Strengthening The Link Between Affinity and Behavior

Strengthening
The Link Between
Afﬁnity and Behavior
2.16.16Paula Bonner Dave Florin

Are You a Friend-raiser
or a Fund-raiser?
The Link Between Affinity & Behavior

“Fund-raiser” doesn’t
happen in a vacuum.
It’s a “yes, and”
game today.

ToParaphraseSusanFeagin
If your goal of alumni
relations is to raise money,
you will likely fail. But, if
you have an authentic
alumni relations mission,
you will raise money.

HolisticAlumniRelationsProgramsWorkAcrossTheContinuum

But…we have
to do more to
prove the linkage
between affinity
and behavior

Built a measurement of affinity
 Created better alignment around…
 What drives affinity at our university
 What leads to engagement
 All of which will guide future action planning to increase affinity over time
 What experiential and communication levers we can and should pull
 What areas are we under or overdeveloped in?
 Foster best practices across campus community
 Now that we established a baseline we can measure our performance
against that score going forward
WhatWe’veAccomplished

Architecture for
Assessment and
Measurement of
Affinity and
Engagement

ThreePartsofAffinity&Engagement
AFFINITY
Awareness&Feelings
ENGAGEMENT
Actions&Behaviors
MEASUREMENT
Effectiveness&Impact

AFFINITY
Awareness&Feelings
ENGAGEMENT
Actions&Behaviors
MEASUREMENT
Much of WFAA’s work is in
the Alumni engagement: “Do
Something” part of our
model – metrics are tracked,
different business analyses
occur – but did the
magazine, volunteer
opportunity, gift-giving
experience impact our
alumni as we intended?
INFORMED
PROUD
CONNECTED
MOTIVATED
SATISFIED

AFFINITY
Awareness&Feelings
ENGAGEMENT
Actions&Behaviors
MEASUREMENT
Having some degree of
affinity, these are the
different ways and means
that alumni “do something”
with or for the UW or with or
for fellow alumni or current
students
INTERACT
PARTICIPATE
VOLUNTEER
JOIN
GIVE

UW Affinity
Research Case
Study Summary

Methodology
  Discovery session
  A quantitative online survey to a third of the UW alumni list
  6,530 UW alumni complete; 9.3% completion rate
  This wave is intended to provide a baseline read on affinity, attitudes
and behaviors
  To be repeated with the remaining two-thirds of the alumni list in 2016
and then every other year

A Sampling of Data:
Ratings of UW

RatingsofUW(agreeorneutral)
  Those who don’t agree with an attribute are not necessarily negative
toward UW; most are undecided
63%
61%
59%
55%
50%
50%
46%
45%
38%
36%
32%
25%
16%
32%
35%
33%
36%
40%
38%
42%
39%
45%
42%
39%
37%
38%
6%
4%
7%
8%
9%
11%
10%
14%
14%
18%
26%
32%
32%
Is a leader in research
Has strong academics
Has a strong athletic program
Provides an excellent student experience
Has a world-class faculty
Has global reach and impact
Attracts top students from Wisconsin and beyond
Serves the needs of the state of Wisconsin
Prepares students to successfully enter workforce
Is inclusive and accepting of cultural diversity
Requires private support to maintain its excellence
Is fiscally responsible
Is affordable
% Strongly Agree % Somewhat Agree % Neither Agree/Disagree
Q16) Please look at the following statements. To what extent, if at all, do you agree with each of these statements about UW–Madison?

Performancevs.DerivedImportanceCorrelatedwith
LikelyDonorsCurrentPerformanceMean
Derived Importance
Athletics
Academics
Global Impact
Serves
needs of WI
Cultural diversity
World class
faculty
Requires
private
support
Attracts top students
Excellent student exp.
Aﬀordable
Preps students
for workforce
Leader in
research
Fiscally responsible
Low
High
Low
High
Secondary
Strengths
Core Strengths
Critical
Weaknesses
Secondary
Weaknesses

DefininganAffinityMeasure
  Based on feelings or attitudes
  With an intuitive link to behavior
  Multidimensional (not based solely on one question)
  Has depth or intensity that can be increased
  Not driven by demographics (such as age, degree, geography)

LikelytoRecommend–“Promoters”
  69% of respondents were “promoters”
  Being a promoter is correlated with a willingness to choose UW again, a
belief that UW provides excellent student experiences and a love for UW
Q22) How likely would you be to recommend UW to a high school junior or senior considering colleges? Please answer using a scale of
0 to 10, where a 0 means not at all likely and a 10 means extremely likely. Promoter = 9 or 10, Neutral = 7 or 8 and Detractor = 0 to 6.
Net Promoter = 60 = Promoters - Detractors
Promoter
69%
Detractor 9%
.
Would go to UW again if could
do it all over
Thinks about their own student
experience as great
Proud to be associated with UW
Provides an excellent student
experience
Has strong academics
Prepares students to successfully
enter workforce
Love or like UW
Feel connected to the UW
Attribute much of success to UW
Neutral 22%

