Alumni Attitude Study© McMurryUniversity Findings · Alumni Attitude Study© McMurryUniversity Findings 866-471-8600 0 10 20 30 40 50 60 70 80 Never/do not plan to in future Have/do

Alumni Attitude Study©

McMurry University Findings

866-471-8600 www.AlumniAttitudeStudy.org

Results from the 2014 Alumni Attitude Study©

Presented by:

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.

© PEG, Ltd. 2014

• 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

About the Alumni Attitude Study©

Project

Slide 2

* Source: “The Ever-Shifting Internet Population”, The Pew Internet & American Life Project, April 16, 2003.

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

• 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*

Slide 3

ParticipantsAll School Comparables

Slide 4

American University CSU - San Diego National-Louis University University of Arkansas

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

Buffalo State University Florida International University Rochester Institute of Technology University of Nevada - Las Vegas

Cal Poly Pomona Fresno State University Salem State College University of Northern Iowa

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 Virginia Institute of Technology

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 Winthrop University




ParticipantsComparables

Slide 5

Austin College

Benedictine College

College of Wooster

Marietta College

Ohio Wesleyan University

Ouachita Baptist University

Rockhurst University

Texas Lutheran University

University of Saint Thomas

Whitworth College

Population Demographics

Study Results

Slide 6

ResponseBy Era

Slide 7

Nu

mb

er

of

Pa

rtic

ipa

nts

149

48

84

55

83

47

159

020406080

100120140160180

**Current Students are respondents that filled

out the student survey

Era of Graduation

By Graduation Era - Definitions

Woodstock/

Vietnam and Prior

(graduated

prior to 1973)

• 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)

• Dot-com IPOs to 9/11

• Peace and fall of Berlin Wall

• Big booming economy focused on

youth

• Ages 33–39

Post-Watergate

(graduated

1974–1980)

• 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)

• 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

Yuppie/End of Cold War

(graduated 1981–1993)

• Reagan boom to

dot-com IPOs

• Good economy and optimistic

time

• Ages 40–52

Post Great Recession

(Graduated after 2008)

• 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




ResponseBy Donor Status

Slide 9

Nu

mb

er

of

Pa

rtic

ipa

nts

147

27

250

-

50

100

150

200

250

300

Current Lapsed Never

ResponseBy Gender

Slide 10

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

47

53

0

10

20

30

40

50

60

Male Female

All School McMurry Comps McMurry

ResponseBy Gender across Generations

Slide 11

64

36 38

62

0

10

20

30

40

50

60

70

Male Female

WWII Boomers Gen X Gen Y

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

12

6

24

47

10

0

10

20

30

40

50

60

Never/do not plan to

in future

Have/do not plan to

in future

Have never but plan

to in future

Currently and plan

to continue

Currently and plan

to increase


ResponseBy Q19 Intent to Participate Financially

Non-contributors Contributors

Might

contribute in

the future

Slide 12

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts




0

10

20

30

40

50

60

70

80


in future

Have/do not plan to

in future

Have never but plan

to in future

Currently and plan to

continue


increase

Never Occasionally Regularly All the time

ResponseBy Q19 Intent to Participate Financially vs. Q02

Non-contributors ContributorsMight contribute

in the future

Slide 13

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

27%25%

How often do you promote McMurry University to others?

11 8

64

116

0

10

20

30

40

50

60

70

80


in future

Have/do not plan to

in future

Have never but plan

to in future


continue


increase

Woodstock\Vietnam and prior Post Watergate Yuppie\End of Cold War

Electronic Revolution\Dot-Com Post 9/11 Post Great Recession

ResponseBy Q19 Intent to Participate Financially vs. Era

Non-contributors ContributorsMight contribute

in the future

Slide 14

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Implications: Highlighted Issues & Areas of Focus

• Equity of Degree matters

• Enhanced opportunities to branding alumni

on campus

• More effective communications

� High value talking points

� High value communication topics

� Segmentation opportunities

• Underlying issues regarding alumni events

Slide 15

Loyalty & Giving

Study Results

Slide 16




Q01. How would you rate your decision to attend McMurry?

