Chronicle Survey

Chronicle of Higher Education Survey on Student Recruiting, Retention, and Alumni and Donor Relations

Dear Colleague,

The Chronicle of Higher Education invites you to participate in a study that follows up on the success of our comprehensive survey of college and university presidents conducted in 2005. The response to the report on the presidents survey was extremely positive and sent a clear message that there is a need for deeper insights on how peer institutions are addressing strategic issues.

One area of particular interest is effective management of an institution's relationships with students. We are interested in your opinions and experiences in student recruiting and retention.

Your confidential responses to the survey will be reported in summary only. In appreciation of your participation, you will receive a complementary electronic copy of the executive summary report if you provide your e-mail address. Your contact information will remain confidential and will not be shared.

Thank you for your participation and taking the time to share your viewpoints. If you have any questions, please contact Tim Liu at the market research firm used for this study via e-mail at [email protected] or by phone at 703-286-6500.

Please start with the survey now by clicking on the Continue button below. The survey deadline has been extended to Friday, June 22, 2007.

Sincerely,

Bruce Wilson

Publisher

The Chronicle of Higher Education

INSTITUTION PROFILE

* Institution Name

* State Abbreviation

Institution Control (Select one:)

Public

Private Not-for-Profit

Private For-Profit

Institution Type (Select one:)

4-Year

2-Year

First Name and Middle Initial

Last Name

What is your primary area of responsibility? Select one:

What is your primary level of focus? Select one:

Institution-wide

System or district-wide across multiple institutions

Academic school or college (e.g., graduate business, medical, law, liberal arts, etc.)

Academic department or program

Not applicable

Other

How many years have you worked in higher education? Select one:

INSTITUTIONAL BUSINESS ISSUES

1.
How does your institution’s leadership define success? Rate how important each of the following is in your definition of success using the following scale:

2. What are the strategic priorities in which your institution is investing resources and money, using the following scale?

3. To address your top strategic priorities, in what areas do you need better information? Please use the following scale:

IN DEPTH INSIGHTS AND OPINIONS

What single area does your role primarily focus on?

Student recruiting and admissions

Student affairs and retention

Alumni relations or donor relations

Information technology or administrative computing

Overall institutional management

Other

STUDENT RECRUITING AND ADMISSIONS

4. Please rate your top concerns in student recruiting, admissions, and enrollment at your institution using the following scale:

5. Please rate the areas that need the most improvement in your institution’s student recruiting, admissions, and enrollment efforts using the following scale:

6. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?

7. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?

8. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?

9. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?

10. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?

11. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?

12. What practices or tools does your institution find very effective to identify and target prospective students?

13. Please rate the effectiveness of the following communications tools used to recruit students using the following scale:

STUDENT RECRUITING, ADMISSIONS, AND ENROLLMENT TRENDS

14. In fall 2006, our first-year enrollment compared with 2005 is estimated to have (select one):

Decreased

Stayed level

Increased

Do not know

15. Our first-year enrollment goal for fall 2007 compared with 2006 is expected to (select one):

Decreased

Stayed level

Increased

Do not know

16. In five years, we expect first-year enrollment to (select one):

Decrease

Stay level

Increase

Do not know

17. The number of applications for the academic year starting fall 2006 compared with fall 2005 (select one):

Decreased

Stayed level

Increased

Do not know

18. The number of applications for fall 2007 compared to fall 2006 is expected to (select one):

Decrease

Stay level

Increase

Do not know

19. In five years, we expect the number of applications to (select one):

Decrease

Stay level

Increase

Do not know

20. What percentage of student applicants submitted electronic applications in the most recent recruiting year? Select one:

21. What percentage of student applicants submitted electronic applications in the previous recruiting year? Select one:

22. Please select all that apply to the academic programs in your primary role:

Continuing education or adult learners

International or foreign students

Distance learning – Web-based

Distance learning – Videoconferencing

23. What is your admissions office’s annual budget including personnel costs? Select one:

24. This year’s annual budget for student recruiting and admissions compared with last year (select one):

Decreased

Stayed level

Increased

Do not know

25. Where is spending significantly increasing compared with the previous year? Select all that apply.

26. Where is spending significantly decreasing compared to the previous year? Select all that apply.

27. Of your total annual admissions and recruiting budget, what percentage is spent on the following categories? Responses must add up to 100%.

