Focus Group
DC/NOVA – April and June 2002
Attendees
M. Ann Brown (Arts & Sciences 1974)
Mary Kate Cary (Arts & Sciences 1985)
Constance Chatfield-Taylor (Arts & Sciences 1976)
Vera Vaswani Chawla (Engineering 1974)
Allison W. Cryor (Arts & Sciences 1982)
Mary Anne Dolbeare (Arts & Sciences 1992)
Susan Smith Feaster (Arts & Sciences 1980)
Kelty T. Garbee (Arts & Sciences 2000)
Kristiane Crane Graham (Arts & Sciences 1979)
Alice W. Handy (Parent)
Dianne M. Houghton (Commerce 1982)
Diane DeBuck Johnston (Arts & Sciences 1975)
Glynn D. Key (Arts & Sciences 1986)
Susan Clements Kiely (Arts & Sciences 1974)
Valerie Smith Kirkman (Nursing 1975)
Britt E. Kline (Arts & Sciences 1999)
Cynthia Goodrich Kuhn (Arts & Sciences 1973)
Sarah K. Marquigny (Arts & Sciences 1983)
Deanne E. Maynard (Arts & Sciences 1987)
Diane H. Naughton (Arts & Sciences 1983)
Sandi Rothman (Arts & Sciences 1991)
Patricia Stewart Silverman (Arts & Sciences 1980)
Diana Sun Solymossy (Arts & Sciences 1975)
Deborah Lynn Stroman (Education 1982)
Christine Ann Voliva (Arts & Sciences 2000)
Sheryl W. Wilbon (Arts & Sciences 1988)
Mary Karen Merkel Wills (Commerce 1982)
Meeting April 9, 2002
Meeting June 11, 2002
Focus Group Notes
April 9, 2002
Summary: The group met over lunch. Because of the limited time available, including introductions and discussion of the purpose of the focus group, the discussion was focused primarily on one question. The group agreed to hold a "part II" of the focus group to continue the discussion.
Responses to the discussion question: "In what ways has the University engaged and/or inspired you to give back in some fashion?"
Comments were categorized into: positive reactions; things that need to change; and comments.
Positive
Fund-raising/engagement approaches
- "Niche" or "boutique" causes at the University - e.g., Boots Meade endowment - that foster student and faculty interaction
- Testimonies from students who are helped by gifts; contact with current students is energizing
- Class Trustee program works
- Ridley scholarship program is effective way to engage African-American alumni
- Jefferson Scholars program - great program
- Fund raising and/or special events are high quality
- Recognition of gifts is well done
- Reunions
- Virginia 2020 alumni program
U.Va./Charlottesville
- Returning to Charlottesville is always a good experience
- Close friendships formed at the University, strong sorority experience
- Personal relationships with classmates
- "Mystique" of U.Va.
Needs Change
Volunteer opportunities
- Alumnae are not being tapped for volunteer service - there is a lot of talent that is not being called upon; need to broaden pool of possible women volunteer board members
- Need opportunities for alumnae to connect, build relationships - alumnae networking events would be great (don't currently exist)
- Need to get out information about opportunities for volunteerism and specific needs for support, especially when communicating with smaller donors
- Need more networking to identify candidates for volunteer positions
- Emphasis on potential giving potential in order to qualify for service on volunteer boards - artificially narrows the pool of potentially great women leaders
General University approach
- Narrow "southern" view - not thinking in terms of global outreach
- "Good ol' boy" atmosphere
- Lack of direct contact with University
- Lack of awareness of existing programs
- Need to create more energy and momentum and communicate this to alumnae
- Direction/mission of Women's Center [is unclear?]
Fundraising approaches
- Request for support that aren't customized or well-considered - mass mailings
- Phonathon/telemarketing - calls don't happen at a convenient time, not a good way to reach most people
- Messages that appeal to women are needed
- U.Va. must reach out to different groups in different ways - customize the message; also be more specific about needs
- Reach out not be demographics but by passion
- "Language" of mailing needs work
- Impersonal approach in fundraising letters
- Aggressive approach to fundraising
- Send young alumni e-mails instead of mail
- From most alumni from the last 10 years, ask for time to volunteer - the money will follow when alumni are more able to give
- Testimonies of students benefiting from a gift would be good for the donors
Comments
- It is important to see volunteer women leaders at the University - they are setting an example
- Suggest that e-mail "video postcards" go out to young alumni with links on how to make gifts to the University, especially suggestions on specific endowment or scholarship funds
- How about a Women in Business Communications elective at the University, with women alumnae acting as visiting professors/speakers?
- Consider more opportunities for women to act as teachers or mentors to students
- How can the University create a more "intimate" feel in its communications with potential donors?
- We have an advantage in that most alums loved their U.Va. experience and have a desire to support the University; we just need to keep up that connection and keep alumni involved
- Create scholarship programs targeted toward specific groups
- The connections are to the people - alumni, faculty, students, etc. - instead of to the institution
- The group wanted to know opportunities that were available for volunteers and helping in the fundraising area.
- What are alumnae doing? Interest in visibility of what women are doing - through communications via the Web, newsletters, magazines.
