NAU ALUMNI NAU ALUMNI What Do We Know About What Do We Know About Them Them & & What Are They Telling What Are They Telling Us? Us?
NAU ALUMNINAU ALUMNI
What Do We Know About What Do We Know About ThemThem
&&
What Are They Telling Us?What Are They Telling Us?
NAUAA Mission:NAUAA Mission: Engage Alumni in the life of Northern Engage Alumni in the life of Northern
Arizona University Arizona University (current abbreviated rendition)(current abbreviated rendition)
University Advancement University Advancement Mission:Mission:
Support the university and its mission, Support the university and its mission, enhance its reputation, and compel enhance its reputation, and compel private investment by creating and private investment by creating and nurturing relationships with the nurturing relationships with the university’s constituents university’s constituents (current draft)(current draft)
Major ThemesMajor Themes Our alumni know us and even think we Our alumni know us and even think we
are doing a reasonable job, but they are doing a reasonable job, but they are not active with us.are not active with us.
Major complaint is related to our ability Major complaint is related to our ability to keep alums informed -- about the to keep alums informed -- about the university and fellow alums. Second, university and fellow alums. Second, to provide them mechanisms to to provide them mechanisms to connect. connect.
Take-Away MessageTake-Away Message Must provide a variety of ways in which Must provide a variety of ways in which
alums can connect and these strategies alums can connect and these strategies should build on or leverage each othershould build on or leverage each other
Major Demographic TrendsMajor Demographic Trends There are two fairly consistent trends There are two fairly consistent trends
across time -- 80% of Alums are white across time -- 80% of Alums are white and 55% of Alums are femaleand 55% of Alums are female
Over 35% of Alums are in the 31-40 age Over 35% of Alums are in the 31-40 age category category
65% of Alums are in Arizona, with major 65% of Alums are in Arizona, with major out-of-state Alumni concentrations in out-of-state Alumni concentrations in San Diego and DenverSan Diego and Denver
Bachelors-Masters Ratio for Alumni is Bachelors-Masters Ratio for Alumni is approximately 70-30approximately 70-30
82% of members are not active. Of 82% of members are not active. Of those who are active, most are only those who are active, most are only
slightly active.slightly active.
1 2
15
82
0
10
20
30
40
50
60
70
80
90
Very Active SomewhatActive
SlightlyActive
Not Active
Generally, how active a member are you in the Northern Arizona Alumni Association?
Most alumni think the Association is Most alumni think the Association is doing a good jobdoing a good job
12
41
5
3
39
0
10
20
30
40
50
Excellent Good Not SoGood
Poor Job Don'tKnow
Overall, how would you rate the job that the NAU Alumni Association is doing serving the needs of the alumni?
30
1715
7 64 3 2
0
10
20
30
40
Kept WellInformed
ReceiveNewsletter
Get mail Hear GoodThings
Are Helpful GetMagazine
Get E-mails
ReadWebsite
When asked why they think the Association is doing a good or excellent job, the most frequent response is that the Alumni Association keeps them well informed
BASE: Those who say the Association is doing an excellent or good job.
Alumni give Association high ratings on Alumni give Association high ratings on communicating and fundraising; low ratings on communicating and fundraising; low ratings on
keeping alumni in contact with each otherkeeping alumni in contact with each other
69
19
67
10
62
22
52
18
3835
22
10
0
10
20
30
40
50
60
70
80
Communicatingwith you
Fundraising Keeping alumniinformed
Planning events Keeping alumniin contact with
each other
Working withelected officials
Excellent/Good Not Good/Poor
Members under 30 are the least likely to say Members under 30 are the least likely to say that the Alumni Association is doing a good that the Alumni Association is doing a good
job keeping them in touch with other job keeping them in touch with other members.members.
26
2
32
6
34
9
32
5
42
6
0
10
20
30
40
50
Under 30 30-39 40-49 50-64 65+
Excellent
Good
Job Rating: Providing a mechanism for alumni to stay in contact with each other.
81% of alumni receive the PINE 81% of alumni receive the PINE magazine by mailmagazine by mail
Receive by mail, 76
Receive by mail and online, 5
Receive online, 2
Do not receive, 16
78% of those that receive PINE find it 78% of those that receive PINE find it extremely or somewhat valuableextremely or somewhat valuable
14
64
12
5
0
10
20
30
40
50
60
70
ExtremelyValuable
SomewhatValuable
Not veryValuable
Not Valuable
How valuable is the PINE magazine?
