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CASE Community Relations Survey

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CASE Community Relations Survey Powered By Docstoc
					                    Mark Kemball, M.A., M.B.A.
Manager, Communications & Community Relations
         OHSU School of Medicine, Portland, OR
                          kemballm@ohsu.edu
Goals
   Survey community relations
    professionals in education for
    information on:
     Location in organizational structure
     Program activities
      ○ Impact, value, threats
     Aggregate staffing and financial data


   Better inform and serve the CASE
    membership
Method
 Survey available online March 4-20,
  2009
 2,778 individuals representing 1,323
  institutions
 Sent to those with “Community
  Relations” either in title or in scope of
  work (self-declared)
 Return: 233 replies (8%), 192 (7%)
  tabbed for this private/public analysis
  (loss of 15% of respondent data)
  For what type of educational institution are
  you responding (all responses)?
40%
         39%

35%


30%


25%
                   21%
20%

                                 14%            14%
15%


10%
                                                                 9%

5%                                                                           3%
                                                                                      1%
0%
      Doctoral   Masters'          An       Baccalaureate     Two-year      Other   A multi-
      degree     degree     independent or     degree       associate/non           campus
                              international                     bacc.               system
                                 school
  Where is your educational
  institution located? (all responses)
80%
      72%
70%


60%


50%


40%


30%

            18%
20%


10%
                      4%     3%     1%         1%         0%           0%
0%

      USA   Blank   Canada   UK   Aus/NZ   Europe not   Asia        Central/S
                                              UK      Pacific Not   America
                                                       Aus/NZ
      Respondents vs. CASE
      Membership
80%     76%                                      Respondents
                                                 CASE US
70%



60%           55%

50%



40%                                      35%

30%



20%                                15%
                     9% 10%
10%



0%

        US 4-year   US 2-year   US Independent
How many enrolled students (headcount) does
your educational institution have? (all responses)


   Median    4,406

   Average   11,675
In your most recently completed 12-month
accounting period, what was your institution's
total operating budget? (all responses)
   Survey
     ○ Median           $    60,332,000
     ○ Average          $   265,713,908
     ○ $ per student:   $        13,325


   CASE
     ○ $ per student:   $       23,884
What is your institution's annual operating
budget for all community relations activities
(excluding staff compensation and benefits)?
(all responses)

 Median:        $ 30,000
 Average:       $ 512,620
 Total CR budgets as percentage of total
  institutional budgets: 0.1557%

   Response rate: 39%
 Is your educational institution a public or
 a private institution (all responses)?

45%       42%          41%
40%


35%


30%


25%

                                     18%
20%


15%


10%


5%


0%

       Public       Private     Not declared
How many full-time equivalent paid
employees have community relations
responsibilities at your institution?
   All responses:
      ○ Median 2 FTE
      ○ Average 3.51 FTE
      ○ Estimated Community Relations professionals across
        CASE member institutions: 10,449 – 11,330
      ○ Total response rate: 66%

   Private:
      ○ Median 2 FTE
      ○ Average 2.65 FTE
     Public:
      ○ Median 1.5 FTE
      ○ Average 4.38 FTE
       Survey response FTE extrapolated across
       CASE member institutions
                 6907.07
7000                                                           Survey
                                                               FTE
                                                               Extrap
6000




5000




4000




3000                                               2511.10

2000

                                 1030.99
1000
          412.65
                           56.3            58.45
   0
           Total 4-year    Total 2-year    Total independent
  What is the level of your position? (all responses)
60%
      55%
50%



40%



30%



20%
            14%   13%
10%
                        8%
                               4%                 4%
                                     1%    0%
0%
 What is the level of the person to whom you
 directly report (all responses)?
30%
      27%   27%   27%
25%



20%



15%
                        11%
10%
                                               6%
5%                            3%
                                   0%   0%
0%
 Does your own job title contain the term
 “Community Relations"? (all responses)


70%
         66%

60%



50%



40%                     34%

30%



20%



10%
                                        0%
0%

        No             Yes            N/A
Of your total responsibilities, what percentage
is dedicated to community relations work?
35%

