National 4-H Council Alumni Research
Findings from Focus Groups and a
National Survey of 4-H Alumni
October 2012
Table of Contents
Project Overview
3
Profile of 4-H Alumni
5
Positive Feelings from Youth
8
Relationship Gap Today
16
4-H Alumni Segments
23
Messaging and Calls to Action
31
Opportunities for Outreach
35
Key Takeaways
44
Appendix: Detailed Tables and Charts
47
2
Project Overview
Purpose and Objectives
•
Segment 4-H Alumni to better understand demographics, psychographics, youth experiences
and propensity to support 4-H in the future
•
Identify opportunities to connect based on the interests and priorities of 4-H Alumni
•
Test communication messages that propel Alumni to engagement
•
Conduct targeted research among 4-H Alumni in select pilot states
Internal Development
Qualitative Phase
Cumulative Findings
-Built on 2011 brand research
-Developed hypotheses for testing
-Design and launch national survey
-Planning meetings with Council
-Focus groups with 4-H Alumni
-Oversampling in pilot states
-Pilot states selected
-Focus group with Alumni-Employees
-Analysis and summary report
3
Methodology
4-H Alumni Focus Groups (5 total)
•
2 focus groups in Baltimore
•
2 focus groups in Atlanta
•
1 phone focus group among UnitedHealthcare employees
•
Research conducted in August 2012
Online Survey
•
1,010 respondents completed the national online survey
•
Drawn from a census representative sample, then screened
to meet the following criteria of “Alumni”
 Involved with 4-H as a youth
 Specifically involved through a club, camp or school program
•
Oversamples in pilot states
•
Fielded September 20 - October 9, 2012
Pilot State Oversamples
•
California (n=100)
•
Delaware (n=63)
•
Florida (n=100)
•
Iowa (n=85)
•
Kentucky (n=82)
•
Louisiana (n=80)
•
Minnesota (n=100)
•
Nebraska (n=80)
•
New York (n=103)
•
Vermont (n=80)
4
Profile of 4-H Alumni
5
Defining the Alumni Market
• For this research, “4-H Alumni” were defined as 18-64 year olds who had been in a 4-H club,
attended 4-H camp, and/or were involved in a 4-H club or program at school as a youth.
Survey Population: US Adults 18-64, Census Rep
Other
connection
5%
Alumni
15%
No
connection
80%
Basis for Initial Market Sizing
118,804,840 US adult population of
email users aged 18-64 (based on
2010 census statistics)
X
15% Incidence of “Alumni”
=
17,820,726: Projected number of
4-H Alumni based on survey
screening criteria
6
4-H Alumni: Respondent Snapshot
Investor Survey
Gender:
• 63% Female
• 37% Male
Age:
• 10%
• 21%
• 28%
• 22%
• 19%
18-24
25-34
35-44
45-54
55-64
Ethnicity:
• 88% Caucasian
• 7% African American
• 6% Hispanic
• 2% Asian
• 1% American Indian
Education:
• 17% HS grad
• 26% Some college
• 18% 2 year degree
• 25% Bachelor’s degree
• 13% Graduate work or degree
Children at home:
• 50% Yes
• 50% No
4-H Youth Experience:
• 63% Small town/rural
• 25% Suburban
• 12% Urban
Current Home:
• 35% Small town/rural
• 44% Suburban
• 20% Urban
Region:
• 10% Northeast
• 30% Midwest
• 40% South
• 20% West
Income:
• 42% <$50K
• 42% $50-99K
• 12% $100k+
Employed:
• 47% Full-time
• 12% Part-time
• 17% Homemaker
Consumer
Survey
Adult involvement with 4-H:
•
•
•
•
•
48% Saw 4-H at the county fair
31% Supported 4-H financially
30% Maintained friendships
24% Visited the 4-H website
22% Participated with children/
grandchildren
• 16% Visited the 4-H Facebook page
• 33% No involvement as an adult
Issues or causes of interest:
• 52% Education
• 52% Human services
• 52% Health
• 51% Youth development
• 50% Animals
• 43% Environment
• 41% Faith based
• 35% Arts, culture, humanities
• 23% STEM
• 23% Civic organizations
• 18% International
7
Positive Feelings from Youth
8
4-H Youth Experience
•
Alumni have strong positive memories of their 4-H experience as a youth.
4-H Experience As Youth
96%
“I still have my record book. It’s something that
would be sent to county and would get awards.
It’s all my accomplishments. I’d work hard all year
to fill it up.” -Baltimore alumni
71%
“I remember begging my mom to let me go to 4-H
camp... I was this little country girl that was going to go
to camp with all of the city kids! We got to do so many
projects and activities and even if you were terrible you
still got a ribbon!” -Atlanta alumni
25%
Very positive
Somewhat positive
3%
1%
0%
Neutral
Somewhat negative
Very negative
Q17: How would you rate the experience you had as a youth in 4-H?
9
Impact on Future: Top Tier
•
Looking back, Alumni credit their 4-H experience with having a significant role in building a foundation of
core values and character.
Impact of 4-H Experience
Fostering a sense of responsibility
63%
94%
Developing character and values
63%
93%
61%
93%
Trying new things
Connecting to nature and animals
67%
92%
Developing practical life skills
61%
92%
Being a good citizen
61%
92%
Creating confidence
60%
Developing friendships
57%
Impacted a lot
91%
91%
Impacted a little
Q19: Below are some ways that a 4-H experience during your youth might have impacted your life and who you are today.
For each, please indicate if 4-H impacted that aspect of your life in any way.
10
In Their Own Words…
“For kids, there are so many ways to get into trouble. 4-H
gives kids a structured environment and the
opportunity to find something that interests you.”
