north carolina state university alumni and donor … · 9 current engagement few alumni and...

March 2016

Jason Simon | Vice President, Partner

Matt Checkowski | Executive Creative Director

Chelsea Woodard | Associate Director of Project Strategy

Ross Jacobson | Associate Director of Research

North Carolina State University

Alumni and Donor Research

2

Project

Background

3

• Better understand the target audiences including, but not limited to,

current donors; alumni of various ages, geography, and demographics;

friends and community partners.

• Develop a compelling campaign identity and messaging strategy that

drives action and engagement, extending the University’s, Think and Do,

platform.

• Explore current and desired communication methods and consider these

in building a compelling, actionable campaign.

Guiding Research Objectives

4

Baseline Questions

5

30%

30%

66%

67%

Alumni

Non-Alumni Donors

No opinion Very negative Negative Positive Very positive

Current Opinion of NC StateApproximately two thirds of each audience have a very positive opinion of NC State and one third have a positive opinion.

Question Wording:

How would you describe your CURRENT OPINION of NC State University?

Notes:

Labels less than 5% removed from chart.

6

8%

6%

50%

35%

26%

28%

16%

28%

Alumni

Non-Alumni Donors

Opinion of NC State in the Last Five Years42% of alumni and 56% of non-alumni donors’ opinion of NC State increased in the last five years.

Question Wording:

In the last five years, has your opinion of NC State University increased, decreased, or stayed the same?

Notes:

Labels less than 5% removed from chart.

Decreased

significantlyDecreased slightly Stayed the same Increased slightly

Increased

significantly

7

NC State’s StrengthsBoth audiences agree that academics and research are NC State’s most prominent strengths.

Question Wording:

Which of the following do you consider to be the strengths of NC State University? (select all that apply)

% Who Use CLIENT Name

Strengths of NC State University

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Alumni

Non-

Alumni

Donors

Notes:

Sorted based on Alumni in descending order. 2% of Alumni and 3% of

Non-Alumni Donors selected “don’t know”.

8

Engagement

9

Current Engagement

Few alumni and non-alumni donors are highly engaged, while about

half of respondents are moderately engaged, and a third unengaged.

Question Wording:

Rate your CURRENT level of engagement with NC State University.

Notes:

Scale: 1=Not at all engaged, 10=Extremely engaged

Alumni

11%

10%

16%

11%

14%

13%

10%

7%

3%

5%

1

2

3

4

5

6

7

8

9

10

High Engagement:

15%

Moderate Engagement:

48%

Low Engagement:

37%

Extremely

engaged

Not at all

engaged

Non-Alumni Donors

High Engagement:

20%

Moderate Engagement:

49%

Low Engagement:

31%

6%

12%

12%

8%

14%

14%

13%

9%

3%

8%

1

2

3

4

5

6

7

8

9

10

10

Desired EngagementMost respondents want the same level of engagement or to be slightly more engaged; few respondents want to be less engaged.

Question Wording:

Rate your CURRENT/DESIRED level of engagement with NC State University.

Notes:

Scale: 1=Not at all engaged, 10=Extremely engaged

Gap between current and desired engagement based on desired rating

minus current rating. Labels less than 5% removed from chart.

Compared to Current Engagement, Respondents Want to be . . .

57%

37%

28%

36%

11%

25%

Non-Alumni Donors

Alumni

Less engaged Just as engaged

Slightly more engaged

(increase of 1 or 2 scale

points)

Substantially more engaged

(increase of 3 or more scale

points)

11

Preferred Ways to Receive Fundraising InformationAlumni and non-alumni donors prefer getting fundraising information through the University Magazine, websites, and printed materials.

Question Wording:

In which of the following ways would you be interested in receiving/seeking information about the fundraising

campaign? (select all that apply)


Notes:

Sorted based on alumni in descending order.

High level campaign materials is short for “high level campaign materials

outlining top campaign priorities.” Extensive campaign materials is short

for “extensive campaign materials outlining the campaign in detail.”

18% of alumni and 26% of non-alumni donors would not like to receive

information. Chart scale truncated to show differentiation.