               31%
      29%
30%
         28%

                   25%
25%
                                                                  Private %
                             20%                                  Public %
20%


                                   15%
15%                      14%


                                       9%          9%        9%
10%
                                              7%

                                                        4%
5%


                                                                  0% 0%
0%
      1%-19%   20%-39%   40%-59%   60%-79%   80%-99%    100%      Blank
Which of the following programs at your institution
gain any benefit from your community relations work?
 25%

       22% 22%         22%
                 21%
                             20%                                   Private %
 20%
                                   18%                             Public %
                                               17%
                                         16%
                                                           14%
 15%

                                                     12%

                                                                 10%
 10%
                                                                       8%



 5%




 0%
Which of the following programs at your
institution gain any benefit from your community
relations work? (private)

   Admissions
   Enrollment
   Environmental Leadership Center
   Service Learning program
   Student spiritual life
   Academic internships and practica
   Academic program
   Admissions (= marketing above?)
   Arts & Culture
Which of the following programs at your
institution gain any benefit from your community
relations work? (public)
                                             President of the University
   Government relations; academic           My community relations work
    programs (connections made for            creates relationships with our
    partnerships)                             neighbors and allows us to hear
   Facilities, health services, campus       and understand community
    police, emergency planning, state         concerns before they become
    government relations, university          problems. It also allows us to
    events, dean of students                  engage with our neighborhood as
   Planning and facilities development       an institutional partner, and support
   Government Relations                      neighborhood initiatives that benefit
                                              us all. In addition, by creating
   Planning and Administration -
                                              relationships, our efforts create at
    building construction
                                              best allies and at least early
   Government Relations/Public               warning systems so as we embark
    Support for Legislative Agenda            on projects which might impact our
    Residence and campus life;                neighbors either in the short or long
    admissions                                term, we have sounding boards
   Government relations                      and to some degree local support.
   Government Relations                      (edited)
   Media Relations                          Corporate & Community Services,
                                              Fine & Performing Arts
 Which of the following would be MOST affected by
 a reduction or an elimination of your budget or
 staffing for community relations?
45%     42%
40%                                                   Private %
      35%       34%                                   Public %
35%

30%           26%
25%                   21%
20%

15%                     12%
                              10%
10%                                 8%
                                         4%        4% 3%
5%                                            2%
0%
Which of the following would be MOST affected by a
reduction or an elimination of your budget or staffing
for community relations? (private)

 Admissions
 General visibility
 It would become even more isolated from the
  community than it is.
 Specifically media relations
Which of the following would be MOST affected by a
reduction or an elimination of your budget or staffing
for community relations? (public)
   Government relations; not      Our ability to operate
    only direct contacts, but       cooperatively in a dense,
    also community support          urban neighborhood.
    that grows out of              Effective use of university
    knowledge/understanding/        resources throughout the
    sense of connection             university
   Reputation in the local        College of Agriculture and
    community                       Natural Resources and
   Government                      College of Vet Medicine
    Relations/Advocacy
   Government relations
   Media Relations
In which of the following ways does your
institution support community groups?
   25%
         22%                                                       Private %
                 20%                                               Public %
           19%      19%
   20%
                          17%
                                            16%
                                    15%
   15%

                            11%
                                  11%     10%                10%
   10%
                                                  9%
                                                            8%
                                                       7%

   5%
                                                                   3% 3%


   0%
In which of the following ways does your
institution support community groups?
(private)                   By providing at education
                                               opportunities to underserved
   Our students volunteer at twice            communities
    the national average.                     We have a Director of Community
   Serving as a key partner with              Programs who coordinates all the
    community organizations, ( i.e.            student volunteer outreach
    United Way)                                projects, programs and activities; I
   Neighborhood clean-ups,                    handle neighbor relations &
    consulting with elected officials,         communications.
    NFP board membership                      By providing large numbers of
   Our students, faculty and staff all        volunteers available to support
    do a tremendous amount of                  community services such as
    volunteer work within our local and        literacy, domestic violence shelter,
    global communities.                        Habitat for Humanity, etc. Also
   Some activities are supported by           under our "direct services to
    the school, others are initiatives         community members" are our
    taken by individuals, but we like to       Continuing Ed. courses)/
    share this information.                    Community Partnerships
                                               programs.
In which of the following ways does your institution
support community groups? (public)
   Direct support of service              By providing a voice into the
    agencies that aid children,             university to resolve
    youth and elderly populations.          community concerns as they
                                            relate to our university
   By offering the services of our
    Grants Office; By housing
    offices of non-profit or industry
    associations on our campus
    (local Automobile Dealers
    Association, Tooling &
    Manufacturing Association,
    Community literacy provider,
    Fire & EMT coordinating
    association)
  On which one of the following type of "town/gown"
  issues do you personally spend the greatest
  amount of your professional time?
60%      57% 58%


