The Value and Reason for Affinity

Objective:

1. To determine what factors create greater levels of alumni affinity.

To determine if there is any indicators of how the factors of affinity determine how alumni decide to act on their affinity in support of the University.

Actions: Levels of affinity/actions.

Level #1:

Reads Columns – at least 20 minutes
Wears purple – to game days or on key competitive times
Reads material/mailings from individual units to more than one event

Level #2:

Goes to an Athletic Event – owns season tickets

Level #3:

Attends at least one University event (non athletic)
2 events
3 events
More than 4 events

Level #4:

Becomes a member of the Alumni Association
Gives to the annual fund

Level #5:

Uses Dawg Deals/Alumni Discount Program

Level #6:

Host or Attend Alumni Event off Campus
Get an Affinity Credit Card

Level #7:

Volunteers for/at the Event, UWAA Committee, Advising Board

Level #8:

Advocates for the University, Legislature, Dinners, etc.

Level #9:

Gives at President’s Club level (non athletic) $1,000.

Level #10:

Does more than 4 Levels of Action

Attitudes:

Indicators or attitudes that potentially drive affinity and create action

Two survey rating options:

-Attitudes: 1-10 Rating – First choice most important to lowest important

-Forced choice: – First choice most important to lowest important

Obligation:

The University of Washington played a significant role in my life and I need to pay back that contribution.

Ownership:

The University is important and I have a personal commitment to maintaining or improving the asset.

Pride:

I have a great deal of pride in what the University of Washington has done and continues to do for our students, region and world

Concern:

I worry that the University needs my help to continue its traditions and contributions to our region.

What I do matters:

I know that I am making a difference by being active in helping the University.
My involvement and/or gifts makes a difference for the future of the University.

Benefit:

I am receiving direct benefits by being engaged in the life of the University.
I receive indirect benefits from being involved in the life of the University.

Ego:

I love being a leader and using my leadership skills to help the University.
I enjoy the recognition I receive from being engaged in helping the University.

It’s fun:

I have more fun being engaged in the University than anything else I do.

Perception of their Student Experience:

I had a great Student Experience.

Next Steps:

Engage Mike Luis in helping to define and rethink this affinity to active concept.
We have a large group of people that have a varying level of “Actions” that they are currently engage with – using the attitude survey question, ask defined individual to rate these question on a 1 to 10 scale. Define the correlations between answers and question responses.
If we find correlations – do focus groups and move surveys to identify how we can improve activities efforts and communications focused on those attitudes that drives affinity

Groups: