virginia commonwealth university college of humanities and sciences 2013 alumni study southeastern...

Virginia Commonwealth University

College of Humanities and Sciences

2013 Alumni Study

Southeastern Institute of Research, Inc.

Final Report October 8, 2013

Southeastern Institute of Research2

Table of Contents

1. Objectives and Methodology

2. Respondent Profile

3. Framework for the Assignment

4. VCU Engagement Model

5. VCU Engagement Profile

6. Humanities and Sciences: Building Value

7. College of Humanities and Sciences: Building Overall Satisfaction

8. Areas of Improvement

9. Drivers of Satisfaction

10.Building VCU Alumni

11.Building Career and Networking Services

12.Building Communications

13.Building a Branding

14.Panel

15.Recap


Objectivesand

Methodology


Research Objectives• Overall Image of the College: Identify how

alumni currently perceive the College.• Perceived Image and Perceived Value of a

Humanities and Sciences Education: How do alumni currently view their education in today’s world?

• Perceived Value and Impact of a VCU Humanities and Sciences Education: How has the VCU education served alumni?

• Alumni Relationship Needs and Issues Related to the College: What are the greatest needs and issues VCU College of Humanities and Sciences’ alumni have today?

• Expectations: Identify alumni’s current expectations of the College.

• Performance: Assess the College’s perceived performance in delivering on these same “expectation attributes” – how do members rate the College’s current performance in each area of expectation?


Research Objectives• Performance Gaps: Identify and rank, in terms of

importance, the gaps between alumni’s expectations and their perceived performance of the College in each area.

• Alumni Satisfaction and Drivers of Satisfaction: Measure alumni’s overall perception and satisfaction with the College.

• Alumni Engagement: Measure overall engagement of the alumni with the College.

• Overall Positioning and Key Messaging: Using the information and insights related to the objectives as stated above, identify the optional brand positioning and related key messages for the College.

• Communications: Assess how alumni rate the College’s current communications targeting them.

• Sub-segment Perspectives: Understand all of the above from different types of alumni segments (i.e., by engagement segments, alumni association member status, gender, age, generation, location, major, etc.).


Survey Methodology

• SIR conducted an online survey of VCU’s College of Humanities and Sciences Alumni from August 12 – August 23, 2013.

• An email with the survey link was sent to 16,948 alumni on August 12, 2013, and a reminder was sent on August 19, 2013.

• A total of 1,595 surveys were completed for a response rate of 9%.

• Study results contain a margin of error of +/- 2.34 percentage points at the 95% confidence level.


SurveyRespondent

Profile


A Majority of Respondents Are Female

Male42%F

emale58%

Q40. Do you identify as:

Southeastern Institute of Research

A Majority of Respondents Are Caucasian

9

Caucasian

African-American

Asian

Hispanic

American Indian/Alaska Native

Not recorded

0% 20% 40% 60% 80% 100%

78%

14%

5%

3%

1%

3%

Q42. How do you self-identify? Select all that apply.


Total Household Income Is Evenly Distributed Across all IncomesThe Average Household Income is $85,000

10

Less than $25,000

$25,000-$49,999

$50,000-$74,999

$75,000-$99,999

$100,000-$124,999

$125,000-$149,999

$150,000-$174,999

$175,000-$199,999

$200,000 or more

Prefer not to answer

0% 20% 40% 60% 80% 100%

8%

15%

14%

14%

11%

9%

5%

2%

9%

13%

Q43. Which of the following categories best describes your total annual household income before taxes?


Survey Participants Included Every Generation

The Respondent Mean Age Is 44

11

Millennials (1983-2001 )

Generation X (1965-1982)

Baby Boomers (1946-1964)

Silent/GI (1909-1945)

0% 20% 40% 60% 80% 100%

27%

34%

35%

5%

Computed: Generation (Based on: In what year were you born?)


Framework for the

Assignment


Assignment: Build VCU’s College of Humanities and Sciences as a Valued and

Recognized Brand

First, we learned how alumni view VCU’s

College of Humanities and Sciences and their

degree


Value upon Graduation

Value Today

Perceived Societal Value

0% 20% 40% 60% 80% 100%

34%

35%

29%

37%

33%

13%

71%

68%

42%

5 - Very valuable

Respondents Rated Perceived Societal Value Lower than the Value to the

Respondent

14Q2,4,6. How do you rate the value of your Humanities and Sciences degree?