LikelytoDonateinNext12Months
  42% of respondents said they will likely make a donation to the UW in
the next 12 months
  This is bringing in a new dimension on affinity—only 46% of promoters
say they are likely to donate
  Being likely to donate is correlated with past giving, familiarity with
Foundation and feeling they have a relationship with UW
Deﬁnitely
Will: 26%
Probably
Will: 15%
May or May
Not: 21%
Probably Will
Not: 23%
Deﬁnitely Will
Not: 13%
-----42%-----
LikelyDonor
Past donor
Motivated to give
UW Foundation familiarity WAA familiarity
Have an existing relationship
with UW
Feel connected to UW
Feel informed about UW
Q25) How likely are you to make a donation to the UW
or a UW-related organization in the next 12 months?

AdvocatingfororChampioningUW
  53% of respondents said they had advocated for or championed UW three
or more times in the past three years
  Advocating is correlated with the extent to which someone has engaged
with students, helped or been helped by alumni, worn Badger apparel and
feels connected to UW
More than 10
Times: 23%
6-10 Times: 12%
3-5 Times:
17%
1-2 Times:
18%
None: 31%
--------53%---------
Advocate
Engaged with current or
potential students
Helped or been helped by
another alumnus/alumna
Volunteered on behalf of UW
I feel connected to my fellow
alums
Wore UW or Badger branded
apparel
Watched a Badger game on
TV
Seen or read UW sports
stories past 12 months
Feel connected to UW
Have an existing relationship
with UW
Feel informed about UW
Q15) In the past 3 years, how many times have you done each of the following? (If you graduated
less than 3 years ago, please tell us the number of times you’ve done each since graduating.)

AffinityScore
 Weighted score based on three questions: promoter, likely to
donate and advocate or champion
 50% Promoter
 30% Likely to donate
 20% Advocated/Championed
 Distribution of scores in this study:
 21% in the top quartile, with scores from 85 to 100
 26% in the second quartile, with scores from 70 to 84
 29% in the third quartile, with scores from 50 to 69
 24% in the bottom quartile, with scores from 0 to 49

ComponentsofAffinityScore
Likely to recommend
Promoter
69%
Neutral 22%
Deﬁnitely
Will: 26%
Probably
Will: 15%
May or May
Not: 21%
Probably Will
Not: 23%
Deﬁnitely Will
Not: 13%
-----42%-----
30% weight
More than 10
Times: 23%
6-10 Times:
12%
3-5 Times:
17%
1-2 Times:
18%
None: 31%
--------53%---------
Frequency of
Advocating for or
Championing UW
50% weight 20% weight
Likely to Donate
Detractor 9%

UW’sMeanAffinityScore
All Alumni
61.1
(n= 6,530)
Notable Differences by WAA Membership Status
•  More likely to say they had a good or great student experience
•  More likely to attribute their success to UW
•  Lapsed members are more likely than current members to have paid for their
education with student loans
Current WAA
Members
71.3
Past WAA
Members
62.1
Aware
Nonmembers
58.3
Aware or Not
Sure
56.5
(n=2,131) (n=982) (n=1,476) (n=821)
Unaware
47.6
(n=1,120)

OK, we have an affinity
score, but what is
driving that affinity?

Multidimensional
Affinity
Measures
Promoter
- Like or Love
- Would choose again
- Has strong academics
- Proud to be associated with
- Attribute much of my success
- Provides an excellent experience
Likely Donor
-Have an existing relationship
- Familiar with UW Foundation
- Familiar with WAA
- Motivated to give
- Given in the past
Advocate or
Champion
-  Engaged with current or
future students
- Helped or been helped by
another alum
- Volunteer on behalf of UW
- Watched a Badger game on
TV
Feel informed
about UW
Feel
connected
to UW

Multidimensional
Affinity
Measures
Promoter
- Like or Love
- Would choose again
- Has strong academics
- Proud to be associated with
- Attribute much of my success
- Provides an excellent experience
Likely Donor
-Have an existing relationship
- Familiar with UW Foundation
- Familiar with WAA
- Motivated to give
- Given in the past
Advocate or
Champion
-  Engaged with current or
future students
- Helped or been helped by
another alum
- Volunteer on behalf of UW
- Watched a Badger game on
TV
Feel informed
about UW
Feel
connected
to UW
Feeling connected
with and informed
about UW is
foundational

