KU Alumni Survey Results KU Alumni Survey

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1 2013 KU Alumni Survey Results

2 Presented by David Johnston Director of Marketing & Internet Services KU Alumni Association September 20, 2013

3 About the survey The KU Alumni Survey is part of an ongoing effort to assess alumni attitudes, expectations and behaviors. The 2013 survey emulated similar efforts in 2003, 2006 and 2009 so data can be benchmarked against prior results. 3

4 Special Thanks to Membership Committee and Mike Wick, Webmaster 4

5 Survey Results

6 Survey Results Invitation & Survey Distribution & Response Demographics Questions & Answers Sample Comments Discussion 6

7 A word about bias 7

8 A word about bias 1. In-house: Tell me what you think of me 8

9 A word about bias 1. In-house: Tell me what you think of me 2. Timing: How do you like me now 9

10 A word about bias 1. In-house: Tell me what you think of me 2. Timing: How do you like me now 3. Delivery: / online 10

11 Invitation & Survey Invitations sent August ,935 s* *All alumni addresses 11

12 Invitation & Survey Thank you and Last chance reminder sent August

13 Invitation & Survey 6 surveys ü Presidents Club ü Life ü JHS ü Annual ü Lapsed ü Never-joined 13 questions

14 Distribution & Response PC Life JHS Annual Lapsed Never TOTAL Distribution ,573 3,782 9,141 30,297 79, ,845 Delivered ,453 3,248 7,927 24,260 60, ,935 % Bounced 2% 0% 2% 0% 0% 1% 0% % Opened 50% 41% 41% 42% 24% 19% 24% Response 135 1, ,307 1,380 1,972 7,386 % Response 27% 19% 18% 16% 6% 3% 7% 14

15 Distribution & Response Response by Membership 2006 vs % 100, % 18% % 22% % 75,000 50,000 25,000 Members Members Members 0 15

16 Distribution & Response Response Rate 2006, 2009 & % 10% 6,004 6,808 10% 7,386 57,778 68, ,

17 Demographics Male Female 51% 49% 55% 45% Total 47% 53% Non-Members Members 17

18 Demographics Degrees Pursued 1% 19% Undergrad-only Grad-only Both Neither 18% 61% 18

19 Demographics Response by Class Year 1930 s 0% 1940 s 1% 1950 s 1960 s 1970 s 1980 s 1990 s 2000 s 2010 s 7% 9% 13% 15% 17% 18% 20% 19

20 Demographics Response by Life Stage Mature/Contemplative (63 and older) 20% Stable/Mid-Life (45-62) 34% Building/Growth (31-44) 18% Young Adult/Discovery (26-30) 15% Recent Grads (21-25) 13% 20

21 Questions & Answers

22 2. In which of the following organizations/activities did you participate as a student? (check all that apply) Fan (attended games) Fraternity or sorority Academic lubs and/or honor society Ethnic, cultural or religious organizations Student Government Orientations Assist. and/or Student Ambassador Other (Band, UDK, ROTC, Choir) 22

23 2. In which of the following organizations/activities did you participate as a student? (check all that apply) Average number of organizations/ activities Non-Members Members 0 23

24 3. In which of the following organizations/activities do you regularly participate? (check all that apply) Members Civic organization Country club Corporate or non-profit board Volunteer work Social media Subscribe to newspaper Subscribe to magazines Read news online 24

25 3. In which of the following organizations/activities do you regularly participate? (check all that apply) Members Non-Members Civic organization Country club Corporate or non-profit board Volunteer work Social media Subscribe to newspaper Subscribe to magazines Read news online 25

26 3. In which of the following organizations/activities do you regularly participate? (check all that apply) Members are more likely than non-members to join, participate in, etc: Civic organization 60% Country club 215% Corporate or non-profit board 74% Volunteer work 38% Social media 0% Subscribe to newspaper 91% Subscribe to magazines 66% Read news online 25% 26

27 4. Which of the following best describes your experience as a student? 6,805 7,000 6,000 5,000 4,000 3,000 2, ,000 Positive Neutral 54 Negative 0 27

28 4. Which of the following best describes your experience as a student? By Membership Status Member Non-Member Positive 3,031 3,774 Neutral Negative

Events and programs Leadership/Vision Membership value Support

29 5. What is your current opinion of the KU Alumni Association? Positive Neutral Negative Overall reputation Communications Events and programs Leadership/Vision Membership value Support and service Legacy relations Sorted in descending order of opinion 29

