Alumni Survey 2009

1. Alumni Survey 2009 McDaniel College Alumni Survey 2009

2. Executive Summary • Did you know that . . . • 68.4% of alumni feel somewhat or very connected to the college and 40% have a positive impression of our alma mater? • 51% of alumni surveyed reside in Maryland? • Alumni who feel connected to the McDaniel College community and their classmates are likely to make gifts to the college? • In open-ended comments to the survey, most alumni (68.9%) have an overall positive impression of McDaniel College? • Almost one-third of alumni surveyed reported they had not used any of the alumni programs or services in the last five years but 25.9% have used three or more alumni programs or services in the last 5 years? • The alumni website was used by the largest number of alumni, but received some of the lowest quality ratings? • 67% of alumni prefer electronic communication from McDaniel? • Read on to learn more about how we feel about our Alma Mater! McDaniel College Alumni Survey 2009

3. Survey Details Timing, Demographics, ResultsDistributed in Spring 2009 to alumni graduates in the classes of 1960-2006.6,949 alumni were surveyed (based on delivery to valid email addresses).2,043 participated in the survey for a response rate of 29.4%.Overall PurposeTo determine what encourages alumni to remain active in alumni relations, to assess alumni image and impressions of the College and its outreach programs and to understand why alumni may or may not financially support the College.Research ObjectivesAssess image and impressions of the College and its academic programs.Measure likelihood of attending specific types of alumni events and/or volunteering.Assess understanding and level of importance philanthropy provides in advancing College initiatives and success. Identify factors that influence the decision to contribute to the College, reasons for not contributing to the College and the likelihood of making future contributions to the College. Raise awareness among alumni of Carpe Diem Campaign.Increase and update email addresses of alumni.Raise awareness of key communication outlets like the Alumni Online Community, Hill magazine, News@McDaniel. McDaniel College Alumni Survey 2009

4. Geographic Distribution of Study Participants McDaniel College Alumni Survey 2009

5. Connection with McDaniel College • Most participants feel “somewhat” or “very” connected to the McDaniel College community and their classmates; almost one-third, however, feel “not at all” connected. McDaniel College Alumni Survey 2009

6. Connection with McDaniel College • Alumni who indicated they feel connected to the McDaniel College community and their classmates are more likely to be donors. McDaniel College Alumni Survey 2009

7. Connection with McDaniel College • Alumni indicate a relatively low level of engagement with the college’s alumni programs and services. McDaniel College Alumni Survey 2009

8. Connection with McDaniel College • There is a strong and positive relationship between alumni “connectedness” and thinking about McDaniel as an alumni resource. McDaniel College Alumni Survey 2009

9. Positive Impressions of McDaniel McDaniel College Alumni Survey 2009

10. Negative Impressions of McDaniel McDaniel College Alumni Survey 2009

11. Alumni Participation • Almost one-third (32.3%) of participants reported they had not used any of the alumni programs or services in the last five years. • One-quarter (25.9%) have used three or more alumni programs or services in the last 5 years. McDaniel College Alumni Survey 2009

12. Alumni Participation • Many participants used the alumni website, participated in class reunions, and attended sporting events and/or other homecoming events. McDaniel College Alumni Survey 2009

13. Alumni Participation • Significantly fewer alumni reported using the College’s career counseling, summer camps, and travel program. McDaniel College Alumni Survey 2009

14. Program Ratings • The alumni website was used by the largest number of alumni, but received some of the lowest quality ratings. *Mean scores are based on a 5-point scale, where 1 = poor, 2 = adequate, 3 = Good, 4 = very good, and 5 = excellent. McDaniel College Alumni Survey 2009

15. Preferred Communications Channels for Alumni News and Events McDaniel College Alumni Survey 2009

16. Preferred Communications Channels for Alumni News and Events • 67.1% of alumni selected an electronic channel (email or e-newsletter) as a preferred form of communication. • More younger alumni than older alumni indicated they want to receive electronic communications. McDaniel College Alumni Survey 2009

17. Desired Frequency of Communications • Most alumni surveyed indicated they are receiving sufficient communication from McDaniel. McDaniel College Alumni Survey 2009