Percentages represent

top two box ratings

of “4” and

“5.”

n = 1595


Only 2% of Alumni Identify With the VCU College of Humanities and Sciences

VCU College of Humanities and Sciences

Your School/Department/Program


0% 50% 100%

2%

19%

78%

Q20. As an alumnus(a), with which of the following do you primarily identify yourself?n = 1595


School/Department/ Program

College of Humanities and Sciences

0% 20% 40% 60% 80% 100%

20%

12%

12%

7%

32%

19%

5 - Very appealing

16


top two box ratings

of “4” and

“5.”

n = 1595Q26, 27. How appealing would a school/department/program reunion be to you?

Less Than a Third of Alumni Find a Reunion Appealing

What three words would you use to describe VCU’s College of Humanities and Sciences

and your school/department/program today?Notice That The Biggest Words Aren’t Outcome or Benefit Based


Assignment: Build VCU’s College of Humanities and Sciences as a Valued and

Recognized Brand

This led us to hypothesize whether or not

engagement affected perceived value: taking

an inside out approach to branding


VCU Engagement

Model

Read Communications

Attend Class Reunion

Attend Events

Visit Campus

Engagement Model

Positive Word of Mouth

Annual Giving

Planned Giving

Serve asVolunteer

Engagement

Activities Outcomes

HighMediumLow

Engagement Continuum

HIGH

LOW MEDIUM

First, We Used Self-Selected Engagement to Create Three Levels of

Engagement

Q17. Overall, how engaged do you feel you are with each of the following today? Please use a scale from 1 to 5 where “1” means “not at all engaged” and “5” means “extremely engaged.”

• Virginia Commonwealth University • VCU, the College of Humanities and Sciences• Your school, department, program

21


VCU- Interest

VCU- Actual

H&S- Interest

H&S- Actual

Department- Interest

Department- Actual

0% 20% 40% 60% 80% 100%

26%

22%

23%

11%

26%

13%

30%

14%

12%

4%

21%

7%

56%

36%

35%

15%

47%

20%

5

Alumni Are Interested in Being More Engaged but Are Less Likely to Actually

be Engaged

22

Q16. How important is it for you to stay engaged with VCU, the College of Humanities and Sciences, and your school/department/program today? Q17. Overall, how engaged do you feel you are with VCU, the College of Humanities and Sciences, and your school/department/program today?

n = 1595


top two box ratings

of “4” and

“5.”

These scores were

used in creating the engagement continuum

Please See Examples Below to Better Understand how the Range Was Created

There were 25 different combinations ranging from all-stars who are highly engaged with all three to those who are not engaged with any

of the three

HighLow


VCU’s Respondents Fall Into Three

Segments of Engagement

Q17. Overall, how engaged do you feel you are with VCU, the College of Humanities and Sciences, and your school/department/program today?

Low

Medium

High

0% 20% 40% 60% 80% 100%

51%

32%

17%

n = 1595

Engagement Continuum

HIGH

LOW MEDIUM

Q19. To what degree do you participate in each of the following? Please use a scale from 1 to 5 where “1” means “never” and “5” means “regularly.”

25

• Read communications from VCU’s College of Humanities and Sciences

• Visit campus

• Give annual or special gifts to VCU’s College of Humanities and Sciences

• Stay connected with a core group of faculty, or one in particular

• Stay connected with a core group of friends, or one in particular

• Promote VCU and the College of Humanities and Sciences to potential students and their families

• Serve as a volunteer • Attend VCU reunions

• Attend VCU’s College of Humanities and Sciences events/lectures

Then we used Q19 “4” and “5” answers to profile each segment’s stated involvement

with VCU


Read communications from VCU’s College of Humanities and Sciences

Promote VCU and the College of Humanities and Sciences to potential students and their

families

Stay connected with a core group of faculty, or one in particular

Serve as a volunteer

Attend VCU reunions

0% 20% 40% 60% 80% 100%

23%

16%

19%

10%

14%

7%

4%

25%

23%

13%

17%

10%

7%

4%

48%

39%

32%

27%

19%

14%

8%

5%

4%

5 - Regularly Column1

Alumni Are Most Likely to Read Communications and Least Likely to Attend

Reunions

26

Q19. To what degree do you participate in each of the following? Please use a scale of 1 to 5 where “1” means “never” and “5” means “regularly.”

n = 1595


top two box ratings

of “4” and

“5.”


• Read Communications

• Stay Connected with Friends

• Promote VCU

• Visit Campus

High Engagement

Alumni Participation in Specific Activities Increases Across

the Three Levels of Engagement




• Promote VCU


• Visit Campus

• Stay Connected with Faculty

• Give Money to VCU

MediumEngagement

LowEngagement

Q19. To what degree do you participate in each of the following?