Personnel

Recruiting strategy and planning

Website for recruiting and admissions

E-mail campaigns

Advertising

Printing and publications

Postage

Phone campaigns

Recruitment events

Travel

External or third-party consultants

Other expenses

Do not know

28. How many personnel have primary responsibility for recruiting students? Select one:

29. Of these terms, which term do you prefer to use to describe students during the recruiting and admissions process? Select one:

30. Of these terms, which term do you prefer to use to describe the relationship you have with prospective students? Select one:

STUDENT AFFAIRS AND RETENTION

31. Please rate your top concerns in student retention and student communications at your institution using the following scale:

32. Please provide actual or estimated percentage for retention and graduate rates as follows:

	2004	2005	2006
Student retention rate for first-year students (%)

Graduation rate (%)

33. Please rate the areas that need the most improvement in your institution’s student retention efforts using the following scale:

Please rate the effectiveness of the following tools used by your institution to communicate with current students using the following scale:

35. How frequently does your institution survey students on their academic experience and satisfaction? Select one:

Not in the past five years

Every two to three years

Once a year

More than once a year

Do not know

36. How frequently does your institution survey students on their non-academic or campus experience and satisfaction?

37. Does your institution provide students with an e-mail address to use? Select one:

Yes - E-mail address for life (as students and alumni)

Yes - E-mail address (as students)

Yes - E-mail address forwarding only

No - But we are considering/planning

Do not know

Other

38. Of theses terms, which term do you prefer to use to describe the relationship you have with current students? Select one:

ALUMNI AND DONOR RELATIONS

Does your role focus primarily on (select one):

Alumni relations only

Donor relations/fundraising only

Both alumni and donor relations/fundraising

39. Please rate your top concerns in alumni relations or donor relations at your institution using the following scale:

40. Please rate the areas that need the most improvement in your institution’s alumni relations and [ ] donor relations efforts using the following scale:

41. Please rate the effectiveness of the following online resources or tools used by your institution to serve alumni:

42. What online resources or tools does your institution find very effective in serving alumni?

43. How are these online tools more effective?

44. Please rate the effectiveness of the following communication tools used to develop and maintain relationships with alumni and donors:

45. What communications tools does your institution find very effective to develop and maintain relationships with alumni and donors?

46. Of theses terms, which term do you prefer to use to describe individuals or organizations that contribute financially to the institution? Select one:

47. Of theses terms, which term do you prefer to use to describe the relationship you have with alumni and donors? Select one:

48.
How many alumni does your institution have? Select one:

49. What percentage of alumni gives to the institution? Select one:

50. The percentage of alumni giving online this year compared with last year (select one):

Decreased

Stayed level

Increased

Do not know

51. For what percentage of alumni does your institution have e-mail contact information? Select one:

52. What percentage of alumni give online? Select one:

53. The percentage of alumni giving online this year compared with last year (select one):

Decreased

Stayed level

Increased

Do not know

54. How many personnel primarily focus on alumni programs, services, and engagement?

55. How many personnel primarily focus on fundraising/donor relations?

56. What is your annual budget for alumni relations or donor relations including personnel costs? Select one:

57. Has this year’s annual budget compared with last year (select one):

Decreased

Stayed level

Increased

Do not know

58. Where is spending significantly increasing compared with the previous year? Select all that apply.

59. Where is spending significantly decreasing compared to the previous year? Select all that apply.

CRM – CONSTITUENT/CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS

60. What CRM system does your institution use?

61. What areas is the CRM system used in? (Check all that apply)

Student recruiting

Current student communications

Alumni relations

Donor relations and fundraising

Other

62. To what extent do you believe commercial CRM systems which serve multiple industry sectors can be adapted to meet the unique needs of higher education? Select one:

I strongly prefer a commercial CRM system adapted to higher education

I prefer a commercial CRM system adapted to higher education

I prefer a CRM system developed just for higher education

I strongly prefer a CRM system developed just for higher education

No opinion

63. To what extent do you believe that a CRM system must be integrated with your core administrative systems? Select one:

Must be fully integrated

Could be partially integrated

Prefer not to have it integrated

No opinion

64. What is your institution's timeframe for purchasing institution-wide CRM system with capabilities to provide visibility of the full lifecycle of a student from prospect to enrolled student to alumni? Select one:

Already purchased an institution-wide CRM system

Within the next 2 years

Within 3 to 5 years

Beyond 5 years

Not likely to purchase institution-wide CRM

Not possible to answer at this time

65. What are the most important benefits desired from a CRM system? Please use the following scale:

PERFORMANCE AND KEY METRICS

66. Please rate your institution’s performance in the following areas during the past 12 months using the following scale:

67. Please rate your institution’s ability to perform in the following areas during the next 12 months using the following scale:

Student Recruiting and Admissions

68. Which of the following are the top 5 metrics for recruiting and admissions? Please select 5 choices and rank order using the numbers 1 through 5.

