North Carolina State University Alumni and Donor … · 9 Current Engagement Few alumni and...
Transcript of North Carolina State University Alumni and Donor … · 9 Current Engagement Few alumni and...
March 2016
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
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• 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.
Guiding Research Objectives
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30%
30%
66%
67%
Alumni
Non-Alumni Donors
No opinion Very negative Negative Positive Very positive
Current Opinion of NC StateApproximately two thirds of each audience have a very positive opinion of NC State and one third have a positive opinion.
Question Wording:
How would you describe your CURRENT OPINION of NC State University?
Notes:
Labels less than 5% removed from chart.
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8%
6%
50%
35%
26%
28%
16%
28%
Alumni
Non-Alumni Donors
Opinion of NC State in the Last Five Years42% of alumni and 56% of non-alumni donors’ opinion of NC State increased in the last five years.
Question Wording:
In the last five years, has your opinion of NC State University increased, decreased, or stayed the same?
Notes:
Labels less than 5% removed from chart.
Decreased
significantlyDecreased slightly Stayed the same Increased slightly
Increased
significantly
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NC State’s StrengthsBoth audiences agree that academics and research are NC State’s most prominent strengths.
Question Wording:
Which of the following do you consider to be the strengths of NC State University? (select all that apply)
% Who Use CLIENT Name
Strengths of NC State University
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Alumni
Non-
Alumni
Donors
Notes:
Sorted based on Alumni in descending order. 2% of Alumni and 3% of
Non-Alumni Donors selected “don’t know”.
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Current Engagement
Few alumni and non-alumni donors are highly engaged, while about
half of respondents are moderately engaged, and a third unengaged.
Question Wording:
Rate your CURRENT level of engagement with NC State University.
Notes:
Scale: 1=Not at all engaged, 10=Extremely engaged
Alumni
11%
10%
16%
11%
14%
13%
10%
7%
3%
5%
1
2
3
4
5
6
7
8
9
10
High Engagement:
15%
Moderate Engagement:
48%
Low Engagement:
37%
Extremely
engaged
Not at all
engaged
Non-Alumni Donors
High Engagement:
20%
Moderate Engagement:
49%
Low Engagement:
31%
6%
12%
12%
8%
14%
14%
13%
9%
3%
8%
1
2
3
4
5
6
7
8
9
10
10
Desired EngagementMost respondents want the same level of engagement or to be slightly more engaged; few respondents want to be less engaged.
Question Wording:
Rate your CURRENT/DESIRED level of engagement with NC State University.
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.
Compared to Current Engagement, Respondents Want to be . . .
57%
37%
28%
36%
11%
25%
Non-Alumni Donors
Alumni
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)
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Preferred Ways to Receive Fundraising InformationAlumni and non-alumni donors prefer getting fundraising information through the University Magazine, websites, and printed materials.
Question Wording:
In which of the following ways would you be interested in receiving/seeking information about the fundraising
campaign? (select all that apply)
% Who Use CLIENT Name
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.
Ways to Receive or Seek Information About Fundraising Campaigns
0%
5%
10%
15%
20%
25%
30%
35%
40%Alumni
Non-
Alumni
Donors
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Likelihood to Donate to NC State in the Next Five Years37% 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.
Question Wording:
Rate your likelihood to donate money to any area of NC State University in the next five years.
% Who Use CLIENT Name
Notes:
Scale: 1=Not at all likely, 10=Extremely likely
Alumni
12%
9%
7%
6%
11%
8%
9%
7%
4%
26%
1
2
3
4
5
6
7
8
9
10
Likely to donate:
37%
Neutral likelihood
of donating:
35%
Not likely to donate:
28%
8%
9%
6%
4%
11%
7%
9%
12%
6%
29%
1
2
3
4
5
6
7
8
9
10
Likely to donate:
46%
Neutral likelihood
of donating:
31%
Not likely to donate:
23%
Extremely
likely
Not at all
likely
Non-Alumni Donor
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Likely to Donate to
NC State
(8-10 rating)
Percentage of
NC State’s
alumni population
Description
34 and
younger30% 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.