Use Q19 answers to profile each segment

Attributes listed for each

level of engagement scored above

average overall.


44% of Respondents Are Interested in Being Highly Engaged but Only

17% Are Highly Engaged

Low Medium High0%

20%

40%

60%

80%

100%

22%

35%

44%51%

32%

17%

InterestActual

Computed: Q16 and Q17. Levels of engagement.

n = 1595


VCU Engagement

Profile

Levels of Engagement Do Not Vary Based on Location

High Medium Low

All Levels of Engagement Are Equally Represented in the Richmond Region, Meaning Geography is not the Issue

High Medium Low


Gender Has no Impact on Levels of Engagement

Q40. Do you identify as:

Low

Medium

High

0% 20% 40% 60% 80% 100%

50%

31%

19%

51%

33%

16% FemaleMale

n = 1595


Millennials Are Slightly More Likely to be Engaged, as They Are Less

Removed

Computed using Q38. In what year were you born?

Low

Medium

High

0% 20% 40% 60% 80% 100%

56%

33%

11%

54%

30%

17%

50%

34%

16%

47%

33%

20% MillennialsGenXBoomerSilent

n = 1595


What, if anything, can VCU’s College of Humanities and Sciences do to increase

the level of your engagement?

“Explain the connection between the individual programs and H&S. When I was there, H&S was mostly an administrative grouping that my

major was under.”

“Use alumni to engage students in real-world industry situations. Utilize the experience your alumni have to build certain aspects of the curriculum rather than a few out of touch faculty deciding what works.”

“Do more to help alumni better their career paths.”

“Provide opportunities for alumni gatherings in general - social events, invitations to lectures--open to all programs, etc.”

“A newsletter would be nice, I don't have a lot of free time but when I do, I love to read about VCU and what is happening there.”

“Do things outside of Richmond- like in the DC area.”

Using the Engagement Model, We Will Show How Higher Engagement Leads to Higher Use of Services and Satisfaction Which Leads to a More Valued and

Recognized Brand

Valued & Recognized Brand

Higher Engageme

nt

Higher Use of

Services & Satisfactio

n


Humanities and Sciences:Building Value


Respondents do not believe society finds their degree valuable and only half would

pursue it again.

1

37


Value Upon Graduation

Value Today


0% 20% 40% 60% 80% 100%

34%

35%

29%

37%

33%

13%

71%

68%

42%

5 - Very valuable

Respondents Rated Perceived Societal Value Lower Than the Value to the

Respondent

38Q2,4,6. How do you rate the value of your Humanities and Sciences degree?


top two box ratings

of “4” and

“5.”

n = 1595


Please Note: Asterisks denote where

percentage differences

are statistically significance

GroupValue Upon Graduation

Value Today


GenderMale 71% 66% 40%

Female 70% 70% 43%

Engagement

High 86%* 84%* 51%*

Medium 77% 75% 44%

Low 61% 58% 37%

Generation

Millennials 61% 62% 38%

Gen X 70% 69%* 41%

Baby Boomers 76%* 73%* 44%

Silent 77%* 63% 52%*

n = 1595Q2,4,6. How do you rate the value of your Humanities and Sciences degree?

Ratings of the Value of a Humanities and Sciences Degree Varies by

Segment


57% of Alumni Reported They Would Pursue a Humanities and Sciences Degree Again

1 - Not at all likely

2

3

4

5 - Very likely

0% 20% 40% 60% 80% 100%

15%

10%

17%

20%

37%

57%

Q9. Given the opportunity, how likely would you be to pursue a Humanities and Sciences degree from your school/department/program again?

n = 1595


Alumni With High Levels of Engagement Would

Be More Likely to Pursue a Degree From the College of Humanities and Sciences




Q9. Given the opportunity, how likely would you be to pursue a Humanities and Sciences degree from your school/department/program again?

GroupLikelihood to

pursue degree again

GenderMale 56%

Female 59%

Engagement

High 72%*

Medium 61%

Low 51%

Generation

Millennials 56%

Gen X 57%

Baby Boomers 58%

Silent 69%*

n = 1595


Critical thinking

Writing skills

Ability to be flexible

Collaboration skills

Ability to work in a team

Speaking skills

0% 20% 40% 60% 80% 100%

33%

14%

35%

35%

33%

31%

50%

46%

35%

33%

33%

33%

83%

79%

70%

68%

66%

64%

5 - Very helpful

Alumni Rated Critical Thinking and Writing Skills as the Top Skills Shaped by Their

Degree

42

Q10. In your opinion, how well does a Humanities and Sciences degree help shape the following skills you may need at work?

n = 1595


top two box ratings

of “4” and

“5.”


