Alumni Survey 2009

McDaniel College Alumni Survey 2009

Alumni Survey 2009


Executive SummaryDid you know that . . .• 68.4% of alumni feel somewhat or very connected to the college and 40% have a positive

impression of our alma mater?

• 51% of alumni surveyed reside in Maryland?

• Alumni who feel connected to the McDaniel College community and their classmates are likely to make gifts to the college?

• In open-ended comments to the survey, most alumni (68.9%) have an overall positive impression of McDaniel College?

• Almost one-third of alumni surveyed reported they had not used any of the alumni programs or services in the last five years but 25.9% have used three or more alumni programs or services in the last 5 years?

• The alumni website was used by the largest number of alumni, but received some of the lowest quality ratings?

• 67% of alumni prefer electronic communication from McDaniel?

Read on to learn more about how we feel about our Alma Mater!


Timing, Demographics, ResultsDistributed in Spring 2009 to alumni graduates in the classes of 1960-2006.6,949 alumni were surveyed (based on delivery to valid email addresses).

2,043 participated in the survey for a response rate of 29.4%.

Overall PurposeTo determine what encourages alumni to remain active in alumni relations,

to assess alumni image and impressions of the College and its outreach programs and to understand why alumni may or may not financially support the College.

Research Objectives

Assess image and impressions of the College and its academic programs.Measure likelihood of attending specific types of alumni events and/or volunteering.

Assess understanding and level of importance philanthropy provides in advancing College initiatives and success.

Identify factors that influence the decision to contribute to the College, reasons for not contributing to the College and the likelihood

of making future contributions to the College. Raise awareness among alumni of Carpe Diem Campaign.

Increase and update email addresses of alumni.Raise awareness of key communication outlets like the Alumni Online Community,

Hill magazine, News@McDaniel.

Survey Details


Geographic Distribution of Study Participants


Connection with McDaniel College

• Most participants feel “somewhat” or “very” connected to the McDaniel College community and their classmates; almost one-third, however, feel “not at all” connected.

Count %

Very connected 183 9.0Somewhat connected 1,211 59.4Not at all connected 645 31.6


Connection with McDaniel College

• Alumni who indicated they feel connected to the McDaniel College community and their classmates are more likely to be donors.

Donors Lapsed Donors Non-DonorsCount % Count % Count %

Very connected 105 16.6 46 8.6 32 3.7Somewhat connected 401 63.5 365 68.1 445 51.0Not at all connected 125 19.8 125 23.3 395 45.3


Connection with McDaniel College• Alumni indicate a relatively low level of engagement with the

college’s alumni programs and services.


I always (and almost instinctively) think about the alumni programs and services available at the College

24 3.8 12 2.2 8 0.9

I sometimes think about the alumni programs and services available at the College

265 26.1 116 21.6 98 11.3

I rarely think about the alumni programs and services available at the College

320 50.6 276 51.5 427 49.0

I never think about the alumni programs and services available at the College

123 19.5 132 24.6 338 38.8


Connection with McDaniel College• There is a strong and positive relationship between alumni

“connectedness” and thinking about McDaniel as an alumni resource.

Very connected

Somewhat connected

Not at all connected

Count % Count % Count %

I always (and almost instinctively) think about the alumni programs and services available at the College

33 18.0 9 0.7 2 0.3

I sometimes think about the alumni programs and services available at the College

93 50.8 244 20.2 42 6.5

I rarely think about the alumni programs and services available at the College 51 27.9 709 58.6 262 40.6

I never think about the alumni programs and services available at the College 6 3.3 247 20.4 339 52.6


Positive Impressions of McDanielCategories Developed from Content Analysisof Verbatim Comments Count %

Positive impression of McDaniel; it's a good/great school 579 39.5McDaniel has improved its academics, facilities, reputation over the years 170 11.6

McDaniel provided an excellent education 71 4.8McDaniel is an excellent liberal arts college 63 4.3McDaniel is growing (in a positive way) 60 4.1The campus is beautiful; very positive changes 48 3.3


Negative Impressions of McDanielCategories Developed from Content Analysisof Verbatim Comments Count %

Upset about the name change; don't feel connected to McDaniel, only to Western Maryland College 254 17.3

Disconnect between the school and the alumni (unrelated to name change) 89 6.1

McDaniel is not the same as when the alumnus went to school (in a negative sense) 60 4.1

McDaniel is expensive 54 3.7


Alumni Participation• Almost one-third (32.3%) of participants reported

they had not used any of the alumni programs or services in the last five years.

