Brigham Young University Alumni Association Awareness, Use, Satisfaction & Uncommon Loyalty

Brigham Young University Alumni Association

Awareness, Use, Satisfaction

&

Uncommon Loyalty

BYU Alumni Association

• The Alumni Association is an integral part of the university and its community.

• Serves as a link between the university and its alumni, students, parents, and friends.

• Encourages support of the purposes of the university, raise funds, and encourage involvement.

• All individuals you have attended the university or were employees of the university are considered members of the Alumni Association.

• Individuals who support the university are eligible for membership as well as the induction of honorary members

Objectives• How aware are the alumni of the services offered by the association?• How much do the alumni use the services offered by the association? • How satisfied are the alumni with the services offered by the association?• What inclinations do alumni have for giving back to the university?• What type of donation is most prominent?• What leads alumni to give back to the university?• How involved in various areas were the alumni as students at the

university?• Has that involvement lead to continued involvement today?• Where did BYU have the most impact on the alumni’s life as a student?• What in the alumni’s experience as a student leads to uncommon loyalty

for the university?

Errors, Limitations, & Influences

• Number of Respondents– Data Errors (gender, Utah)– Data Quantity (6500 respondents)

• Increased Response Rate of More Recent Alumni

1937

1947

1950

1952

1954

1956

1958

1960

1962

1964

1966

1968

1970

1972

1974

1976

1978

1980

1982

1984

1986

1988

1990

1992

1994

1996

1998

2000

2002

****

FYear

0

1

2

3

4

5

6

7

Per

cen

t

Findings

INVOVEMENT

Academic Clubs

Academic Clubs

64%

12% 7% 6% 4% 3% 3%

0%10%20%30%40%50%60%70%

• 64% had not been involved• 10% had been involved

Honors Clubs


Honors Clubs

71%

11%6% 4% 4% 3% 2%

0%10%20%30%40%50%60%70%80%

Notinvolved

1

2 3 4 5 6 Highlyinvolved

7

BYUSA Clubs and Associations

• 67% had been involved• 9% had not been involved

67%

13%6% 4% 2% 3% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Notinvolved

1


7

Community Service or Volunteer Work


Community Service or Volunteer Work

27%

18% 18% 16%

9%7% 5%

0%

5%

10%

15%

20%

25%

30%

Notinvolved

1


7

Club Sports or Extramural


Club Sports or Extramural

81%

7% 2% 3% 2% 2% 2%

0%10%20%30%40%50%60%70%80%90%

Notinvolved

1


7

Intramurals


Intramurals

52%

9% 7% 8% 8% 7% 9%

0%

10%

20%

30%

40%

50%

60%

Notinvolved

1


7

Varsity Athletics or Cheer Squads


Varsity Athletics or Cheer Squads

93%

2% 1% 1% 1% 1% 2%0%

10%20%30%40%50%60%70%80%90%

100%

Notinvolved

1


7

Theatre and Performing Arts Groups


Theatre and Performing Arts Groups

77%

7% 4% 3% 2% 2% 6%

0%10%20%30%40%50%60%70%80%90%

Notinvolved

1


7

Music/Dance


Music/Dance

63%

11%7% 6% 4% 3% 6%

0%

10%

20%

30%

40%

50%

60%

70%

Notinvolved

1


7

Other Clubs


Other Clubs

63%

13%7% 7% 4% 2% 3%

0%

10%

20%

30%

40%

50%

60%

70%

Notinvolved

1


7

• In each category, a large percent of people were found who were not involved.

Generally speaking, are you still involved with Brigham Young University?

Are you still involved with Brigham Young University?

YES62%

NO37%

NO RESPONSE

1%

• 62% of alumni are still involved with Brigham Young University.

Nature of Involvement

• Athletic and performing arts activities• Masters Degree• Part of faculty • Donations• BYU magazine, BYU TV & RADIO• Attending Education Week• Contact with professors• Children attend BYU

Do Past Involvements Affect Current Involvement with Brigham

Young University ?

