Key Findings

Did you know that . . .

- 68.4% of alumni feel somewhat or very connected to the college and 40% have a positive impression of our alma mater?

- 51% of alumni surveyed reside in Maryland?

- Alumni who feel connected to the McDaniel College community and their classmates are likely to make gifts to the college?

- In open-ended comments to the survey, most alumni (68.9%) have an overall positive impression of McDaniel College?

- Almost one-third of alumni surveyed reported they had not used any of the alumni programs or services in the last five years but 25.9% have used three or more alumni programs or services in the last 5 years?

- The alumni website was used by the largest number of alumni, but received some of the lowest quality ratings?

- 67% of alumni prefer electronic communication from McDaniel?

Read on to learn more about how we feel about our Alma Mater!

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 On this page :

• Survey Details
• Geographic Distribution of Study Participants
• Connection with McDaniel College
• Positive / Negative Impressions of McDaniel
• Alumni Participation
• Program Ratings
• Preferred Communication Channels for Alumni News and Events
• Desired Frequency of Communications
• Philanthropic Relationship with the College
• Reasons for Not Making a Gift
• Carpe Diem Campaign
• Volunteer Participation
• Off-Campus Event Participation
• Reasons for Attending an Off-Campus Event
• Alumni Survey Strategic Initiatives

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Survey Details

Timing, Demographics, Results
- Distributed in Spring 2009 to alumni graduates in the classes of 1960-2006.
- 6,949 alumni were surveyed (based on delivery to valid email addresses).
- 2,043 participated in the survey for a response rate of 29.4%.

Overall Purpose
- To determine what encourages alumni to remain active in alumni relations.
- To assess alumni image and impressions of the College and its outreach programs.
- To understand why alumni may or may not financially support the College.
 
Research Objectives
- Assess image and impressions of the College and its academic programs.
- Measure likelihood of attending specific types of alumni events and/or volunteering.
- Assess understanding and level of importance philanthropy provides in advancing College initiatives and success.
- Identify factors that influence the decision to contribute to the College, reasons for not contributing to the College and the likelihood of making future contributions to the College.
- Raise awareness among alumni of Carpe Diem Campaign.
- Increase and update email addresses of alumni.
- Raise awareness of key communication outlets like the Alumni Online Community, Hill magazine, News@McDaniel.

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Geographic Distribution of Participants

(click for large version)

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Connection with McDaniel College

Most participants feel “somewhat” or “very” connected to the McDaniel College community and their classmates; almost one-third, however, feel “not at all” connected.

	Count	%
Very connected	183	9.0
Somewhat connected	1,211	59.4
Not at all connected	645	31.6

Alumni who indicated they feel connected to the McDaniel College community and their classmates are more likely to be donors.

	Donors	Lapsed Donors	Non-Donors
	Count / %	Count / %	Count / %
Very connected	105 / 16.6%	46 / 8.6%	32 / 3.7%
Somewhat connected	401 / 63.5%	365 / 68.1%	445 / 51.0%
Not at all connected	125 / 19.8%	125 / 23.3%	395 / 45.3%

Alumni indicate a relatively low level of engagement with the college’s alumni programs and services.

	Donors	Lapsed Donors	Non-Donors
	Count / %	Count / %	Count / %
I always (and almost instinctively) think about the alumni programs and services available at the College	24 / 3.8%	12 / 2.2%	8 / 0.9%
I sometimes think about the alumni programs and services available at the College	265 / 26.1%	116 / 21.6%	98 / 11.3%
I rarely think about the alumni programs and services available at the College	320 / 50.6%	276 / 51.5%	427 / 49.0%
I never think about the alumni programs and services available at the College	123 / 19.5%	132 / 24.6%	338 / 38.8%

There is a strong and positive relationship between alumni “connectedness” and thinking about McDaniel as an alumni resource.

	Donors	Lapsed Donors	Non-Donors
	Count / %	Count / %	Count / %
I always (and almost instinctively) think about the alumni programs and services available at the College	33 / 18.0%	9 / 0.7%	2 / 0.3%
I sometimes think about the alumni programs and services available at the College	93 / 50.8%	244 / 20.2%	42 / 6.5%
I rarely think about the alumni programs and services available at the College	51 / 27.9%	709 / 58.6%	262 / 40.6%
I never think about the alumni programs and services available at the College	6 / 3.3%	247 / 20.4%	339 / 52.6%

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Positive Impressions of McDaniel

Categories Developed from Content Analysis of Verbatim Comments	Count	%
Positive impression of McDaniel; it's a good/great school	579	39.5%
McDaniel has improved its academics, facilities, reputation over the years	170	11.6%
McDaniel provided an excellent education	71	4.8%
McDaniel is an excellent liberal arts college	63	4.3%
McDaniel is growing (in a positive way)	60	4.1%
The campus is beautiful; very positive changes	48	3.3%

Negative Impressions of McDaniel

Categories Developed from Content Analysis of Verbatim Comments	Count	%
Upset about the name change; don't feel connected to McDaniel, only to Western Maryland College	254	17.3%
Disconnect between the school and the alumni (unrelated to name change)	89	6.1%
McDaniel is not the same as when the alumnus went to school (in a negative sense)	60	4.1%
McDaniel is expensive	54	3.7%

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Alumni Participation

- Almost one-third (32.3%) of participants reported they had not used any of the alumni programs or services in the last five years.
- One-quarter (25.9%) have used three or more alumni programs or services in the last 5 years.