Over Two-Thirds of Alumni Find Their Degree Helpful in Career Development and Success

1 - Not at all helpful

2

3

4

5 - Very helpful

0% 20% 40% 60% 80% 100%

4%

8%

20%

32%

36%68%

Q11. How would you rate the role your Humanities and Sciences degree from your school/department/program has had on your career development/success?

n = 1595


Older Alumni and Alumni With High Levels of Engagement Find Their Degree

More Helpful in Their Career Development and Success

Group Helpful

GenderMale 69%

Female 67%

Engagement

High 83%*

Medium 74%

Low 59%

Generation

Millennials 56%

Gen X 68%

Baby Boomers 75%*

Silent 76%*

Q11. How would you rate the role your Humanities and Sciences degree from your school/department/program has had on your career development/success?

n = 1595





ImplicationMost respondents find the skills gained from a humanities and sciences degree helpful but some (especially Millennials

and lower engaged respondents) do not see the value of the degree itself. Where is the disconnect? Promoting success stories of alumni to current

students and young alumni may help them see the value of their degree-

these stories should focus on how the Humanities and Sciences “skills”

learned at VCU led them to become the successful person they are today.

45


College of Humanities and Sciences:

Building Overall Satisfaction


VCU’s alumni are pleased with the

institution and give a strong overall rating

and high Net Promoter Score* (NPS).

2

47

*NPS is the trademark of Bain & Company.


Four out of Five Alumni Are Satisfied With Their Academic

Experience

1 - Not at all satisfied

2

3

4

5 - Very satisfied

0% 20% 40% 60% 80% 100%

1%

4%

15%

39%

41%80%

Q12. How satisfied were you with your academic experience within the VCU College of Humanities and Sciences?

n = 1595


Half of Respondents Are Likely to Recommend VCU College of Humanities and Sciences to a Prospective Student or Their

Family

49

10 – Very likely

9

8

7

6

5

4

3

2

1

0 – Not at all likely

0% 20% 40% 60% 80% 100%

36%

12%

18%

12%

7%

7%

3%

2%

1%

1%

1%

Q13a. How likely are you to recommend VCU, the College of Humanities and Sciences to a prospective student or their family?

48%

n = 1595


The Net Promoter Score™ Subtracts Detractors from Promoters

50

Promoters

Passives

Detractors

10 – Very likely

9

8

7

6

5

4

3

2

1

0 – Not at all likely

0% 20% 40% 60% 80% 100%

36%

12%

18%

12%

7%

7%

3%

2%

1%

1%

1%

Q13a. How likely are you to recommend VCU, the College of Humanities and Sciences to a prospective student or their family?

n = 1595


Alumni Give VCU College of Humanities and Sciences a

Net Promoter Score™ of 26%

Percentage of Promoters (Rating 9

or 10)48%

-Percentage of

Detractors (Rating 0 to 6)

22%

Net Promoter Score™

26%

51

http://www.amazon.com/Ultimate-Question-Fred-Reichheld/dp/1929494955/ref=pd_bbs_sr_2/104-1588606-1125511?ie=UTF8&s=books&qid=1188148312&sr=1-2





GroupSatisfaction with VCU

NPS

GenderMale 80% 23%

Female 81% 29%*

Engagement

High 93%* 58%*

Medium 86% 30%

Low 72% 14%

Generation

Millennials 73% 21%

Gen X 79% 20%

Baby Boomers 86%* 35%*

Silent 86%* 32%

n = 1595

Levels of Satisfaction Differ Based on Each Segmentation, Most Notably

Engagement

Q12. How satisfied were you with your academic experience within the VCU College of Humanities and Sciences? Q13a. How likely are you to recommend VCU, the College of Humanities and Sciences to a prospective student or their family?


Implication

By all overall measures, alumni are satisfied with VCU. Highly

engaged alumni are three times as likely to promote VCU. Figuring out how to better

connect with lower engaged alumni will help make them feel

more involved and could turn detractors into promoters.


Areas of Improvement


Respondents rate VCU attributes high for

importance but slightly lower for performance,

creating some gaps that should be

addressed.