18. Philanthropic Relationship with the College • Participants indicated their level of agreement with several statements about their philanthropic relationship with McDaniel. • More alumni disagreed than agreed that … • Making a gift to the College is a priority for me. • I make a gift to the College because I can designate my gift to a special need. *Mean scores are based on a 5-point scale, where 1 = strongly disagree and 5 = strongly agree. McDaniel College Alumni Survey 2009

19. Philanthropic Relationship with the College • More alumni agreed than disagreed that … • Alumni giving is an integral part of advancing the College’s initiatives and future success. • Alumni giving is an integral part of covering the College’s annual operating expenses. • I recognize that other alumni in the past made gifts to the College that helped me afford my education. • I make a gift to McDaniel because I wish to support current students. • I only make a gift to the College if I have a surplus of disposable income. *Mean scores are based on a 5-point scale, where 1 = strongly disagree and 5 = strongly agree. McDaniel College Alumni Survey 2009

20. Reasons for Not Making a Gift • A total of 440 participants (22.5%) indicated they had not made a gift to the College to date. • More than 80% indicated they were financially unable to contribute to the college. • 34% indicated they are upset about the college’s name change. McDaniel College Alumni Survey 2009

21. Reasons for Not Making a Gift McDaniel College Alumni Survey 2009

22. Carpe Diem Campaign – Awareness • 59.3% of all alumni surveyed indicated they are aware of the Carpe Diem Campaign. • Among those reporting they are unaware (40.7%), a significant percentage are non-donors (54.7%). McDaniel College Alumni Survey 2009

23. Carpe Diem Campaign –Giving • Almost half of the participants indicated they are unsure if they will make a gift to the Carpe Diem Campaign. • One-third indicated they are not likely to contribute. McDaniel College Alumni Survey 2009

24. Carpe Diem Campaign –Giving • Plans to contribute to the campaign vary significantly by donor status. • Not surprisingly, more donors than any other group reported they have already given or are very likely to give. • More than half of the previous donors reported they were unsure at this time whether they would give to the campaign or not. McDaniel College Alumni Survey 2009

25. Volunteer Participation • The Annual Giving campaign and class reunions have the highest level of current participation. McDaniel College Alumni Survey 2009

26. Volunteer Participation • Class reunions, regional programs, networking activities, and mentoring students have the highest level of interest and likelihood of future participation. McDaniel College Alumni Survey 2009

27. Volunteer Participation • Affinity reunions, Career Services, seminars/symposia, and the Annual Giving campaign are lowest in terms of alumni interest. McDaniel College Alumni Survey 2009

28. Volunteer Participation • The Annual Giving campaign, Career Services, and the Alumni Association have the highest levels of attrition. • The table below includes 242 unique alumni. McDaniel College Alumni Survey 2009

29. Volunteer Participation • Not surprisingly, more donors than non-donors and lapsed donors are interested in participating in alumni events in the future. • Alumni from 1960-1979 are more likely to participate in class reunions, Annual Giving campaigns, regional programs and events, and the Alumni Association than alumni from more recent class years. • Younger alumni (from 2000-2006) are more likely to participate in alumni events in the future than others. • Maryland residents are more interested in participating in alumni events in the future than alumni living outside Maryland. McDaniel College Alumni Survey 2009

30. Off-Campus Event Participation • Two-thirds of all alumni surveyed indicated they have not attended any off-campus alumni events in past 5 years. McDaniel College Alumni Survey 2009

31. Reasons for Attending an Off-Campus Event • The most important reason why alumni attend off-campus events is to meet and socialize with fellow alumni. • “Networking” opportunities account for 80% of the reasons given for attending an off-campus event. McDaniel College Alumni Survey 2009

32. Alumni Survey Strategic Initiatives • Develop executive summary and version of powerpoint with major findings and share with campus community, volunteer leaders and all alumni. • Connect with alumni who indicated they were interested in working with class reunions, regional events. • Communicate how critical financial gifts are and how they are used. • Utilize Alumni Council and alumni leaders as focus group participants to identify hallmark programs and develop planning to strengthen these outreach activities. • Provide detailed information on the Carpe Diem Campaign to alumni who specifically requested it and expand more general information to a larger pool of alumni. • Share alumni survey findings on the college website and increase visibility of Alumni Association volunteer opportunities as well as hallmark alumni programs. • Review profile of pool who “rarely think about alumni programs and services” then look for ways to communicate with alumni that are not solicitations – and to market benefits “beyond the diploma.” McDaniel College Alumni Survey 2009