• Analysis by Cross Tabulations and Chi-Square

Percent of Current Involvement with BYU

• If not involved in Academic Clubs 60%

• If involved in Academic Clubs 67%

• If not involved Honors Programs 61%

• If involved Honors Programs 70%


• If not involved in BYUSA Clubs and Associations 60%

• If involved in BYUSA Clubs and Associations - 69%

• If not involved in Community Service or Volunteer Work 59%

• If involved in Community Service or Volunteer Work 66%


• If not involved in Club Sports or Extramural – 61%

• If involved in Club Sports or Extramural – 74%

• If not involved in Intramurals – 57%

• If involved in Intramurals – 69%


• If not involved in Varsity Athletics or Cheer Squads – 62%

• If involved in Varsity Athletics or Cheer Squads – 74%

• If not Involved in Other Clubs – 62%

• If involved in Other Clubs – 68%

Conclusion

If students are actively involved in various extracurricular school activities during their school year(s), they are more likely to be involved with BYU after school than those who do not participate in such activities.

Recommendations

• BYU Alumni Associations should encourage students to be involved in extracurricular school activities.

How often are you involved with BYU?

Given the nature of your involvement, how often are you involved with BYU

17% 16% 16%21%

30%

Gender and Involvement with BYU

• Male still involved with BYU – 61%

• Male not involved with BYU – 36%

• Female still involved with BYU – 61%

• Female still involved with BYU – 38%

Are you involved with the BYU Alumni Association?

• 20% of alumni are involved with the BYU Alumni Association.

Are you involved w ith the BYU Alumni Association?

20%

80%

YES NO

Gender and Involvement with the BYU Alumni Association

• Males involved with BYU Alumni Association – 19%

• Males not involved with BYU Alumni Association – 78%

• Females involved with BYU Alumni Association – 19%

• Females not involved with BYU Alumni Association – 78%

Highest Degree and Involvement with Brigham Young University

• No Degree 66%

• Associates 71%

• Bachelors 60%

• Masters 69%

Age Category and Involvement with Brigham Young University

• Under 25 - 60% 26~34 – 56%

• 35~44 – 62% 45~54 – 69%

• 55~64 – 69% 65 and over – 72%

Participation in Church Meetings and Involvement with Brigham Young University

• Weekly 66%

• Nearly every week 35%

• Few times a year 16%

• Never 40%

Conclusion and Recommendations

1. Gender doesn’t affect involvement with BYU.

2. Older aged people tend to be more involved with BYU. Encourage and motivate younger people to be involved with the school.

3. People who go to church often tend to be more involved with BYU. Encourage and motivate people to attend church.

Aware, Use, and Satisfaction

Negative impressions

•Serves mainly old people•Inconvenience (with Webpage/Alumni directory/slow updates, etc.)•Utah centric•Sports oriented •Feel excluded due to either high cost or marital or job status)•Unorganized and too impersonal•Poor Alumni/career network •Fail to catch their genuine interests•Church oriented•No time and no interest/ Simply not involved

57.8%

9.1% 6.9%

Request money Inactive localChapters/Regions

Lack of information

Positive impressions

•Good staff and employees•Scholarships•Online Database (website/e-mail)•Organized/Helpful/Brings BYU spirit•Service oriented/Professional/Leadership•Activities including:

Aspen Grove, Tours, Active local chapters, Alumni Directory, Discount/Insurance, Alumni Career service

25.3%

20.2%17.8%

Network Source to Getinvolved

BYU Magazine

984

596

910

674

741

438

801

47

Alumni Directory

Alumni Career Services

Aspen Grove and Conference Center

Alumni Benefits and Discounts

Alumni Activities

Lifetime Email Forwarding

My BYU News Email Newsletter

Other

Which of the services listed below are you aware of?

599

823

343

584

298

102

BYU Alumni Website

BYU Magazine

Family/Friends

E-mail

Mail

Other

How did you find out about these services?