–Baltimore alumni
“Learning new skills
was something that was
very exciting to me... we
would go to a farm and
learn how to cultivate the
land and how to grow
vegetables and then after
the vegetables are grown,
how to take them to
people who didn’t have
food. So, even as a child, I
was already doing
volunteer work.”
--Atlanta alumni
“4-H taught me responsibility
and time management.”
–Baltimore alumni
“It gives you a sense of worth, when
people take time to help you to grow
as a person, to be productive in
your community, that’s very
important to me… I loved when a
counselor would sit with me, teaching
me how to do something to make me a
better citizen for the future.”
–Atlanta alumni
“I went to 4-H day camp and I did things that I never would have
tried on my own. Especially as a girl, being encouraged to play
right there beside the boys for the activities you feel empowered
and you have self-confidence.” –Atlanta alumni
“As a kid from the inner-city, it gave me the chance to step out of my
element, and an opportunity for new life experiences… things
that still stick with me today.” –Baltimore alumni
11
Impact on Future: Second Tier
•
Alumni perceive that their 4-H youth experience had less impact on their career and educational paths.
Impact of 4-H Experience
53%
88%
51%
88%
Being involved in community service
Being independent
46%
Being a better leader
Becoming civically engaged
39%
Strengthening family ties
38%
Living a healthier lifestyle
35%
Succeeding in work and career
35%
Pursuing higher education/college
Choosing your career
84%
80%
77%
77%
74%
24%
16%
Impacted a lot
61%
45%
Impacted a little
Q19: Below are some ways that a 4-H experience during your youth might have impacted your life and who you are today.
For each, please indicate if 4-H impacted that aspect of your life in any way.
12
In Their Own Words…
“Presentation skills. Doing the
presentations and preparing
your speeches and getting up
and talking in front of your
peers, parents, friends' parents
and then even the county
leadership folks. That
prepared me for when I am
now -- I'm in Toastmasters, so
that was a natural transition
and also now I lead meetings at
all levels. It was the preparation
of skills of speaking in front of
people and thinking on your
feet that has helped my
career.” -UHC employee group
“With 4-H, my whole family was involved.
My parents were the leaders and my siblings
were also in it. There were so many different
things a whole family could work on
together- I loved that! It brings you together
and it kept our family close... now we are
all grown up and not as close anymore.”
-Baltimore alumni
“My 4-H counselor steered me to a
career in experiential education!”
-Baltimore alumni
“I went to a lot of fairs over the summer with my family.
In fact, that was kind of our summer vacation. We just
traveled from fair to fair showing cattle… It was real
bonding with your family.” -UHC employee group
“ I really enjoyed the aspect of volunteering… it put me on a path to continue helping
others in need. In my job now, I’m helping others in need.” -Atlanta alumni
13
4-H Favorability Today
•
Positive experiences during youth translate into very favorable opinions of 4-H today.
Favorability of 4-H
95%
71%
24%
4%
Very favorable
Somewhat favorable
Q12: Overall, how favorable is your impression of 4-H?
Neutral
0%
Unfavorable
14
Net Promoter Score
•
4-H has a cadre of potential brand ambassadors to mobilize.
What is Net Promoter Score?
Net Promoter is an indicator linking
customer experience to growth. The
only way to grow is to have more
promoters (open advocacy of a
product, service or organization) than
detractors (negative word of mouth).
Net Promoter Score is calculated by
subtracting
“Detractors”
from
“Promoters”. When an organization is
strong, this score is in the positive and
should be in double-digits.
Net Promoter Score
NPS = +55
43%
20%
16%
10%
4%
4%
1%
Extremely
likely
9
Promoter 64%
8
7
Passive 26%
6
5
Not likely
0-4
Detractor 9%
Q13: How likely are you to recommend 4-H involvement to others? Use a 10-point scale where 10 means you are extremely
likely to recommend 4-H to others and 0 means you are not at all likely to recommend 4-H.
15
Relationship Gap Today
16
Feelings about 4-H Today
•
While almost all Alumni express positive feelings about their time spent in 4-H, they are split between still
having a strong sense of belonging, and being out-of-sight and out-of-mind.
When Was the Last Time You Thought About 4-H?
Feelings about 4-H Today
“Thirty years ago, over 30 years ago.”
–Atlanta alumni
48%
I have positive memories,
but haven’t thought about
4-H for a long time
47%
I have positive memories and
still feel a strong sense of
belonging to 4-H
4%
I do not have
strong feelings
about 4-H, from
the past or today
1%
Other/
not sure
“It’s been some years for me, honestly. Being in this
focus group was perfect timing. That brought my
focus back to the 4-H.” -Atlanta alumni
“I haven’t thought about it much. Maybe when my
daughter was first born, talking about what she
would get involved in. I’ve been to a county fair
since then, and still didn’t put it together.”
-Baltimore alumni
“I haven’t thought about it at all. I raised a family
in R.I. and there wasn’t a presence there at all.”
-Baltimore alumni
“I have been thinking about it a lot lately, since my
kids are 4 and 5. I want to get them involved, but I
don’t hear about 4-H now.” –Baltimore alumni
Q18: Which of the following comes closest to describing the feelings you have about 4-H today?
17
Familiarity with 4-H
•
Few would consider themselves “very familiar” with 4-H today.
•
When asked to describe 4-H and its work, many Alumni fall back on the traditional image of agriculture and
character building; only 2-in-10 describe aspects of youth development.
How Alumni Describe the Work of 4-H
Familiarity with 4-H Today
33% Traditional
17% working with animals, livestock
17% agriculture, farming
6% nature, plants, horticulture
3% for rural kids
1% fairs and blue ribbons, competition
65%
48%
“4-H supports kids in rural areas who want
to learn more about agriculture.”