Many participants used the alumni website, participated in class reunions, and attended sporting events and/or other homecoming events.

Most Frequently Used Alumni Programs and Services	Count	%
Alumni website	666	33.0%
Class reunions on reunion weekend	537	26.0%
Sporting events	479	23.7%
Other homecoming events	408	20.2%
Alumni Association	196	9.7%
Regional programs and events	183	9.1%
On-campus public lectures and performing arts events	171	8.5%
Affinity reunions at homecoming	167	8.3%

Significantly fewer alumni reported using the College’s career counseling, summer camps, and travel program.

Least Frequently Used Alumni Programs and Services	Count	%
College library	149	7.4%
On-campus facilities for receptions, weddings, meetings	139	6.9%
Email forwarding	124	6.1%
On-campus recreational facilities	87	4.3%
Career education and counseling	56	2.8%
Summer camps, including Common Ground on the Hill	54	2.7%
Alumni travel program	24	1.2%

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Program Ratings

The alumni website was used by the largest number of alumni, but received some of the lowest quality ratings.

	Mean*	Count
Alumni Association	3.96	194
Sporting events	3.86	476
Affinity reunions at homecoming	3.82	165
Class reunions on reunion weekend	3.80	534
Other homecoming events	3.77	407
Email forwarding	3.71	124
Alumni website	3.53	653
Career education and counseling	3.46	56

*Mean scores are based on a 5-point scale where 1=Poor, 2=Adequate, 3=Good, 4=Very good, 5=Excellent.

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Preferred Communications Channels

	Number of Alumni Survey Responders	Percentage of Survey Responders	Number of Alumni Receiving Communication
The Hill magazine	1,581	79.7	12,566
News@McDaniel	892	45.0	2,400
Email messages	890	44.9	7,117
Newsletter, printed	448	22.6	5,838
Alumni Online Community	207	10.4	3,101
Annual Report of Gifts	63	3.2	5,423
Letters from the President	61	3.1	355
Phone calls home	18	0.9	6,090 (total phone)
Phone calls to office	1	0.1	6,090 (total phone)

- 67.1% of alumni selected an electronic channel (email or e-newsletter) as a preferred form of communication.
- More younger alumni than older alumni indicated they want to receive electronic communications.

	2000 - 2006	1980 - 1999	1960 - 1979
	Count / %	Count / %	Count / %
Very connected	342 / 74.8%	553 / 66.9%	475 / 62.5%

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Desired Frequency of Communications

Most alumni surveyed indicated they are receiving sufficient communication from McDaniel.

	Donors	Lapsed Donors	Non-Donors
	Count / %	Count / %	Count / %
Yes, I am getting sufficient communications	573 / 93.2%	466 / 90.5%	690 / 82.8%
I am getting too much communication from McDaniel	17 / 2.8%	19 / 3.7%	79 / 9.5%
No, I would like more frequent or additional updates	25 / 4.1%	30 / 5.8%	64 / 7.7%

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Philanthropic Relationship with the College

- Participants indicated their level of agreement with several statements about their philanthropic relationship with McDaniel.
- More alumni disagreed than agreed that . . .

• Making a gift to the College is a priority for me.
• I make a gift to the College because I can designate my gift to a special need.

- More alumni agreed than disagreed that . . .

• Alumni giving is an integral part of advancing the College’s initiatives and future success.
• Alumni giving is an integral part of covering the College’s annual operating expenses.
• I recognize that other alumni in the past made gifts to the College that helped me afford my education.
• I make a gift to McDaniel because I wish to support current students.
• I only make a gift to the College if I have a surplus of disposable income.

*Mean scores are based on a 5-point scale where 1=Strongly disagree and 5=Strongly agree.

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Reasons for Not Making a Gift

- A total of 440 participants (22.5%) indicated they had not made a gift to the College to date.

• More than 80% indicated they were financially unable to contribute to the college.
• 34% indicated they are upset about  the college’s name change.

	Count	%
Don't have the financial means to contribute/donate	287	81.3%
Upset about the name change	120	34.0%
Prefer to donate to other charities/organizations	61	17.3%
Feel the tuition they paid was enough	39	11.0%
Feel a disconnect with the College	34	9.6%
Don't know how, or don’t agree with how, donations are spent	22	6.2%
Currently a graduate student	15	4.2%
Upset about changes in Greek system	10	2.8%
Don't see how donations will benefit them	6	1.7%
Not a priority	5	1.4%
Have not been asked to contribute/donate	2	0.6%

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Carpe Diem Campaign

Awareness
- 59.3% of all alumni surveyed indicated they are aware of the Carpe Diem Campaign.
- Among those reporting they are unaware (40.7%), a significant percentage are non-donors (54.7%).

