Results from the 2021 Alumni Attitude Study©
© PEG, Ltd. 2021 The slides in this handout are part of a more Presented by: complete and comprehensive oral presentation. For an in-depth understanding of the information provided herein, you should view these slides in combination with that presentation. For questions contact Rob Shoss at PEG, Ltd. About the Alumni Attitude Study© Project
Ø The Alumni Attitude Study (AAS or Study) has been completed by over 1,000,000 alumni at over 320 educational institutions over the last 19 years
Ø Instrument was branded to reflect University of Kentucky
Ø This is the 2nd overall Study completed by University of Kentucky
Ø 1,656 respondents included in this preliminary presentation
Ø The 2021 University of Kentucky Study results are compared the 2010 University of Kentucky Study and the national average. The final report will also have a comparison to a select group of similar institutions. Participants All School Comparables
American University CSU - Monterey Bay McMurry University University of Central Arkansas American University of Beirut CSU - Northridge Minnesota State University, Mankato University of Central Florida Arcadia University CSU - Sacramento Morningside College University of Central Missouri Auburn University CSU - San Marcos New Jersey Institute of Technology University of Cincinnati Azusa Pacific University CSU - Stanislaus New York University University of Delaware Babson College CSU-San Bernardino North Carolina A&T State University University of Florida Benedictine College Drake University Northern Illinois University University of Houston Boston University Duke University Northwood University University of Houston, Law Center Bryant University East Carolina University Nova Southeastern University University of Massachusetts- Boston Buena Vista University Emory University Oakland University University of Massachusetts- Lowell Butler University Felician University Oregon State University University of New Mexico Cal Poly Pomona Florida State University Pennsylvania State University University of North Carolina at Greensboro California Institute of Technology Fordham University Rensselaer Polytechnic Institute University of Oregon California Polytechnic State University George Mason University Rochester Institute of Technology University of Pittsburg at Bradford Carnegie Mellon University George Washington University Rockhurst University University of San Diego Carthage College Georgetown University Saint Louis University University of Southern California Case Western Reserve University Georgia Institute of Technology Salem State University University of St. Thomas- Minnesota Clemson University Gettysburg College Seattle University University of Tampa College of Charleston Gonzaga University Seton Hall University University of Tennessee at Chattanooga College of William & Mary Hamline University Southern Illinois University-Edwardsville Univ. of Tenn. Health Science Center College of Wooster Humboldt State University Springfield College University of Tennessee-Knoxville Colorado State University Jacksonville State University Temple University University of Tennessee-Martin Concordia University Wisconsin John Marshall Law School Texas Christian University University of Toronto CSU - Channel Islands Kent State University Texas Lutheran University Upper Iowa University CSU - Chico Kentucky Wesleyan College Texas State University Valparaiso University CSU - Dominguez Hills Lafayette College Towson University Vanderbilt University CSU - East Bay Lake Forest Academy Trinity University Western Kentucky University CSU - Fresno Louisiana Tech University Tulane University Westminster College CSU - Fullerton Lyndon State College UMKC, Bloch School Yale School of Management CSU - Long Beach Marietta College University of Alabama in Huntsville McDaniel College University of California, San Diego
Slide 3 Demographic Data
University of University of All School Degree Obtained Kentucky 2010 Kentucky 2020 Undergraduate 64% 60% 62% Graduate 23% 22% 20% Both undergraduate and graduate 13% 18% 18%
University of University of All School In or Out of State Kentucky 2010 Kentucky 2020 Residence in-state 46% 52% 45% Residence out-of-state 50% 48% 54%
University of University of All School Distance from Campus Kentucky 2010 Kentucky 2020 Within 16 miles 18% 19% 20% 17-50 miles 14% 8% 8% 51-160 miles 15% 24% 26% 161-250 miles 14% 10% 8% Over 250 within the US 33% 36% 36% Over 250 outside the US 5% 3% 3%
Slide 4 Demographic Data
University of University of All School Gender Kentucky 2010 Kentucky 2020 Male 54% 52% 54% Female 46% 47% 44%
