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Virginia Commonwealth University College of Humanities and Sciences 2013 Alumni Study Southeastern Institute of Research, Inc. Final Report October 8,

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Presentation on theme: "Virginia Commonwealth University College of Humanities and Sciences 2013 Alumni Study Southeastern Institute of Research, Inc. Final Report October 8,"— Presentation transcript:

1 Virginia Commonwealth University College of Humanities and Sciences 2013 Alumni Study Southeastern Institute of Research, Inc. Final Report October 8, 2013

2 Southeastern Institute of Research Table of Contents 1.Objectives and Methodology 2.Respondent Profile 3.Framework for the Assignment 4.VCU Engagement Model 5.VCU Engagement Profile 6.Humanities and Sciences: Building Value 7.College of Humanities and Sciences: Building Overall Satisfaction 8.Areas of Improvement 9.Drivers of Satisfaction 10.Building VCU Alumni 11.Building Career and Networking Services 12.Building Communications 13.Building a Branding 14.Panel 15.Recap 2

3 Southeastern Institute of Research 3 Objectives and Methodology

4 Southeastern Institute of Research 4 Research Objectives Overall Image of the College: Identify how alumni currently perceive the College. Perceived Image and Perceived Value of a Humanities and Sciences Education: How do alumni currently view their education in today’s world? Perceived Value and Impact of a VCU Humanities and Sciences Education: How has the VCU education served alumni? Alumni Relationship Needs and Issues Related to the College: What are the greatest needs and issues VCU College of Humanities and Sciences’ alumni have today? Expectations: Identify alumni’s current expectations of the College. Performance: Assess the College’s perceived performance in delivering on these same “expectation attributes” – how do members rate the College’s current performance in each area of expectation?

5 Southeastern Institute of Research 5 Research Objectives Performance Gaps: Identify and rank, in terms of importance, the gaps between alumni’s expectations and their perceived performance of the College in each area. Alumni Satisfaction and Drivers of Satisfaction: Measure alumni’s overall perception and satisfaction with the College. Alumni Engagement: Measure overall engagement of the alumni with the College. Overall Positioning and Key Messaging: Using the information and insights related to the objectives as stated above, identify the optional brand positioning and related key messages for the College. Communications: Assess how alumni rate the College’s current communications targeting them. Sub-segment Perspectives: Understand all of the above from different types of alumni segments (i.e., by engagement segments, alumni association member status, gender, age, generation, location, major, etc.).

6 Southeastern Institute of Research 6 Survey Methodology SIR conducted an online survey of VCU’s College of Humanities and Sciences Alumni from August 12 – August 23, An with the survey link was sent to 16,948 alumni on August 12, 2013, and a reminder was sent on August 19, A total of 1,595 surveys were completed for a response rate of 9%. Study results contain a margin of error of +/ percentage points at the 95% confidence level.

7 Southeastern Institute of Research 7 Survey Respondent Profile

8 Southeastern Institute of Research 8 A Majority of Respondents Are Female Q40. Do you identify as:

9 Southeastern Institute of Research A Majority of Respondents Are Caucasian 9 Q42. How do you self-identify? Select all that apply.

10 Southeastern Institute of Research Total Household Income Is Evenly Distributed Across all Incomes The Average Household Income is $85, Q43. Which of the following categories best describes your total annual household income before taxes?

11 Southeastern Institute of Research Survey Participants Included Every Generation The Respondent Mean Age Is Computed: Generation (Based on: In what year were you born?)

12 Southeastern Institute of Research 12 Framework for the Assignment

13 Southeastern Institute of Research Assignment: Build VCU’s College of Humanities and Sciences as a Valued and Recognized Brand First, we learned how alumni view VCU’s College of Humanities and Sciences and their degree 13

14 Southeastern Institute of Research Respondents Rated Perceived Societal Value Lower than the Value to the Respondent 14 Q2,4,6. How do you rate the value of your Humanities and Sciences degree? Percentages represent top two box ratings of “4” and “5.” n = 1595

15 Southeastern Institute of Research Only 2% of Alumni Identify With the VCU College of Humanities and Sciences Q20. As an alumnus(a), with which of the following do you primarily identify yourself? 15 n = 1595

16 Southeastern Institute of Research 16 Percentages represent top two box ratings of “4” and “5.” n = 1595 Q26, 27. How appealing would a school/department/program reunion be to you? Less Than a Third of Alumni Find a Reunion Appealing

17 What three words would you use to describe VCU’s College of Humanities and Sciences and your school/department/program today? Notice That The Biggest Words Aren’t Outcome or Benefit Based 17

18 Southeastern Institute of Research Assignment: Build VCU’s College of Humanities and Sciences as a Valued and Recognized Brand This led us to hypothesize whether or not engagement affected perceived value: taking an inside out approach to branding 18

19 Southeastern Institute of Research 19 VCU Engagement Model

20 Read Communications Attend Class Reunion Attend Events Visit Campus Engagement Model Positive Word of Mouth Annual Giving Planned Giving Serve as Volunteer Engagement Activities Outcomes High Medium Low 20

21 Engagement Continuum HIGHLOWMEDIUM First, We Used Self-Selected Engagement to Create Three Levels of Engagement Q17. Overall, how engaged do you feel you are with each of the following today? Please use a scale from 1 to 5 where “1” means “not at all engaged” and “5” means “extremely engaged.” Virginia Commonwealth University VCU, the College of Humanities and Sciences Your school, department, program 21

22 Southeastern Institute of Research Alumni Are Interested in Being More Engaged but Are Less Likely to Actually be Engaged 22 Q16. How important is it for you to stay engaged with VCU, the College of Humanities and Sciences, and your school/department/program today? Q17. Overall, how engaged do you feel you are with VCU, the College of Humanities and Sciences, and your school/department/program today? n = 1595 Percentages represent top two box ratings of “4” and “5.” These scores were used in creating the engagement continuum

23 Please See Examples Below to Better Understand how the Range Was Created There were 25 different combinations ranging from all-stars who are highly engaged with all three to those who are not engaged with any of the three High Low 23

24 Southeastern Institute of Research VCU’s Respondents Fall Into Three Segments of Engagement Q17. Overall, how engaged do you feel you are with VCU, the College of Humanities and Sciences, and your school/department/program today? 24 n = 1595

25 Engagement Continuum HIGH LOW MEDIUM Q19. To what degree do you participate in each of the following? Please use a scale from 1 to 5 where “1” means “never” and “5” means “regularly.” 25 Read communications from VCU’s College of Humanities and Sciences Visit campus Give annual or special gifts to VCU’s College of Humanities and Sciences Stay connected with a core group of faculty, or one in particular Stay connected with a core group of friends, or one in particular Promote VCU and the College of Humanities and Sciences to potential students and their families Serve as a volunteer Attend VCU reunions Attend VCU’s College of Humanities and Sciences events/lectures Then we used Q19 “4” and “5” answers to profile each segment’s stated involvement with VCU

26 Southeastern Institute of Research Alumni Are Most Likely to Read Communications and Least Likely to Attend Reunions 26 Q19. To what degree do you participate in each of the following? Please use a scale of 1 to 5 where “1” means “never” and “5” means “regularly.” n = 1595 Percentages represent top two box ratings of “4” and “5.”

27 Southeastern Institute of Research 27 Read Communications Stay Connected with Friends Promote VCU Visit Campus Read Communications Stay Connected with Friends Promote VCU Visit Campus High Engagement High Engagement Alumni Participation in Specific Activities Increases Across the Three Levels of Engagement Read Communications Stay Connected with Friends Read Communications Stay Connected with Friends Read Communications Promote VCU Stay Connected with Friends Visit Campus Stay Connected with Faculty Give Money to VCU Read Communications Promote VCU Stay Connected with Friends Visit Campus Stay Connected with Faculty Give Money to VCU Medium Engagement Medium Engagement Low Engagement Low Engagement Q19. To what degree do you participate in each of the following? Use Q19 answers to profile each segment Attributes listed for each level of engagement scored above average overall.

