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

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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

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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

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70

80

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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

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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

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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