Use and SatisfactionQuestions

• How often have you used these services in the last two years?

• Of these services you have used in the past two years, how satisfied were you with each?

Many respondents did not answer either the first question or the second question and approximately 3.7% of them skipped the both questions.

Example. Alumni Directory Case Processing Summary

1498 100.0% 0 .0% 1498 100.0%Use of AlumniDirectory *Satisfaction

N Percent N Percent N PercentValid Missing Total

Cases

Use of Alumni Directory * Satisfaction Crosstabulation

Count

27 3 1 2 33422 19 12 11 211 8 10 15 70827 5 16 28 89 33 46 15 2595 7 16 49 35 32 12 1563 5 11 30 29 35 22 1352 7 7 24 41 18 992 1 5 10 30 18 66

3 4 14 21 42488 24 41 73 397 143 209 123 1498

No Use 123456Frequent Use 7

AlumniDirectory

Total

ExtremelyDissatisfied

1 2 3 4 5 6

ExtremelySatisfied

7

Satisfaction

Total

Chi-Square Tests

1017.093a 49 .0001094.850 49 .000

1498

Pearson Chi-SquareLikelihood RatioN of Valid Cases

Value dfAsymp. Sig.

(2-sided)

22 cells (34.4%) have expected count less than 5. Theminimum expected count is .53.

a.

•The respondents who used Alumni Directory service offered by the BYU Alumni Association more often were highly satisfied with the service (same with the rest of the services).

•Through the Chi-Square test, we found that the results are statistically significant at a 100% confidence level.

Satisfaction and Frequency of Recommend to others

Questions

Many respondents did not answer either the first question or the second question and approximately 3.3% of them skipped the both questions.

•Of these services you have used in the past two years, how satisfied were you with each?

•How often have you recommended these services to friends or family?

Satisfaction and Frequency of Recommend to others

• No matter how the respondents were satisfied with each service offered by the BYU Alumni Association, they did not often recommend it to others.

• Through the Chi-Square test, we found that the results are statistically significant at a 100% confidence level.

Recommendations1. Ask for donations politely to the alumni who are

non-recent Graduates.

2. Search the alumni's interests and focus on such topics for BYU Magazine.

3. The BYU Alumni Association must continue to provide all the services that are currently available.

• Alumni Career service and Lifetime Email Forwarding service need to be marketed better to increase the alumni's awareness.

4. The BYU Alumni Association must promote its service, features, and benefits more actively through professors, fliers, meetings, etc.

Contribution

ContributionTwo approaches

• How inclined are BYU Alumni to give back to BYU through:– personal services, volunteer services, money,

tangible assets, and other forms?

• When did BYU Alumni last give back to BYU through:– personal services, volunteer services, money,

tangible assets, and other forms?

How inclined are BYU Alumni to give back to BYU?

GIVEOther

GIVEAssets

GIVEMoney

GIVEVolunteer

GIVEServices

• BYU Alumni are

more inclined to

give back to BYU

through:– Personal services

– Money

How Inclined are BYU Alumni to give back to BYU?

Not Inclined (1) – Highly Inclined (7)GIVEServices

1

2

3

4

5

6

7

GIVEVolunteer

1

2

3

4

5

6

7

Personal Services Volunteer Services


Not Inclined (1) – Highly Inclined (7)GIVEMoney

1

2

3

4

5

6

7

GIVEAssets

1

2

3

4

5

6

7

Money Tangible Assets


Not Inclined (1) – Highly Inclined (7)GIVEOther

1

2

3

4

5

6

7

Other

Association between Gender & Alumni inclination to contribute to BYU

through Personal Services• Of Males:

– About 18% were highly inclined to give back

– 12% were not inclined to give back

• Of Females:– 15% were highly

inclined to give back – 22% were not inclined to

give back

VAR93 * VAR141 Crosstabulation

Count

102 125 227

83 54 137

70 57 127

126 108 234

181 98 279

168 60 228

155 66 221

885 568 1453

Not Inclined

2

3

4

5

6

Highly Inclined

How inclinedare you togive back toBYU withPersonalServices

Total

Male Female

Gender

Total

Association between Gender & Alumni inclination to contribute to BYU

• Males and females are not as inclined to contribute with volunteer services.