28 Southeastern Institute of Research 44% of Respondents Are Interested in Being Highly Engaged but Only 17% Are Highly Engaged 28 Computed: Q16 and Q17. Levels of engagement. n = 1595

29 Southeastern Institute of Research 29 VCU Engagement Profile

30 Levels of Engagement Do Not Vary Based on Location 30 High Medium Low

31 All Levels of Engagement Are Equally Represented in the Richmond Region, Meaning Geography is not the Issue 31 High Medium Low

32 Southeastern Institute of Research Gender Has no Impact on Levels of Engagement Q40. Do you identify as: 32 n = 1595

33 Southeastern Institute of Research Millennials Are Slightly More Likely to be Engaged, as They Are Less Removed Computed using Q38. In what year were you born? 33 n = 1595

34 Southeastern Institute of Research What, if anything, can VCU’s College of Humanities and Sciences do to increase the level of your engagement? “Explain the connection between the individual programs and H&S. When I was there, H&S was mostly an administrative grouping that my major was under.” “Use alumni to engage students in real-world industry situations. Utilize the experience your alumni have to build certain aspects of the curriculum rather than a few out of touch faculty deciding what works.” “Do more to help alumni better their career paths.” “Provide opportunities for alumni gatherings in general - social events, invitations to lectures--open to all programs, etc.” “A newsletter would be nice, I don't have a lot of free time but when I do, I love to read about VCU and what is happening there.” “Do things outside of Richmond- like in the DC area.” 34

35 Using the Engagement Model, We Will Show How Higher Engagement Leads to Higher Use of Services and Satisfaction Which Leads to a More Valued and Recognized Brand 35 Valued & Recognized Brand Higher Engagement Higher Use of Services & Satisfaction

36 Southeastern Institute of Research 36 Humanities and Sciences: Building Value

37 Southeastern Institute of Research Respondents do not believe society finds their degree valuable and only half would pursue it again

38 Southeastern Institute of Research Respondents Rated Perceived Societal Value Lower Than the Value to the Respondent 38 Q2,4,6. How do you rate the value of your Humanities and Sciences degree? Percentages represent top two box ratings of “4” and “5.” n = 1595

39 Southeastern Institute of Research 39 Please Note: Asterisks denote where percentage differences are statistically significance Group Value Upon Graduation Value Today Perceived Societal Value Gender Male71%66%40% Female70% 43% Engagement High86%*84%*51%* Medium77%75%44% Low61%58%37% Generation Millennials61%62%38% Gen X70%69%*41% Baby Boomers76%*73%*44% Silent77%*63%52%* n = 1595 Q2,4,6. How do you rate the value of your Humanities and Sciences degree? Ratings of the Value of a Humanities and Sciences Degree Varies by Segment

40 Southeastern Institute of Research 57% of Alumni Reported They Would Pursue a Humanities and Sciences Degree Again 57% Q9. Given the opportunity, how likely would you be to pursue a Humanities and Sciences degree from your school/department/program again? 40 n = 1595

41 Southeastern Institute of Research 41 Alumni With High Levels of Engagement Would Be More Likely to Pursue a Degree From the College of Humanities and Sciences Please Note: Asterisks denote where percentage differences are statistically significance Q9. Given the opportunity, how likely would you be to pursue a Humanities and Sciences degree from your school/department/program again? Group Likelihood to pursue degree again Gender Male56% Female59% Engagement High72%* Medium61% Low51% Generation Millennials56% Gen X57% Baby Boomers58% Silent69%* n = 1595

42 Southeastern Institute of Research Alumni Rated Critical Thinking and Writing Skills as the Top Skills Shaped by Their Degree 42 Q10. In your opinion, how well does a Humanities and Sciences degree help shape the following skills you may need at work? n = 1595 Percentages represent top two box ratings of “4” and “5.”