Number of prospects
Number of applications
Percentage of applications by ethnic background
Percentage of applications submitted online
Yield ratio/rate
Average admission test scores
Average high school rank
Number and percentage of students receiving financial aid and scholarships
Number of enrolled students
Student retention rate
Student graduate rate
Class size
Budget vs. actual costs
Cost per recruit
Personnel costs for recruiters and admissions staff

Student Affairs and Services

69. Which of the following are the most important metrics for student affairs and services? Please select 5 choices and rank order using the numbers 1 through 5.

Student satisfaction
Student retention rate
Number of online services
Percentage of students registering online
Percentage of students using online self-service for information access or processing
Number of registered student clubs and organizations

Alumni Relations

70. Which of the following are the most important metrics for alumni relations? Please select 5 and rank order using the numbers 1 through 5.

Percentage of alumni with current contact information
Percentage of alumni contributing
Number of alumni programs and participants
Number of alumni services and users
Total alumni contributions
Percentage of alumni with e-mail contact information

Donor Relations

71. Which of the following are the most important metrics for donor relations? Please select 5 and rank order using the numbers 1 through 5.

Total alumni contributions
Percentage of alumni contributing
Increase in percent of alumni contributing and amount of contributions
Percent of alumni involved or volunteering
Total non-alumni donor contributions
Increase in percent of non-alumni donor amount of contributions
Average amount of donor contributions

73. Which of your top 3 performance metrics is the most difficult to measure?

1. First response listed in question above.

2. Second response listed in question above.

3. Third response listed in question above.

No opinion

Do not know

74. Why is the metric difficult to measure?

FUNDING/REVENUES

75. Is increasing funding / revenues a priority for your institution?

Yes

Do not know

76. Which strategies for increasing funding / revenues are being used by your institution? Select all that apply and rate their effectiveness.

DECISION MAKING AT YOUR INSTITUTION

77. What decision-making role(s) would you have in selecting new administrative software systems or online services for your primary functional area? Select all that apply.

Approve/authorize vendor contract

Evaluate vendors

Specify vendors

Determine needs/requirements

Develop technology strategy

None

Do not know

78. Would the decision for selecting new administrative software systems or online services be made independently or in conjunction with other administrative departments? Select one:

Independent

In conjunction with other functional departments

In conjunction with IT department and other functional departments

Do not know

Other

79. At what level would a decision be made for a new departmental administrative software system or online services? Select one:

80. Who would have final authority for buying new administrative software systems or online services for your primary functional area? Select one:

81. Please indicate how great a role you believe each of the following should play in selecting new administrative software systems by specifying a percentage (Must add up to 100%).

Ability of vendor to implement successfully

Risk, reputation, and stability of vendor

Vision and product strategy of vendor

Service and support from vendor

Best practices

Technology and system architecture of product

Functionality of product

Total purchase and implementation cost

82. Please rate the top concerns regarding information and technology based on your primary role using the following scale:

83. What strategies does your institution use for implementing new administrative systems? Select all that apply:

FUTURE PLANS FOR STUDENT AND ALUMNI SYSTEMS

84. What other information/software systems does your institution plan to purchase or replace?

What other administrative systems is your institution planning to buy or replace within the next 2 years?

What other administrative systems is your institution planning to buy or replace within the next 3 to 5 years?

What system does your institution use for managing Web content?

What system does your institution use for managing e-mail lists?

What system does your institution use for managing mailing lists?

What system does your institution use for sending e-mail blasts?

What system does you institution use for managing marketing campaigns?

What system does your institution use for event registration?

What system does your institution use for appointment scheduling/calendaring?

What system does your institution use for help desk/call center management?

What system does your institution use for data analysis/business intelligence?

What system does your institution use for managing student registration and records?

What system does your institution use to process transcript requests?

What system does your institution use for providing alumni services (e.g., career services, class notes, event registration)?

What system does your institution use for managing alumni data?

What system does your institution use for fundraising and donor relations?

What system does your institution use for human resources?

What system does your institution use for finance and accounting?

END OF SURVEY - Please Register for Complimentary Executive Summary Report

On behalf of The Chronicle of Higher Education, thank you for your time and participation. If you provide your contact information, you will receive a complimentary copy of the executive summary of the research report in a few weeks. The report will provide summary results by type of institution (e.g., public, private, 4 or 2-year institution).

In the event we have questions about your response, may we contact you? Select one:

Yes – by e-mail or phone

Yes – by e-mail only

Yes – by phone only

E-mail:

Direct Phone #:

86.

Your detailed response is confidential. For the purposes of the final report, would you be willing to give permission for a quote from this interview to be used? Select all that apply.

Yes

Yes - Anonymously with job title and institution type (e.g., 4-year private institution)

Yes - Name and job title only

Yes - Name, job title, and institution name

Yes - Must obtain clearance from institution’s public relations/affairs office

Please contact [email protected] if you have any questions regarding this survey.