• One-quarter (25.9%) have used three or more alumni programs or services in the last 5 years.


Alumni Participation

• Many participants used the alumni website, participated in class reunions, and attended sporting events and/or other homecoming events.

Most Frequently Used Alumni Programs and Services Count %Alumni website 666 33.0

Class reunions on reunion weekend 537 26.6

Sporting events 479 23.7

Other homecoming events 408 20.2

Alumni Association 196 9.7

Regional programs and events 183 9.1

On-campus public lectures and performing arts events 171 8.5

Affinity reunions at homecoming 167 8.3


Alumni Participation

• Significantly fewer alumni reported using the College’s career counseling, summer camps, and travel program.

Least Frequently Used Alumni Programs and Services Count %

College library 149 7.4

On-campus facilities for receptions, weddings, meetings 139 6.9

Email forwarding 124 6.1

On-campus recreational facilities 87 4.3

Career education and counseling 56 2.8

Summer camps, including Common Ground on the Hill 54 2.7

Alumni travel program 24 1.2


Program Ratings• The alumni website was used by the largest number of

alumni, but received some of the lowest quality ratings.

Mean* Count

Alumni Association 3.96 194

Sporting events 3.86 476

Affinity reunions at homecoming 3.82 165

Class reunions on reunion weekend 3.80 534

Other homecoming events 3.77 407

Email forwarding 3.71 124

Alumni website 3.53 653

Career education and counseling 3.46 56

*Mean scores are based on a 5-point scale, where 1 = poor, 2 = adequate, 3 = Good, 4 = very good, and 5 = excellent.


Preferred Communications Channels for Alumni News and Events

Number of Alumni Survey

Responders

Percentage of Survey

Responders

Number of Alumni Receiving Communication

The Hill magazine 1,581 79.7 12,566

News@McDaniel 892 45.0 2,400

Email messages 890 44.9 7,117

Newsletter, printed 448 22.6 5,838

Alumni Online Community 207 10.4 3,101

Annual Report of Gifts 63 3.2 5,423

Letters from the President 61 3.1 355

Phone calls home 18 0.96,090

Phone calls to office 1 0.1


Preferred Communications Channels for Alumni News and Events

• 67.1% of alumni selected an electronic channel (email or e-newsletter) as a preferred form of communication.

• More younger alumni than older alumni indicated they want to receive electronic communications.

2000-2006 1980-1999 1960-1979Count % Count % Count %

Prefer electronic communication 342 74.8 553 66.9 475 62.5


Desired Frequency of Communications

• Most alumni surveyed indicated they are receiving sufficient communication from McDaniel.

Donors Lapsed Donors

Non-Donors

Count % Count % Count %

Yes, I am getting sufficient communications 573 93.2 466 90.5 690 82.8

I am getting too much communication from McDaniel 17 2.8 19 3.7 79 9.5

No, I would like more frequent or additional updates 25 4.1 30 5.8 64 7.7


Philanthropic Relationship with the College

• Participants indicated their level of agreement with several statements about their philanthropic relationship with McDaniel.

• More alumni disagreed than agreed that …– Making a gift to the College is a priority for me.

– I make a gift to the College because I can designate my gift to a special need.

*Mean scores are based on a 5-point scale, where 1 = strongly disagree and 5 = strongly agree.


Philanthropic Relationship with the College

• More alumni agreed than disagreed that …– Alumni giving is an integral part of advancing the College’s

initiatives and future success.

– Alumni giving is an integral part of covering the College’s annual operating expenses.

– I recognize that other alumni in the past made gifts to the College that helped me afford my education.

– I make a gift to McDaniel because I wish to support current students.

– I only make a gift to the College if I have a surplus of disposable income.

*Mean scores are based on a 5-point scale, where 1 = strongly disagree and 5 = strongly agree.


Reasons for Not Making a Gift

• A total of 440 participants (22.5%) indicated they had not made a gift to the College to date.

– More than 80% indicated they were financially unable to contribute to the college.

– 34% indicated they are upset about the college’s name change.