43 Southeastern Institute of Research Over Two-Thirds of Alumni Find Their Degree Helpful in Career Development and Success 68% Q11. How would you rate the role your Humanities and Sciences degree from your school/department/program has had on your career development/success? 43 n = 1595

44 Southeastern Institute of Research 44 Older Alumni and Alumni With High Levels of Engagement Find Their Degree More Helpful in Their Career Development and Success GroupHelpful Gender Male69% Female67% Engagement High83%* Medium74% Low59% Generation Millennials56% Gen X68% Baby Boomers75%* Silent76%* Q11. How would you rate the role your Humanities and Sciences degree from your school/department/program has had on your career development/success? n = 1595 Please Note: Asterisks denote where percentage differences are statistically significance

45 Southeastern Institute of Research Implication Most respondents find the skills gained from a humanities and sciences degree helpful but some (especially Millennials and lower engaged respondents) do not see the value of the degree itself. Where is the disconnect? Promoting success stories of alumni to current students and young alumni may help them see the value of their degree- these stories should focus on how the Humanities and Sciences “skills” learned at VCU led them to become the successful person they are today. 45

46 Southeastern Institute of Research 46 College of Humanities and Sciences: Building Overall Satisfaction

47 Southeastern Institute of Research VCU’s alumni are pleased with the institution and give a strong overall rating and high Net Promoter Score* (NPS) *NPS is the trademark of Bain & Company.

48 Southeastern Institute of Research Four out of Five Alumni Are Satisfied With Their Academic Experience 80% Q12. How satisfied were you with your academic experience within the VCU College of Humanities and Sciences? 48 n = 1595

49 Southeastern Institute of Research Half of Respondents Are Likely to Recommend VCU College of Humanities and Sciences to a Prospective Student or Their Family 49 Q13a. How likely are you to recommend VCU, the College of Humanities and Sciences to a prospective student or their family? 48% n = 1595

50 Southeastern Institute of Research The Net Promoter Score™ Subtracts Detractors from Promoters 50 PromotersPromoters PassivesPassives DetractorsDetractors Q13a. How likely are you to recommend VCU, the College of Humanities and Sciences to a prospective student or their family? n = 1595

51 Southeastern Institute of Research Alumni Give VCU College of Humanities and Sciences a Net Promoter Score™ of 26% Percentage of Promoters (Rating 9 or 10) 48% - Percentage of Detractors (Rating 0 to 6) 22% Net Promoter Score™26% 51

52 Southeastern Institute of Research 52 Please Note: Asterisks denote where percentage differences are statistically significance Group Satisfaction with VCU NPS Gender Male80%23% Female81%29%* Engagement High93%*58%* Medium86%30% Low72%14% Generation Millennials73%21% Gen X79%20% Baby Boomers86%*35%* Silent86%*32% n = 1595 Levels of Satisfaction Differ Based on Each Segmentation, Most Notably Engagement Q12. How satisfied were you with your academic experience within the VCU College of Humanities and Sciences? Q13a. How likely are you to recommend VCU, the College of Humanities and Sciences to a prospective student or their family?

53 Southeastern Institute of Research Implication By all overall measures, alumni are satisfied with VCU. Highly engaged alumni are three times as likely to promote VCU. Figuring out how to better connect with lower engaged alumni will help make them feel more involved and could turn detractors into promoters. 53

54 Southeastern Institute of Research 54 Areas of Improvement

55 Southeastern Institute of Research Respondents rate VCU attributes high for importance but slightly lower for performance, creating some gaps that should be addressed

56 Southeastern Institute of Research Quality of Faculty, Curriculum and Critical Thinking Skills Are Rated as the Most Important Attributes of a VCU Student Experience 56 Q14. How would you rate the importance of each of the following attributes in terms of the student experience? n = 1595 Percentages represent top two box ratings of “4” and “5.”

57 Southeastern Institute of Research Diversity and Quality of Faculty Are Rated Highest for VCU’s Performance Today 57 Q15. How would you rate VCU's College of Humanities and Sciences and your school/department/program’s performance in delivering on each of the following attributes? n = 1595 Percentages represent top two box ratings of “4” and “5.”

