Illinois Brand Study 2014 LINDA OWENS SOWMYA ANAND
Illinois Brand Study 2014 LINDA OWENS & SOWMYA ANAND SURVEY RESEARCH LABORATORY University of Illinois at Chicago www. srl. uic. edu
Study Methodology Study Populations • • • Alumni of Illinois Parents of Illinois students Residents of Cook, Du. Page, and Lake Counties in Illinois Methods • • • 2 Three separate online questionnaires E-mail invitations to alumni and parents Letter invitation to IL residents to complete online
Response Rates Total in sample Total emails or mail delivered # completed Response rate Alumni parents 4, 659 3, 419 1, 607 47. 0% Non-alumni parents 11, 623 8, 396 2, 806 33. 4% Chicago alums 5, 985 5, 036 774 15. 4% Other alums 3, 990 3, 728 642 17. 2% IL residents 4, 004 3, 709 102 2. 8% Overall response rate 24% 3
Questionnaire � Number of questions varied by group � Ratings on 5 -point scales and some 3 -point scales � Select one or multiple from list � Open-end questions � Can group items into 6 main themes � Connection to Illinois � Value of an Illinois education � Quality of an Illinois education � How well Illinois reaches out to alumni/parents/residents � Sources of information about the university � Attitudes and intentions regarding giving 4
Questionnaire � Examples � Connection to Illinois � How often do you attend events held by the University of Illinois at Urbana-Champaign? � At this time, how strong is your connection to the university? � Value of an Illinois education � How would you evaluate the value for money you get from the educational programs & services provided by the University of Illinois at Urbana-Champaign? � Quality of an Illinois education � How well does the education provided by the University of Illinois at Urbana-Champaign train students for a specific career or profession? 5
Questionnaire � Examples � How well Illinois reaches out to alumni/parents/residents How much does the University of Illinois at Urbana-Champaign value its relationship with alumni/parents/residents? � How close a connection does the University of Illinois at Urbana. Champaign maintain with alumni/parents/residents? � � Sources of information about the university How much information do you get about what is happening at the University of Illinois at Urbana-Champaign? � In the past 3 months, have you seen any advertisements featuring the University of Illinois at Urbana-Champaign? � � Attitudes and intentions regarding giving Of the following, which motivates you the most to make a charitable gift to the university? � In the next 5 years, how likely are you to make a financial contribution to the University of Illinois at Urbana-Champaign? � 6
Alumni Results • Alumni who feel connected more likely to intend to make a financial contribution in the next five years Standardized (Constant) Connect Value Change since R attended Outreach Age Unstandardized Coefficients B Std. Error – 1. 309 0. 186 3. 186 0. 238 1. 285 0. 215 0. 661 1. 075 0. 006 R 2 = 0. 290, F (5, n = 1, 315) = 108. 668, p < 0. 000 7 Coefficients Beta 0. 349 0. 162 t – 7. 034 13. 398 5. 985 Sig. 0. 000 0. 156 0. 105 4. 231 0. 000 0. 200 0. 002 0. 147 0. 084 5. 374 3. 466 0. 000 0. 001
Alumni Results Feeling connected also strongly associated with past contributions • (Constant) Connect Quality Change since R attended Respondent age Unstandardized Coefficients B Std. Error – 1. 396 0. 158 1. 879 0. 194 0. 354 0. 167 0. 394 0. 018 0. 261 0. 057 t – 8. 850 9. 671 2. 125 Sig. 0. 000 0. 034 0. 129 0. 079 3. 048 0. 002 0. 001 0. 339 12. 687 0. 000 R 2 = 0. 173, F (4, n = 1, 308) = 69. 423, p < 0. 000. 8 Standardized Coefficients Beta
Alumni Results Unfortunately, connection to Illinois is not very strong • Not strong Slightly at all (1) strong (2) Moderately Very strong (3) strong (4) Extremely strong (5) Total At this time, how strong is your connection to the university? 418 402 367 163 64 1, 414 29. 6% 28. 4% 26. 0% 11. 5% 4. 5% 100. 0% Mean 2. 3 9
