelings and emotions into actions and engagement with their alumni." Drivers for donating are emotional. Nearly half of donors (49%) say they feel "very close" to their alma mater, compared to just 16% of non-donors. Drivers for not donating tie to lack of effective communications. Forty-seven percent of non-donor respondents say they never received any communication via social media from their school, and 31% do not receive invitations to alumni events and activities. NEXT RESEARCH STEPS July 2016: Research on best practices for using LinkedIn by higher education institutions Summer 2016: Survey and In-depth Interviews on donation strategies by other non-profits Fall 2016: Annual Alumni survey with a special emphasis on social media & digital channels 4
Respondent Demographic Profile Last Formal Education Completed College Graduate Post Graduate 70% 30% Year Received Undergraduate Degree Type Of Undergraduate Degree After 2009 22% Bachelor of Science 38% 2000-2009 37% Bachelor of Arts 34% 1990-1999 16% Bachelor of Business Administration Bachelor of Fine Arts 17% 4% 1980-1989 11% Bachelor of Architecture 2% Before 1980 14% Other 5% 5
Respondent Demographic Profile (ctd) Gender Age 18-29 28% 43% 30-39 40-49 14% 38% 57% 50-59 60+ 10% 10% Ethnic Background Annual Household Income African American/Black 9% Less than $50,000 19% Asian or Pacific Islander 8% $50,000 to less than $100,000 49% Caucasian/White 74% $100,000 to less than $150,000 21% Latino/Hispanic 8% $150,000 to less than $200,000 7% Other 1% $250,000 or more 4% 6
Overall Growth of Social Media & Mobile Among all American adults, % who use social networking, by age Source: Pew Research Center survey Among Alumni surveyed, social media usage with their alma mater lags that of a school s website. Overall social networking adoption exceeds that of what higher education institutions are realizing. Visit your alma mater s website Visit your alma mater s website 48% Connect with your alma mater on social media (e.g., Twitter, Facebook, LinkedIn) Connect with your alma mater on social media (e.g., Twitter, Facebook, LinkedIn) 37% Source: Corporate Insight Alumni Survey 2015 7
Use of Social Media and Mobile - Examples Northeastern launched Instagram Takeover, a new social media program where alumni are empowered to post photos and videos on the Northeastern Alumni Instagram account. Each week, a new alum takes over the account and provides a behind-thescenes look at their life as a Northeastern alum. Additional information about the program is accessible within the new Instagram Takeover page on the school s website. Effective communication strategies via mobile and social media with alumni can also be applied to specific events to ensure organization and success. Princeton s annual reunion is an extravaganza that attracts 25,000 alumni, family and friends. With almost 300 scheduled activities over four days. Princeton effectively utilizes a mobile app as well as social media to keep things organized. TigerNet is a secure, password protected database of contact data that only Princeton alumni and current members of Princeton s community can access. 8
Favorability Towards Alma Mater Nearly 8 out of 10 have strong positive sentiments towards their alma mater. 41% Top 2 Box: 79% 38% Extremely Very Somewhat 16% Only a little Not at all 1% 4% Q. How favorably do you feel towards your alma mater? (Base: Total Respondents) 9
Why Alumni Stay Involved Enjoying their time as a student (50%) and keeping contact with alumni (42%) are the main reasons graduates want to stay involved with their respective schools. I enjoyed my time as a student 50% I want to stay in contact with friends and fellow alumni 42% Networking and career advancement 35% A desire/obligation to give back to the university 31% I want to be a part of a group/organization affiliated with the school Other 1% 26% Free sporting event tickets. Family members currently attending. Nothing 12% Q. Which of the following might be a motivation for you to stay involved with your alma mater? (Base: Total Respondents) 10
Amount Of Donation To Alma Mater Vast majority of graduates donate less than $250 with an inverse relationship showing as the donation amount increases the percentage of donation decreases. 36% 30% 21% 8% 4% $1-$100 $101-$250 $251-$1,000 $1,000-$5,000 $5,000+ $1-$100 $101 -$250 $251 -$1,000 $1,001 - $5,000 $5,000+ Q. How much was your most recent donation for? (Base: Respondents Who Have Made A Donation) 11
Effective communications can address 31% of those who do not donate. Reasons For Not Donating To Alma Mater More than half say they can t afford to as the main reason they don t make donations to their alma mater. Affordability breakdown by age Can't afford to Can't afford to 34% 18-29 33% 30-39 14% 40-49 11% 50-59 8% 60+ 56% Worthier causes and organizations to donate to Worthier causes and organizations to donate to 28% The school is wealthy enough The school is wealthy enough 21% Don't really feel connected to Don't really feel connected to the school 16% Don't trust what the school will do with the donation Don't trust what the school will do with the donation Solicitations are done poorly Solicitations are done poorly Just don't care about the school Just don't care about the school Other Other 5% 3% 4% 10% I paid enough for tuition & books. Still have debt from school. Being hassled too much for money. School didn t show much care when I was a student. Recently graduated. Q. Which of the following best describes why you have not donated to your alma mater? (Base: Respondents Who Have Never Made A Donation) 12
Future Donating Plans To Alma Mater Majority of graduates plan to give the same amount (39%) or increase the amount (34%) of their donation in the next 5 years. 1 in 4 plan not to give a donation at all. Donating behavior in next 5 years Increase, 34% Same amount, 39% Give nothing, 25% Decrease, 2% Donating behavior in next 5 years (Those who plan to make a donation) 45% 52% 3% Increase Same amount Decrease Q. Please complete the following sentence, even if you do not currently donate to your alma mater. In the next five years, I will (Base: Total Respondents) 13
Prime areas for social media Desired Services for Alumni Over 3 in 5 offer career services and alumni publications. Nearly 1 in 3 would like to see discount programs offered. Career Services 51% 17% 68% Alumni Publications 58% 9% 67% Reunions 50% 10% 60% Discount Programs (i.e. Insurance, Memberships, etc.) 29% 31% 60% Off Campus Networking 36% 19% 55% On Campus Networking 35% 13% 48% Company Specific Networking 20% 22% 42% Other 2% 1% 3% None of the above 6% 25% 31% Alumni Offers Like To See Offered (If not offered) Q. Which of the following services does your alma mater offer alumni? (Base: Total Respondents) Q. If not offered, which would you like to see your alma mater offer? (Base: Total Respondents) 14
Ideas To Entice Alumni to Engage & Donate Suggestions in light blue Have strong potential for social media channels. Help Alumni get jobs More alumni / reunion events Explain where funds go to Invitation to local event Interactive Social Media Have Dean give webcast or online discussion More communication Donations for education instead of athletics Provide alumni benefits Stop the harassing phone calls Promotional giveaways (T-shirts, gifts, tickets, etc.) Reduce the cost of classes / tuition Q. In the space provided below, please specify what your alma mater could do to make you more likely to donate to the institution? (Base: Total Respondents) 15
What is Alumni Monitor The Alumni Monitor service tracks live alumni accounts across more than 50 colleges and universities. Alumni Monitor showcases best practices from a wide range of schools of various sizes who are innovative in their approach to alumni development and relations. We keep our clients attuned to the pulse of the industry, highlighting important developments and the latest trends to encourage proactive alumni engagement and development. Alumni Monitor Division of Corporate Insight, Inc. 420 Lexington Ave Suite 2655 New York, NY 10170 646-454-2655 AlumniMonitor@CorporateInsight.com 16