58 Southeastern Institute of Research Gap Analysis Shows Where Areas of Importance Are Not Being Met by High Performance 58 ImportancePerformanceGap Quality of faculty96%81%-15 Critical thinking skills93%80%-13 Curriculum93%80%-13 Internships81%51%-30 Career services/Career placement77%37%-40 Honor system76%66%-10 Diverse students and faculty74%82%8 Student advising73%46%-27 Location and urban setting63%79%16 Cultural activities60%59% Academic extracurricular activities58%50%-8 Community service55%44%-11 Lifelong friendships53%48%-5 Alumni network52%44%-8 n = 1595

59 Southeastern Institute of Research 59 Opportunity Map 100%0% GROWTH OPPORTUNITY MAINTAIN AND REINFORCE SAVE RESOURCESRESERVE STRENGTH Opportunities for improvement Should not invest resources here Continue to invest and develop to build strength A reserve that can “protect” This map helps illustrate how satisfaction and perceived performance on attributes can highlight VCU’s strengths and opportunities. Importance Performance

60 Southeastern Institute of Research 60 Opportunity Map Internships Student advising Career services/Career placement GROWTH OPPORTUNITY MAINTAIN AND REINFORCE SAVE RESOURCESRESERVE STRENGTH Attributes by quadrant. Maintain and reinforce strengths that are important. Reserve strengths tend to be niche attributes, important to small market segments. Save resources are limitations, but not as important to the market. Growth opportunities are important to respondents but not rated highly: this is where you focus for the greatest ROI. Diverse students and faculty Quality of faculty Critical thinking skills Curriculum Honor system Cultural activities Academic extracurricular activities Lifelong friendships Community service Alumni network Performance Importance Location and urban setting

61 Southeastern Institute of Research Explore perceptions around internships and career services. While there are other gaps that should also be addressed, these are the ones that are rated as most important with the largest gaps. Showcasing the success of alumni and helping alumni with Humanities and Sciences degrees get into the job market elevates the degree’s perceived status from within. Implication 61

62 Southeastern Institute of Research 62 Drivers of Satisfaction

63 Southeastern Institute of Research VCU’s curriculum, quality of faculty and critical thinking are the strongest drivers of satisfaction; meaning as you increase satisfaction with these, overall satisfaction should also increase

64 Southeastern Institute of Research 64 Regression Analysis Statistical regression analysis models data to explore and identify any linkages between how people rated overall measures related to specific performance variables. This process looks for relationships or predictors where a higher rating on an attribute positively or negatively impacts the overall rating. Regression Analysis Statistical regression analysis models data to explore and identify any linkages between how people rated overall measures related to specific performance variables. This process looks for relationships or predictors where a higher rating on an attribute positively or negatively impacts the overall rating.

65 Southeastern Institute of Research Overall Rating of the Institution Career services/Career placement Higher rating on attribute positively impacts overall satisfaction Coefficient rating Quality of faculty Honor system Location and urban setting Curriculum Cultural activities Critical thinking skills 65 Five of the Fourteen Attributes Are Drivers of Satisfaction With the Institution Academic extracurricular activities Lifelong friendships Community service Diverse students and faculty Alumni network Internships Student advising

66 Southeastern Institute of Research 66 Silent Generation None Baby Boomers Curriculum Quality of faculty Academic extracurricular activities Career services/Career placement Generation X Curriculum Quality of faculty Critical thinking skills Academic extracurricular activities Student advising Millennials Curriculum Quality of faculty Location and urban setting Student advising Based on a Generational Perspective, Some Drivers of Overall Satisfaction Have More Influence

67 Southeastern Institute of Research 67 Critical thinking skills Quality of faculty Critical thinking skills Quality of faculty High Engagement High Engagement Based on Levels of Engagement, Drivers of Overall Satisfaction Also Vary Curriculum Quality of faculty Student advising Curriculum Quality of faculty Student advising Curriculum Quality of faculty Student advising Internships Curriculum Quality of faculty Student advising Internships Medium Engagement Medium Engagement Low Engagement Low Engagement

68 Southeastern Institute of Research Regression analysis shows quality of faculty, critical thinking skills and curriculum are your strongest drivers of satisfaction. These three attributes are also present in gap analysis; meaning that closing these gaps will give you a large return on investment and will increase overall satisfaction with VCU. Implication 68

69 Southeastern Institute of Research 69 Building VCU Alumni

70 Southeastern Institute of Research Satisfaction with VCU Alumni is highest among those who are more engaged. Satisfaction with VCU Alumni is highest among those who are more engaged