Slide 17

-

10

20

30

40

50

60

70

Bad decision Fair decision Good decision Great decision


Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Q01. How would you rate your decision to attend McMurry?

By Era

Slide 18

0

10

20

30

40

50

60

70

80

Bad decision Fair decision Good decision Great decision



Current Students

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Q03. Which of the following best describes your experience as a student?

Slide 19

0

10

20

30

40

50

60

70

Poor Fair Good Excellent


Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Q03. Which of the following best describes your experience as a student?

By Era

Slide 20

0

10

20

30

40

50

60

70

80




Current Students

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts




Q04. Which of the following best describes your experience as an alumnus/a?

Slide 21

-

10

20

30

40

50

60



Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Q04. Which of the following best describes your experience as an alumnus/a?

By Era

Slide 22

0

10

20

30

40

50

60

70




Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Q02. How often do you promote McMurry to others?

Slide 23

4

36 33

27

0

5

10

15

20

25

30

35

40

45

50



Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Q02. How often do you promote McMurry to others?

By Era

Slide 24

5

3640

19

0

10

20

30

40

50

60




Current Students

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts




Q24. How strong of a connection do you have with McMurry University?

By Era

Slide 25

0

10

20

30

40

50

60

Extremely weak Weak Moderate Strong Extremely strong



Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Q15 Student Survey: How much do you agree/disagree that the following describes people

who currently participate in the McMurry Alumni Association?

Slide 26

Loyal alumni who want to give back to McMurry

Alumni who like to socialize

People who want to help other alumni

Older or wealthy alumni

Rabid sports fans

People who are similar to me

Strongly

disagree

Generally

agree

Strongly

agree

Generally

disagree

Communication

Study Results

Slide 27

Q16. Please indicate how much each of the following impacts your overall opinion

of McMurry:

Percentage of respondents who chose top two choices

Slide 28

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Value and respect for degree

Providing scholarships

Accomplishments of students

History and tradition

Accomplishments of faculty

Accomplishments of alumni

Outreach to community

Campus aesthetics

School rankings (e.g. U.S. News & World Report)

**Cutting edge research

Media visibility

Success of athletic teams


**Question only appears in the Student Survey




Academics and classes

Relationship with the faculty

Skills and training for career

Relationship with other students

Exposure to new things

Lessons about life

Traditions or values learned on campus

Admissions process

Relationship with administration and staff

Student employment opportunities

Orientation for new students

Student leadership opportunities

Opportunity to participate in social clubs

Opportunity to interact with alumni

Attending cultural events including films, lectures, and other arts

Attending athletic events

Importance Performance

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

Slide 29

Importance exceeds

Performance

Performance exceeds

Importance



Gap Analysis

Slide 30






Lessons about life


Admissions process










Importance exceeds

Performance

Performance exceeds

Importance



Gap Analysis by Era

Slide 31






Lessons about life


Admissions process









Woodstock\ Vietnam Post Watergate Yuppie\End of Cold WarElectronic Revolution\Dot-Com Post 9/11 Post Great RecessionCurrent Students

Correlation AnalysisHighest correlation to “loyalty” across all questions

Slide 32

.20 .25 .30 .35 .40 .45 .50 .55 .60 .65

Deepening my understanding and commitment to personal development

Responding to new career opportunities

Commitment to continuous education

Current work status

Further graduate education



Contributing to my community

Getting a job/graduate program I wanted soon after I graduated

Lessons about life

Mentoring students



Identifying job opportunities for graduates

Invitations to alumni activities




Q06. How well did the education received from McMurry prepare you for each of the

following?

Poor

preparation

Fair

preparation

Good

preparation

Excellent

preparation

Slide 33

Deepening my understanding and commitment to

personal development



Current work status


Getting a job/graduate program I wanted soon after I

graduated


**Future job responsibility


**Question only appears in the Student Survey


following?

By Era

Slide 34

Deepening my understanding and commitment to

personal development



Current work status


Getting a job/graduate program I wanted soon after I

graduated


**Future job responsibility

Woodstock\ Vietnam Post Watergate Yuppie\End of Cold War


Current Students

Poor

preparation

Fair

preparation

Good

preparation

Excellent

preparation


following?