24%
17%
9%
Very familiar Somewhat
familiar
Somewhat
unfamiliar
Very
unfamiliar
26% Core values/character
10% developing and building life skills
9% teaching responsibility
7% teaching leadership
7% instilling values, morals, and work ethic
22%
15%
6%
5%
Youth development
Helping communities
Educational
Domestic skills (cooking, sewing)
Q10: How familiar are you with 4-H today?
Q11: How would you describe 4-H and the work that it does? (Open-ended response)
18
Affinity to 4-H Today
•
Even fewer feel informed about or connected to today’s 4-H.
Informed About 4-H Today
Connection to 4-H Today
40%
38%
31%
27%
20%
18%
22%
16%
20%
11%
9%
Very well
informed
26%
Somewhat
informed
Neutral
Somewhat
Very
uninformed uninformed
Very
connected
Somewhat
connected
Q16: How well informed are you about what’s going on with 4-H today?
Q15: At this point in your life, how connected do you feel to 4-H?
Neutral
Somewhat
Very
unconnected unconnected
19
Interest in Engagement
•
Lack of affinity translates into lukewarm interest in getting involved with 4-H in the near future.
Likelihood to Get Involved
36%
28%
23%
21%
14%
12%
3%
Extremely likely
Very likely
Somewhat likely
Not too likely
Not likely at all
Not sure
Q14: How likely are you to get involved with 4-H clubs or programs in the next year? This might be by learning more about the
local 4-H, volunteering your time, making a donation, or promoting 4-H to others.
20
Barriers to Engagement
•
Alumni acknowledge numerous barriers to engagement.
Reasons Not Involved Today
(select all that apply)
44%
Don’t have children that age/who
want to participate
35%
Time and money are committed
Wouldn’t know any of the people
30%
4-H does not seem active in my
community
29%
27%
Don’t know how or where
26%
4-H has not reached out and asked
Don’t want another organization
asking me for money
Other projects seem more
relevant/exciting
Other
I am already involved in 4-H today
14%
8%
6%
8%
Q27: There are a variety of reasons that 4-H Alumni are not more involved with 4-H today. Which of the following are reasons
why you, personally, are not more involved?
21
Youth Development Peer Set
•
Alumni tend to have multiple involvements with youth organizations.
•
Even with Alumni, 4-H does not really stand out above peers in any of the areas tested.
•
Where 4-H falls short is in its local visibility.
In comparison to others…
(better/about same/worse)
Personal Involvement with Other
YD Organizations
Girl Scouts:
58%
YMCA/YWCA:
53%
Boy Scouts:
50%
FFA:
36%
Boys and Girls Clubs:
33%
51%
50%
44%
34%
Worse
39%
About Same
Better
45%
44%
49%
24%
1%
Benefit
to young
people
1%
1%
Positive
impact on
local
community
Positive
impact
on world
Visibility in
local
community
Q05: Below is a short list of nonprofits. For each, please indicate if you have had personal experience as a member, volunteer or
supporter?
Q21: In comparison to other youth programs (Scouts, YMCA, Boys and Girls Clubs, Big Brothers Big Sisters, etc.), do you think 4-H 22
is better, worse or about the same in its…
4-H Alumni Segments
23
Segmentation Approach
• Segmentation analysis is an analytical tool
used to sort people into mutually
exclusive groups or clusters based on
similar attitudes, beliefs, and/or
behaviors.
• A variety of questions were used as
inputs for the segmentation model:
• Connection to 4-H today
• How impacted personally
• Reasons to engage as an adult
• Life-stage/lifestyle psychographics
4 Segments Emerge:
Modern
Military
Remote
16%
Boosters
35%
Nostalgic
25%
Winbacks
24%
24
100%
Segments Loyalty and Size
Likelihood to get involved today (top 2 box)
Boosters 35%
Winbacks 24%
Nostalgic 25%
Remote 16%
Very Positive Experience as a Youth (top box)
100%
25
Boosters
35%
4-H Youth Experience
Deep involvement:
majorities club, camp,
school, and through HS;
impacted myriad aspects of
life in positive way
Demographics
The youngest segment:
majority Gen Y and X and
have school-age children,
which increases relevance
Psychographics
This DIY group does it all:
FT work, kids, community
involvement, financial
support to charities
4-H Connection
Extremely loyal & feel
connected (could be better
informed); many have
remained engaged through
$ support, friendships, fair
4-H Alumni Interest
Interested in passive and
active engagement: want
to make a difference to kids,
but also connect to old
friends, and be leaders
26
Winbacks
24%
4-H Youth Experience
Majority involved club and
school, through middle
school; impacted life in
tangible ways: career and
education
Demographics
Mix of ages; half have kids;
largest % of African
Americans
Psychographics
Family oriented, multidimensional, active in
community (but not to
extent of Boosters)
4-H Connection
Positive memories, but have
lost touch; a few have given
$ and kept up with old
friends
4-H Alumni Interest
Lukewarm at moment, have
other commitments; not
going to lead a movement,
but would promote brand
and attend events
27
Nostalgic
25%
4-H Youth Experience
Involved in clubs through
middle school; influenced
personal growth, values
Demographics
4-H Connection
Mixed ages; few have kids at
home, which is barrier to
participation-don’t see
personal relevance
Still have positive feelings, yet
disconnected and uninformed
4-H Alumni Interest
Would give in small ways:
$1 at checkout or alumni tent
at state fair
28
Remote
16%
4-H Youth Experience
Clubs only, majority for only 12 years. Fewer see impact on
life: strongest is connecting to
nature, animals
4-H Connection
Demographics
Weaker brand loyalty scores.