3

55


Quality of faculty

Curriculum

Critical thinking skills

Internships

Career services/Career placement

Honor system

Diverse students and faculty

Student advising

Location and urban setting

Cultural activities

Academic extracurricular activities

Community service

Lifelong friendships

Alumni network

0% 20% 40% 60% 80% 100%

18%

28%

21%

14%25%

25%

28%

27%

32%

33%

33%

32%

27%

31%

78%

65%

72%

57%

52%

51%

46%

46%

31%

27%

25%

23%

26%

21%

96%93%93%

81%77%76%

74%73%

63%60%

58%55%

53%52%

5 - Very important

Quality of Faculty, Curriculum and Critical Thinking Skills Are Rated as the Most Important Attributes of a VCU Student

Experience

56

Q14. How would you rate the importance of each of the following attributes in terms of the student experience?

n = 1595


top two box ratings

of “4” and

“5.”



Quality of faculty


Curriculum


Honor system

Cultural activities

Internships



Student advising

Alumni network

Community service


0% 20% 40% 60% 80% 100%

34%

40%

36%

14%30%

31%

33%

25%

29%

25%

26%

28%

25%

21%

48%

41%

44%

38%

49%

35%

26%

26%

21%

23%

20%

16%

19%

16%

82%81%80%80%79%

66%59%

51%50%

48%46%

44%44%

37%

5 - Very satisfied

Diversity and Quality of Faculty Are Rated Highest for VCU’s Performance

Today

57

Q15. How would you rate VCU's College of Humanities and Sciences and your school/department/program’s performance in delivering on each of the following attributes?

n = 1595


top two box ratings

of “4” and

“5.”


Gap Analysis Shows Where Areas of Importance Are Not Being Met by High

Performance

Importance

Performance Gap

Quality of faculty 96% 81% -15

Critical thinking skills 93% 80% -13

Curriculum 93% 80% -13

Internships 81% 51% -30

Career services/Career placement 77% 37% -40

Honor system 76% 66% -10

Diverse students and faculty 74% 82% 8

Student advising 73% 46% -27

Location and urban setting 63% 79% 16

Cultural activities 60% 59% -1

Academic extracurricular activities 58% 50% -8

Community service 55% 44% -11

Lifelong friendships 53% 48% -5

Alumni network 52% 44% -8

n = 1595


Opportunity Map

100%0%

0%

GROWTH OPPORTUNITY MAINTAIN AND REINFORCE

SAVE RESOURCES RESERVE STRENGTH

Opportunities for

improvement

Should not invest resources here

Continue to invest

and develop to build strength

A reserve that can “protect”

This map helps

illustrate how

satisfaction and

perceived performance on attributes can highlight

VCU’s strengths

and opportunities

.

Imp

ort

an

ce

Imp

ort

an

ce

Performanc

e

Performanc

e


Opportunity Map

• Internships• Student advising• Career services/Career

placement

GROWTH OPPORTUNITY MAINTAIN AND REINFORCE

SAVE RESOURCES RESERVE STRENGTH

Attributes by quadrant.

Maintain and reinforce

strengths that are important.

Reserve strengths tend

to be niche attributes,

important to small market

segments. Save resources are

limitations, but not as important to the market.

Growth opportunities are important

to respondents but not rated highly: this is

where you focus for the greatest ROI.

• Diverse students and faculty• Quality of faculty• Critical thinking skills• Curriculum • Honor system

• Cultural activities • Academic extracurricular

activities • Lifelong friendships• Community service • Alumni network

Performanc

e

Performanc

e

Imp

ort

an

ce

Imp

ort

an

ce

• Location and urban setting


Explore perceptions around internships and career services. While there are other gaps that should also be addressed, these are the ones that are rated as most important with the largest gaps. Showcasing the success

of alumni and helping alumni with Humanities and Sciences degrees get

into the job market elevates the degree’s perceived status from within.

Implication

61


Drivers of Satisfaction


VCU’s curriculum, quality of faculty and critical thinking are the strongest drivers of

satisfaction; meaning as you increase satisfaction

with these, overall satisfaction should also

increase.

4

63


Regression AnalysisStatistical regression analysis models data to explore and

identify any linkages between how people rated overall

measures related to specific performance variables. This

process looks for relationships or predictors where a higher rating

on an attribute positively or negatively impacts the overall

rating.


Overall Rating of

the Institution


Higher rating on attribute positively

impacts overall satisfaction

Coefficient rating

Quality of faculty

Honor system


Curriculum

Cultural activities


65

Five of the Fourteen Attributes Are Drivers of Satisfaction With the

Institution



Community service


Alumni network

Internships

.204

.116

.131

.081

.246

Student advising


Silent Generation

None

Baby Boomers

Curriculum

Quality of faculty


Career services/Career placementGeneration X

Curriculum

Quality of faculty



Student advising

Millennials

Curriculum

Quality of faculty


Student advising

Based on a Generational Perspective,

Some Drivers of Overall Satisfaction

Have More Influence


• Critical thinking skills

• Quality of faculty

High

Engagement

Based on Levels of Engagement, Drivers of Overall Satisfaction Also

Vary

• Curriculum


• Student advising

• Curriculum


• Student advising

• Internships

Medium

Engagement

Low

Engagement


Regression analysis shows quality of faculty, critical thinking skills and

curriculum are your strongest drivers of satisfaction. These three attributes are also present in gap

analysis; meaning that closing these gaps will give you a large return on investment and will

increase overall satisfaction with VCU.