50%
                                                                                                 Private %
                                                                                                 Public %
40%



30%



20%
                           15%
                                 13%
                                             9%                 9%
10%                                                                  6%          7%              7% 8%
                                                     5%
                                                                            2%              2%
                                                                                       0%
0%
          General       Funding issues      Campus           Land use and   Student    Parking   Blank
         perception      and requests    building/facility    real estate   behavior
       issues (about                          issues         development
          faculty,                                              issues
         speakers,
      research, etc.)
On which one of the following type of
"town/gown" issues do you personally spend
the greatest amount of your professional time?
(private)

   No additional responses
On which one of the following type of "town/gown"
issues do you personally spend the greatest amount
of your professional time? (public)
   We also have an arts and public lecture programme
    that takes up some of my management time
   Health care - public health issues
   The bulk of my time is spent on economic development
    and diversity issues and programs in the community
   Requests for advertising, auction items, giveaway
    items, etc. educational needs of adult students
   Value to community/investment/role commerce,
    tourism, economic development, public policy
      Proactive vs. Reactive Work Time
          40%
40%
                           37%
                35%
35%
                                                  32%                                      Private %
                                 31%
                                                                                           Public %
30%



25%



20%


                                            15%
15%



10%

                                                              5%
5%                                                                            3%
                                                                   2%
                                                                                   0%        0% 0%
0%
       50% proactive,   75% proactive,   25% proactive,   100% proactive   100% reactive     Blank
        50% reactive     25% reactive     75% reactive
  "I am responsible for cultivating and managing non-
  alumni community groups that exist solely to
  support the mission of my institution.”
                        60%
60%

                  53%                                        Private %
                                                             Public %
50%




40%



      28% 29%
30%




20%                                17%

                                           11%
10%

                                                     2%
                                                             0%
0%
       Yes         No         Not applicable/don't   Blank
                                     know
  "Our target audiences change frequently to match
  the strategic initiatives of the institution.“
60%

                 53%                                  Private %
                       48%                            Public %
50%

      42% 43%

40%




30%




20%



                                           8%
10%
                                   4%
                                                    1%      0%
0%
       Yes        No         Not applicable/don't   Blank
                                    know
"A goal of our community relations program is to bring
members of the community onto our campus(es).“
90%   84%    86%                                          Private %
                                                          Public %
80%


70%


60%


50%


40%


30%


20%
                   12%
                         8%
10%                                         6%
                                                     3%
                                    1%                       0%
0%
       Yes          No        Not applicable/don't   Blank
                                     know
  "We regularly measure the impact of our program
  on our target audiences.“
70%
                   62%                                     Private %
                         62%
                                                           Public %
60%



50%



40%

             31%
      29%
30%



20%



10%                                  6%      7%
                                                      2%
                                                              0%
0%
       Yes          No         Not applicable/don't   Blank
                                      know
  "We seek to place institutional leadership on
  high-profile community boards.“

70%   66%
                                                              Private %
             62%

60%                                                           Public %


50%



40%



30%                      26%
                   24%

20%
                                            12%
                                     8%
10%

                                                      1%      0%
0%
       Yes          No         Not applicable/don't   Blank
                                      know
  "The community relations function has experienced a
  reduction in staff and/or financial resources in the
  present budget cycle, compared to the previous level.“

80%
                                                               Private %
                      71%
                                                               Public %
70%



60%                          55%

50%



40%
               33%

30%


        18%
20%
                                                12%
                                        11%
10%
                                                          1%      0%
0%
         Yes            No         Not applicable/don't   Blank
                                          know
  "I anticipate that the community relations function will
  experience a reduction in staff and/or financial
  resources in the upcoming budget cycle, compared to the
  present level."
60%                   57%
                                                              Private %
                                                              Public %
50%


               40%          41%
40%




30%
       25%

                                               19%
20%                                    17%



10%


                                                         1%      0%
0%
         Yes           No         Not applicable/don't   Blank
                                         know
  Does your institution produce a community
  impact report for the public?

