Results from the 2009 Alumni Attitude Study Seton Hall ... · NOTE: Response rate is unadjusted for...

Results from the 2009 Alumni Attitude Study©

Presented by:

Seton Hall University

Alumni Attitude Study©

About the Study©

Slide 2

About the Alumni Attitude Study©

• Cooperative development of the instrument (11 founding institutions)

• Survey completed by over 160,000 alumni

• 130 universities and colleges over the last 7 years

• Email distribution with website link

• Instrument was branded to reflect Seton Hall

• Survey questions divided into five areas:

– Demographics

– Loyalty

– Overall Experience

– Student experience

– Alumni Experience

Slide 3

Study Results:Distribution and Response

Response Rate

Surveys Distributed

Returned Email (bad addresses)

Presumed Delivered

Number of responses

Slide 4

12.84%

13,112

436

12,676

1,628

* 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 5

ParticipantsAll School Comparables

Slide 6

University of Alaska - Fairbanks Florida International University Niagara University Southwest Minnesota State University

American University Fresno State University of Northern Iowa St. John's University

Auburn University Cal State Fullerton CSU Northridge CSU Stanislaus

CSU Bakersfield Georgia Institute of Technology New York University Syracuse University

Barry University George Mason University Oakland University Texas Christian University

Baylor University Grambling State University Ohio University University of Cincinnati

Berea College Georgetown University Oregon State University University of Central Florida

Brandeis University George Washington University Plymouth State University University of California - San Diego

Bryant University Humboldt State University Rochester Institute of Technology University of Houston

Buffalo State Illinois State University Rensselaer Polytechnic Institute University of Oregon

Cal Poly Ithaca College CSU Sacramento University of Nevada - Las Vegas

Cal Poly Pomona Jacksonville State University CSU San Bernardino University of Southern California

Cedarville University University of Kansas San Diego State University University of Utah

Chico State Lehigh College San Jose State University University of Wisconsin - Eau Claire

Colorado State University CSU Long Beach CSU San Marcos University of Wisconsin - LaCrosse

University of Colorado Mercer University Santa Clara University School of Law Whitworth University

CSU Dominguez Hills Metro State College of Denver Southern Illinois University Widener University

CSU East Bay Montana State University - Billings Southern Methodist University Winthrop University

East Carolina University National-Louis University Sonoma State University Western Michigan University

Emporia State University North Dakota State University Southern Polytechnic State University

Selected Comparable Institutions

Baylor University

George Washington University

Georgetown University

Lehigh University

New York University

Rensselaer Polytechnic University

Rochester Institute of Technology

St. John’s University

Syracuse University

Texas Christian University

Young Adult/Discovery26 to 30

Stable/Mid-Life45 to 62

Building/Growth31 to 44

Mature/Contemplative63 and older

Age

Recent Graduates21 to 25

Grad Year

ERA

LIFECYC

LE

Foundational ConceptsAlumni Segmentation Model©

Slide 8

Population Demographics

Study Results

Slide 9

Distribution and ResponseBy Method of Entry to Survey

Pe

rce

nta

ge o

f P

arti

cip

ants

Slide 10

0

10

20

30

40

50

60

70

80

90

Internet Website Post card

Seton Hall

Distribution and ResponseBy Degree Obtained

Pe

rce

nta

ge o

f P

arti

cip

ants

Slide 11

0

10

20

30

40

50

60

70

80

Undergraduate Graduate Both undergraduate and graduate

No degree obtained

All School Seton Hall SHU Comps

Distribution and ResponseBy Location of Current Residence

Pe

rce

nta

ge o

f P

arti

cip

ants

Slide 12

0

5

10

15

20

25

30

35

40

45

Within 10 miles

11-50 miles 51-100 miles 101-250 miles Over 250 within the US

Over 250 outside the US


Distribution and ResponseBy Location of Current Residence

Slide 13

Pe

rce

nta

ge o

f P

arti

cip

ants

0

10

20

30

40

50

60

70

Residence in-state Residence out-of-state Resident of another country


Distribution and ResponseBy Ethnicity

Pe

rce

nta

ge o

f P

arti

cip

ants

Slide 14

0102030405060708090

100

Caucasian African American

Hispanic Asian or Pacific

Islander

American Indian or Alaskan

Other Prefer not to answer


Distribution and ResponseBy Era

Slide 15

Nu

mb

er

of

Par

tici

pan

ts

116

229194

323

237

522

0

100

200

300

400

500

600

Per

cen

tage

of

Res

po

nd

ents

Resp

on

se R

ate

NOTE: Response rate is unadjusted for bad email addresses.

