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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
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| * Institution Name | | | | * State Abbreviation | | |
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Institution Control (Select one:) |
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Institution Type (Select one:) |
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| First Name and Middle Initial | | | | Last Name | | |
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What is your primary area of responsibility? Select one: |
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What is your primary level of focus? Select one: |
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How many years have you worked in higher education? Select one: |
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INSTITUTIONAL BUSINESS ISSUES
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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:
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2. What are the strategic priorities in which your institution is investing resources and money, using the following scale?
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3. To address your top strategic priorities, in what areas do you need better information? Please use the following scale:
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IN DEPTH INSIGHTS AND OPINIONS
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What single area does your role primarily focus on? |
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STUDENT RECRUITING AND ADMISSIONS
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4. Please rate your top concerns in student recruiting, admissions, and enrollment at your institution using the following scale:
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5. Please rate the areas that need the most improvement in your institution’s student recruiting, admissions, and enrollment efforts using the following scale:
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6. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?
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7. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?
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8. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?
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9. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?
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10. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?
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11. What strategic priorities is your institution investing resources and money in student recruiting, admissions, and enrollment using the following scale?
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12. What practices or tools does your institution find very effective to identify and target prospective students?
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13. Please rate the effectiveness of the following communications tools used to recruit students using the following scale:
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STUDENT RECRUITING, ADMISSIONS, AND ENROLLMENT TRENDS
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14. In fall 2006, our first-year enrollment compared with 2005 is estimated to have (select one): |
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15. Our first-year enrollment goal for fall 2007 compared with 2006 is expected to (select one): |
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16. In five years, we expect first-year enrollment to (select one): |
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17. The number of applications for the academic year starting fall 2006 compared with fall 2005 (select one): |
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18. The number of applications for fall 2007 compared to fall 2006 is expected to (select one): |
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19. In five years, we expect the number of applications to (select one): |
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20. What percentage of student applicants submitted electronic applications in the most recent recruiting year? Select one: |
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21. What percentage of student applicants submitted electronic applications in the previous recruiting year? Select one: |
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22. Please select all that apply to the academic programs in your primary role: |
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23. What is your admissions office’s annual budget including personnel costs? Select one:
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24. This year’s annual budget for student recruiting and admissions compared with last year (select one):
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25. Where is spending significantly increasing compared with the previous year? Select all that apply.
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26. Where is spending significantly decreasing compared to the previous year? Select all that apply.
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27. Of your total annual admissions and recruiting budget, what percentage is spent on the following categories? Responses must add up to 100%.
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28. How many personnel have primary responsibility for recruiting students? Select one:
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29. Of these terms, which term do you prefer to use to describe students during the recruiting and admissions process? Select one:
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30. Of these terms, which term do you prefer to use to describe the relationship you have with prospective students? Select one: |
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STUDENT AFFAIRS AND RETENTION
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31. Please rate your top concerns in student retention and student communications at your institution using the following scale:
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32. Please provide actual or estimated percentage for retention and graduate rates as follows:
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33. Please rate the areas that need the most improvement in your institution’s student retention efforts using the following scale:
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Please rate the effectiveness of the following tools used by your institution to communicate with current students using the following scale:
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35. How frequently does your institution survey students on their academic experience and satisfaction? Select one:
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36. How frequently does your institution survey students on their non-academic or campus experience and satisfaction?
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37. Does your institution provide students with an e-mail address to use? Select one:
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38. Of theses terms, which term do you prefer to use to describe the relationship you have with current students? Select one:
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ALUMNI AND DONOR RELATIONS
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Does your role focus primarily on (select one):
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39. Please rate your top concerns in alumni relations or donor relations at your institution using the following scale:
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40. Please rate the areas that need the most improvement in your institution’s alumni relations and [ ] donor relations efforts using the following scale:
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41. Please rate the effectiveness of the following online resources or tools used by your institution to serve alumni:
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| 42. What online resources or tools does your institution find very effective in serving alumni?
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| 43. How are these online tools more effective? | | |
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44. Please rate the effectiveness of the following communication tools used to develop and maintain relationships with alumni and donors:
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| 45. What communications tools does your institution find very effective to develop and maintain relationships with alumni and donors? | | |
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46. Of theses terms, which term do you prefer to use to describe individuals or organizations that contribute financially to the institution? Select one:
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47. Of theses terms, which term do you prefer to use to describe the relationship you have with alumni and donors? Select one:
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48. How many alumni does your institution have? Select one:
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49. What percentage of alumni gives to the institution? Select one: |
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50. The percentage of alumni giving online this year compared with last year (select one): |
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51. For what percentage of alumni does your institution have e-mail contact information? Select one: |
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52. What percentage of alumni give online? Select one: |
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53. The percentage of alumni giving online this year compared with last year (select one): |
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54. How many personnel primarily focus on alumni programs, services, and engagement?
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55. How many personnel primarily focus on fundraising/donor relations?
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56. What is your annual budget for alumni relations or donor relations including personnel costs? Select one: |
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57. Has this year’s annual budget compared with last year (select one): |
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58. Where is spending significantly increasing compared with the previous year? Select all that apply.
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59. Where is spending significantly decreasing compared to the previous year? Select all that apply.
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CRM – CONSTITUENT/CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS
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| 60. What CRM system does your institution use? | | |
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61. What areas is the CRM system used in? (Check all that apply) |
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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:
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63. To what extent do you believe that a CRM system must be integrated with your core administrative systems? Select one:
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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:
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65. What are the most important benefits desired from a CRM system? Please use the following scale:
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PERFORMANCE AND KEY METRICS
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66. Please rate your institution’s performance in the following areas during the past 12 months using the following scale:
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67. Please rate your institution’s ability to perform in the following areas during the next 12 months using the following scale:
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Student Recruiting and Admissions
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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.
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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 |
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Student Affairs and Services
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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.
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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 |
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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.
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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 |
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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.
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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 |
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73. Which of your top 3 performance metrics is the most difficult to measure? |
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| 74. Why is the metric difficult to measure? | | |
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75. Is increasing funding / revenues a priority for your institution? |
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76. Which strategies for increasing funding / revenues are being used by your institution? Select all that apply and rate their effectiveness.
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DECISION MAKING AT YOUR INSTITUTION
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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.
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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:
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79. At what level would a decision be made for a new departmental administrative software system or online services? Select one:
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80. Who would have final authority for buying new administrative software systems or online services for your primary functional area? Select one:
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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%).
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82. Please rate the top concerns regarding information and technology based on your primary role using the following scale:
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83. What strategies does your institution use for implementing new administrative systems? Select all that apply:
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FUTURE PLANS FOR STUDENT AND ALUMNI SYSTEMS
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84. What other information/software systems does your institution plan to purchase or replace?
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| 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? | | |
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| 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? | | |
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END OF SURVEY - Please Register for Complimentary Executive Summary Report
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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:
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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. |
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