71 Southeastern Institute of Research 47% of Alumni Are Satisfied With VCU Alumni 47% Q25. Recently the VCU Alumni Association and the MCV Alumni Association merged creating one new organization, it is now titled VCU Alumni Overall, how satisfied are you with the VCU Alumni? 71 n = 1595

72 Southeastern Institute of Research 72 Please Note: Asterisks denote where percentage differences are statistically significance Group Satisfied With VCU Alumni Gender Male51%* Female45% Engagement High67%* Medium51% Low38% Generation Millennials45% Gen X47% Baby Boomers49% Silent54% n = 1595 Male Respondents and Highly Engaged Alumni Are Most Likely to be Satisfied With VCU Alumni Q25. Recently the VCU Alumni Association and the MCV Alumni Association merged creating one new organization, it is now titled VCU Alumni Overall, how satisfied are you with the VCU Alumni?

73 Southeastern Institute of Research One-Third of Alumni Think a School, Department or Program Reunion is Appealing 32% 73 n = 1595 Q26. How appealing would a school/department/program reunion be to you?

74 Southeastern Institute of Research 19% of Alumni Think a VCU College of Humanities and Sciences Reunion is Appealing 19% 74 n = How appealing would a College of Humanities and Sciences reunion be to you?

75 Southeastern Institute of Research 75 Please Note: Asterisks denote where percentage differences are statistically significance Group School, Department, Program Reunion College of Humanities and Sciences Reunion Gender Male33%20% Female32%18% Engagement High47%*32%* Medium38%19% Low23%14% Generation Millennials40%*25%* Gen X31%18% Baby Boomers28%16% Silent20%15% n = 1595 Q26. How appealing would a school/department/program reunion be to you? Q27. How appealing would a College of Humanities and Sciences reunion be to you? Millennials and Highly Engaged Alumni Are Most Likely to Find a Reunion Appealing

76 Southeastern Institute of Research Implication We know that alumni with higher levels of engagement are more satisfied with VCU Alumni. What we’ve learned is that Millennials are significantly more likely to be interested in both a department reunion and a humanities and sciences reunion. This generation craves networking opportunities and these reunions would be a great way to get millennials highly engaged right out of college and keep them engaged, which could potentially boost perceived value in their degree. 76

77 Southeastern Institute of Research Financial support from alumni is low due to a lack of funds and a disconnect with the college

78 Southeastern Institute of Research Respondents Are Most Likely to Financially Support VCU Followed by the College of Humanities and Sciences Q29. Have you supported any of the following with financial support? 78 n = 1595

79 Southeastern Institute of Research 79 $ High Engagement High Engagement Average Lifetime Giving Significantly Increases Based on Levels of Engagement $ $ Medium Engagement Medium Engagement Low Engagement Low Engagement Please note: Any outliers were removed from this sample.

80 Southeastern Institute of Research Why do you choose not to donate to VCU College of Humanities and Science? Lack of Expendable Income “I'm in medical school here at VCU. Meaning I'm poor and all my money goes to tuition and living expenses. I plan on giving back what I can once I actually have a salary.” “I don't make enough funds at the current moment.” “I'm still paying a lot of money on student loans. Therefore I do not really have extra money to donate.” “I haven't made enough money to donate just yet.” “I paid tuition, give tax dollars to VA, and at this time barely make enough of an income to support myself.” 80

81 Southeastern Institute of Research Why do you choose not to donate to VCU College of Humanities and Sciences? Disconnect with the College “I do not currently feel a connection to the school or know where and how my donation would make an impact.” “I don't feel engaged with VCU.” “I support my department. I work for a college of arts & sciences - alumni identify with their college and their departments. Their school/college should work to enhance that, not add another level of people asking for money.” “I feel geographically disconnected.” “I don't have a connection with the college, whereas I do have a strong connection with my undergrad alma matter, which I support robustly, and with the Brandcenter, which I also support.” “I did not choose not to donate to the College as much as I simply chose to donate to VCU.” 81