University of University of All School Ethnicity Kentucky 2010 Kentucky 2020 Caucasian/White 76% 91% 90% African American/Black 5% 3% 2% Hispanic 4% 1% 0% Asian/Pacific Islander 9% 2% 2% American Indian/Alaskan 6% 0% 0% 2 or more ethnic groups (multi-ethnic) 0% 0% 1% Other 0% 1% 0%
Slide 5 Demographic Data
Which of the following describes your family experience? University of Kentucky 2020 I am the only person in my immediate family to have graduated from college 19% One or both of my parents have graduated from college 45% One or more of my siblings have graduated from college 59%
Which of the following describes your financial experience at University of Kentucky 2020 the University of Kentucky? I did not receive a scholarship 58% I received a partial scholarship 25% I received a full scholarship 8%
Slide 6 Response By Decade of Graduation
450 422 400 350 350 300 244 250 200 152 150 127 112 Number of Participants of Number 100 76 50 0 Woodstock/Vietnam Post-Watergate Yuppie/End of Cold Electronic Post 9-11 Post Great Recession Economic and Prior War Revolution/Dot-Com Prosperity/Political Instability
Slide 7 Response By Q22 Intent to Participate Financially
Non-contributors Might contribute Contributors in the future 70 60 50 40 30 20
Percentage of Participants 10 0 Never/do not plan to in Have/do not plan to in Have never, but plan to Currently and plan to Currently and plan to future future in future continue increase
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 8 Response By Q22 Intent to Participate Financially vs. Q02
Might contribute Non-contributors in the future Contributors 70 33% 46% 60 50 40 30 20 Percentage of Participants 10 0 Never/do not plan to Have/do not plan to Have never but plan to Currently and plan to Currently and plan to increase
How often do you promote University of Kentucky to others? Never Occasionally Regularly All the time
Slide 9 Q23. How important would each of the following be to you in making a decision to give to the University of Kentucky?
Not Somewhat Very Critically important important important important Knowing how dues/gifts are used
Providing financial support to the University of Kentucky students To increase the quality of the academics
Attract high-quality faculty
Lower tuition
Higher school ranking
Nicer facilities
Having life-long learning opportunities available
It's the right thing to do
Campus privileges
Alumni activities in my area
More exclusive benefits for alumni
All School Univ of Kentucky 2021
Slide 10 Q06. On a scale from 0 to 10, with 0 being the lowest, how connected do you feel to the University of Kentucky?
57% 20 18 16 14 12 10 8 6
Percentage of Participants 4 2 0 0 1 2 3 4 5 6 7 8 9 10
Slide 11 Q07. On a scale from 0 to 10, with 0 being the lowest, how likely are you to recommend the University of Kentucky to a prospective student?
79% 35 30 25 20 15 10 Percentage of Participants 5 0 0 1 2 3 4 5 6 7 8 9 10
Slide 12 Q09. Please indicate the extent of your loyalty to each of the following:
Somewhat Not loyal Loyal Very loyal loyal
University of Kentucky in general
University of Kentucky athletics
My major or degree program
My college/school within the University of Kentucky
A faculty member or instructor
A student organization or activity I was associated with
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 13 Q05. How would you rate your decision to attend the University of Kentucky?
80 70 60 50 40 30 20
Percentage of Participants 10 0 Bad decision Fair decision Good decision Great decision
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 14 Q03. Which of the following best describes your experience as a student?
70 60 50 40 30 20
Percentage of Participants 10 0 Poor Fair Good Excellent
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 15 Q02. How often do you promote the University of Kentucky to others?
40 35 30 25 20 15 10 Percentage of Participants 5 0 Never Occasionally Regularly All the time
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 16 Q01. Which of the following describes your overall current opinion of the University of Kentucky?
70 60 50 40 30 20 Percentage of Participants 10 0 Poor Fair Good Excellent
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 17 Q04. Which of the following best describes your experiences as an alumnus/a?
60
50
40
30
20
Percentage of Participants 10
- Poor Fair Good Excellent
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 18 Affinity Index
The Affinity Index is calculated as the average of:
Q05. How would you rate your decision to attend the University of Kentucky? Q02 How often do you promote the University of Kentucky to others? Q04. Which of the following best describes your experiences as an alumnus/a? Q01 Which of the following best describes your overall current opinion of the University of Kentucky?