30 5. What is your current opinion of the KU Alumni Association? (MEMBERS) Positive Neutral Negative Overall reputation Communications Events and programs Leadership/Vision Membership value Support and service Legacy relations Sorted in descending order of opinion 30

31 5. What is your current opinion of the KU Alumni Association? (NON-MEMBERS) Positive Neutral Negative Overall reputation Communications Events and programs Leadership/Vision Support and service Legacy relations Membership value Sorted in descending order of opinion 31

32 6. What is your current opinion of KU? Positive Neutral Negative Overall reputation Academic quality Alumni/private support Leadership/vision Research productivity Service to state Affordable tuition/value Admissions/recruitment State/public support Sorted in descending order of opinion 32

33 6. What is your current opinion of KU? (MEMBERS) Positive Neutral Negative Overall reputation Academic quality Alumni/private support Leadership/vision Research productivity Service to state Affordable tuition/value Admissions/recruitment State/public support Sorted in descending order of opinion 33

34 6. What is your current opinion of KU? (NON- MEMBERS) Positive Neutral Negative Overall reputation Academic quality Research productivity Leadership/vision Alumni/private support Service to state State/public support Affordable tuition/value Admissions/recruitment Sorted in descending order of opinion 34

35 5. What is your current opinion of the KU Alumni Association? Overall reputation Member Non-member 3,466 1,937 1,388 Positive 562 Neutral 5 27 Negative 35

36 5. What is your current opinion of KU? 3,738 Member Non-member 2,920 Positive Negative Neutral 36

37 6. What is your current opinion of KU? Overall reputation 14% 0% 1% 41% 58% Positive Neutral Negative 86% Members Non-Members 37

38 6. What is your current opinion of KU? Overall reputation 9%1% 9%1% Positive Neutral Negative 89% In Kansas 91% Outside Kansas 38

as ambassadors Providing feedback to KU Providing financial support Mentoring students Recruiting students

39 7a. How important is it for you and alumni in general to do the following? Importance Not Important Somewhat Important Very Important Poor Fine Excellent Providing career assistance Serving as ambassadors Providing feedback to KU Providing financial support Mentoring students Recruiting students Providing leadership, serving Networking with alumni Attending athletic events Attending academic/cultural events Attending alumni events Volunteering for KU 39

40 7b. How well does the Association do at supporting alumni in doing the following? Importance Quality of support Not Important Somewhat Important Very Important Poor Fine Excellent Providing career assistance Serving as ambassadors Providing feedback to KU Providing financial support Mentoring students Recruiting students Providing leadership, serving Networking with alumni Attending athletic events Attending academic/cultural events Attending alumni events Volunteering for KU 40

7a. & 7b. How important is it for you and alumni in general to do the following, and how well does the Association support alumni in doing the following?

41 7a. & 7b. How important is it for you and alumni in general to do the following, and how well does the Association support alumni in doing the following? Gap Analysis Providing career assistance Serving as ambassadors Providing feedback to KU Providing financial support Mentoring students Recruiting students Providing leadership, serving Networking with alumni Attending athletic events Attending academic/cultural events Attending alumni events Volunteering for KU Importance exceeds performance Performance exceeds importance 41

42 8. Among the events listed, which would you most likely attend (check your top 3)? Members Athletic events Watch parties Social events Academic events Reunions Special events Career enhancement events Family-oriented events Student programs Sorted in descending order of preference 42

43 8. Among the events listed, which would you most likely attend (check your top 3)? Members Non-Members Athletic events Watch parties Social events Academic events Career enhancement events Reunions Family-oriented events Special events Student programs Sorted in descending order of preference 43

44 8. Among the events listed, which would you most likely attend (check your top 3)? Gap Analysis Athletic events Reunions Watch parties Social events Special events Academic events Student programs Family-oriented events Career enhancement events Preferred more by Non-Members Preferred more by Members Sorted in descending order of preference 44

45 9. In your relationship with the Alumni Association, please describe how often you do the following. Members Watch KU games Read alumni Purchase KU merchandise Visit campus Get in touch with alumni Visit kualumni.org Attend KU Alumni Chapter events Like KU Alumni content on Facebook Use online alumni directory Volunteer for KU Network with KU alumni on Linkedin Follow, retweet or on Twitter Sorted in descending order of frequency 45

46 9. In your relationship with the Alumni Association, please describe how often you do the following. Members Non-Members Watch KU games Read alumni Purchase KU merchandise Visit campus Get in touch with alumni Visit kualumni.org Attend KU Alumni Chapter events Like KU Alumni content on Facebook Use online alumni directory Volunteer for KU Network with KU alumni on Linkedin Follow, retweet or on Twitter Sorted in descending order of frequency 46

9. In your relationship with the Alumni Association, please describe how often you do the following. Gap Analysis More frequently done by Non-Members More frequently done by Members Visit kualumni.