Alumni Results At this time, how strong is your connection to the university? Not strong at all (1) Slightly strong (2) Moderately strong (3) Very strong (4) Extremely strong (5) Total Mean χ2 (12, n = 1, 335) = 21. 816, p = 0. 040. 10 Northeast 22 41. 5% 13 24. 5% 12 22. 6% 3 5. 7% 53 100. 0% 2. 1 Midwest 284 27. 1% 297 28. 3% 277 26. 4% 132 12. 6% 58 5. 5% 1, 048 100. 0% 2. 4 South 46 38. 0% 33 27. 3% 30 24. 8% 11 9. 1% 1 0. 8% 121 100. 0% 2. 1 West 35 31. 0% 37 32. 7% 31 27. 4% 8 7. 1% 2 1. 8% 113 100. 0% 2. 2
Alumni Results • However, there is opportunity to strengthen alumni connections Would you like your current level of connection to the university to increase, decrease, or stay the same in the future? Mean 11 Decrease greatly/ somewhat (1) Stay the same (2) Increase somewhat (3) Increase greatly (4) Total 42 518 616 137 1, 313 3. 2% 39. 5% 46. 9% 10. 4% 100. 0% 2. 6
Alumni Results • Chicagoland based alumni would like to increase connection Would you like your current level of connection to the university to increase, decrease, or stay the same in the future? Decrease greatly/somewhat (1) Stay the same (2) Increase somewhat (3) Increase greatly (4) Total Mean χ2 (3, n = 1, 311) = 30. 238, p = 0. 000. 12 Chicagoland 21 2. 9% 236 33. 1% 367 51. 4% 90 12. 6% 714 100. 0% 2. 7 Elsewhere 21 3. 5% 281 47. 1% 248 41. 5% 47 7. 9% 597 100. 0% 2. 5
Alumni Results But, Chicagoland based alumni also have less positive perceptions • How Much the University Values Its Relationship with Alumni Not at all (1) A little (2) A moderate amount (3) A lot (4) A great deal (5) Total Mean χ2 (3, n = 1, 335) = 9. 237, p = 0. 026. 13 Chicagoland 26 3. 4% 157 20. 3% 263 34. 0% 241 31. 2% 86 11. 1% 773 100. 0% 3. 3 Elsewhere 14 2. 2% 85 13. 3% 211 33. 0% 246 38. 4% 84 13. 1% 640 100. 0% 3. 5
Alumni Results How Well “World-Class Educational Institution” Describes the University Not well at all (1) Slightly well (2) Moderately well (3) Very well (4) Extremely well (5) Total Mean χ2 (4, n = 1, 415) = 16. 907, p = 0. 002 14 Chicagoland 15 1. 9% 63 8. 2% 200 25. 9% 337 43. 6% 158 20. 4% 773 100. 0% 3. 7 Elsewhere 9 1. 4% 31 4. 8% 131 20. 4% 303 47. 2% 168 26. 2% 642 100. 0% 3. 9
Alumni Results How Much Illinois Research Impacts the World Not at all/to a small extent (1) To some extent (2) To a large extent (3) To a great extent (4) Total Mean χ2 (3, n = 1, 307) = 22. 948, p = 0. 000. 15 Chicagoland 23 3. 3% 180 25. 5% 223 31. 5% 281 39. 7% 707 100. 0% 3. 1 Elsewhere 8 1. 3% 98 16. 3% 220 36. 7% 274 45. 7% 600 100. 0% 3. 3
Alumni Results How Much the Educational Experience Provided by the University Helps to Develop Students’ Critical Thinking and Analytic Skills Does not help at all/helps a little (1) Helps a moderate amount (2) Helps a lot (3) Helps a great deal (4) Total Mean χ2 (3, n = 1, 309) = 11. 182, p = 0. 011. 16 Chicagoland 39 5. 4% 179 24. 9% 281 39. 1% 219 30. 5% 718 100. 0% 2. 9 Elsewhere 34 5. 8% 105 17. 8% 237 40. 1% 215 36. 4% 591 100. 0% 3. 1
Alumni Results How Much the Education Provided by the University Improves Students’ Future Earning Potential Not at all/a little (1) A moderate amount (2) A lot (3) A great deal (4) Total Mean χ2 (3, n = 1, 335) = 9. 237, p = 0. 026. 17 Chicagoland 35 4. 8% 196 26. 8% 286 39. 1% 215 29. 4% 732 100. 0% 2. 9 Elsewhere 25 4. 1% 127 21. 1% 234 38. 8% 217 36. 0% 603 100. 0% 3. 1
Parent Results � Very similar results for parents stratum � Strength of connection lower among non-alumni parents, � Yet group expresses a slightly greater preference for increasing their connection. 18
Questions? 19
Thank you! 20
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