Don’t feel informed or
connected to the 4-H of today.
See other groups as more
visible locally
Baby Boomers, no kids at
home. Not active in
community
4-H Alumni Interest
Not interested: other
commitments, don’t have kids
appropriate age
29
Better Defining the Opportunity Market
• Somewhere between 9% to 13% of American adults represent your market potential.*
Total
Boosters
5%
Not alumni
85%
Did not meet
prospect criteria
Winbacks
4%
Nostalgia
4%
Remote
2%
Opportunity Segments
Survey Population
Boosters
6,237,000
Winbacks
4,277,000
Nostalgic
4,455,000
Estimated
Opportunity
Market
10,514,00014,969,000
*NOTE: These estimates are generous and assume all Alumni are
at least as well-informed about 4-H as the survey respondents.
They cannot take into account the amount of outreach 4-H would
need to exert to reach Alumni.
30
Messaging and Calls to Action
31
Attitudes & Motivation
•
Intent is there, if not the passion. 6-in-10 Alumni would like to “help youth in 4-H” and “give something
back” to 4-H. Boosters (and to some extent Winbacks) are also interested in other aspects of engagement.
Attitude Statements
Boosters
Winbacks
Nostalgic
Remote
94%
67%
53%
13%
92%
64%
50%
11%
(strongly/somewhat agree)
65%
I would like to help youth in 4-H today
62%
I would like to give something back to 4-H
I would consider helping fundraise for 4-H
52%
87%
48%
35%
11%
I would like to see my company/org
involved in supporting 4-H
51%
79%
50%
36%
14%
I would like to promote 4-H
in my kids’ school
51%
82%
54%
31%
10%
I want to keep in touch with
4-Hers like myself
43%
82%
33%
22%
3%
I am interested in the global 4-H
network (70+ countries)
42%
74%
37%
24%
7%
69%
32%
25%
8%
I have time to participate in 4-H activities
40%
Blue/red indicate statistical significance among audiences
Q23: How much do you agree or disagree with the following statements related to 4-H?
32
Pay-Off for Getting Involved
•
The most important benefit is “making a difference in a kid’s life,” followed by “learning new things.”
•
Other benefits important to opportunity segments are having new and fun experiences, meeting youth and
volunteering. Professional networking is lower on the list.
Important Benefits
(very/somewhat)
87%
Making a difference in a kid’s life
80%
Learning new things
Having new – and fun –
4-H experiences
69%
Meeting and interacting with
4-H youth
65%
Finding volunteer projects/
activities
63%
Boosters
Winbacks
Nostalgic
Remote
96%
89%
88%
60%
98%
83%
79%
35%
94%
74%
61%
21%
91%
71%
53%
18%
89%
64%
51%
20%
Seeing Alumni success stories,
even famous 4-H Alumni
50%
81%
51%
33%
9%
Serving in a leadership role
50%
79%
50%
33%
11%
81%
48%
25%
6%
72%
38%
25%
10%
Connecting to friends and mentors
from 4-H days
Professional networking
47%
42%
Blue/red indicate statistical significance among audiences
Q29: How important are each of the following, to you personally, as a benefit of being involved with 4-H as an adult?
33
Call-to-Action Messages
MOST CONVINCING
NEXT TIER
I support 4-H, because 4-H helps
youth develop science &
technology skills needed for a
strong/competitive economy
I still believe in the 4-H
values – Head, Heart, Hands
+ Health – and the pledge
seems just as relevant to our
lives today
Life skills that 4-H kids learn
are as diverse as the kids
themselves -- from raising
animals to photography,
rocketry to speaking
NOT AS CONVINCING
As part of a 4-H Alumni network
that is 60 million strong, I can
make a positive difference across
the country and around the world
4-H programs support healthy
living and make a positive impact
on important issues, like childhood
obesity and food security
I remember the sense of
accomplishment and belonging I
had with 4-H, and I would like
something similar as an adult
Being involved with 4-H is a fun
way that I can give back to the local
community
I want to be part of a movement–
the Revolution of Responsibility –
that is 4-Hers young and old
stepping up to be good citizens
Re-connecting with 4-H expands
my network of personal and
professionals contacts
4-H gave me a lot, and I want to
make sure kids today
have those same opportunities
Q28: Below are some reasons that 4-H Alumni have given for being involved as an adult. How convincing is each as a reason for
you to get involved with 4-H as an adult? This might be by learning more, volunteering, donating or promoting 4-H to others.
34
Opportunities for Outreach
35
What to Call Them?
•
About half of past participants in 4-H believe that “Alumni” is the best name to describe themselves.
•
That said, focus groups cautioned that “Alumni” implies some form of staying in touch.
Best Name for Past 4-H Participants
48%
4-H Alumni
4-Hers
14%
4-H Boosters
13%
Team 4-H
4-H Seniors
Graduates or
"grads" of 4-H
11%
7%
5%
“I guess we are alumni, it depends on how
they count this stuff. I have not been invited
to the reunion.” -Atlanta alumni
“I don’t know if I’m an official alumni, but I
do consider myself one though.”
–Baltimore alumni
“Any other thing [that I am an alumni of]
they are always reminding me… reaching out
to me. But with 4-H, once you are gone, they
kind of let you go, it seems like.”
-Atlanta alumni
Other 2%
Q24: Below are some different ways that people have referred to past participants in 4-H (like yourself). Which do you prefer?
Please select only one.
36
Engagement Tactics
•
Alumni have the most interest in quick and easy donations to 4-H or visiting the alumni tent at the fair.
•
Boosters exhibit the most amount of enthusiasm to connect, while Remotes are a much tougher sell.