Base: Those who receive magazine
35% of members would like to see 35% of members would like to see PINE come out more than twice a yearPINE come out more than twice a year
6
29
48
11
0
10
20
30
40
50
Monthly Quarterly Twice a Year Less Often
The PINE magazine comes out twice a year. Would you like it to be sent to you monthly, four times a year, twice a year, or less often?
LouiE-news is less known by members. LouiE-news is less known by members. Only 19% of members receive the Only 19% of members receive the
email newsletteremail newsletter
19
77
0
10
20
30
40
50
60
70
80
90
Yes No
Do you receive LouiE-News, an email newsletter from the Alumni Association?
33% of alumni find the email newsletter very 33% of alumni find the email newsletter very informative, and 46% find it somewhat informative. informative, and 46% find it somewhat informative. However, 14% of those who receive the LouiE-News However, 14% of those who receive the LouiE-News
do not read it at alldo not read it at all
33
46
6
14
0
10
20
30
40
50
VeryInformative
SomewhatInformative
Not Very orNot at all
Informative
Do not read
How informative is the LouiE-News?
Base: Those who receive LouiE-News
LouiE-News appeals to a wide range of LouiE-News appeals to a wide range of age groupsage groups
16
23
18
23
11
0
10
20
30
Under 30 30-39 40-49 50-64 65+
% of age group that receive LouiE-News
36% of Alumni prefer to receive 36% of Alumni prefer to receive information by emailinformation by email
36
50
11
0
10
20
30
40
50
60
Email Other Don't Know
Would you prefer to receive the LouiE-News and other information by email or would you preferto receive information by other forms of communications?
Less than 10% of members visit the Less than 10% of members visit the web-site more than twice a year. 70% web-site more than twice a year. 70%
of members never visit the websiteof members never visit the website
1 4 512
8
70
0
10
20
30
40
50
60
70
80
Once aweek
Monthly Bi-Monthly
Twice ayear
Once aYear
Do notvisit
How often do you visit the NAU Alumni Association website?
Among those who feel positively about the Association’s Among those who feel positively about the Association’s communication, a website visit most discriminates on communication, a website visit most discriminates on
overall satisfactionoverall satisfaction
94
85
52
33
44
17
29
1914
6
0
10
20
30
40
50
60
70
80
90
100
Receive Pine Have Donated Visit Website Receive LouE-News Active
Happy with Association Not Happy overall
BASE: Those who rate communication from the Alumni Association as good or excellent .
OVER HALFOVER HALF of the alumni are of the alumni are UNABLEUNABLE to name an event or to name an event or
activity held by the Alumni activity held by the Alumni Association. And of those Association. And of those
cited, homecoming is the most cited, homecoming is the most well known event, but only well known event, but only
36% listed it.36% listed it.
67
13
20
0
10
20
30
40
50
60
70
80
90
100
Would Attend Would Not Attend
Definitely
Probably
80% of members would definitely or 80% of members would definitely or probably attend one of the eventsprobably attend one of the events
Most members would travel to Flagstaff for Most members would travel to Flagstaff for an event, but 77% say that they would be an event, but 77% say that they would be more likely to attend if it were held in their more likely to attend if it were held in their
citycity
68
27
010203040506070
Yes No
9
2315
46
30
10
20
30
40
50
< 1 < 2 < 4 4 + Wouldnot
travel
77
21
0
10
20
30
40
50
60
70
Yes No
Would you travel to Flagstaff for a special event?
For those who would travel, how much time would you be willing to
spend traveling to Flagstaff?
Would you be more likely to attend a special event if it were held in
your city?
Almost 40% of members would like to attend an Almost 40% of members would like to attend an event at least twice a year. Almost three-quarters event at least twice a year. Almost three-quarters
would attend at least once a yearwould attend at least once a year
3
1421
35
10 12
0
10
20
30
40
Monthly Quarterly Twice aYear
Annually Less thanAnnually
Would notattend
How frequently would you like to attend events?
Although 87% approve of advocacy on the Although 87% approve of advocacy on the part of the Alumni Association, less than part of the Alumni Association, less than
30% would actually take action30% would actually take action
87
58
0
10
20
30
40
50
60
70
80
90
Yes No Don't Know
% Who Approve of Advocacy
Do you think that the NAU Alumni Association should work to increase visibility
with the State Legislature in an effort to advance NAU goals?