Targeting Alumni For Donations By Age GroupWhen targeting alumni, there are several key differences between alumni of different age groups that NC State should consider.
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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.
Question Wording:
Fill in the blank: I would like to support NC State University in order to __________. (select all that apply)
% 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.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%Alumni
Non-
Alumni
Donors
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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.
Question Wording:
Fill in the blank: I would like to support NC State University in order to __________. (select all that apply)
% Who Use CLIENT Name
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.
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%)
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)
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Reasons to Support NC State
Alumni who are 45 and older are less likely to give to NC State to
promote research.
Question Wording:
Fill in the blank: I would like to support NC State University in order to __________. (select all that apply)
% Who Use CLIENT Name
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.
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%)
Alumni 34 and
Younger
Alumni
35-44
Alumni
45-54
Alumni
55-64
Alumni 65 and
Older
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Perceptions of Think And Do – Alumni
Alumni have a positive perception of Think And Do
Question Wording:
Rate your level of agreement with the following statements.
% Who Use CLIENT Name
10%
13%
10%
11%
11%
5% 10%
6%
43%
24%
29%
27%
21%
23%
43%
37%
37%
38%
9%
15%
15%
19%
23%
“Think and Do” makes me more interested in supporting/giving back.
I believe “Think and Do” describes NC State today.
“Think and Do” reflects my experience with or at NC State.
“Think and Do” makes me proud of the university.
I believe “Think and Do” should describe NC State in the future.
Don’t
know
Strongly
disagreeDisagree
Neither
agree nor
disagree
AgreeStrongly
agree
Notes:
Labels less than 5% removed from chart. Sorted by “strongly agree” in
descending order.
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Perceptions of Think And Do – Non-Alumni DonorsLike alumni, non-alumni donors have a positive perception ofThink and Do.
Question Wording:
Rate your level of agreement with the following statements.
% Who Use CLIENT Name
16%
18%
21%
17%
17%
8%
6%
38%
33%
24%
29%
24%
26%
31%
37%
32%
34%
8%
10%
15%
15%
20%
“Think and Do” makes me more interested in supporting/giving back.
“Think and Do” reflects my experience with or at NC State.
I believe “Think and Do” describes NC State today.
“Think and Do” makes me proud of the university.
I believe “Think and Do” should describe NC State in the future.
Don’t
know
Strongly
disagreeDisagree
Neither
agree nor
disagree
AgreeStrongly
agree
Notes:
Labels less than 5% removed from chart. Sorted by “strongly agree” in
descending order.
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Perceptions of Think And Do – AlumniAlumni who are likely to donate to NC State have a more positive perception of Think and Do than alumni not likely to donate.
Question Wording:
Rate your level of agreement with the following statements.
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)
I believe “Think and Do” should describe NC State in the
future.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%
Top category selected for each
statement highlighted blue.
Percent Who Agree/Strongly Agree With Each Statement
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Campaign NamesRespondents were asked a series of questions regarding the following campaign names:
% Who Use CLIENT Name
Question Wording:
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)
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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.
Most Appealing Phrases Within the Mantras (Selected ≥ 25%)
Question Wording:
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.
Notes:
Table only includes phrases selected ≥25% by an audience.
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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.
Most Appealing Phrases Within the Mantras (Selected ≥ 25%)
Question Wording:
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.
Notes:
Table only includes phrases selected ≥25% by an audience.
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Phrases in the Mantras Selected MOST FrequentlyRespondents preferred phrases which incorporated the words “think”, “do”, and “extraordinary.”
Question Wording:
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.
Notes:
Table only includes phrases selected ≥25% by an audience.
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%)
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%)
Statements with the words “think”, “do”, and/or “extraordinary” are highlighted blue.
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.
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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
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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.
Likelihood to Give
Alumni and non-alumni donors consider NC State a philanthropic
priority but not necessarily their top priority.
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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
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.
What they do NOT want to support:
• Build the endowment
• Support land-grant mission
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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.
Think and Do and the Potential Campaign Messages