Interest in Connecting with 4-H
Contributing $1 at the grocery store/other
store check-out
Visiting a 4-H alumni tent at
state or county fair
Making a donation to local 4-H
Contributing $1 to a national marketing
campaign for 4-H
Growing a community garden with 4-Hers
Attending a fundraiser hosted
by a local 4-H club
Promoting 4-H with a car magnet or
wearing a pin
Boosters
Winbacks
Nostalgic
Remote
91%
74%
67%
39%
90%
73%
64%
25%
63%
89%
64%
52%
20%
62%
86%
60%
53%
25%
59%
84%
62%
45%
18%
59%
88%
64%
41%
15%
56%
83%
58%
43%
13%
38%
73%
33%
69%
28%
32%
27%
23%
27%
Volunteering in a local 4-H program
21%
56%
90%
55%
38%
11%
Adding 4-H to your Facebook
or LinkedIn profile
23%
55%
83%
57%
40%
11%
Helping with county fair (planning, set up, info
booth, breaking down)'
22%
83%
56%
36%
10%
Responding to a specific call to action…like
childhood obesity or food security
20%
78%
53%
34%
13%
very interested
53%
51%
somewhat interested
Blue/red indicate statistical significance among audiences
Q25: For each of the activities below, please indicate how interested you are to connect with 4-H in this way.
37
Engagement Tactics Cont.
•
Alumni are least interested in actively recruiting new 4-Hers, or integrating 4-H into their work.
Interest in Connecting with 4-H
Boosters
Winbacks
Nostalgic
Remote
Encouraging your company/organization
to sponsor a 4-H club/camp
19%
48%
79%
45%
31%
8%
Making a financial gift to a 4-H scholarship
for camp or college
18%
48%
80%
50%
27%
8%
Attending a 4-H reunion in your state or local community
19%
80%
40%
24%
4%
Staffing a 4-H info table on parents night
at the local school
18%
77%
40%
19%
6%
Helping to recruit new 4-Hers
16%
77%
36%
17%
6%
70%
33%
19%
7%
69%
30%
12%
4%
Tapping into the 4-H network for
new employees or interns
13%
Organizing a 4-H type event at your company
15%
very interested
somewhat interested
45%
43%
41%
39%
35%
Blue/red indicate statistical significance among audiences
Q25: For each of the activities below, please indicate how interested you are to connect with 4-H in this way.
38
Preference for Support
•
The majority of Alumni are interested in supporting their county 4-H, as that is their frame of reference.
4-H Branch Most Likely to Support
“I don’t want to support a
corporate office, I want to
support something local.
It feels more tangible.”
–Baltimore alumni
52%
15%
County 4-H
Specific 4-H
club or camp
13%
State 4-H
7%
4%
National 4-H
None
Q26: Which branch of 4-H are you most likely to support (with your time or money)?
9%
Don't know
39
Frequency of 4-H Communication
•
Two-thirds of Alumni would like to hear from 4-H on at least a monthly basis.
•
Half of Boosters are interested in more frequent communication, suggesting there will be a core that want
to be informed regularly.
Desired Frequency of Communication from 4-H
Weekly
Monthly
Boosters
51%
87%
Winbacks
19%
69%
Nostalgic
12%
58%
Remote
6%
27%
At least monthly: 66%
39%
At least weekly: 27%
20%
19%
3%
Daily
5%
A few times a
week
Weekly
Monthly
Every few
months
7%
8%
Once a year
Don't know
Q31: Assuming there would be news or new opportunities to get involved, how often would you like to hear from 4-H?
40
Outreach Channels
•
While no method is a slam-dunk, digital channels are considered most effective (email, the 4-H website
and Facebook) – even more so than mainstream media or direct mail.
•
These three digital channels also provide the best opportunities to reengage Boosters and Winbacks.
Effective as a Way to Stay Informed
Email
4-H web site
Winbacks
Nostalgic
Remote
33%
64%
80%
66%
60%
32%
35%
64%
85%
62%
61%
27%
78%
61%
50%
34%
33%
Facebook
Boosters
60%
27%
57%
74%
57%
48%
32%
Postal mail
25%
56%
73%
56%
48%
32%
Electronic newsletter or magazine
25%
74%
54%
47%
25%
72%
54%
44%
23%
78%
47%
38%
16%
65%
38%
24%
11%
Mainstream media: newspaper, TV, radio
Word of mouth
27%
In-person events for 4-H Alumni
26%
School partners
55%
53%
51%
18%
40%
National rally of 4-H Alumni
14%
33%
59%
29%
15%
8%
Webinar or virtual events for 4-H Alumni
14%
32%
56%
30%
18%
7%
Text message
15%
31%
52%
30%
18%
8%
Twitter
14%
30%
50%
29%
17%
8%
15%
30%
53%
24%
18%
7%
Phone call
52%
26%
15%
8%
47%
33%
13%
8%
41%
21%
10%
4%
Corporate partners
11%
29%
Pinterest
12%
29%
LinkedIn
9%
5- very effective
23%
4
Q30: How effective is each of the following as a way to keep you informed about opportunities with 4-H?
41
Employee Engagement
•
Employee engagement is the area that received the least traction across the data set.
•
Alumni seem confused about how this would work, although focus groups had some ideas.
Just 45% say if their work was a
sponsor of 4-H, it would increase
their loyalty
48% interested in encouraging work
to sponsor a 4-H club or camp
4-in-10 want to tap the 4-H network
for new employees or interns
One-third interested in organizing
a 4-H event at work (employee
giving, run/walk, etc.)
“I think it’s a good thing if we are a partner. We promote the same
values, the same healthier lives. I’m just not sure what we do as
partners. What makes it evident that we’re a partner in 4-H?