Expressed as a percentage: [Index = ((Q05 + Q02 + Q04 + Q01) / 4) / 4]
Affinity Index (University of Kentucky 2021) = 82% University of Kentucky 2010 = 80% All School Average = 80%
Slide 19 Correlation Analysis Highest correlation to “Affinity Index” across all questions.
.20 .25 .30 .35 .40 .45 .50 .55 .60 .65 .70 .75 .80
On a scale from 0 to 10, with 0 being the lowest, how likely are you to… University of Kentucky in general On a scale from 0 to 10, with 0 being the lowest, how connected do… University of Kentucky athletics Contributing to my community Deepening my commitment to personal development Traditions or values learned on campus My college/school within the University of Kentucky Responding to new career opportunities Serving as ambassadors promoting the University of Kentucky to others Further graduate education Commitment to continuous education Read alumni email Current work status The alumni magazine Mentoring students Getting a job I wanted soon after I graduated Invitations to the University of Kentucky activities Invitations to alumni activities Identifying job opportunities for graduates How UK prepared and prepares graduates for lifetime well-being Connection to student experience and UK Athletics Being and hearing about engaged alumni Slide 20 Q08. How well did the education received from the University of Kentucky prepare you for each of the following?
Poor Fair Good Excellent preparation preparation preparation preparation
Current work status
Further graduate education
Commitment to continuous education
Deepening my commitment to personal development
Getting a job I wanted soon after I graduated
Contributing to my community
Responding to new career opportunities
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 21 Alumni Messaging and Communications
Slide 22 Q24. Please indicate how much each of the following impacts your overall opinion of University of Kentucky:
0% 20% 40% 60% 80% 100%
Value/respect for degree 3% 13% 45% 39%
Availability of scholarships 6% 18% 41% 35%
Accomplishments of students 5% 20% 46% 29%
History/tradition 6% 20% 45% 29%
Outreach to community 9% 25% 44% 23%
A diverse and inclusive environment 16% 21% 31% 32%
Accomplishments of faculty 8% 28% 44% 21%
Accomplishments of alumni 9% 27% 42% 21%
School rankings (e.g. U.S. News & World Report) 11% 27% 42% 21%
Campus aesthetics (e.g. buildings, grounds, etc.) 9% 34% 45% 12%
Success of athletic teams 16% 31% 35% 18%
Media visibility (e.g. newspaper, magazine articles, viral videos, etc.) 11% 36% 40% 13% No impact on my opinion Some impact on my opinion Significant impact on my opinion Critically impacts my opinion
Slide 23 Q11. How important was each of the following to your experience as a student, and how well did University of Kentucky do at providing them?
Not Somewhat Very Critically More, Better, Different Important Important Important Important Poor Fair Good Excellent
Academics/classes
Skills/training for career
Relationship with other students
Relationship with the faculty
Attending athletic events
Traditions or values learned on campus
Relationship with administration and staff
Student leadership opportunities
Opportunity to engage in community service activities
Opportunity to interact with alumni
Opportunity to participate in fraternity/sorority
Importance Performance Slide 24 Q11. How important was each of the following to your experience as a student, and how well did University of Kentucky do at providing them? Gap Analysis
Importance exceeds Performance exceeds Performance Importance
Academics/classes
S kills/training for career cc Relationship with other students
Relationship with the faculty
Attending athletic events
Traditions or values learned on campus
Relationship with administration and staff
S tudent leadership opportunities
Opportunity to engage in community service activities
Opportunity to interact with alumni
Opportunity to participate in fraternity/sorority
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 25 Q16. Please indicate your feeling regarding the frequency of the following:
0 20 40 60 80 100
Invitations to alumni activities 57
Printed materials from the University of Kentucky (magazines, newsletters, etc.) 73
Presence on social media sites (Facebook, LinkedIn, etc.) 68
Email correspondence from the University of Kentucky (newsletters, news flashes, etc.) 72
Information regarding discount programs (credit cards, insurance services, etc.) 47
Solicitations for donations (annual fund, support for athletics, etc.) 56
Way too much A little too much About right Would welcome more Not nearly enough
Slide 26 Q15. For each of the communication methods listed below, please tell us how important that method is to you and also rate University of Kentucky’s effectiveness in utilizing that method:
Not Somewhat Very Critically Important Important Important Important Poor Fair Good Excellent
The alumni magazine
University of Kentucky website
Invitations to the University of Kentucky activities
Periodic informational communications
Communication regarding services and benefits
Invitations to alumni activities
Electronic newsletter
Alumni website
Social media/online community
Importance Performance Slide 27 Q15. For each of the communication methods listed below, please tell us how important that method is to you and also rate University of Kentucky’s effectiveness in utilizing that method: Gap Analysis
Importance exceeds Performance exceeds Performance Importance
The alumni magazine
U niversity of Kentucky website
Invitations to the U niversity of Kentucky activities
Periodic informational communications
Communication regarding services and benefits
Invitations to alumni activities
Electronic newsletter
Alumni website
S ocial media/online community
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 28 Alumni Programming
Slide 29 Q19. How important is it for alumni in general to do the following and how well does University of Kentucky do at supporting alumni in doing them?
