It’s hard to believe that I’m coming up on one year post-graduation from American University’s Arts Management program and the completion of my Capstone Project, ‘The Millennials’ Orchestra – Marketing and Development Strategies for Engaging Millennial Audiences and Donors in the U.S. Symphony Orchestra Classical Concert Experience.” During the research process, my understanding of the Millennial generation as a whole and their inclinations to give was greatly enhanced by the studies and articles published by Achieve, Pew Research Center, and the Chronicle of Philanthropy. I became a big fan of these Millennially-charged fact tanks, so you can imagine my nerdy delight when I found out my Alma mater was selected to partner with Achieve and the Chronicle of Philanthropy in the 2014 Millennial Alumni Research Project.
The Chronicle of Philanthropy, in partnership with Achieve, will research the attitudes and engagement preferences of young alumni (Millennial generation graduates age 22-32). Through research surveys, focus groups, and user testing, institutions of higher education will have a better understanding of how alumni prefer to be involved and ways to connect and seek their support.
I clicked on the link, taking me to the online survey. In an appreciative and upbeat manner, the general purpose of the survey, as well as the length of time I could expect to devote to completing it, was explained upfront:
Thanks for agreeing to take the 2014 Higher Education Millennial Alumni Survey! Your university is partnering with the Chronicle of Philanthropy and Achieve to understand the interests and preferences of Millennial alumni. The survey will take approximately 10 minutes and we thank you for your time.
The survey began with a couple of simple, demographic questions, asking me to identify my gender and birth date (to verify that I fall into the Millennial age-range, I suspect). Having completed the introduction, I was informed that the survey would be broken into three main components. Compelled to know more, I continued with the survey.
As I completed one section and entered another, I received a clear message indicating the section/topic change. I appreciated these mile-markers, not only for the reminder of the topics, but also for the structure of the survey. Before we go any farther, however, you’re probably wondering what these mystery topics were all about…
- Alumni Attitudes
- Alumni Giving
- Alumni Involvement
As you might expect, I was asked a variety of questions about my interests, career development as it relates to my degree, giving preferences, and involvement with my Alma mater post-graduation, among others. By the end of the survey, I was invited to participate in their on-going Millennial Involvement Focus Group and agreed.
It will be interesting to take part in this focus group over the next several months and exciting to read about the results of this research initiative. We’ll have to stay tuned!
The research findings of the Young Alumni Engagement and Attitudinal Study will be released at MCON14 on June 18-19, 2014 in Chicago, IL.