Reasons for Not Making a Gift

Count %

Don't have the financial means to contribute/donate 287 81.3

Upset about the name change 120 34.0

Prefer to donate to other charities/organizations 61 17.3

Feel the tuition they paid was enough 39 11.0

Feel a disconnect with the College 34 9.6

Don't know how, or don’t agree with how, donations are spent 22 6.2

Currently a graduate student 15 4.2

Upset about changes in Greek system 10 2.8

Don't see how donations will benefit them 6 1.7

Not a priority 5 1.4

Have not been asked to contribute/donate 2 0.6


Carpe Diem Campaign – Awareness

• 59.3% of all alumni surveyed indicated they are aware of the Carpe Diem Campaign.

• Among those reporting they are unaware (40.7%), a significant percentage are non-donors (54.7%).


No 178 28.9 180 35.0 432 53.2

Yes 438 71.1 335 65.1 380 46.8


Carpe Diem Campaign –Giving

• Almost half of the participants indicated they are unsure if they will make a gift to the Carpe Diem Campaign.

• One-third indicated they are not likely to contribute.

How likely are you to make a gift to the Carpe Diem Campaign? Count %

I don’t know at this time 889 46.2

Not likely 641 33.3

I already have! 200 10.4

Very likely 194 10.1


Carpe Diem Campaign –Giving

• Plans to contribute to the campaign vary significantly by donor status.

• Not surprisingly, more donors than any other group reported they have already given or are very likely to give.

• More than half of the previous donors reported they were unsure at this time whether they would give to the campaign or not.


Volunteer Participation• The Annual Giving campaign and class reunions have

the highest level of current participation.

Currently participate Count %

Annual Giving campaign 296 17.0

Class reunions 230 12.7


Affinity reunions 91 5.3


Mentoring current McDaniel College students 53 3.0

Networking activities 51 2.9

Career Services programs 47 2.7

Seminars/symposia 25 1.5


Volunteer Participation• Class reunions, regional programs, networking activities,

and mentoring students have the highest level of interest and likelihood of future participation.Interested and may participate in the future Count %











Volunteer Participation• Affinity reunions, Career Services, seminars/symposia,

and the Annual Giving campaign are lowest in terms of alumni interest.

Not Interested Count %

Affinity reunions 1,150 67.4

Career Services programs 1,111 64.6

Seminars/symposia 1,075 63.2

Annual Giving campaign 1,056 60.6

Mentoring current McDaniel College students 1,031 59.3

Alumni Association 1,023 59.3





Volunteer Participation• The Annual Giving campaign, Career Services, and the

Alumni Association have the highest levels of attrition.• The table below includes 242 unique alumni.

Involved in past but no longer interested Count %











Volunteer Participation• Not surprisingly, more donors than non-donors and lapsed

donors are interested in participating in alumni events in the future.

• Alumni from 1960-1979 are more likely to participate in class reunions, Annual Giving campaigns, regional programs and events, and the Alumni Association than alumni from more recent class years.

• Younger alumni (from 2000-2006) are more likely to participate in alumni events in the future than others.

• Maryland residents are more interested in participating in alumni events in the future than alumni living outside Maryland.


Off-Campus Event Participation

• Two-thirds of all alumni surveyed indicated they have not attended any off-campus alumni events in past 5 years.

Count %

Social event 485 25.8College information session led by a senior administrator or faculty member 137 7.3

Special event offering a discount rate for alumni 87 4.6Current students presenting information about their academic major and research 55 2.9

None of the above 1,281 68.0


Reasons for Attending an Off-Campus Event

• The most important reason why alumni attend off-campus events is to meet and socialize with fellow alumni.

• “Networking” opportunities account for 80% of the reasons given for attending an off-campus event.

Count %

Getting together with fellow alumni and friends 836 49.3Meeting other alumni who live in your area 437 25.8Visiting with former professors 158 9.3Learning what is new on campus 115 6.8Meeting and networking with current students 60 3.5


Alumni Survey Strategic Initiatives

• Develop executive summary and version of powerpoint with major findings and share with campus community, volunteer leaders and all alumni.

• Connect with alumni who indicated they were interested in working with class reunions, regional events.

• Communicate how critical financial gifts are and how they are used.

• Utilize Alumni Council and alumni leaders as focus group participants to identify hallmark programs and develop planning to strengthen these outreach activities.

• Provide detailed information on the Carpe Diem Campaign to alumni who specifically requested it and expand more general information to a larger pool of alumni.

• Share alumni survey findings on the college website and increase visibility of Alumni Association volunteer opportunities as well as hallmark alumni programs.

• Review profile of pool who “rarely think about alumni programs and services” then look for ways to communicate with alumni that are not solicitations – and to market benefits “beyond the diploma.”

Documents

Alumni Survey 2009