Ways to Receive or Seek Information About Fundraising Campaigns

0%

5%

10%

15%

20%

25%

30%

35%

40%Alumni

Non-

Alumni

Donors

12

Giving

13

Likelihood to Donate to NC State in the Next Five Years37% of alumni and 46% of non-alumni donors are likely to donate in the next 5 years, while many are on the fence about donating.

Question Wording:

Rate your likelihood to donate money to any area of NC State University in the next five years.


Notes:

Scale: 1=Not at all likely, 10=Extremely likely

Alumni

12%

9%

7%

6%

11%

8%

9%

7%

4%

26%

1

2

3

4

5

6

7

8

9

10

Likely to donate:

37%

Neutral likelihood

of donating:

35%

Not likely to donate:

28%

8%

9%

6%

4%

11%

7%

9%

12%

6%

29%

1

2

3

4

5

6

7

8

9

10

Likely to donate:

46%

Neutral likelihood

of donating:

31%

Not likely to donate:

23%

Extremely

likely

Not at all

likely

Non-Alumni Donor

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Likely to Donate to

NC State

(8-10 rating)

Percentage of

NC State’s

alumni population

Description

34 and

younger30% 42% Large percentage of alumni population but less likely to donate to NC State.

35-44 23% 24% Least likely to donate to NC State.

45-54 52% 17%Substantial percentage of alumni population and more likely to donate to NC

State.

55-64 50% 7% Small percentage of alumni population but more likely to donate to NC State.

65 and older 39% 10% Small percentage of alumni population and less likely to donate to NC State.

Targeting Alumni For Donations By Age GroupWhen targeting alumni, there are several key differences between alumni of different age groups that NC State should consider.

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Reasons to Support NC State

Alumni and non-alumni donors are more likely to support NC State

in order to provide more scholarships and promote further research.

Question Wording:

Fill in the blank: I would like to support NC State University in order to __________. (select all that apply)


Notes:

7% of alumni and 6% of non-alumni donors said that they would not like to

support NC State. Chart scale truncated to show differentiation.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%Alumni

Non-

Alumni

Donors

16


Alumni who are likely to donate are more likely to want to support

athletics, elevate the university, and fill a need.

Question Wording:



Notes:


support NC State. Selections are colored only if mentioned by more than

one audience.

Provide scholarships (28%) Provide scholarships (48%) Provide scholarships (59%)

Promote research (24%)Enhance student experience

(41%)Support athletics (40%)

Provide teaching, research and

extension (23%)Promote research (40%) Education for NC citizens (40%)

Education for NC citizens (22%)Provide teaching, research and

extension (36%)Elevate the university (38%)

Enhance student experience (17%) Education for NC citizens (34%) Fill a campus need (37%)

Alumni Not Likely to Donate

to NC State (1-3)Alumni Neutral to Donate to

NC State (4-7)

Alumni Likely to Donate to

NC State (8-10)

17


Alumni who are 45 and older are less likely to give to NC State to

promote research.

Question Wording:



Notes:


support NC State. Selections are colored only if mentioned by more than

one audience.

Provide scholarships

(52%)


(49%)


(54%)


(39%)

Support athletics

(32%)

Promote research

(42%)

Promote research

(40%)

Enhance student

experience (38%)

Education for NC

citizens (39%)


(31%)

Enhance student

experience (39%)

Build NC State's

awareness (36%)

Support athletics

(33%)

Provide teaching,

research and

extension (39%)

Elevate the university

(26%)

Education for NC

citizens (36%)

Elevate the university

(35%)

Education for NC

citizens (31%)

Enhance student

experience (29%)

Education for NC

citizens (25%)

Provide teaching,

research and

extension (33%)

Provide teaching,

research and

extension (34%)

Fill a campus need

(29%)

Support land-grant

mission (29%)

Provide teaching,

research and

extension (25%)

Alumni 34 and

Younger

Alumni

35-44

Alumni

45-54

Alumni

55-64

Alumni 65 and

Older

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Think and Do

19

Perceptions of Think And Do – Alumni

Alumni have a positive perception of Think And Do

Question Wording:

Rate your level of agreement with the following statements.