14
58
61
05
101520253035404550556065
WriteEditorials
Visit withLegislators
Both Neither
% Willing to Take Action
Would you be willing to write editorials or visit with state legislators to increase NAU
visibility with Arizona’s government?
Engagement to What EndEngagement to What End Most clearly articulated in the mission Most clearly articulated in the mission
statement for the university advancement statement for the university advancement office. office.
-- to compel private investment-- to compel private investment
Based on peer data and advancement Based on peer data and advancement trend experience, we know alumni are trend experience, we know alumni are engaged primarily through relationship engaged primarily through relationship building -- or more to the point, getting building -- or more to the point, getting alumni active/involved/connected.alumni active/involved/connected.
We now know this is also true for NAU, We now know this is also true for NAU, even in our small population of givers and even in our small population of givers and people who consider themselves active.people who consider themselves active.
Contributors and ContributionsContributors and Contributions Less than ¼ of all alumni have ever contributed Less than ¼ of all alumni have ever contributed Highest concentration of lifetime giving can be found in Highest concentration of lifetime giving can be found in
$1-99 category$1-99 category Only 63 alumni have given a one-time gift of $10,000+Only 63 alumni have given a one-time gift of $10,000+ At the lower end of the contribution scale, the male-At the lower end of the contribution scale, the male-
female proportion is the same as the general population. female proportion is the same as the general population. However, men contribute proportionately higher in the However, men contribute proportionately higher in the higher contribution categories.higher contribution categories.
Older alumni contribute larger amountsOlder alumni contribute larger amounts 40% of total contributions come from out-of-state alumni, 40% of total contributions come from out-of-state alumni,
slightly more than their proportion of the total populationslightly more than their proportion of the total population Most likely to give are athletes – 55% have contributedMost likely to give are athletes – 55% have contributed Only 7% of the alumni have given more than 50% of the Only 7% of the alumni have given more than 50% of the
years since their graduationyears since their graduation Contributor breakdown by degree is about 70-30 Contributor breakdown by degree is about 70-30
(bachelors-advanced), mimicking the general population. (bachelors-advanced), mimicking the general population. Likewise education-related alumni represent the highest Likewise education-related alumni represent the highest proportion of contributorsproportion of contributors
Contribution by Demographic Contribution by Demographic
CategoriesCategories Most likely to contribute (41% Most likely to contribute (41%
have contributed)have contributed) 62% of Active Members62% of Active Members 51% of out-of-state 51% of out-of-state
residentsresidents 48% living alone and 46% 48% living alone and 46%
of those living with one of those living with one personperson
52% of those with children 52% of those with children not at homenot at home
52% of those making $50K 52% of those making $50K to $75Kto $75K
55% of those over 40 years 55% of those over 40 years oldold
Less likely to contributed Less likely to contributed (59% did not donate)(59% did not donate)
82% of those under 82% of those under
4040 81% of renters81% of renters 73% of those making 73% of those making
less than $40Kless than $40K 64% of in-state 64% of in-state
residentsresidents
Note: Definition of contribution is from indication on file listing of alumni.
Contributors are more active than non-contributors -- Contributors are more active than non-contributors -- Survey contributors are more active than record Survey contributors are more active than record
contributorscontributors
26
11
29
9
0
5
10
15
20
25
30
35
40
45
50
File Survey
Donor Non Donor
Percent that are active in the Alumni Association
Contributors are more likely to rate the job that the Contributors are more likely to rate the job that the Alumni Association is doing as good or excellent. Alumni Association is doing as good or excellent.
Survey Contributors rate the job the Alumni Survey Contributors rate the job the Alumni Association is doing higher than record contributorsAssociation is doing higher than record contributors
57
50
66
43
0
10
20
30
40
50
60
70
80
90
100
File Survey
Donor Non Donor
% Who rate the job the Alumni Association as good or excellent
What Have We Learned?What Have We Learned?
Active alumni are more likely to ultimately Active alumni are more likely to ultimately give back to the institutiongive back to the institution
Alumni are more likely to consider Alumni are more likely to consider themselves active when they are able to themselves active when they are able to connect to the institution and to each otherconnect to the institution and to each other
Opportunities and strategies for Opportunities and strategies for communicating and connecting, appear to be communicating and connecting, appear to be the key in getting alumni to see themselves the key in getting alumni to see themselves as active and satisfied constituentsas active and satisfied constituents