I’m a little lost.” –UHC employee group
“The company I work for, we are big on STEM programs. A lot of our
money goes into supporting the youth involved. We just had students
from the local high school come into our company for engineering
week. One of the students from that event became a regional winner in
robotics. We could do something like that with 4-H clubs.”
-Atlanta alumni
“I like the idea of sponsoring and sending local youth to 4-H camps. It’s
a really good opportunity. It would be nice if there were kids that
maybe couldn’t go or afford it.” –UHC employee group
“I would really like it if we did something in the newsletter or intranet,
where we could submit photos or pictures of our ribbons and what we
learned in 4-H. Maybe people would see that and want to get their
kids involved in 4-H.” –UHC employee group
Q25 Very/Somewhat interested: For each of the activities below, please indicate how interested you are to connect
with 4-H in this way.
Q32: If your company or employer was a sponsor of 4-H, specifically the state or local 4-H, how would it affect your
loyalty?
42
Corporate Partner Potential
•
Results suggest that 4-H currently has valuable relationships.
•
Many Alumni in the focus groups want corporate partners using their marketing muscle to promote 4-H.
Majorities of 4-H Alumni
interacted with these brands in
the last 3 months
87%
70%
67%
54%
51%
“I think JCPenney was doing a thing where you could round
up to the nearest dollar, and the donation goes to 4-H.
Why don’t they put more out about that?”
-Baltimore alumni
“They are not advocating for 4-H. Like with Coca-Cola,
they are advocating for other groups. If they put their
name and attached it with 4-H to the public, I feel you
would get more people involved.” -Baltimore alumni
“How recent are the corporate partners? I don’t remember
being exposed to it. Why don’t I see things like, ‘Wal-Mart
is a proud sponsor of 4-H’?” -Atlanta alumni
“I think these partners are just donating money, basically.
They are not really promoting it. You don’t go into
Wal-Mart and see 4-H anywhere.” -Atlanta alumni
Q33: With which of the following companies have you been a customer, subscriber or user in the last 90
days? Please select all that apply.
43
Key Takeaways
Affinity with 4-H
Targeting
• Memories of 4-H are overwhelmingly positive. Alumni give 4-H credit in
their personal development and continue to see the organization favorably.
• However, many have lost touch. Alumni do not feel informed or connected
to today’s 4-H.
• Many are willing to be brand promoters, but 4-H needs to do some
catching up first. The data underscore that it would be a leap to bring
Alumni back without celebrating their status and selling them on the idea.
• A third of Alumni are “Boosters” at the center of the bullseye - ready and
willing to be mobilized.
• Those who participated beyond clubs and through the high school years
are more likely to be “Boosters.” 4-H needs to create a pathway for
lifetime engagement with this core group.
• Boosters are also younger so 4-H is more top of mind; most have school
age children which increases relevance.
• While most Alumni agree that 4-H impacted their lives in positive ways,
those who feel 4-H had tangible impacts on career and/or education are
more likely to want to give back. 4-H needs to use this as a point of entry
to reach the next ring of opportunity/Winbacks. Winbacks represent a
quarter of Alumni and will help spread the word and attend events.
• 4-H can bring along some in the Nostalgic group in small ways: low dollar
campaigns and alumni tents at state fairs.
44
Key Takeaways Continued
Opportunities to
Re-engage
• Alumni believe 4-H needs to have a higher profile in their local community.
• Remember that Alumni are still 4-Hers. They want to make a difference. They
are achievers. They seek new challenges and rewarding experiences. They want
to support today’s youth.
• Alumni do not want 4-H straying too far from tradition. Communications should
reflect the 4-H they knew – “head, hands, heart, health” still resonate.
• Issue-focused messages have some traction.
• Speaking to the size of the Alumni network (60 million), the “Revolution of
Responsibility,” and professional networking are not persuasive.
Communications
and Outreach
• “Alumni” is the preferred term but needs reinforcement to be meaningful.
• Alumni want to support their County 4-H. Giving may be the easier ask,
followed by advocacy and volunteering.
• The employee engagement model has the least traction – from networking to
company activities. This will take the most work to mobilize.
• Monthly communication is the right amount of contact for most Alumni. Some
“Boosters” want to be informed weekly.
• Digital channels are identified as most effective nationally and across states
(email, the 4-H website, Facebook), more so than media or direct mail.
45
Key Takeaways Continued
THE MESSAGE
THE ROUTE
Giving
I still believe in the 4-H
values – Head, Heart,
Hands + Health – and the
pledge seems just as
relevant to our lives today
Alumni
Engagement
Life skills that 4-H kids
learn are as diverse as the
kids themselves -- from
raising animals to
photography, rocketry to
speaking
Employee
Engagement/
Volunteerism
Brand
Advocacy
Appendix: Detailed Tables and Charts
47
Demographics
TOTAL
Boosters
Winbacks
Nostalgic
Remote
18-24
10%
10%
10%
9%
9%
25-34
21%
26%
21%
16%
17%
35-44
28%
33%
28%
24%
18%
45-54
22%
17%
22%
25%
32%
55-64
19%
13%
19%
25%
24%
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Caucasian
88%
87%
86%
91%
89%
African American
7%
7%
10%
4%
8%
Hispanic
6%
8%
5%
5%
3%
Asian
2%
2%
3%
2%
2%
American Indian
1%
2%
0%
1%
-
TOTAL
Boosters
Winbacks
Nostalgic
Remote
HS grad
17%
19%
12%
18%
16%
Some college
26%
23%
27%
27%
25%
2 year degree
18%
19%
21%
14%
15%
Bachelor’s degree
25%
26%
23%
25%
27%
Graduate work or degree
13%
11%
14%
15%
15%
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Yes
50%
65%
49%
40%
32%
No
50%
35%
51%
60%
68%
AGE
ETHNICITY
EDUCATION
CHILDREN AT HOME
Blue/red indicate statistical significance among subgroups
Q01: In which of the following categories does your age fall?