Distribution and ResponseBy Era

Slide 16

0%

5%

10%

15%

20%

25%

30%

35%

0

5

10

15

20

25

30

35

WWII/Post WWII

Woodstock/ Vietnam

Post-Watergate Yuppie/End of Cold War

Electronic Revolution/Dot-

Com

Post 9/11

All School Seton Hall SHU Comps Response rate

Distribution and ResponseBy Gender

Slide 17

Pe

rce

nta

ge o

f P

arti

cip

ants

0

10

20

30

40

50

60

70

Male Female


Distribution and ResponseBy Gender across Generations

Slide 18

0

10

20

30

40

50

60

70

80

90

100

Male Female

WWII Boomers Gen X Gen Y

05

101520253035404550

Never/do not plan to

Have/do not plan to

Have never but plan to

Currently and plan to

Currently and plan to increase


Distribution and ResponseBy Q23 Intent to Participate Financially

Non-contributors ContributorsMight

contribute in the future

Slide 19

Per

cen

tage

of

Res

po

nd

ents

0

10

20

30

40

50

60

Never/do not plan to Have/do not plan to Have never but plan to

Currently and plan to Currently and plan to increase

Never Occasionally Regularly All the time

Distribution and ResponseBy Q20 Intent to Participate Financially vs. Q02

Non-contributors ContributorsMight contribute in the future

Slide 20

Pe

rce

nta

ge o

f R

esp

on

de

nts

39%27%

How often do you promote Seton Hall to others?

ImplicationsHighlighted issues and areas of focus

• Communicate to alumni how the diploma is increasing in equity

• Job and career related activities

• Communicate differently with younger alumni (30 and under)

• Branding presence on campus

• Engaging alumni who are out-of-state

Slide 21

Communication

Study Results

Slide 22

Seton Hall magazine

Read Alumni email

Visit campus web site

Get in touch with other alumni

Visit campus

Attend your university sporting events

Attend local alumni association or club events

Use printed alumni directory

Attend reunion events

Use electronic alumni directory

Volunteer to work on campus or at event


Q15. In your relationship with the University, please describe how often you do or have done the following.

Never One time A few times Frequently

Slide 23

Seton Hall magazine

Read Alumni email

Visit campus web site

Get in touch with other alumni

Visit campus

Attend your university sporting events

Attend local alumni association or club events

Use printed alumni directory

Attend reunion events

Use electronic alumni directory

Volunteer to work on campus or at event

WWII\Post WWII Woodstock\ Vietnam Post Watergate Yuppie\End of Cold War Electronic Revolution\Dot-Com Post 9/11

Q15. In your relationship with the University, please describe how often you do or have done the following.By Era

Never One time A few times Frequently

Slide 24

Q16. For each of the communication methods listed below, please tell us how important that method is to you and also rate the University’s effectiveness in utilizing that method.

Not Important

Poor

SomewhatImportant

Fair

Very Important

Good

CriticallyImportant

Excellent

Slide 25

Email

Seton Hall magazine

University web site

Invitations to university activities

Alumni web site

Invitations to alumni activities

Communication regarding your services or benefits

Electronic newsletter

Periodic informational communications

Reunion mailings

Viral videos/YouTube/Online Networking

Importance Performance

Email

Seton Hall magazine

University web site


Alumni web site





Reunion mailings



Q16. For each of the communication methods listed below, please tell us how important that method is to you and also rate the University’s effectiveness in utilizing that method.