47 9. In your relationship with the Alumni Association, please describe how often you do the following. Gap Analysis More frequently done by Non-Members More frequently done by Members Visit kualumni.org Attend KU Alumni Chapter events Read alumni Volunteer for KU Use online alumni directory Purchase KU merchandise Watch KU games Visit campus Get in touch with alumni Follow, retweet or on Twitter Like KU Alumni content on Facebook Network with KU alumni on Linkedin Sorted in descending order of frequency 47

48 10a. For each communication method, how important is that method to you? Importance Not Important Somewhat Important Very Important Poor Fine Excellent Kansas Alumni magazine KUalumni.org Social media activity (events, programs) (news, updates) KU presentations at events Communications about member benefits 48

49 10a/b. For each communication method, how important is that method to you, and rate how well... Importance Quality of support Not Important Somewhat Important Very Important Poor Fine Excellent Kansas Alumni magazine KUalumni.org Social media activity (events, programs) (news, updates) KU presentations at events Communications about member benefits 49

50 10a. For each communication method, how important is that method to you? Members Non-Members Not Important Somewhat Important Very Important Kansas Alumni magazine KUalumni.org Social media activity (events, programs) (news, updates) KU presentations at events Communications about member benefits 50

51 10a. For each communication method, how important is that method to you? Gap Analysis More important to Non-Members More important to Members Kansas Alumni magazine KUalumni.org Social media activity (events, programs) (news, updates) KU presentations at events Communications about member benefits 51

52 11. Please indicate your feeling regarding the frequency of the following. Too much About right Would welcome more Printed materials Online and social media correspondence Membership information Benefits and affinity programs Sorted in descending order of preference 52

53 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Stay tuned 53

54 13. What motivates you (or would motivate you) to be a member? Staying connected to KU Receiving Kansas Alumni magazine Giving back to KU Knowing KUAA provides support Event invitations Hot issues Staying connected to friends Discounts Attending member-only events Online directory Campus privileges Incentives (t-shirts) Career networking Voice of alumni (e.g. Jay Gens Schol) Tax deduction Volunteering for KU Sorted in descending order of importance Members 54

55 13. What motivates you (or would motivate you) to be a member? Staying connected to KU Discounts Event invitations Career networking Campus privileges Giving back to KU Incentives (t-shirts) Receiving Kansas Alumni magazine Staying connected to friends Hot issues Knowing KUAA provides support Tax deduction Online directory Attending member-only events Volunteering for KU Voice of alumni (e.g. Jay Gens Schol) Sorted in descending order of importance Non-Members 55

56 13. What motivates you (or would motivate you) to be a member? Staying connected to KU Knowing KUAA provides support Giving back to KU Volunteering for KU Receiving Kansas Alumni magazine Voice of alumni (e.g. Jay Gens Schol) Staying connected to friends Hot issues Discounts Campus privileges Event invitations Career networking Tax deduction Incentives (t-shirts) Online directory Attending member-only events Sorted in descending order of importance Members Non-Members 56

57 13. What motivates you (or would motivate you) to be a member? Discounts Career networking Incentives (t-shirts) Campus privileges Tax deduction Online directory Volunteering for KU Staying connected to friends Attending member-only events Event invitations Hot issues Voice of alumni (e.g. Jay Gens Schol) Knowing KUAA provides support Giving back to KU Staying connected to KU Receiving Kansas Alumni magazine Sorted in descending order of importance More motivating to Non-Members Gap Analysis More motivating to Members 57

58 Sample Comments

59 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Themes: 59

60 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Themes: 60

61 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Themes: Career (1,648) network, professional, field, connect, job, search, graduate, mentor... Connect (1,110) communication, inform, news, magazine, social media, online, web... Programs (1,085) events, chapters, academic, athletic, reunion... Recruit (943) prospect, tuition, affordable, scholarship, legacy, student... Continue (776) keep, continue, thanks, 61