• The remaining contribution types were not statistically significant in association with gender.

Association between Age & Alumni inclination to contribute to BYU

through Money

• Those under the age of 25 are more inclined to contribute to BYU with money then those who are older.


Count

15 90 34 50 34 9 232

28 69 40 52 26 10 225

22 55 31 26 19 4 157

44 128 49 51 16 8 296

32 90 33 49 21 1 226

25 71 25 36 13 3 173

34 51 27 27 14 5 158

200 554 239 291 143 40 1467

Not Inclined

2

3

4

5

6

HIghly Inclined

How inclinedare you togive back toBYU withMoney

Total

Under 25 26 to 34 35 to 44 45 to 54 55 to 64 65 and over

In which age category do you fall

Total

Association between Age & Alumni inclination to contribute to BYU

• Personal Services:– Those up to age 44 were more highly inclined to give

back than those over the age of 44. • Volunteer Services:

– Those over age 25 most likely won’t give back to BYU. • Tangible Assets:

– Those over 35 had only a few highly inclined to give back.

• Other:– The majority of those under 34 were not inclined to

contribute.

Association between College Majored in & Alumni inclination to contribute to BYU

through Personal Services• Only 285 out of 1466 were

still involved with BYU.

• Those involved had 26% highly inclined to give back and only 6% not inclined.

• Those not involved had 18% not inclined to give back and 13% highly inclined to give back.


Count

17 213 230

17 119 136

20 109 129

37 199 236

62 221 283

59 170 229

73 150 223

285 1181 1466

Not Inclined

2

3

4

5

6

Highly Inclined

How inclined areyou to give back toBYU withPersonal Services

Total

Yes No

Are you still involved with thecollege you majored in

Total

Association between College Majored in & Alumni inclination to contribute to BYU

• Volunteer Services:– Only 281 out 1454 were still involved with their college.

– Out of those involved, 23% were not inclined to give back to BYU, and only 9% were highly inclined.

– Those not involved had 33% not inclined to contribute and 4% highly inclined.

• The remaining contribution types were not statistically significant in association with college majored in.

Association between Involvement with BYU & Alumni inclination to contribute to BYU

through Personal Services

• Out of those involved with BYU:– 53% were highly inclined to contribute– 28% were not inclined to contribute

• Those not involved with BYU:– 73% were highly inclined to contribute– 11% were not inclined to contribute

Crosstab

Count

241 55 55 24 28 455 858

53 25 34 9 13 365 499

294 80 89 33 41 820 1357

1

2

BYUinvolved

Total

1 2 3 4 5 6

WHENServices

Total

Association between Involvement with BYU & Alumni inclination to

contribute to BYU• Volunteer Services:

– Those involved had 79% highly inclined to contribute, and 7% not inclined.

– Those not involved had 88% highly inclined to contribute, and 2% not inclined.

• Money: – Only 2% of those involved with BYU were highly inclined to

contribute, and 54% were not inclined.– Of those not involved with BYU, 41% were highly inclined to

contribute with money, and 26% were not inclined.

• The remaining contribution types were not statistically significant in association with college majored in.

When did BYU Alumni last give back to BYU?

• Note:– Survey questions were

scaled from one to five, with one representing the most frequent contributors and five the least.

– Smaller wedges thus depict more active contributors.

• BYU Alumni contributed more with Money than the other contribution types.

