Proven research methods to impact Alumni association structure changes (2011)
Opportunity:
Ohio State University Alumni Association (OSUAA) leadership explored converting its membership model from a paid structure (with 125,000 life and annual memberships) to an all-inclusive, no-dues model. The intent was to attract and engage as many of the 500,000 living alumni as possible – and thus expand the base of potential donors – while at the same time preserving the legacy value and loyalty of the life members.
Strategy:
Driving research and rebranding efforts—To best understand alumni concerns and opportunities for deeper engagement, the strategic process included extensive focus groups, with in-person groups in Columbus, Cleveland, and Cincinnati and online Qual Boards with out-of-state members. This repeated testing allowed OSUAA to isolate specific objections and groups requiring the greatest targeting, as well as test messages and even messengers.
Outcomes:
As a result of this strategic approach, 82% of OSUAA’s members voted for the change. Very few objections and concerns were raised throughout the transition. And, OSUAA has continued increasing the number of alumni donors as well as the total of their charitable contributions.