70%
                   67%
                         64%                               Private %
                                                           Public %
60%



50%



40%          36%

      29%
30%



20%



10%
                                                      3%
                                     0%      0%               0%
0%
       Yes          No         Not applicable/don't   Blank
                                      know
Conclusions I
   Community Relations is a “hidden” discipline
     Affiliated primarily in one function, but benefitting
      many or all. Institutionally inter-woven.
     Face-to-face, “narrowcast” discipline
     Both public and private institutions may be
      missing an opportunity to cultivate non-alumni
      community advocacy groups
Conclusions II
 CR professionals know the areas where
  they have greatest impact, but…
 CR under-demonstrates its benefit to its
  key internal and external audiences, and
  pay-off to institution.
     Impact is under-measured
     Community benefit reports are the exception
     rather than the rule
Conclusions III
   Community Relations programs offer
    fund-raising and alumni directors a lower
    cost way to keep key donors and
    constituents engaged in the institution
    during an era where donor philanthropy
    is down.
Conclusions IV
 Public institutions’ relationships with
  Government Relations may be paying
  dividends in the current climate (eg
  stimulus packages). Should private
  institutions be developing those
  relationships?
 Public institutions do not appear to
  acknowledge an impact of their CR work
  on admissions. This may be a blind spot
  or an opportunity.
Conclusions V
   Private institutions may be unprepared
    for the financial cliff.
     Little data to support the impact of the
      program
     CR professional say that the institution
      overall is the greatest victim of cuts in CR
      programs
Acknowledgements
   CASE Commission on Communications and
    Marketing
   Rae Goldsmith
    Vice President for Communications and Marketing, CASE
   Chris Thompson, Ph.D.
    Senior Director of Research, CASE
 CASE staff support for data gathering
 Member institutions and respondents
Appendix
Community Impact Reports
   http://www.bwscampus.com/documents/             http://www.rdc.ab.ca/about_rdc//documen
    CommImpact_FINAL.pdf                             ts/rdc_reportcommunity_2008_finalweb.p
   http://www.broward.edu/PresidentDistrict         df
    Board/SupportingContent/Annual%20Re             http://pointsofpride.rutgers.edu/
    port%202008.pdf
                                                    http://www.sinclair.edu/about/index.cfm
   http://www.landgrant.cornell.edu/cu/cms/l
                                                    www.thehill.org under "About The Hill" we
    andgrant/impact/upload/econ-impact-
    2009.pdf                                         develop an economic impact brochure
                                                    http://www.usyd.edu.au/about/publication
   http://www.depauw.edu/news/index.asp?i
                                                     s/annual_report/2007/ar_2007_book1_co
    d=16003
                                                     mmunity_engagement.pdf
   http://www.president.eku.edu/economici
                                                    http://chancellor.ku.edu/annual-report-
    mpact/study.php
                                                     2008/
   http://www.flagler.edu/documents/2007_F
    lagler_College_econimpact.pdf (Ask Alan         http://www.massachusetts.edu/econdev/i
    Hill, Franklin College Vice President for        ndex.html
    Enrollment/Marketing, 317/738-8062??)           http://www.reading.ac.uk/universitypublic
                                                     ations/community/up-community.asp
   http://irt2.indstate.edu/home/services/eco
    nomic.htm                                       http://www.warren-
                                                     wilson.edu/~service/annualreport/2007-
   Too many to share - visit www.msu.edu
    or www.msue.msu.edu                              2008_Annual_Report.pdf www.wsnac.net
                                                    http://www.wright.edu/regionalsummit/

				
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