Life Stage Marketing Progress Report: Fall 2007

Agenda Brief review of Life Stage Strategy Review of research Future implications & discussion

Life Stage Strategy We need to change our approach . . . CURRENT APPROACH: Chronological age/graduation date determines segmentation Same communication within segment One size fits all Student Young Alum Nesting College Bills Empty Nests Golden Years LIFE STAGE APPROACH

Life Stage Research Conducted small-sample survey research to begin to understand life stages Volunteers & Staff have been brainstorming program ideas We hope to conduct additional research to confirm our preliminary concepts about the life stages and validate our program ideas

Life Stage Research Sample size was small across categories: Students: 25 Young Alumni: 62 Nesting: 59 Saving for College: 65 Empty Nest: 53 Golden Years: 47 TOTAL: 311 Respondents

Life Stage Research Preliminary research to develop/test concepts 30 question online survey targeted to six specifically selected panels of NU alumni, fitting into the respective life stage categories Focused on determining current habits, attitudes and connection patterns to Northwestern . . . we learned some interesting things…

Life Stage Research Q: “Do you still keep in regular contact with your friends from Northwestern?”

Life Stage Research Q: “Primary method of acquiring news and information is the World Wide Web.”

Life Stage Research Q: “Primary method of staying in contact with friends is e-mail.”

Interaction within last 6 months Life Stage Research It comes as no surprise that the Web is a great tool for reaching alums. Interaction within last 6 months Life Stage On-Campus Local Event NU Web Site Young Alum 41% 39% 92% Nesting 25 13 76 Saving for College 33 23 72 Empty Nest 27 18 66 Golden Years 30 64

Percentage of Leisure Time Spent Out of Home Life Stage Research Time spent out of home decreases radically for nesting families. This has huge implications for clubs. Percentage of Leisure Time Spent Out of Home Life Stage 10% or Less 11-49% 50% or More Young Alum 6% 39% 55% Nesting 35 47 18 Saving for College 58 24 Empty Nest 13 64 23 Golden Years 61 26

Life Stage Research Q: “I would recommend Northwestern to a child or sibling.”

Life Stage Research Q: “I am dissatisfied with my current social network.”

Life Stage Research: Concept-Testing What each group wanted most: STUDENT: Online Networking, Clubs Connection YOUNG ALUM: Online Networking, Who’s Coming lists NESTING: Family Reunions, Who’s Coming lists SAVING FOR COLLEGE: Habitat for Humanity, Online Mentoring EMPTY NEST: Online Networking, Mid-Life Events GOLDEN YEARS: Online Networking, Senior Education

Life Stage Research: Concept-Testing Students & Young Alumni Enthusiasm & Making Connections Nesting Family Focus & Virtual Access Older Life Stages Mid-Life Programming and Social Networks

From Strategy to Reality: Next Steps Build Consensus Improve Research Methodology Develop Pilot Alumni Relations Programming Identify Development Implications Overlay Life Stage variables onto NU alumni population Develop system to maintain electronic dialogue with alumni Direct specific messaging/programming to audiences by life stage

OARD engagement model “Mass” communication, cultivation, data collection & relationship management (NAA, Annual Giving) Highly customized communication, stewardship, in-person solicitation for major/planned gifts (Major/Principal Gifts, Planned Giving, Donor Relations) Student Young Alum Nesting College Bills Empty Nests Golden Years

Thank you! Questions? Comments? Recommendations?