82 Southeastern Institute of Research Implication Recall that 44% of respondents WANT to be highly engaged but only 15% are. Highly engaged alumni have a higher average lifetime gift, meaning that you must first engage your alumni in order to increase lifetime giving. If alumni feel disconnected from the College of Humanities and Sciences they won’t want to invest in it. 82

83 Southeastern Institute of Research 83 Building Career and Networking Services

84 Southeastern Institute of Research Millennials value their VCU network the most

85 Southeastern Institute of Research 85 n = 1595 Q31. While at VCU did you use the University Career Center? The Majority of Alumni Did Not Use the University Career Center

86 Southeastern Institute of Research 31% of Alumni Who Used Career Services Found it Useful Q33. How effective/useful were the career services? 86 n = %

87 Southeastern Institute of Research One-Quarter of Alumni Say Their VCU Alumni Network is Valuable 87 25% Q34. How valuable is VCU's alumni network to you? n = 1595

88 Southeastern Institute of Research 88 GroupCareer CenterNetwork Gender Male27%19% Female33%19% Engagement High51%*35%* Medium34%23% Low20%11% Generation Millennials40%*26%* Gen X21%19% Baby Boomers28%15% Silent22%11% n = 1595 Q33. How effective/useful were the career services? Q34. How valuable is VCU's alumni network to you? Millennials Are More Likely to Find the Career Services Effective and Their VCU Alumni Network Valuable

89 Southeastern Institute of Research 89 n = 1595 Q35. Has an alumnus(a) of VCU ever played a role in helping you get a job or advance your career? Most Alumni Have Not Been Aided in Employment or Career Advancement by Other Alumni

90 Southeastern Institute of Research Younger alumni value their VCU network more AND utilize career services more. Do older alumni feel too far removed from VCU to value their VCU network anymore or do they not know how to connect? The panel may be a great way to figure out how to get older alumni more involved. Implication 90

91 Southeastern Institute of Research 91 Building Communications

92 Southeastern Institute of Research VCU communications are read and well received more than College of Humanities and Sciences communications

93 Southeastern Institute of Research 93 Percentages represent top two box ratings of “4” and “5.” n = 1595 Alumni are Most Satisfied with VCU’s Electronic and Print Communications D/R 3% 15% 17% 31% 26% 42% Q36. Overall, how satisfied are you with each of the following? Please use a scale of 1 to 5 where “1” means “not at all satisfied” and “5” means “very satisfied.” Please Note: Respondents who selected “don’t receive” were omitted from these totals and only included in the “D/R” sidebar

94 Southeastern Institute of Research What Should VCU Do To Improve any Aspect of its Electronic or Print Communications? “More coverage of undergraduate research.” “I would be more interested in more program specific information than general college or university level communications.” “Nothing I receive is of any interest to me. It seems mostly aimed at building numbers of people on a list and/or raising money. I would be more interested in learning what research findings, etc., are coming out of VCU.” “Provide more details on current students, programs and scholars. Share informative videos. Do a better job telling graduates how they can help and engage current students.” 94

95 Southeastern Institute of Research Respondents seem to be most interested in alumni/student research and success stories. Use these types of features to get people more interested and satisfied with both your electronic and print communications, as they are seen as the most useful communications. Respondents seem to be most interested in alumni/student research and success stories. Use these types of features to get people more interested and satisfied with both your electronic and print communications, as they are seen as the most useful communications. Implication 95

96 Southeastern Institute of Research 96 Building a Branding

97 Southeastern Institute of Research Almost all respondents understand that they are a part of the College of Humanities and Sciences but few identify with it

98 Southeastern Institute of Research 95% of Respondents Are Aware of Their Affiliation With the College of Humanities and Sciences Q1. Are you aware that through your school/department/program you are a part of VCU’s College of Humanities and Sciences? 98 n = 1595

99 Southeastern Institute of Research Yet Only 2% of Alumni Identify With the VCU College of Humanities and Sciences Q20. As an alumnus(a), with which of the following do you primarily identify yourself? 99 n = 1595

100 Southeastern Institute of Research Respondents Rated VCU College of Humanities and Sciences as the Best Branded Name 100 Q24. There is some consideration being given to using a branded name when marketing VCU’s College of Humanities and Sciences. n = 1594 Percentages represent top two box ratings of “4” and “5.”