Next Steps
- Formalize "Women in Leadership and Philanthropy" group, use chapters for outreach
- Get e-mail list to them of focus group participants
- The group would do networking, like "women in leadership" lunches
- Use the group as a resource - e.g., reviewing fundraising messages before they go out
June 11, 2002
Participants were asked to self-select into groups to discuss the three areas below and to come up with creative, practical, concrete next steps to launch the University forward on these issues.
There was interest in possibly meeting again in September.
Themes that surfaced during April Focus Group:
1. communication - customize messages in correspondence, publications sent to U.Va. women; represent women better generally in University's publications
2. networking/programming - provide opportunities to bring U.Va. women together to network, contribute, and learn with one another; make available presentations from the University about programs, opportunities for involvement
3. volunteering - how do we increase proportion of women on volunteer boards?; U.Va. and U.Va. women educate one another about volunteer opportunities/leadership positions available and individual expertise/interest
For conclusions from the discussion points below, see end of document.
Ideas from Discussion
Communication:
- Important to customize messages to women - this will help to build the relationship
- It is important to see women profiled in publications - not just the most high-profile women, but those who are doing "interesting" things
- Target communications to women from areas of the University we believe they would be interested in, e.g., their academic departments
- There needs to be more coordination between the activities of the Alumni Association and the Development Offices - there should be no difference between "fundraising" and "friend-raising"
- Make use of local club connections to encourage involvement of women. Create Alumni Association activities regionally - women's affinity groups. Not replacing the Alumni Association, but speaking to specific interests of alumnae.
- Must engage women early - concentrate on the first 5 years after graduation.
- The Alumni News should do an article featuring this initiative, focus groups and what we're trying to build
- Bi-annual women's newsletter - HeadlineNews type e-mail once/month or quarterly; web site for women's forum
Networking/Programming:
- Hoos On-Line: Electronic conversation around the country (chat rooms)
- Engaging the Mind series: had only one woman speaker in 2 years - need to create meaningful topics to women and networking opportunities. For example, the Duke alumnae have a "women-only" lecture series (topics: cancer/health, finance)
- Create webcast/distance learning opportunities
- Networking: creates commonality, especially across industries; create a network, educate people on how to use it
- Networking should be targeted to professional development, communication from departments
- Women's sports: personal call from women athletes concerning giving to women's teams; more peer to peer solicitation
- Control mailings better so that alumni don't get solicited so often, and only by those areas they want to hear from
- Offer opportunities to give to areas of the University that support women, whether in the Commerce School, Nursing School, Arts & Sciences, etc.
- Create a Women's Forum at U.Va., supporting women's causes. The board could screen opportunities for support (giving circle model).
- The connection of alumnae in the Women's Forum will be that they are women, not a graduate of a specific school or program
- Women would pay a membership fee to belong to the forum
- Start with central committee in Charlottesville; eventually seed groups in other cities to start similar forums; advertise them and gauge interest. Three-year model.
- Women's Forum could also be a clearinghouse for other boards.
- Women will feel "honored" to participate in this initiative if they are specifically invited and given a mandate for involvement
- Others felt that the women's forum concept should not be so focused on "women's issues," but more the empowerment of women to be involved in, or give to, whatever areas they choose. The focus should be on encouraging leadership and investigating or creating giving opportunities, but the group might best be called "Women in Leadership and Philanthropy."
- Some felt that "women want to use their time wisely" - to engage in something where they are needed; it's broader than focusing on philanthropy that only benefits women
Volunteering:
- Create a central list of volunteer opportunities - how to involve alumnae in different ways; list of possible committees
- It's important to change the fundraising model of first alumni give, then are invited to be volunteers; rather, involve high-potential, powerful women, then wait for the gift.
- Others felt women would "pay" to be on a board.
- Need to create new opportunities to tap into time, talent, and passion of U.Va. women
- Involve young alumnae right away (trustees, clubs, etc.) and keep track of them
Practical, Concrete Next Steps - For Implementation in One Year:
1. Create a permanent committee or organization at U.Va. focused on: communicating better the interests of alumnae to the University, and vice versa; promoting women for volunteer service at the University; encouraging alumnae, women parents, and friends to support the University philanthropically; fostering better representation of women in University communications, programs, and outreach.
To be decided: whether the activities of the organization will focus more specifically on women's issues and giving opportunities, or if it will be primarily an opportunity to engage women without a specific focus on subjects pertaining to women. This will also help to determine the comprehensive mission and title of the organization.
2. Create a central list of volunteer opportunities - how to involve alumnae in different ways; list of possible committees. (This could be one of the activities of the above organization.)
3. Continue focus groups regionally - perhaps New York City, Richmond, others next year.
4. Create Alumni Association activities regionally - women's affinity groups. (This could be conducted as a program of the above organization, or managed independently through the Alumni Association Clubs Program.)
5. Encourage the Alumni News to do an article featuring this initiative.
6. Create a bi-annual women's newsletter - HeadlineNews type e-mail once/month or quarterly; web site for women's forum. (This could be a fairly quick way immediately to begin publicizing and gaining support for the new organization.)