10%

13%

10%

11%

11%

5% 10%

6%

43%

24%

29%

27%

21%

23%

43%

37%

37%

38%

9%

15%

15%

19%

23%

“Think and Do” makes me more interested in supporting/giving back.

I believe “Think and Do” describes NC State today.

“Think and Do” reflects my experience with or at NC State.

“Think and Do” makes me proud of the university.

I believe “Think and Do” should describe NC State in the future.

Don’t

know

Strongly

disagreeDisagree

Neither

agree nor

disagree

AgreeStrongly

agree

Notes:

Labels less than 5% removed from chart. Sorted by “strongly agree” in

descending order.

20

Perceptions of Think And Do – Non-Alumni DonorsLike alumni, non-alumni donors have a positive perception ofThink and Do.

Question Wording:



16%

18%

21%

17%

17%

8%

6%

38%

33%

24%

29%

24%

26%

31%

37%

32%

34%

8%

10%

15%

15%

20%

“Think and Do” makes me more interested in supporting/giving back.

“Think and Do” reflects my experience with or at NC State.

I believe “Think and Do” describes NC State today.

“Think and Do” makes me proud of the university.

I believe “Think and Do” should describe NC State in the future.

Don’t

know

Strongly

disagreeDisagree

Neither

agree nor

disagree

AgreeStrongly

agree

Notes:

Labels less than 5% removed from chart. Sorted by “strongly agree” in

descending order.

21

Perceptions of Think And Do – AlumniAlumni who are likely to donate to NC State have a more positive perception of Think and Do than alumni not likely to donate.

Question Wording:


Alumni Not Likely

to Donate to

NC State (1-3)

Alumni Neutral to

Donate to

NC State (4-7)

Alumni Likely to

Donate to

NC State (8-10)

I believe “Think and Do” should describe NC State in the

future.54% 61% 67%

“Think and Do” makes me proud of the university. 42% 56% 65%

“Think and Do” reflects my experience with or at NC State. 39% 51% 63%

I believe “Think and Do” describes NC State today. 37% 61% 69%

“Think and Do” makes me more interested in

supporting/giving back to the university.20% 32% 42%

Top category selected for each

statement highlighted blue.

Percent Who Agree/Strongly Agree With Each Statement

22

Campaign Names

and Mantras

23

Campaign NamesRespondents were asked a series of questions regarding the following campaign names:


Question Wording:

Which ONE of the following campaign names is MOST appealing to you? / Which ONE of the following campaign

names is LEAST appealing to you? / Thinking about the statement you previously selected as the most appealing

(see below for reference), which potential campaign name best captures this statement? / What is it about this

name that is appealing to you? (open end) / What is it about this name that is unappealing to you? (open end)

24

NC State is uniquely positioned for greatness. Our passionate determination and bold ambition are leading us

forward to solve the grand challenges of a complicated world. We are poised to make a difference like

never before. Today it is our obligation and privilege to extend this legacy to future generations by stepping

forward. Now’s our time: We have the courage to think beyond boundaries and the

power to do the extraordinary with endless ambition.

We stand tall thanks to those who walked these bricks before us. Our distinctive heritage is

built on intellectual rigor, hard work, and a clear-eyed vision of a university that makes a difference. We

are supported by generations of tenacious ideas and visionary acts that lead directly to innovation and

prosperity throughout our state and across the globe. We are NC State.

We Think and Do with extraordinary results.

Our passionate determination is needed now more than ever to

solve the grand challenges facing today’s troubled world. We make a difference by

doing what we do best. We think beyond boundaries. We do the unexpected. We achieve the extraordinary.

And our ability to think and do gives us the power to fulfill our vision of greatness.

Most Appealing Phrases Within the Mantras (Selected ≥ 25%)

Question Wording:

Following are a series of statements intended to provide an overview of the concepts. Click on any of the

underlined phrases within the statement that are most appealing to you.

Notes:

Table only includes phrases selected ≥25% by an audience.