101 Southeastern Institute of Research Respondents Cited Focusing on a Specific Program and VCU’s Urban Location Most Often When Asked How to Best Brand VCU’s College of Humanities and Sciences Q23. What makes VCU’s College of Humanities and Sciences particularly attractive? 101 n = 1079

102 Southeastern Institute of Research What, if Anything, Differentiates VCU’s College of Humanities and Sciences From Other Humanities and Sciences degrees? Urban Location and Diversity “Urban location.” “I think VCU's campus most definitely differentiates the degree/school/department, everything from other degrees. At VCU you get the urban setting that exposes you to not only a diverse student body but a diverse environment and atmosphere.” “The geographic relation to the medical campus and job opportunities within the city are advantages over more traditional academic campuses.” “The diversity on campus that allows for students to understand other's perspectives and for many types of students to succeed.” 102

103 Southeastern Institute of Research What, if Anything, Differentiates VCU’s College of Humanities and Sciences From Other Humanities and Sciences degrees? Faculty/Professors “The professors are what makes the program. Having professors lecture about something you’re passionate about makes a huge difference.” “It was designed by faculty who understood the field. Everything about it was useful in some aspect of my career.” “There are exceptional teachers at VCU that work in the fields that they are teaching about. They are not just professors, like at many schools. Their involvement in the community at an urban university gives VCU students the best of both worlds.” 103

104 Southeastern Institute of Research What, if Anything, Differentiates VCU’s College of Humanities and Sciences From Other Humanities and Sciences degrees? Internships, Career Opportunities, and Hands-on Experiences “The internship experience was the greatest difference, not many programs give you an opportunity like that.” “My degree taught specific skills, background, and enabled hands-on experiences.” “Real world experience the entire time.” “The research and internship opportunities open to students willing to earn them.” 104

105 Southeastern Institute of Research Stick with what students know and love; they know you as the College of Humanities and Sciences and they love all the skills they’ve gained through your program. Use this to your advantage as you begin to work from the inside out in creating a valued and recognized brand, centered around how the College of Humanities and Sciences makes a personal impact in shaping a person. Implication 105

106 Southeastern Institute of Research 106 VCU: Panel

107 Southeastern Institute of Research 107 n = 1595 Q52. In the future, VCU Alumni may want to solicit alumni views through surveys, group discussions, or by telephone at a convenient time. Would you be interested in participating? 847 Respondents Are Interested in Being a Part of VCU’s Panel

108 Southeastern Institute of Research 108 GroupCount Gender Male364 Female474 Engagement High157 Medium273 Low417 Generation Millennials205 Gen X293 Baby Boomers313 Silent36 n = 847 Panel Breakdown by Segmentation Q52. In the future, VCU Alumni may want to solicit alumni views through surveys, group discussions, or by telephone at a convenient time. Would you be interested in participating?

109 Southeastern Institute of Research 109 Recap

110 Southeastern Institute of Research SIR’s Three Key Take-A-Ways Branding: Given the research findings and limited dollars for an external branding campaign, it will be hard to build a compelling and differentiating brand at this point in time. You need to craft a more compelling story and build an army of apostles to deliver the message. So start from the inside out. Create a more meaningful sense of what you offer and the value you deliver to your customers – students/alumni. Focus on engagement as a surrogate measure of brand strength – relevancy (importance), believability, uniqueness. Immediately begin to close the gap between those who want to be engaged, and those who actually are, through communications and by increasing satisfaction with your services (i.e. offering better alumni services, holding events etc.) Messaging: Focus less on the size of the College of Humanities and Sciences and the amount of programs offered and more on what you deliver (the benefit) personal impact – perspectives and skills gained, lives shaped etc. and how you do it - distinguished faculty in an urban setting. This messaging will become the articulation of your brand. Fundraising: Highly engaged alumni have a higher average lifetime gift. Good news - you have more alumni who want to become highly engaged than who currently are. Tap into this resource. Increase engagement as an important precursor to launching a major capital campaign that is dependent upon wide scale participation. 110

111 Southeastern Institute of Research 111 Thank You


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