Affinity–CommunicationsEngagement
0%
20%
40%
60%
80%
100%
Top
Quartile
2nd
Quartile
3rd
Quartile
Bottom
Quartile
Key Name Slope*
On Wisconsin Magazine 7.1%
School, college, or
department mailings/emails
6.7%
Badger Insider magazine 8.0%
Athletics mailings or email 10.5%
WAA mailings 11.4%
WAA emails 10.9%
Badger Voice e-newsletter 5.5%
  Reading mailings and emails from WAA and athletics is also correlated
with increased affinity
* Slope shows the percentage change in score for each quadrant increase in affinity

Affinity–UWStatements
0%
20%
40%
60%
80%
100%
Top
Quartile
2nd
Quartile
3rd
Quartile
Bottom
Quartile
Key Name Slope*
Proud to be associated 5.7%
Feel connected to UW 15.3%
Feel informed about UW 12.8%
Have existing relationship 15.9%
Feel connected to alumni 12.3%
  Feeling connected (to UW and other alumni), feeling informed and feeling
they have an existing relationship with UW are closely related to affinity
* Slope shows the percentage change in score for each quadrant increase in affinity

SampleFindings&Implications
 There is value in communicating what is happening on campus to keep
alumni feeling informed and connected with UW
 Develop a content plan for 2016
 Highlight the excellent student experience at UW (promoter)
  Believing in the student experience is associated with recommending UW
 Increase opportunities for alumni to engage with current students and
help or be helped by other alumni (advocate)
 Convey UW affordability, fiscal responsibility and the need for private
support (donor)
  Alumni are least likely to believe these statements are true and that disbelief has a dampening
effect on likely donations

Appendix

UWCommunicationsAwareness
85%
72%
62%
55%
32%
29%
25%
14%
5%
4%
1%
On Wisconsin Magazine
Wisconsin Alumni Association emails
School/College/Dept. mailings or email
Wisconsin Alumni Association mailings
Badger Voice e-newsletter
Badger Insider magazine
UW Athletics mailings or email
UW TV advertising
UW radio advertising
Other
None
% Reading Some
or All
66%
45%
62%
48%
37%
63%
62%
Q1) To start, we’d like to know which communications from the UW, if any, you have seen or received in the past 6 months.
Q2) For each of the publications or emails you received in the past 6 months, which of the following statements best describes to what extent
you read each communication?

Key Name Slope*
On Wisconsin Magazine 4.0%
WAA emails 5.5%
School, college, or
department mailings/emails
6.9%
WAA mailings 9.9%
Badger Voice e-newsletter 6.1%
Badger Insider magazine 10.1%
Athletics mailings or email 9.3%
Affinity–CommunicationsAwareness
0%
20%
40%
60%
80%
100%
Top
Quartile
2nd
Quartile
3rd
Quartile
Bottom
Quartile
  Being aware of Badger Insider, other WAA mailings and athletics
communications are most strongly associated with increased affinity
* Slope shows the percentage change in score
for each quadrant increase in affinity

Affinity–WAAStatements
0%
20%
40%
60%
80%
100%
Top
Quartile
2nd
Quartile
3rd
Quartile
Bottom
Quartile
Key Name Slope*
Keeps you informed 10.0%
Keeps you connected 8.0%
Helps maintain relationship 12.4%
Helps you feel proud 12.7%
Helps feel motivated to give 13.6%
Keeps connected to alumni 10.1%
Helps motivate to volunteer 7.6%
  Among those who are familiar with WAA**, WAA helps sustain their
affinity by keeping them informed and connected and by inspiring feelings
of pride and motivation to give
* Slope shows the percentage change in score
for each quadrant increase in affinity
** N= 5,466 (or 84%) were very
or somewhat familiar with WAA

<30
62.
8
30–
39
59.
1
40–
49
60.
8
50–
59
62.
4
60–
69
61.
3
70+
60.
8
(n=945) (n=1,153) (n=862) (n=1,128) (n=1,290) (n=1,095)
Signiﬁcant diﬀerence
Age

Other Notable Differences by Geography
•  WAA membership lower among those living in Wisconsin versus
elsewhere in the US
•  Those living internationally are less aware of and less likely to
read communications, with the exception of WAA emails
WI
62.1
Bordering
64.2
Other US
59.8
Int’l
52.2
(n=2,531) (n=1,010
)
(n=2,760
)
(n=229)
Geography

White
62.1
Nonwhite
58.0
(n=5,684) (n=372)
Other Notable Differences among Nonwhites
•  More likely funded with grants or merit scholarships
•  Less aware of all communication vehicles
Race & Ethnicity

Other Notable Differences for International Students
•  More likely to have advanced degree
o  56% have a Master’s and 33% have a Doctorate (vs. 24% and
12%)
•  Less likely to have funded education with loan, scholarship or grant
o  5% vs. 40% with non-international students
Non-
International
61.4
International
53.3
(n=243)(n=6,287)
International Students

