The following contains excerpts from the 2013 Alumni Attitude Study Report Summary provided by Performance Enhancement Group to Lafayette College, as well as action taken based on alumni comments and feedback.


The Alumni Attitude Study© (AAS) is a national, multi-college research study that analyzes former and current students’ perceptions, attitudes, experiences, and opinions of their alma mater.  Over 200 universities and colleges have used the AAS process with their alumni, providing a rich database of comparable data.

There are three groups of survey questions that rate specific items based on both importance and performance.

  • Questions about the student experience of the alumnus/a.
  • Questions about what alumni want in their relationship with Lafayette College  and how well the college or alumni association can better support the alumni in doing those things.
  • Questions on the importance of various methods of communications and how effective the college is at providing that communication.

In 2013, Lafayette engaged its alumni in the Alumni Attitude Survey process.  The results are compiled from a total of 1,887 respondents to that survey, a 10.44% response rate.  This rate is consistent with national averages, and the 1,887 responses represent a more than sufficient margin of error on all of the questions to comfortably extrapolate these findings to the broader population of alumni.

Learn More.


  • Alumni want to know that the value of their degree is greater today than the day they graduated and they want to understand what the College is doing to increase that value.
  • Alumni are focused on how their degree helped them in their lives and particularly how the degree is an enhancement to their career.
  • Alumni want to know that other alumni and their alumni association are playing an important role in improving the student experience.
  • Events offer an interesting dilemma for Lafayette. We know that most alumni will never attend an event.  Despite this, the survey shows that they still want to know that their College is having events and that important things are happening at them. Therefore, communications about successful outcomes of events can be an important gauge of their success, possibly more so than the number of attendees.


Based on the information we learned from your responses and comments, we made changes in our communications, programs, and services. Here are some examples:


  • Worked more closely with Communications for post-event stories that include photos and quotes from alumni attendees.
  • Created an Alumni Relations Flickr account with photo albums for majority of our events.
  • Established an event evaluation process, with questions related to loyalty and how alumni want to be engaged and measurement of net promoter score for each event.

Student and Young Alumni Experience

  • Increased number of alumni volunteers who support students and publicize these stories (i.e. Gateway Career Center).
  • Formed the Lafayette Student Alumni Council to engage students and educate them on the history and traditions of Lafayette. This ultimately fosters pride and helps create active and dedicated alumni.
  • Created a Young Alumni advisory committee that reports through the Alumni Council.
  • Increased young alumni volunteers in all areas – including regional chapters and on the Alumni Council, resulting in a greater YA perspective for development of engagement strategies.

Reputation and Pride

  • Increased alumni, faculty, and student success stories delivered via a redesigned website and Magazine, expanded social media, and e-newsletters. Developed monthly Pard Pride e-newsletter to replace Marquis Mailer.
  • Produced more communications around admissions results and student accomplishments, demonstrating the value of a Lafayette degree has increased over time.
  • Created more segmented communication and targeted emails by major, class, region etc. to appeal to our busy and over-scheduled alumni. This includes region-specific editions of Alumni Relations monthly e-news.

Detailed Survey Results