Not Somewhat Very Critically Important Important Important Important Poor Fair Good Excellent
Identifying job opportunities for graduates Serving as ambassadors promoting the University of Kentucky to others Recruiting students
Mentoring students Providing financial support for the University of Kentucky (e.g. donations) Networking with other alumni
Providing leadership by serving on boards, committees, etc.
Attending general alumni and the University of Kentucky events
Attending the University of Kentucky athletic events
Volunteering for the University of Kentucky
Engage with the University of Kentucky at virtual events and programs Participating in the University of Kentucky online activities (social media)
Importance Performance Slide 30 Q19. How important is it for alumni in general to do the following and how well does University of Kentucky do at supporting alumni in doing them? Gap Analysis
Importance exceeds Performance exceeds Performance Importance
Identifying job opportunities for graduates
Serving as ambassadors promoting the University of Kentucky to others
Recruiting students
Mentoring students
Providing financial support for the University of Kentucky (e.g. donations)
Networking with other alumni
Providing leadership by serving on boards, committees, etc.
Attending general alumni and the University of Kentucky events
Attending the University of Kentucky athletic events
Volunteering for the University of Kentucky
Engage with the University of Kentucky at virtual events and programs
Participating in the University of Kentucky online activities (social media)
All School Univ of Kentucky 2010 Univ of Kentucky 2021
Slide 31 Q20. Out of the alumni activities listed below, check the top five activities that you would be most likely to engage in:
Univ of Kentucky 2021 60% 49% 50%
40% 33% 29% 31% 30% 30% 27% 26% 20% 19% 20% 18% 18% 17% 10% Percentage of Participants Mentoring students Mentoring Identifying job opportunities for Recruitingstudents Servingas ambassadorspromoting the for support financial Providing Networking otherwith alumni ofthe forUniversity Volunteering on serving by leadership Providing the and alumni general Attending of University the Attending (social activities online Kentucky and events virtual at Kentucky Participating in the University of University the in Participating
0% of University the with Engage Kentucky athletic events athletic Kentucky UniversityKentucky of events theUniversity of Kentuckyto UniversityKentucky of (e.g. boards, committees, etc. programs graduates donations) Kentucky media) others
Slide 32 Q21. What are barriers to your participation in alumni activities? (Check all that apply.)
All School Univ of Kentucky 2010 Univ of Kentucky 2021 80% 70% 60% 50% 40% 30% Percentage of Participants 20% 10% 0% Time/other Concern about Value (cost as Type or subject I don't know I won't make a I don't want to Geographical Unsure of how commitments future compared to matter of the anyone difference distance to get involved solicitation benefit) event
Slide 33 Q21. What are barriers to your participation in alumni activities? (Check all that apply.) By Distance from Campus
90% 80% 70% 60% 50% 40% Percentage of Participants 30% 20% 10% 0% Time/other Concern about Value (cost as Type or subject I don't know I won't make a I don't want to Geographical Unsure of how commitments future compared to matter of the anyone difference distance to get involved solicitation benefit) event
Within 16 miles 17 to 50 miles 51 to 160 miles
161 to 250 miles Over 250 miles (within US) Over 250 miles (outside US)
Slide 34 Q10. In which of the following organizations/activities did you participate as a student? (Check all that apply.)
