As the popularity of social media in alumni relations continues to grow, so do the implications of social media on the AAS.  These platforms for mobile communication and social networking have sparked numerous conversations about some of the communications questions we ask in our AAS research.  Schools that have adopted these media outlets as a method of communicating to their alumni are very interested in measuring the effectiveness of their efforts.  Elements of these conversations and research are available to follow on such social media outlets as Twitter and Facebook.  Fans and colleagues of the Alumni Attitude Study can now stay abreast of the current communication regarding alumni attitudes and other newsworthy material derived from our research through these venues. (more…)

Most survey instruments have questions that give respondents the opportunity to check a box showing their level of agreement/satisfaction/perception of performance/etc. to a given statement.  These questions offer the analyst of the survey a way to understand how respondents and groups of respondents think about the various elements of the relationship between the respondents and the organization doing the survey.  This is consistent with the four-part PEG, Ltd. understanding of what a survey should accomplish:

1. Create a more enhanced partnership with alumni and donors.
2. Create consensus within your department and with your board about what matters to alumni so that the discussion about how to better engage alumni shifts from a discussion about what they think to one focused on what actions are needed next.
3. Establish a prioritized list of actionable items and how this varies across key segments.
4. Create a heightened focus on alumni and donor engagement with other departments and colleges across campus. (more…)

A question we often hear form our clients at the early stages of a research project is about their expected response rate.  What response rate should we get?  Is it enough?  Is it better or worse than others?  Should we give away a prize to insure a higher response rate?

Response rate is important.  It tells us a lot about the target population’s attitude regarding the survey and their belief in our willingness to listen and take action.  Response rate, however, is not as important as the number of responses.  (more…)

These principles need to be the foundation of the survey project, from designing the questions to taking action on the findings.

Many people start by thinking about the questions they want to ask rather than thinking about what they hope to achieve by conducting the survey.  Good survey processes and questionnaires start with a clear understanding of the following five operational guideposts:

1.       “Begin with the end in mind.”  Know what results you’re looking for; and what you want to do with the results.  Question design and structure make a huge difference in allowing for insightful analysis, but only when they are correctly drafted in the first place. (more…)

Two-way Communicating

A survey process is generally viewed as a one-way communications device. Clearly a survey is asking for input/feedback – one direction. But, a survey is really a dialog – two-way communication.

The dialog begins with questions. The very act of asking specific questions sets context and establishes expectations; expectations which must be addressed through the complete communication cycle. With most survey initiatives the dialog abruptly – and regrettably – stops when the questions get answered. This is a serious mistake.

You take a positive, bold step when you ask your alumni to critique your institution.  You bolster the alumni relationship further when you show them you heard what they had to say. You seal the relationship when you show your alumni that their input drives the decisions you make. (more…)