	Donors	Lapsed Donors	Non-Donors
	Count / %	Count / %	Count / %
No	178 / 28.9%	180 / 35.0%	432 / 53.2%
Yes	438 / 71.1%	335 / 65.1%	380 / 46.8%

Giving
- Almost half of the participants indicated they are unsure if they will make a gift to the Carpe Diem Campaign.
- One-third indicated they are not likely to contribute.

How likely are you to make a gift to the Carpe Diem Campaign?	Count	%
I don't know at this time	889	46.2%
Not likely	641	33.3%
I already have!	200	10.4%
Very likely	194	10.1%

- Plans to contribute to the campaign vary significantly by donor status.
- Not surprisingly, more donors than any other group reported they have already given or are very likely to give.
- More than half of the previous donors reported they were unsure at this time whether they would give to the campaign or not.

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Volunteer Participation

The Annual Giving campaign and class reunions have the highest level of current participation.

Currently participate	Count	%
Annual Giving campaign	296	17.0%
Class reunions	230	12.7%
Alumni Association	91	5.3%
Affinity reunions	91	5.3%
Regional programs and events	70	4.1%
Mentoring current McDaniel College students	53	3.0%
Networking activities	51	2.9%
Career Services programs	47	2.7%
Seminars/symposia	25	1.5%

Class reunions, regional programs, networking activities, and mentoring students have the highest level of interest and likelihood of future participation.

Interested and may participate in the future	Count	%
Class reunions	861	47.7%
Regional programs and events	738	42.7%
Networking activities	680	39.1%
Mentoring current McDaniel College students	624	35.9%
Seminars/symposia	569	33.5%
Alumni Association	559	32.4%
Career Services programs	507	29.5%
Affinity reunions	439	25.7%
Annual Giving campaign	320	18.3%

Affinity reunions, Career Services, seminars/symposia, and the Annual Giving campaign are lowest in terms of alumni interest.

Not interested	Count	%
Affinity reunions	1,150	67.4%
Career Services programs	1,111	64.6%
Seminars/symposia	1,075	63.2%
Annual Giving campaign	1,056	60.6%
Mentoring current McDaniel College students	1,031	59.3%
Alumni Association	1,023	59.3%
Networking activities	968	55.7%
Regional programs and events	888	51.4%
Class reunions	661	36.6%

- The Annual Giving campaign, Career Services, and the Alumni Association have the highest levels of attrition.
- The table below includes 242 unique alumni.

Involved in past but no longer interested	Count	%
Annual Giving campaign	72	4.1%
Career Services programs	55	3.2%
Alumni Association	51	3.0%
Class reunions	52	2.9%
Networking activities	38	2.2%
Regional programs and events	32	1.9%
Seminars/symposia	31	1.8%
Mentoring current McDaniel College students	32	1.8%
Affinity reunions	26	1.5%

- Not surprisingly, more donors than non-donors and lapsed donors are interested in participating in alumni events in the future.
- Alumni from 1960-1979 are more likely to participate in class reunions, Annual Giving campaigns, regional programs and events, and the Alumni Association than alumni from more recent class years.
- Younger alumni (from 2000-2006) are more likely to participate in alumni events in the future than others.
- Maryland residents are more interested in participating in alumni events in the future than alumni living outside Maryland.

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Off-Campus Event Participation

Two-thirds of all alumni surveyed indicated they have not attended any off-campus alumni events in past 5 years.

	Count	%
Social event	485	25.8%
College information session led by a senior administrator or faculty member	137	7.3%
Special event offering a discount rate for alumni	87	4.6%
Current students presenting information about their academic major and research	55	2.9%
None of the above	1,281	68.0%

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Reasons for Attending an Off-Campus Event

- The most important reason why alumni attend off-campus events is to meet and socialize with fellow alumni.
- “Networking” opportunities account for 80% of the reasons given for attending an off-campus event.

	Count	%
Getting together with fellow alumni and friends	836	49.3%
Meeting other alumni who live in your area	437	25.8%
Visiting with former professors	158	9.3%
Learning what is new on campus	115	6.8%
Meeting and networking with current students	60	3.5%

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Alumni Survey Strategic Initiatives

- Develop executive summary and version of powerpoint with major findings and share with campus community, volunteer leaders and all alumni.

- Connect with alumni who indicated they were interested in working with class reunions, regional events.

- Communicate how critical financial gifts are and how they are used.

- Utilize Alumni Council and alumni leaders as focus group participants to identify hallmark programs and develop planning to strengthen these outreach activities.

- Provide detailed information on the Carpe Diem Campaign to alumni who specifically requested it and expand more general information to a larger pool of alumni.

- Share alumni survey findings on the college website and increase visibility of Alumni Association volunteer opportunities as well as hallmark alumni programs.

- Review profile of pool who “rarely think about alumni programs and services” then look for ways to communicate with alumni that are not solicitations – and to market benefits “beyond the diploma.”