Q39: Which of the following best describes your race or ethnicity?/ Q40: Are you of Hispanic, Latino or Spanish origin?
Q36: What is the last grade that you completed in school?
Q37: Are there any children under age 18 currently living in your household?
48
Demographics Cont.
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Small town/rural
35%
37%
33%
37%
32%
Suburban
44%
43%
44%
44%
48%
Urban
20%
20%
22%
18%
19%
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Northeast
10%
10%
10%
12%
8%
Midwest
30%
30%
32%
27%
31%
South
40%
42%
39%
36%
41%
West
20%
18%
18%
24%
20%
TOTAL
Boosters
Winbacks
Nostalgic
Remote
<$25k
13%
10%
14%
13%
19%
$25-49k
29%
27%
31%
29%
32%
$50-74k
26%
31%
21%
27%
24%
$75-99k
16%
19%
17%
13%
11%
$100k+
12%
12%
14%
12%
10%
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Full-time
47%
56%
43%
41%
43%
Part-time
12%
12%
12%
13%
11%
Homemaker
17%
18%
19%
17%
13%
CURRENT HOME
REGION
INCOME
EMPLOYMENT
Blue/red indicate statistical significance among subgroups
Q41: Would you classify the area you live in to be predominantly…
Q03: In what state do you live?
Q42: What was your TOTAL household income in 2011 before taxes?
Q43: Which of the following best describes your current employment situation? Please choose one.
49
Generational Differences by Segment
Segments by Age and Children in Home
50
Interest in Issues/Causes
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Animals (animal rights, conservation,
zoos and aquariums)
50%
60%
53%
41%
39%
Arts, culture, humanities (libraries, museums,
performing arts, public broadcasting)
35%
41%
37%
30%
25%
Education (K-12 schools, colleges, scholarship funds)
52%
61%
58%
42%
38%
Environment (protection, conservation, parks and
nature centers)
43%
51%
45%
37%
32%
Health (disease-specific, health promotion, medical
research)
52%
56%
56%
49%
41%
Human services (shelters, food banks, social
services)
52%
62%
52%
46%
38%
International (development, relief services, peace
and humanitarian aid)
18%
24%
19%
13%
11%
Civic organizations (civil rights, community
foundations, community development)
23%
33%
21%
15%
13%
Faith-based (churches, ministries, religious media)
41%
46%
43%
36%
34%
Youth development (sports, extracurricular
activities, out-of-school time enrichment,
leadership)
51%
64%
55%
43%
26%
STEM (science, technology, engineering, math)
23%
25%
25%
20%
21%
None of the above
3%
1%
2%
3%
11%
ISSUES OR CAUSES
Blue/red indicate statistical significance among subgroups
Q35: What are the issues or causes that interest you most? Please select all that apply.
51
4-H Experience
TOTAL
Boosters
Winbacks
Nostalgic
Remote
In a 4-H club as a youth
88%
90%
86%
87%
87%
Attended 4-H camp as a youth
40%
54%
36%
33%
25%
Involved in a 4-H club or
program at school, as a youth
47%
58%
50%
39%
33%
Junior Leader as a youth
12%
23%
7%
7%
1%
Camp Counselor as a youth
10%
19%
5%
6%
2%
My children or grandchildren
have gone to 4-H clubs or camp
21%
36%
13%
16%
6%
Volunteered with 4-H as an adult
22%
45%
12%
11%
5%
6%
13%
2%
3%
1%
30%
50%
26%
20%
10%
18%
31%
13%
12%
3%
TOTAL
Boosters
Winbacks
Nostalgic
Remote
1 to 2 years
31%
15%
32%
39%
52%
3 to 4 years
38%
38%
40%
38%
35%
5+ years
29%
46%
24%
22%
8%
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Elementary
67%
67%
66%
69%
66%
Middle school/junior high
67%
79%
64%
61%
54%
High school
35%
52%
31%
25%
15%
INVOLVEMENT
Participated in a 4-H program
through my work/employer
Supported 4-H with a
financial donation
Purchased 4-H gear (like
clothing, tote bag, etc.)
YOUTH – YEARS INVOLVED
YOUTH – AGES INVOLVED
Blue/red indicate statistical significance among subgroups
Q06: You indicated that you have been involved before with 4-H. In what ways have you been involved with 4-H? Please select all that apply.
Q07: As a youth, how many years were you involved with 4-H?
Q08: When were you involved with 4-H? Please select all that apply.
52
National 4-H Loyalty Measures
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Very familiar
17%
38%
5%
6%
3%
Somewhat familiar
48%
53%
60%
44%
27%
Somewhat unfamiliar
24%
8%
26%
33%
43%
Very unfamiliar
9%
1%
9%
13%
22%
Not sure
2%
-
1%
3%
6%
Familiar
65%
91%
64%
51%
29%
Unfamiliar
33%
9%
35%
46%
65%
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Very favorable
71%
92%
76%
65%
27%
Somewhat favorable
24%
8%
21%
31%
54%
Neutral
4%
0%
2%
4%
17%
Somewhat unfavorable
0%
-
-
-
1%
Very unfavorable
0%
0%
-
-
-
No opinion
0%
-
0%
-
-
Not sure
0%
-
-
-
1%
Favorable
95%
99%
98%
96%
82%
Unfavorable
0%
0%
-
-
1%
FAMILIARITY
FAVORABILITY
Blue/red indicate statistical significance among subgroups
Q10: How familiar are you with 4-H today?