Implication

68


BuildingVCU Alumni


Satisfaction with VCU Alumni is highest

among those who are more engaged.

5

70


47% of Alumni Are Satisfied With VCU Alumni

1 - Not at all satis-fied

2

3

4

5 - Very satisfied

0% 20% 40% 60% 80% 100%

4%

9%

40%

26%

21%

47%

Q25. Recently the VCU Alumni Association and the MCV Alumni Association merged creating one new organization, it is now titled VCU Alumni Overall, how satisfied are you with the VCU Alumni?

71

n = 1595





GroupSatisfied With VCU Alumni

GenderMale 51%*

Female 45%

Engagement

High 67%*

Medium 51%

Low 38%

Generation

Millennials 45%

Gen X 47%

Baby Boomers 49%

Silent 54%

n = 1595

Male Respondents and Highly Engaged Alumni Are Most Likely to be Satisfied With

VCU Alumni

Q25. Recently the VCU Alumni Association and the MCV Alumni Association merged creating one new organization, it is now titled VCU Alumni Overall, how satisfied are you with the VCU Alumni?


One-Third of Alumni Think a School, Department or Program Reunion is

Appealing

1 - Not at all appeal-ing

2

3

4

5 - Very appealing

0% 20% 40% 60% 80% 100%

21%

20%

24%

20%

12%

32%

73

n = 1595Q26. How appealing would a school/department/program reunion be to you?


19% of Alumni Think a VCU College of Humanities and Sciences Reunion is

Appealing

1 - Not at all appeal-ing

2

3

4

5 - Very appealing

0% 20% 40% 60% 80% 100%

33%

25%

24%

12%

7%

19%

74

n = 159527. How appealing would a College of Humanities and Sciences reunion be to you?





Group

School, Department,

Program Reunion

College of Humanities

and Sciences Reunion

GenderMale 33% 20%

Female 32% 18%

Engagement

High 47%* 32%*

Medium 38% 19%

Low 23% 14%

Generation

Millennials 40%* 25%*

Gen X 31% 18%

Baby Boomers 28% 16%

Silent 20% 15%

n = 1595 Q26. How appealing would a school/department/program reunion be to you?Q27. How appealing would a College of Humanities and Sciences reunion be to you?

Millennials and Highly Engaged Alumni Are Most Likely to Find a

Reunion Appealing


Implication

We know that alumni with higher levels of engagement are more satisfied with

VCU Alumni. What we’ve learned is that Millennials are significantly more

likely to be interested in both a department reunion and a humanities and sciences reunion. This generation craves networking opportunities and

these reunions would be a great way to get millennials highly engaged right

out of college and keep them engaged, which could potentially boost perceived

value in their degree.

76


Financial support from alumni is low due to a

lack of funds and a disconnect with the

college.

6

77


Respondents Are Most Likely to Financially Support VCU Followed by

the College of Humanities and Sciences

None of the above

Other

Massey Cancer Center


Athletics


VCU

0% 20% 40% 60% 80% 100%

38%

8%

13%

17%

17%

22%

36%

Q29. Have you supported any of the following with financial support? n = 1595


$393.35

High

Engagement

Average Lifetime Giving Significantly Increases Based on Levels of

Engagement

$328.15 $505.54

Medium

Engagement

Low

Engagement

Please note: Any outliers

were removed from this sample.


Why do you choose not to donate to VCU College of Humanities and

Science?Lack of Expendable Income

“I'm in medical school here at VCU. Meaning I'm poor and all my money goes to tuition and living expenses. I plan on giving back

what I can once I actually have a salary.”

“I don't make enough funds at the current moment.”

“I'm still paying a lot of money on student loans. Therefore I do not really have extra money to donate.”

“I haven't made enough money to donate just yet.”

“I paid tuition, give tax dollars to VA, and at this time barely make enough of an income to support myself.”


Why do you choose not to donate to VCU College of Humanities and

Sciences?Disconnect with the College

“I do not currently feel a connection to the school or know where and how my donation would make an impact.”

