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.

Demonstrate your commitment to a two-way partnership by sharing the results of your Study with a broader audience throughout the university.

From an in-depth presentation of findings to executive summaries and articles for publication, an alumni survey will help you cultivate the relationship between institution and alumni.

Your alumni feel empowered when voicing their opinions.  When you ask alumni “How important is this program?” and “How well is your university/association doing it?” you do not just gain insight into alumni perceptions, you also take the first step in improving those perceptions, by demonstrating your desire for an active, two-way dialogue with alumni.

Survey Distribution Options

Using a combination of distribution methods allows us to minimize non-response and selection bias, and to maximize insight into alumni perceptions within each specific alumni segment.

• A vital part of any successful survey is selecting a sample of participants that is both random and representative of the population at-large.
• Initially, we recommend distributing your customized survey by email to at least 7,500 randomly selected alumni.  This usually generates 500-1000 responses, more than enough to ensure confident statistical analysis.
• While we recommend an initial distribution of 7,500 randomly selected email addresses, we also recommend that, if possible, you send the survey to everybody in your email database.  Use the survey process to tell as many alumni as possible that their opinion is important and that it matters to you as you enhance your relationship with them.
• When using random selection make sure the database is well-stratified and is representative of your overall alumni population.

Survey Results

Your research should provide a credible, quantitative, and powerful method for assessing alumni opinions and perceptions.  Use your findings to go beyond the limited insight of anecdotal evidence and hearsay to measure and compare alumni opinions objectively and thoughtfully.

• Depend on the Study’s validity – use it to target and improve communication and messages across direct mail, annual fund, phone campaigns, and more.
• Trust the Study’s results and findings – make sure that each alumni segment is adequately represented.
• Compare your results with those from similar institutions – find out where you fit in the range of results and findings from peer universities.
• Be confident in the instrument’s effectiveness – use a well-validated instrument.

Sophisticated statistical considerations ensure reliability.

• Use random sampling and distribution to guarantee that your data reflect how your alumni actually feel.
• To alleviate non-response bias, distribute surveys appropriately across membership status, age, and gender, and consistently rank question groups.
• By keeping your institution’s email address database up-to-date, you can survey a truly random, representative sample where each member of the population has an equal opportunity to be selected (eliminating selection bias).
• By ensuring an adequate number and variation of responses for each alumni segment, AAS surveys consistently reveal a high confidence interval.*

The Power of Segmentation

Through carefully defined segmentation uncover the different perceptions of alumni from key age groups, eras, and lifestyles.  We rarely present Study results only for “alumni overall.”  Rather, after ongoing extensive analysis of the over 100,000 survey responses in our database, we’ve created stratified alumni profiles using factor modeling, correlation, and regression analysis.  We refer to these strata as “Era of Graduation” and “Alumni Life Cycle” groups.

Broaden your traditional understanding of alumni opinion by examining specific alumni segments.  Generational segmentation, while important, is not enough.  Examine era of graduation, stage of life, and lifestyle market-segmentation to create a more complete and vivid picture.

• Get inside the numbers – differences in perception are common among alumni from different eras of graduation.
• Learn what motivates alumni from different eras to engage, participate, and respond.
• Learn what drives loyalty and giving for specific alumni segments – use this information to customize communications and create programs that have the greatest impact.

Related posts:

1. How important is response rate anyway?
2. Age and Ethnic Distinctions in Alumni Attitudes
3. These principles need to be the foundation of your survey project