62 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: 62

63 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: "Information on major contributions to society by KU alumni, alumni career assistance, keep me informed of the University's quest for excellence. 63

64 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: Serve as ambassadors and recruit students Networking and recruiting new students Mobilize support for adequate funding of higher education. 64

65 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: "Keeping alumni informed about important events and trends at the University is very important. The Association does that well. One function of the Association that will gain in importance will be helping graduates network with alumni for employment opportunities. 65

66 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: "Educating alumni about needs and challenges of the university and how alumni might help. Educating alumni about accomplishments of the university community. Educating alumni about changes to the university campus. 66

67 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: Professional networking connections to help KU Students find jobs at the start of their careers. This helps those of us with jobs to fill find KU grads willing to move to where we are with the skills we need. Also provide networking opportunities for mid or even late career grads looking to make a change. UNC Chapel Hill beats the pants off of KU in this regard. 67

68 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: "Mobilize support for adequate funding of higher education. Enhance Minority recruitment. Serve as ambassadors and recruit students. Network to help graduates find jobs. Searchable directory of alumni on social networks searchable by program, location, etc. 68

69 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: I am sorry to say that I have not been involved at all with the KU Alumni Association. When I was first here in NYC, I was working non stop and raising a child alone and was just trying to survive. Then I got sick...very, very sick...better now but still not terribly interested in the Alumni Association, since I really had very little social life at KU due to the fact that I was always in a practice room working on either my voice or the piano. In the meantime, I had to study my a.. off in order to pass the education courses I was taking in order to please my parents. I am most grateful to KU for providing help to me scholarship-wise, and I wish that I could someday return to the campus to just enjoy it for a few days. Seems that I was always too busy when I was there to actually absorb the beauty of it all. Thank you very, very much for making my education possible, my dear University of Kansas. 69

70 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: "Career counseling and networking as the job market is more specialized and dependent on computer systems. Keys to getting hired in the 21st century are who you know, not so much what you know. 70

71 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: "Career services, job resources for graduates Access to libraries Help create new Jayhawks. 71

72 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: Maximize the use of social media to encourage recent grads to support KU financially and otherwise, while keeping pre-digital dinosaurs like me connected and supportive through more old-fashioned ways. 72

73 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: I LOVE the activities of the Endacott Society and appreciate the KU Alumni Association's support of it. 73

74 12. What is the most valuable service the KU Alumni Association can provide in the next 3 5 years? Comment: "What it has done well for the past 40 years; keeping interested Alumni informed if, at all possible, in an unbiased manner about developments on the Hill in the realms of administration, faculty, research, student activities, and athletics and carrying news reports and features about notable alumni. 74

75 Thank you. Please use the space below to provide any additional comments you have. 75

76 Thank you. Please use the space below to provide any additional comments you have. Comment: "I feel duped. This is a lot more than a 13 question survey 76

77 Thank you. Please use the space below to provide any additional comments you have. Comment: "Appreciate the opportunity to take the survey. I guess I've always looked at the alumni association as a way to stay in touch with the university and giving those attending a source of help after graduation. 77

78 Thank you. Please use the space below to provide any additional comments you have. Comment: "I remain loyal to KU and am proud to be a Jayhawker though I have not been an active participant 78

79 Thank you. Please use the space below to provide any additional comments you have. Comment: "Without full time job, I can't afford to be an alumni member, with out being an alumni member, I can't get help obtaining a fitting job. See the problem? 79

80 Thank you. Please use the space below to provide any additional comments you have. Comment: "The KUAA must support and promote the effort underway to replant and protect the campus beautiful natural surroundings. 80

81 Thank you. Please use the space below to provide any additional comments you have. Comment: "Were very proud of our KU alumni association's work and communications 81

82 Thank you. Please use the space below to provide any additional comments you have. Comment: "The blue color of the men's sweatshirts are not attractive. A darker color of blue would be better. 82

83 Thank you. Please use the space below to provide any additional comments you have. Comment: "Don Fambrough needs to have a statue in front of Memorial Stadium. 83

84 Thank you. Please use the space below to provide any additional comments you have. Comment: "When I graduated from KU in 1984, my parents gave me a lifetime membership to the Alumni Association. A great example of a gift that keeps on giving. 84

85 Thank you. Please use the space below to provide any additional comments you have. Comment: "You guys rock 85

86 Thank you. Please use the space below to provide any additional comments you have. Comment: Thank you for asking my opinion...and, Rock Chalk 86

87 Discussion

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