“I don't feel engaged with VCU.”

“I support my department. I work for a college of arts & sciences - alumni identify with their college and their

departments. Their school/college should work to enhance that, not add another level of people asking for

money.”

“I feel geographically disconnected.”

“I don't have a connection with the college, whereas I do have a strong connection with my undergrad alma matter, which I

support robustly, and with the Brandcenter, which I also support.”

“I did not choose not to donate to the College as much as I simply chose to donate to VCU.”


ImplicationRecall that 44% of respondents WANT to be highly engaged but only 15% are. Highly engaged alumni have a higher average lifetime gift, meaning that you

must first engage your alumni in order to increase lifetime giving. If alumni feel disconnected from the

College of Humanities and Sciences they won’t want to invest

in it.

82


BuildingCareer and Networking

Services


Millennials value their VCU network

the most.

7

84


n = 1595Q31. While at VCU did you use the University Career Center?

The Majority of Alumni Did Not Use the University Career

Center

Yes39%

No61%


31% of Alumni Who Used Career Services Found it Useful

1 - Not at all useful

2

3

4

5 - Very useful

0% 20% 40% 60% 80% 100%

19%

21%

30%

18%

13%

Q33. How effective/useful were the career services?n = 625

31%


One-Quarter of Alumni Say Their VCU Alumni Network is Valuable

1 - Not at all valuable

2

3

4

5 - Very valuable

0% 20% 40% 60% 80% 100%

22%

28%

31%

6%

19%25%

Q34. How valuable is VCU's alumni network to you?

n = 1595


GroupCareer Center

Network

GenderMale 27% 19%

Female 33% 19%

Engagement

High 51%* 35%*

Medium 34% 23%

Low 20% 11%

Generation

Millennials 40%* 26%*

Gen X 21% 19%

Baby Boomers 28% 15%

Silent 22% 11%

n = 1595 Q33. How effective/useful were the career services?Q34. How valuable is VCU's alumni network to you?

Millennials Are More Likely to Find the Career Services Effective and

Their VCU Alumni Network Valuable


n = 1595 Q35. Has an alumnus(a) of VCU ever played a role in helping you get a job or advance your career?

Most Alumni Have Not Been Aided in Employment or Career Advancement by

Other Alumni

Yes19%

No81%


Younger alumni value their VCU network more AND utilize career services more. Do older alumni

feel too far removed from VCU to value their VCU network anymore

or do they not know how to connect? The panel may be a

great way to figure out how to get older alumni more involved.

Implication

90


BuildingCommunicatio

ns


VCU communications are read and well

received more than College of Humanities

and Sciences communications.

8

92


VCU’s electronic communications

VCU’s print communications

College of Humanities and Sciences electronic communications

VCU’s social media

College of Humanities and Sciences print communications

College of Humanities and Sciences social media

0% 20% 40% 60% 80% 100%

33%

29%

32%

29%

14%

23%

31%

27%

22%

22%

20%

13%

64%

56%

54%

51%

46%

36%

5 - Very satisfied

93


top two box ratings

of “4” and

“5.”

n = 1595

Alumni are Most Satisfied with VCU’s Electronic and Print

CommunicationsD/R

3%

15%

17%

31%

26%

42%

Q36. Overall, how satisfied are you with each of the following? Please use a scale of 1 to 5 where “1” means “not at all satisfied” and “5” means “very satisfied.”

Please Note: Respondents who selected

“don’t receive” were omitted from these totals

and only included in the “D/R” sidebar


What Should VCU Do To Improve any Aspect of its Electronic or Print Communications?

“More coverage of undergraduate research.”

“I would be more interested in more program specific information than general college or university level

communications.”

“Nothing I receive is of any interest to me. It seems mostly aimed at building numbers of people on a list and/or raising

money. I would be more interested in learning what research findings, etc., are coming out of VCU.”

“Provide more details on current students, programs and scholars. Share informative videos. Do a better job telling

graduates how they can help and engage current students.”


Respondents seem to be most interested in alumni/student

research and success stories. Use these types of features to

get people more interested and satisfied with both your

electronic and print communications, as they are

seen as the most useful communications.

Implication

95


Building a Branding


Almost all respondents understand that they are a part of the College of

Humanities and Sciences but few identify with it.

9

97


95% of Respondents Are Aware of Their Affiliation With the College of Humanities

and Sciences

Q1. Are you aware that through your school/department/program you are a part of VCU’s College of Humanities and Sciences?