Importance exceeds Performance

Performance exceeds Importance

Slide 26

Q16. For each of the communication methods listed below, please tell us how important that method is to you and also rate the University’s effectiveness in utilizing that method.Gap Analysis By Era



Slide 27

Email

Seton Hall magazine

University web site


Alumni web site





Reunion mailings


WWII\Post WWII Woodstock\Vietnam Post Watergate

Yuppie\End of Cold War Electronic Revolution\Dot-Com Post 9/11

Q17. Please indicate how much each of the following impacts your overall current opinion of the University:Percentage of respondents who chose top two choices

Slide 28

0 20 40 60 80 100

Value and respect for degree

History and tradition

Accomplishments of students

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

Providing scholarships

Accomplishments of faculty

Accomplishments of alumni

Media visibility

Campus aesthetics

Outreach to community

Success of athletic teams


NoImpact

Significant Impact

Critical Impact

SomeImpact

Q17. Please indicate how much each of the following impacts your overall current opinion of the University:By Era

Slide 29

Value and respect for degree

History and tradition

Accomplishments of students

School rankings (e.g. U.S. News & World …

Providing scholarships

Accomplishments of faculty

Accomplishments of alumni

Media visibility

Campus aesthetics

Outreach to community

Success of athletic teams

WWII\Post WWII Woodstock\Vietnam Post Watergate Yuppie\End of Cold War Electronic Revolution\Dot-Com Post 9/11

Q21. Please indicate your feeling regarding the frequency of the following.

Slide 30

0 20 40 60 80 100


Printed materials from Seton Hall University (magazines, newsletters, etc.)

Email correspondence from Seton Hall University (newsletters, news flashes, etc.)'

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

Information regarding programs such as credit cards, insurance services, long distance services, etc

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


Printed materials from Seton Hall University (magazines, newsletters, etc.)

Email correspondence from Seton Hall University (newsletters, news flashes, etc.)'

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

Information regarding programs such as credit cards, insurance services, long distance services,

etc


Way too much

About rightWould

welcome more

Not nearly enough

A little too much

Q21. Please indicate your feeling regarding the frequency of the following.By Era

Slide 31

Current and Future Alumni Programs

Study Results

Slide 32

Identifying job opportunities for graduates

Providing feedback to Seton Hall University re community perceptions

Serving as ambassadors for Seton Hall University

Networking with other alumni

Recruiting students

Mentoring students

Providing leadership by serving on boards, etc.

Providing financial support for Seton Hall University

Attending general alumni and Seton Hall University events

Volunteering for univ

Attending athletic events


Q08. How important is it for you and alumni in general to do the following and how well the University does at supporting alumni in doing them?

Not Important

Poor

SomewhatImportant

Fair

Very Important

Good

CriticallyImportant

Excellent

Slide 33



Q08. How important is it for you and alumni in general to do the following and how well the University does at supporting alumni in doing them?Gap Analysis

Slide 34





Recruiting students

Mentoring students









Q08. How important is it for you and alumni in general to do the following and how well the University does at supporting alumni in doing them?Gap Analysis by Era

Slide 35





Recruiting students

Mentoring students








Q14. How would you most like to be contacted by the University?

Slide 36

Per

cen

tage

of

Res

po

nd

ents

0

10

20

30

40

50

60

70

80

90

Email Mail Telephone Direct face to face Not at all


Q13. What are barriers to your participation in alumni activities?

Slide 37

Per

cen

tage

of

Res

po

nd

ents

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Time

Cost of event

Value (cost compared to benefit)

Type or subject matter of the event

Do not know anyone

I would not make a difference

Just do not want to

Geographical distance

Concern about future solicitation

Family or job commitment

Not interested in the University

Do not know how to get involved

Q13. What are barriers to your participation in alumni activities?By Era

Slide 38

Per

cen

tage

of

Res

po

nd

ents

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

100%



Q13. What are barriers to your participation in alumni activities?By Location of Current Residence

Slide 39

Per

cen

tage

of

Res

po

nd

ents

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

100%

In-state Out-of-state

Academics and classes

Skills and training for career

Relationship with faculty

Exposure to new things

Relationship with other students

Lessons about life

Admissions process

Traditions or values learned on campus

Orientation for new students

Relationship with admin and staff

Student employment opportunities

Student leadership opportunities

Opportunity to interact with alumni

Attending cultural events like films, lectures, etc.


Opportunity to participate in fraternity or …


Q10. How important was each of the following to your experience as a student, and how well did the University do at providing them?

Not Important

Poor

SomewhatImportant

Fair

Very Important

Good

CriticallyImportant

Excellent

Slide 40



Q10. How important was each of the following to your experience as a student, and how well did the University do at providing them?Gap Analysis

Slide 41






Lessons about life

Admissions process









Opportunity to participate in fraternity or sorority




Q10. How important was each of the following to your experience as a student, and how well did the University do at providing them?Gap Analysis by Era

Slide 42






Lessons about life

Admissions process









Opportunity to participate in fraternity or sorority



Q09. In which of the following organizations/activities did you participate as a student?

