1. UCUES Best Practices of Response Rates Tongshan Chang Sereeta Alexander Kelly Kadlec The University of California Presentation at SERU Business Meeting and Colloquium University of Minnesota October 9, 2014 The University of California

2. Presentation Outline The University of California UCUES Administration Response rates Berkeley UCUES Marketing Strategies Irvine UCUES Marketing Strategies 2

3. UCUES Administration The University of California UCUES Administration… Census survey administered once every two years The Office of Institutional Research and Academic Planning at UC Office of the President administered first time in the spring term, 2012 2014: administered in the spring term 3

4. UCUES Administration The University of California Invitations and Follow-ups… 4 CampusLaunch DateClose DateActive DaysInvitation/Follow-ups Berkeley2-Apr-1430-Jun-14 8916 Davis1-Apr-1431-Jul-14 12112 Irvine1-Apr-1430-Jun-14 9014 Los Angeles16-Apr-141-Aug-14 10710 Merced1-Apr-1421-Jul-14 1118 Riverside3-Apr-141-Aug-14 12025 San Diego10-Apr-1412-Aug-14 12415 Santa Barbara8-Apr-1429-Jul-14 1128 Santa Cruz8-Apr-142-Jul-14 8512

5. UCUES Response Rates The University of California UCUES Response Rate of 2014 Administration 5 UCUES Response Rate of 2012 Administration

6. UCUES Response Rates The University of California UCUES Response Rate of 2014 Administration by Gender, Ethnicity 6

7. UC Berkeley UCUES Marketing Strategies The University of California 7 Landing Page & Print Materials: UCUES.berkeley.edu website created as official landing page Landing page design matched bookmarks, table tents, flyers, & posters Invitations: 18 messages sent over 90 days (with a hiatus during finals) Prize deadlines highlighted Content of email reminders changed frequently with respect to subject lines, signatories, and the body of the message Incentives: Mix of low- and high-value incentives throughout the survey administration period (e.g., Cal T-shirts, signed sports memorabilia, mini iPads, iPad Air) Publicized winners, their comments and photos Legitimizing the Survey: Departments and Colleges leveraged to help get the word out Addition of a graphical banner publicizing UCUES on the student portal and other campus sites that students frequent (e.g., Career Center, Student Affairs)

8. UC Berkeley Marketing Strategies: ucues.berkeley.edu Landing Page The University of California 8

9. UC Berkeley UCUES Marketing Strategies: iPad “Apple a Day Giveaway”: April 28 – May 2 The University of California 9

10. UC Berkeley UCUES Marketing Strategies: iPad “Apple a Day Giveaway”: April 28 – May 2 The University of California 10

11. UC Berkeley Marketing Strategies: Frequent Email Publicity The University of California 11 Survey Completion Date # surveys completed UC Berkeley UCUES Completion Date Trends, 2014

12. Marketing Strategies: UC Berkeley The University of California 12 UCUES Survey Response Rates (RR) and Counts by Day, 2014

13. UCI Best Practices of Response Rate - Invitations The University of California Email KUCI Radio Station Printed and Electronic Signage 13

14. UCI Best Practices of Response Rate - Invitations The University of California UCI Homepage, Facebook, ZotPortal, MyEEE 14

15. UCI Best Practices of Response Rate - Invitations The University of California Personal Invitations (Bookmarks and Candy) 15

16. UCI Best Practices of Response Rate - Incentives The University of California Raffle Prizes ($3,000+) 16

17. UCI Best Practices of Response Rate - Legitimizations The University of California UCI UCUES site with survey portal, email signatories 17

18. Best Practices of Response Rate The University of California In summary… Most effective invitation? Email Most effective incentive? Prizes, School Spirit Most effective legitimization? Email Signatories, Landing Page 18