All School Univ of Kentucky 2010 Univ of Kentucky 2021 60% 50% 40% 30% 20% 10% Percentage of Participants 0%
Honor Society Residence halls Academic clubs Fraternity/Sorority Music/theater/artCommunity service Intercollegiate athletics Religious organizations
Ethnic and/or cultural centers
Intramural, club, or recreational athletics Student media (newspaper, radio, TV, or… Professional or career-related organizations
Slide 35 Foundation Concepts Alumni Partnership Model ©
Alumni feedback is not a one-time event, but rather an ongoing Show you care – use process of measurement, Initiate the process a high-quality by asking their process action, and re- opinion measurement.
Solidify and institutionalize by Let them know that checking back to see you heard what was what changed said
Take action in a way that demonstrates you care about their opinion
Slide 36 Implications Highlighted Issues and Areas of Focus • Areas that most inspire alumni to give • Focus talking points and topics on – Knowing how gifts are used – How UK prepared and prepares graduates for lifetime – Providing financial support for students well-being – Increase the quality of academics – Connection to student experience and UK Athletics Attract high quality faculty – Being and hearing about engaged alumni • Increase brand of Alumni Association • Items with most impact on alumni opinion about and Alumni on campus UK – Professional or career related programs – Value and respect for degree – Residence halls – Availability of scholarships – Intramurals or clubs – Accomplishments of students – Fraternity and sorority – History and tradition • What alumni want to know more about – A diverse and inclusive environment how the student experience is better today • Programs alumni want to know more about in: – Identifying job opportunities for graduates – Skills training for career – Alumni mentoring students – Academics and classes – Serving as ambassadors promoting UK – Relationships with faculty – Recruiting students – Relationships with other students – Alumni networking with each other – Diversity and inclusion on campus – Providing leadership by serving on boards, committees, etc.
Slide 37 Contact Information Robert Shoss Tel: (713) 527-0078 Fax: (713) 524-4324 [email protected] www.pegltd.com
Slide 38 Woodstock/Vietnam and Prior Demographic Profile
• Optimism and youth driven change • Ending the war in Vietnam • Civil Rights Act/Freedom Riders • Going to the moon • The Kennedy’s (Camelot Whitehouse) • Great Economy – easy to get a job after graduation • Anthropology is most popular degree • Ages 68 and older
39 Post-Watergate Demographic Profile
• More pessimistic about future • President Nixon resigns from office • Ford/Carter Recession • Jobs harder to get after graduation • Ages 61-67
40 Yuppie/End of Cold War Demographic Profile
• Regan economic boom • Good economy • Cold War comes to an end - Berlin Wall destroyed • Business degree is hot – MBA programs sprout like weeds • Ages 48-60
41 Dot-Com/Electronic Revolution Demographic Profile
• Dot-Com IPO’s • New economy • Big booming economy focused on youth • Peace Forever – Only one Super- Power • Gen Xers taking over the world • Ages 41-47
42 Post-9/11/End of Dot-Com Bubble Demographic Profile
• Dot-Com bubble bursts • Focus away from youth • More competition for every job • Country at war after 9/11 • Beginning of an economic recovery in later years • Ages 33-40
43 Post-Great Recession Demographic Profile
• Market crash of 2008 • Explosive unemployment • Significantly increased government role in healthcare • Slowest recovery in history • Very hard for those in their 20’s to get work • Huge and growing U.S. deficit • Ages 26-32
44 Economic Prosperity/Political Polarization Demographic Profile
• Largest economic expansions since WWII - unemployment less than 4 percent • Racial tension post-Ferguson riots • “Me Too” and “Times Up” movements • “Fake News” questions the reliability of information • Smartphones ubiquitous +75 percent • Social Media directly impacts election • Ages 25 and younger
45