Yes95%

No5%

n = 1595


Yet Only 2% of Alumni Identify With the VCU College of Humanities and Sciences




0% 50% 100%

2%

19%

78%

Q20. As an alumnus(a), with which of the following do you primarily identify yourself?n = 1595


VCU College of Humani-ties and Sciences

VCU H&S

College of H&S

The College

VCU CHS

0% 20% 40% 60% 80% 100%

26%

18%

12%

14%

6%

51%

10%

5%

6%

3%

77%

28%

17%

12%

9%

5 - A very good option

Respondents Rated VCU College of Humanities and Sciences as the Best Branded

Name

100

Q24. There is some consideration being given to using a branded name when marketing VCU’s College of Humanities and Sciences.

n = 1594


top two box ratings

of “4” and

“5.”


Respondents Cited Focusing on a Specific Program and VCU’s Urban Location Most

Often When Asked How to Best Brand VCU’s College of Humanities and Sciences

Don't know

Liberal arts foundation

Highlight successful students and alumni

Affordable, flexible, convenient

Brand with VCU, MCV or sports

Real world application/community engagement

Quality of education

Excellent faculty

Urban location/diversity/cultural

A specific program or course

0% 20% 40% 60% 80% 100%

14%

2%

4%

4%

6%

7%

11%

13%

20%

20%

Q23. What makes VCU’s College of Humanities and Sciences particularly attractive?n = 1079


What, if Anything, Differentiates VCU’s College of Humanities and

Sciences From Other Humanities and Sciences degrees?

Urban Location and Diversity

“Urban location.”

“I think VCU's campus most definitely differentiates the degree/school/department, everything from other degrees. At VCU you get the urban setting that exposes you to not only a

diverse student body but a diverse environment and atmosphere.”

“The geographic relation to the medical campus and job opportunities within the city are advantages over more traditional

academic campuses.”

“The diversity on campus that allows for students to understand other's perspectives and for many types of students to succeed.”




Faculty/Professors

“The professors are what makes the program. Having professors lecture about something you’re passionate about makes a huge

difference.”

“It was designed by faculty who understood the field. Everything about it was useful in some aspect of my career.”

“There are exceptional teachers at VCU that work in the fields that they are teaching about. They are not just professors, like at many schools. Their involvement in the community at an urban university gives VCU students the best

of both worlds.”




Internships, Career Opportunities, and Hands-on Experiences

“The internship experience was the greatest difference, not many programs give you an opportunity like that.”

“My degree taught specific skills, background, and enabled hands-on experiences.”

“Real world experience the entire time.”

“The research and internship opportunities open to students willing to earn them.”


Stick with what students know and love; they know you as the

College of Humanities and Sciences and they love all the

skills they’ve gained through your program. Use this to your

advantage as you begin to work from the inside out in creating a valued and recognized brand,

centered around how the College of Humanities and Sciences makes a personal impact in

shaping a person.

Implication

105


VCU: Panel


n = 1595 Q52. In the future, VCU Alumni may want to solicit alumni views through email surveys, group discussions, or by telephone at a convenient time. Would you be interested in participating?

847 Respondents Are Interested in Being a Part of

VCU’s Panel

Yes55%

No45%


Group Count

GenderMale 364

Female 474

Engagement

High 157

Medium 273

Low 417

Generation

Millennials 205

Gen X 293

Baby Boomers 313

Silent 36

n = 847

Panel Breakdown by Segmentation

Q52. In the future, VCU Alumni may want to solicit alumni views through email surveys, group discussions, or by telephone at a convenient time. Would you be interested in participating?


Recap


SIR’s Three Key Take-A-Ways• Branding: Given the research findings and limited dollars for

an external branding campaign, it will be hard to build a compelling and differentiating brand at this point in time. You need to craft a more compelling story and build an army of apostles to deliver the message. So start from the inside out. Create a more meaningful sense of what you offer and the value you deliver to your customers – students/alumni. Focus on engagement as a surrogate measure of brand strength – relevancy (importance), believability, uniqueness. Immediately begin to close the gap between those who want to be engaged, and those who actually are, through communications and by increasing satisfaction with your services (i.e. offering better alumni services, holding events etc.)

• Messaging: Focus less on the size of the College of Humanities and Sciences and the amount of programs offered and more on what you deliver (the benefit) personal impact – perspectives and skills gained, lives shaped etc. and how you do it - distinguished faculty in an urban setting. This messaging will become the articulation of your brand.

• Fundraising: Highly engaged alumni have a higher average lifetime gift. Good news - you have more alumni who want to become highly engaged than who currently are. Tap into this resource. Increase engagement as an important precursor to launching a major capital campaign that is dependent upon wide scale participation.


Thank You

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