Slide 43

Per

cen

tage

of

Res

po

nd

ents

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


Honor society

Fraternity or Sorority

Intramural athletics

Intercollegiate athletics

Music, theater, or art

Community service

Religious organizations

Residence halls

Professional or career related

Academic clubs

Ethnic and or cultural centers

Newspaper, radio, or yearbook

Q09. In which of the following organizations/activities did you participate as a student?By Era

Slide 44

Per

cen

tage

of

Res

po

nd

ents

0%

10%

20%

30%

40%

50%



Q23. Since graduating from Seton Hall have you completed:

Slide 45

0 20 40 60 80 100

Master's Degree

Other

Doctorate

Certificate

No Planning to enroll Currently enrolled Completed

Loyalty

Study Results

Slide 46

Q07. How well did the highest degree from the University prepare you for each of the following?

Poor preparation

Fairpreparation

Goodpreparation

Excellentpreparation

Slide 47

Commitment to continuous learning

Deepening my understanding and comm to personal dev

Current work status

Further graduate education

Contributing to my community

Responding to new career opportunities


Poor preparation

Fairpreparation

Goodpreparation

Excellentpreparation

Q07. How well did the highest degree from the University prepare you for each of the following?By Era

Slide 48

Commitment to continuous learning

Deepening my understanding and comm to personal dev

Current work status

Further graduate education

Contributing to my community

Responding to new career opportunities


Q22. Please indicate the extent of your loyalty to each of the following:

Not loyalSomewhat

loyalLoyal Very loyal

Slide 49

Seton Hall University in general

My major or academic area of study

My undergraduate college

A faculty member or instructor

Seton Hall University athletics

A student organization or activity I was associated with

Seton Hall

Q22. Please indicate the extent of your loyalty to each of the following:By Era

Slide 50

Seton Hall University in general

My major or academic area of study

My undergraduate college

A faculty member or instructor

Seton Hall University athletics

A student organization or activity I was associated with


Not loyalSomewhat

loyalLoyal Very loyal

Q01. How would you rate your decision to attend the University?

Slide 51

Per

cen

tage

of

Res

po

nd

ents

0

10

20

30

40

50

60

70

Bad decision Fair decision Good decision Great decision


Q04. Which of the following best describes your experience as a student?

Slide 52

Per

cen

tage

of

Res

po

nd

ents

0

10

20

30

40

50

60

Poor Fair Good Excellent


Q02. How often do you promote the University to others?

Slide 53

Per

cen

tage

of

Res

po

nd

ents

0

5

10

15

20

25

30

35

40

45

Never Occasionally Regularly All the time


Q06. Which of the following best describes your overall current opinion of the University?

Slide 54

Per

cen

tage

of

Res

po

nd

ents

0

10

20

30

40

50

60



Q05. Which of the following best describes your experience as an alumnus/a?

Slide 55

Per

cen

tage

of

Res

po

nd

ents

0

10

20

30

40

50

60



Correlation AnalysisHighest correlation to “loyalty” across all questions

Slide 56

0.2 0.25 0.3 0.35 0.4 0.45 0.5 0.55

q07e Deepening my understanding and comm to personal dev

q07c Responding to new career opportunities

q07a Current work status

q07d Contributing to my community

q07f Further graduate education

q07b Commitment to continuous learning

q10op Traditions or values learned on campus

q10cp Academics and classes

q10np Exposure to new things

q10mp Lessons about life

Implications

Study Findings

Slide 57

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 58

Potential First ActionsHighlighted issues and areas of focus

• Feedback to the alumni

• Career related programs for students and alumni

• Programs and communications targeted to the minus-two/plus-three

• Increase understanding of the benefits of being an Alumnus/a

• Targeted communications focusing on successful outcomes from events

• Build campus coalitions around alumni by sharing and discussing data

Slide 59

Robert Shoss

Tel: (713) 527-0078

Fax: (713) 524-4324

[email protected]

www.pegltd.com

Contact Information

Slide 60

Results from the 2009 Alumni Attitude Study Seton Hall ... · NOTE: Response rate is unadjusted for...

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