25

NC State is uniquely positioned for greatness. Our passionate determination and bold ambition are leading us

forward to solve the grand challenges of a complicated world. We are poised to make a difference like

never before. Today it is our obligation and privilege to extend this legacy to future generations by stepping

forward. Now’s our time: We have the courage to think beyond boundaries and the

power to do the extraordinary with endless ambition.

We stand tall thanks to those who walked these bricks before us. Our distinctive heritage is

built on intellectual rigor, hard work, and a clear-eyed vision of a university that makes a difference. We

are supported by generations of tenacious ideas and visionary acts that lead directly to innovation and

prosperity throughout our state and across the globe. We are NC State.

We Think and Do with extraordinary results.

Our passionate determination is needed now more than ever to

solve the grand challenges facing today’s troubled world. We make a difference by

doing what we do best. We think beyond boundaries. We do the unexpected. We achieve the extraordinary.

And our ability to think and do gives us the power to fulfill our vision of greatness.

Most Appealing Phrases Within the Mantras (Selected ≥ 25%)

Question Wording:



Notes:


26

Phrases in the Mantras Selected MOST FrequentlyRespondents preferred phrases which incorporated the words “think”, “do”, and “extraordinary.”

Question Wording:



Notes:


Alumni Non-Alumni Donors

We achieve the extraordinary (37%) We achieve the extraordinary (34%)

built on intellectual rigor, hard work, and a clear-eyed

vision (35%)courage to think beyond boundaries (34%)

courage to think beyond boundaries (34%) power to do the extraordinary (28%)

power to do the extraordinary (33%)built on intellectual rigor, hard work, and a clear-eyed

vision (28%)

those who walked these bricks before us (31%) poised to make a difference (28%)

solve the grand challenges of a complicated world (29%) We Think and Do with extraordinary results (28%)

solve the grand challenges facing today’s troubled world

(28%)solve the grand challenges of a complicated world (27%)

We Think and Do with extraordinary results (28%) We do the unexpected (26%)

poised to make a difference (26%) makes a difference (25%)

We do the unexpected (26%)

Statements with the words “think”, “do”, and/or “extraordinary” are highlighted blue.

Alumni and non-alumni

donors who are likely to

donate to NC State are even

more likely to find the

phrases with the word

“extraordinary” and the

phrase “we do the

unexpected” to be appealing.

27

Key Takeaways

28

Positive Opinion and Perceived Strengths

Alumni and non-alumni donors have a positive opinion of NC State

and are very proud of their affiliation with the university.

Top Strengths:

• Academics

• Research

• Local name recognition

• Student experience

Messages to Strengthen:

• Global name recognition

• Interdisciplinary collaboration

• National impact

• Global Impact

• NC State directly impacts my life

• NC State prepares and empowers

students to be leaders in the global

community

29

Alumni between the ages of 45 and 64 are more likely to donate to the

university in the next 5 years.

Alumni between the ages of 35 and 44 are less likely to donate to the

university in the next 5 years.

While alumni 34 and younger make up a third of alumni who are likely

to donate, this sub-audience is an opportunity for the university –

most are neutral about giving to the university in the next 5 years.

Likelihood to Give

Alumni and non-alumni donors consider NC State a philanthropic

priority but not necessarily their top priority.

30

What Alumni and Non-Alumni Donors Would Like to Support

What they want to support:

• Provide more scholarships

• Promote further research

• Open the doors of higher education to

the citizens of North Carolina

• Support the student experience

• Elevate the University

Alumni who are more likely to donate are more

likely to want to support athletics and fill a need on

campus.

Alumni who are neutral to donate are more

likely to want to support provide teaching,

research and extension.

What they do NOT want to support:

• Build the endowment

• Support land-grant mission

31

Think and Do is well-received. NC State has an opportunity to

increase awareness of the brand expression – especially with alumni

outside of North Carolina.

Respondents gravitated towards language in the mantra statements

that were action or results oriented.

Phrases only mentioning passionate determination or how NC State is

positioned for greatness did not test as well.

Think and Do and the Potential Campaign Messages

Thank You

north carolina state university alumni and donor … · 9 current engagement few alumni and...

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