By Donor Status

Slide 35

Deepening my understanding and

commitment to personal development



Current work status


Getting a job/graduate program I wanted

soon after I graduated


Current Never

Poor

preparation

Fair

preparation

Good

preparation

Excellent

preparation

Q20. Please indicate your feeling regarding the frequency of the following.

Slide 36

50

49

66

70

70

- 20 40 60 80 100


Presence on social media sites (Facebook, LinkedIn, etc.)

Printed materials from McMurry(magazines, newsletters, etc.)

Email correspondence from McMurry(newsletters, news flashes,

etc.)

Solicitations for donations (annual fund, support for athletics, etc.)

Way too much A little too much About right Would welcome more Not nearly enough




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

Slide 37

The alumni magazine

E-mail

Homecoming mailings

Electronic newsletter

University web site


Invitations to university activities

Communication regarding your services or benefits

Periodic informational communications

Alumni page on University web site

Social media

Videos



Current and Future Alumni

Programs

Study Results

Slide 38

Importance exceeds

Performance

Performance exceeds

Importance

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

Slide 39

Identifying job opportunities for graduates

Serving as ambassadors promoting McMurry to others

Recruiting students

Providing financial support for McMurry (e.g. donations)

Providing leadership by serving on boards, committees, etc.

Mentoring students

Networking with other alumni

Attending general alumni and university events

Volunteering for McMurry

Participating in University online activities (Social Media)




Attending an alumni event in your area featuring a University official

(President, Faculty members, Administration, Coaches, etc.)

Attending a department/school, club or team alumni event in your

area

Attending Homecoming

Attending cultural activities (plays, concerts, art shows, museums,

operas, etc.) in your area

Participating in lifelong learning opportunities online or in your area

facilitated by faculty or alumni who have excelled in their fields

Participating in a community service activity with other alumni

Campus privileges, like free use of the McMurry library, fitness

center, and savings at campus programs like the Bookstore,…

Attending family oriented activities with your children

Access to Career Services such as resume assistance and alumni job

boards



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

Slide 40

Very

UnlikelySomewhat

Likely

Very LikelySomewhat

Unlikely




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

Be on a class reunion committee

Provide internships/coops



Q23. Suppose McMurry University provided the following ways for you to become more

involved. Which would you be likely to do?

By Era

Slide 41

Very

UnlikelySomewhat

Likely

Very LikelySomewhat

Unlikely

Q12. What are barriers to your participation in alumni activities? (Choose all that apply.)

By Distance from Campus

Slide 42

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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)

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Q08. In which of the following organizations/activities did you participate as a student?

By Era

Slide 43

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



Current Students

Pe

rce

nta

ge

of

Pa

rtic

ipa

nts

Implications

Study Findings

Slide 44




Foundation ConceptsAlumni Partnership Model

©

Show you care – use

a high-quality

process

Let them know that

you heard what was

said

Take action in a way

that demonstrates

you care about their

opinion

Solidify and

institutionalize by

checking back to see

what changed

Initiate the process

by asking their

opinion

Alumni feedback is not a

one-time event, but

rather an ongoing

process of measurement,

action, and re-

measurement.

Slide 45

ImplicationsHighlighted issues and areas of focus

• Feedback to the alumni

– Via print, email, and social media

– Frequently and with repetition

• Focus on the future

– Increase brand of Alumni Association

and Alumni on campus

• Social clubs

• Campus clubs and organizations

• Intramurals

• Others:

– 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

Slide 46

• Focus talking points and topics on

– How well degree prepares and

prepared graduates for life

– Equity of degree

• Scholarships

• Accomplishments of students

• History and tradition

• Accomplishments of alumni and faculty

• Outreach to community

– Improvements over time

• Skills and training for career

• Exposure to new things

• Lessons about life

• Academics and classes

• Opportunity to interact with alumni

Robert Shoss

Tel: (713) 527-0078

Fax: (713) 524-4324

[email protected]

www.pegltd.com

Contact Information

Slide 47

Documents

Alumni Attitude Study© McMurryUniversity Findings · Alumni Attitude Study© McMurryUniversity Findings 866-471-8600 0 10 20 30 40 50 60 70 80 Never/do not plan to in future Have/do