WHENServices

WHENVolunteer

WHENMoney

WHENAssets

WHENOther


Within the last year (1) – Never (6)

WHENServices

1

2

3

4

5

6

WHENVolunteer

1

2

3

4

5

6

Personal Services Volunteer Services



WHENMoney

1

2

3

4

5

6

WHENAssets

1

2

3

4

5

6

Money Tangible Assets



WHENOther

1

2

3

4

5

6

Other

Association between Gender & Alumni’s last contribution to BYU through Personal

Services

• Males:– 26% gave back within the last year – 54% never contributed

• Females:– 15% gave back within the last year– 71% never contributed


Count

226 47 63 23 32 464 855

78 22 32 13 7 379 531

304 69 95 36 39 843 1386

Male

Female

VAR141

Total

Within past yearMore than a year agobut less than 2 years

Between 2-5years ago

Between 6-10years ago

More than 10years ago Never

VAR98

Total

Association between Yearly Household Income & Alumni’s last contribution to BYU

through Money

• In the lowest bracket, 32% contributed within the last year and 36% never contributed.• Incomes of $20,000 to $59,999 had 30% give back within the last year with 30% never contributing.• Incomes of $60,000 to $79,999 had 41% contribute within the past year with 24% never contributing.• Those with $80,000 or above gave back more frequently then those with lower annual incomes.


Count

48 82 85 90 268 573

33 35 46 21 53 188

11 47 30 32 63 183

4 7 12 14 16 53

2 2 9 8 17 38

54 92 89 52 87 374

152 265 271 217 504 1409

Within the past year

More than a yearago, but less than 2years ago

Between 2-5 yearsago

Between 6-10 yearsago

More than 10 yearsago

Never

Whendid youlast giveback toBYU withmoney

Total

0 to$19,999

$20,000to

$39,999

$40,000to

$59,999

$60,000to

$79,999$80,000or above

What is your yearly household income

Total

Association between college attended & Alumni’s last contribution to BYU through

Money

• Alumni attending the following colleges donated more within the past year: – Marriott = 45%, Physical and Mathematical Services = 45%, Engineering and

Technology = 43%, David O. McKay School of Education = 48%, Biology and Agriculture = 49%, Nursing = 53%, and Continuing Education = 71%.

• 605 out of 1483 respondents donated, and 388 never contributed.


Count

127 36 38 13 8 61 283

50 26 18 6 10 60 170

53 11 17 3 5 29 118

55 19 26 6 5 43 154

56 20 18 7 1 27 129

108 47 36 9 8 87 295

17 5 9 1 16 48

43 8 11 6 2 19 89

55 17 11 4 2 24 113

9 2 2 4 17

22 7 6 1 1 16 53

10 2 2 14

605 198 192 56 44 388 1483

Marriott

Fine Arts

Physical & MathematicalServices

Humanities

Engineering andTechnology

Family, Home, & SocialSciences

Kennedy Center forInternational Studies

David O. McKay School ofEducation

Biology & Agriculture

Nursing

Health & HumanPerformance

Continuing Education(General Studies)

Whatcollegedid youattend

Total

Within thepast year

More than a yearago but less than 2

years ago

Between2-5 years

ago

Between6-10

years ago

More than10 years

ago Never

When did you last give back to BYU with Money

Total

Association between college attended & Alumni’s last contribution to BYU

• Personal Services:– The following colleges donated more within the past year:

• Marriott = 27%, Fine Arts = 21%, Physical = Mathematical Services = 24%, Biology and Agriculture = 21%, Nursing = 29%, and Continuing Education = 29%.

– The other colleges had 19% or below contribute within the past year.

• The remaining contribution types were not statistically significant in association with college attended.

Association between involvement with BYU & Alumni’s last contribution to BYU through

Money

• Those involved with BYU had 10% contribute within the past year, and 27% not contribute.

• Alumni not involved with BYU had 14% contribute within the past year and 5% never contribute.

Crosstab

Count

87 110 92 178 148 130 120 865

133 93 68 91 51 37 25 498

220 203 160 269 199 167 145 1363

1

2

BYUinvolved

Total

1 2 3 4 5 6 7

GIVEMoney

Total

Association between involvement with BYU & Alumni’s last contribution to BYU

• Volunteer Services:– Those involved with BYU had 28% contribute within

the last year, and 43% never contribute.