Ag & Life
Sciences
60.4
Business
66.1
Education
63.5
Engineering
61.1
Human
Ecology
62.3
Law
58.1
(n=635) (n=622) (n=747) (n=701) (n=199) (n=257)
MeanAffinityScore
Med/Public
Health
61.8
Nursing
63.4
Pharmacy
62.2
Environmental
Studies
57.9
Veterinary
Medicine
55.3
(n=267) (n=187) (n=119) (n=75) (n=50)
Letters &
Sciences
60.9
(n=3,064)
Thick green box indicates signiﬁcantly higher
than at least two others at 90% conﬁdence level

RatingsofWAA(%Top2-Boxon5-pointScale)
Current
Members
(n=2,131)
Past
Members
(n=982)
Aware
Nonmembers
(n=1,476)
Aware Not
Sure
(n=821)
WAA helps you maintain a relationship with the UW 78% 57% 44% 46%
WAA keeps you informed about the UW 83% 66% 53% 55%
WAA helps you feel proud to be associated with the UW 78% 56% 43% 48%
WAA keeps you feeling connected to the UW 80% 61% 49% 51%
WAA keeps you connected to your fellow alumni 47% 36% 31% 27%
WAA helps you to feel motivated to volunteer on behalf of UW 27% 17% 14% 13%
WAA helps you to feel motivated to give to the UW 46% 24% 19% 18%
Green shading indicates significant difference at 90%
confidence level from at least 2 other columns
Current
Members
(n=2,131)
Past
Members
(n=982)
Aware
Nonmembers
(n=1,476)
Aware Not
Sure
(n=821)
Unaware
(n=1,120)
I have an existing relationship with the UW 69% 49% 49% 45% 30%
I feel informed about the UW 81% 68% 69% 61% 40%
I am proud to be associated with the UW 97% 94% 94% 93% 87%
I feel connected to the UW 84% 69% 72% 68% 48%
I feel connected to my fellow alumni 48% 39% 39% 36% 21%
I feel motivated to volunteer on behalf of the UW 33% 23% 23% 21% 13%
I feel motivated to give to the UW 62% 40% 31% 32% 23%

Behaviors(%doingatleastonceinpast3years)
Current
Members
(n=2,131)
Past
Members
(n=982)
Aware
Nonmembers
(n=1,476)
Aware Not
Sure
(n=821)
Unaware
(n=1,120)
Made a past donation (ever) 83% 79% 54% 51% 45%
Engaged with current or potential students about the UW 62% 59% 63% 57% 47%
Likely to donate in the coming year 63% 41% 32% 30% 24%
Volunteered on behalf of the UW 21% 14% 14% 10% 7%
Watched a Badger game on TV 94% 93% 90% 84% 80%
Helped or been helped by another alumnus/a 44% 39% 41% 38% 29%
Advocated for or championed the UW 76% 72% 70% 69% 55%
Wore UW- or Badger-branded apparel 90% 87% 85% 78% 71%
Engaged with local alumni chapter 37% 27% 18% 19% 10%
Likelihood to recommend UW to high school Jr. or Sr. 78% 71% 68% 67% 54%
Green shading indicates significant difference at 90%
confidence level from at least 2 other columns
Current
Members
(n=2,131)
Past
Members
(n=982)
Aware
Nonmembers
(n=1,476)
Aware Not
Sure
(n=821)
Unaware
(n=1,120)
Age 60+ 50-59 Under 40 30-39 No skew
Gender Male No skew Female Female Female
Income $100K+ $100K+ $50K+ No skew $50K+
Race (% white) 92% 91% 90% 89% 86%
Demographics

SampleFindings&Implications
  “U-shaped” hypothesis (high affinity behavior post-graduation, trails off during family years
30s/40s, then picks up again in 50s) is present in a few areas:
  WAA membership (higher for <30, dips in 30s, climbs steadily from there)
  Feel informed about UW (higher for <30, dips in 30s/40s, higher again at 50+)
  Engaged with current or potential students (peaks at <30, dips in 30s/40s, higher in 50s)
  Watched a Badger game on TV (peaks at <30, dips in 30s/40s, higher in 50s)
  Overall affinity score (higher for <30, dips in 30s/40s, higher again in 50s)
 Those who are primarily connected through their academic
department feel less of a connection to UW
 Scored lower on most attitude, behavior and UW attribute ratings
 Less motivated to give
 Less likely to have had a positive student experience, less likely to “like/love” the UW
today
 The exception to this is doctoral students, who while primarily connected through
their academic department, also had higher attribute, attitude and behavior ratings

Strengthening The Link Between Affinity and Behavior

Recommended

Recommended

More Related Content

What's hot

What's hot (17)

Similar to Strengthening The Link Between Affinity and Behavior

Similar to Strengthening The Link Between Affinity and Behavior (20)

Recently uploaded

Recently uploaded (20)

Strengthening The Link Between Affinity and Behavior