– Those not involved with BYU had 7% contribute within the past year and 2% never contribute. Most of them contributed within the past 10 years or less.

• The remaining contribution types were not statistically significant in association with involvement with BYU.

Recommendation

• To increase contributions from BYU Alumni, involvement with the university should be increased.

The “BYU Experience” &

Uncommon Loyalty

BYU is MY SCHOOL. I am totally loyal to its mission and its message and have

sent my children to the university.

-Survey Respondent

Loyalty to BYU

1 2 3 4 5 6 7

LOYBYU

0

10

20

30

40

50

Pe

rce

nt

• Most alumni feel a sense of loyalty to the university but it is not as drastic an increase as Gratefulness and BYU’s Impact

BYU Impact

1 2 3 4 5 6 7

BYUImpact

0

10

20

30

40

50

60

70

Pe

rce

nt

• A large majority of the alumni felt that BYU had a great impact on their life

Grateful To BYU

• A large majority of the respondents felt grateful to BYU

1 2 3 4 5 6 7

BYUGrateful

0

10

20

30

40

50

60

70

Pe

rce

nt

What was the Impact

• In performing a t-test and measuring for statistical significance it was found that this difference is significant at the .000 level

0

1

2

3

4

5

6

Mea

n

Correlations

EXPSpiritual LOYBYU Pearson Correlation

1 .494(**)

Sig. (2-tailed) . .000

EXPSpiritual

N 1417 1395 Pearson Correlation

.494(**) 1

Sig. (2-tailed) .000 .

LOYBYU

N 1395 1665

** Correlation is significant at the 0.01 level (2-tailed).

Correlations

1 .541**

. .000

1417 1412

.541** 1

.000 .

1412 1424

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

EXPSpiritual

BYUImpact

EXPSpiritual BYUImpact

Correlation is significant at the 0.01 level (2-tailed).**.

Spirituality

• There is a correlation of .494 between Spiritual Experience and Loyalty

• There is a correlation of .541 for Spiritual Experience and BYU’s Impact

Spirituality

• In a regression between Spiritual Experiences and Loyalty, loyalty increases at a rate of .423 for every increase on one in spiritual experiences.

Coefficientsa

3.627 .118 30.624 .000

.423 .020 .494 21.209 .000

(Constant)

LOYBYU

Model1

B Std. Error

UnstandardizedCoefficients

Beta

StandardizedCoefficients

t Sig.

Dependent Variable: EXPSpirituala.

Other Effects of the Impact

• Academic

• Giving

• Preference for Children to Attend

• Gratefulness

BYU Mission Statement

All instruction, programs, and services at BYU, including a wide variety of extracurricular experiences, should make their own contribution toward the balanced development

of the total person.

To succeed in this mission the university must provide an environment enlightened by living prophets and sustained

by those moral virtues which characterize the life and teachings of the Son of God. In that environment these four

major educational goals should prevail:

• The BYU experience is driven primarily by a students experience, and BYU’s impact on the students, in the areas of spirituality and academics.

• This experience is what drives increases involvement, loyalty, and giving to the university.

Recommendations• The Alumni Association should continue to fulfill the

objective in its mission statement that says the alumni association will support the purposes and mission of BYU.

• Find opportunities to help BYU increase the spirituality and academic setting that impacts students positively.

• By providing an opportunity to continue to have exposure to the spiritual experiences and academic experiences of BYU, the Alumni Association will be able to increase the loyalty felt by the alumni for the university.

Thank YouWe would like to thank:

The BYU Alumni Association

Mike Busenbark & David Alcorn

Michael Guerts and Lauren Anderson

All BYU Alumni

Questions

Documents

Brigham Young University Alumni Association Awareness, Use, Satisfaction & Uncommon Loyalty