Q12: Overall, how favorable is your impression of 4-H?
53
Loyalty Measures Cont.
RECOMMEND
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Extremely likely to
recommend 10
43%
70%
40%
32%
7%
9
20%
17%
29%
22%
10%
8
16%
10%
17%
21%
23%
7
10%
1%
8%
15%
23%
6
4%
1%
3%
4%
13%
5
4%
1%
0%
5%
14%
4
0%
-
-
-
1%
3
0%
0%
0%
-
1%
2
0%
-
-
-
3%
1
-
-
-
-
-
Not likely to recommend 0
0%
-
-
-
1%
Not sure
1%
-
2%
1%
4%
Promoters
64%
87%
69%
54%
17%
Detractors
9%
2%
4%
9%
33%
NPS
+55
+85
+65
+45
-17
Blue/red indicate statistical significance among subgroups
Q13: How likely are you to recommend 4-H involvement to others? Use a 10-point scale where 10 means you are
extremely likely to recommend 4-H to others and 0 means you are not at all likely to recommend 4-H.
54
Alumni Affinity Measures
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Very well informed
9%
25%
0%
1%
-
Somewhat informed
31%
51%
24%
23%
8%
Neutral
20%
16%
27%
22%
10%
Somewhat uninformed
18%
6%
28%
26%
20%
Very uninformed
22%
2%
20%
28%
61%
Not sure
0%
-
1%
-
2%
Informed
40%
76%
24%
24%
8%
Uninformed
40%
7%
48%
54%
80%
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Very connected
11%
30%
1%
0%
1%
Somewhat connected
27%
47%
22%
20%
3%
Neutral
26%
17%
38%
32%
16%
Somewhat unconnected
16%
5%
22%
24%
17%
Very unconnected
20%
1%
17%
23%
62%
Not sure
1%
-
1%
1%
2%
Connected
38%
77%
23%
20%
3%
Unconnected
35%
6%
39%
46%
79%
INFORMED
CONNECTED
Blue/red indicate statistical significance among subgroups
Q16: How well informed are you about what’s going on with 4-H today?
Q15: At this point in your life, how connected do you feel to 4-H?
55
Affinity Measures Cont.
TOTAL
Boosters
Winbacks
Nostalgic
Remote
Extremely likely
14%
32%
5%
3%
1%
Very likely
23%
38%
20%
15%
3%
Somewhat likely
28%
22%
41%
35%
11%
Not too likely
21%
5%
21%
32%
39%
Not likely at all
12%
2%
11%
10%
38%
Not sure
3%
1%
2%
5%
8%
Likely
36%
71%
25%
18%
4%
Unlikely
33%
7%
32%
42%
76%
INVOLVED
TOTAL
Boosters
Winbacks
Nostalgic
Remote
I have positive memories and still feel
a strong sense of belonging to 4-H
47%
96%
13%
35%
6%
I have positive memories, but haven’t thought
about 4-H for a long time
48%
4%
86%
60%
72%
I do not have strong feelings about 4-H,
from the past or today
4%
-
1%
3%
18%
Not sure
0%
0%
-
1%
1%
FEELINGS
Blue/red indicate statistical significance among subgroups
Q14: How likely are you to get involved with 4-H clubs or programs in the next year? This might be by learning
more about the local 4-H, volunteering your time, making a donation, or promoting 4-H to others.
Q18: Which of the following comes closest to describing the feelings you have about 4-H today?
56
Barriers to Overcome
Reasons Not Involved Today
Boosters
Winbacks
Nostalgic
Remote
29%
46%
54%
58%
22%
40%
43%
43%
(select all that apply)
44%
Don’t have children that age/who
want to participate
35%
Time and money are committed
Wouldn’t know any of the people
30%
17%
31%
41%
36%
4-H does not seem active in my
community
29%
25%
29%
31%
38%
26%
31%
32%
16%
27%
33%
26%
15%
5%
14%
20%
27%
7%
6%
6%
13%
4%
7%
5%
11%
21%
-
2%
-
27%
Don’t know how or where
26%
4-H has not reached out and asked
Don’t want another organization
asking me for money
Other projects seem more
relevant/exciting
Other
I am already involved in 4-H today
14%
8%
6%
8%
Blue/red indicate statistical significance among audiences
Q27: There are a variety of reasons that 4-H Alumni are not more involved with 4-H today. Which of the following are reasons
why you, personally, are not more involved?
57
Multiple Involvements
•
Boosters are more involved in all these organizations.
Personal Experience
53%
50%
33%
58%
36%
Boys & Girls
Clubs
Future
Farmers of
America
Boy Scouts
YMCA/
YWCA
Girl Scouts
Boosters
47%
48%
55%
63%
62%
Winbacks
32%
37%
52%
56%
60%
Nostalgia
23%
28%
44%
44%
53%
Remote
20%
18%
44%
41%
51%
Blue/red indicate statistical significance among audiences
Q05: Below is a short list of nonprofits. For each, please indicate if you have had personal experience as a member, volunteer or 58
supporter?
4-H Compared to Peers
In comparison to others…
(better/about same/worse)
51%
50%
44%
34%
39%
45%
44%
49%
24%
1%
Benefit
to young
people
1%
1%
Positive
impact on
local
community
Positive
impact
on world
Visibility in
local
community
Boosters
73%
74%
70%
57%
Winbacks
51%
48%
42%
27%
Nostalgic
42%
36%
31%
20%
Remote
18%
19%
10%
12%
% “Better”
Blue/red indicate statistical significance among audiences
Q21: In comparison to other youth programs (Scouts, YMCA, Boys and Girls Clubs, Big Brothers Big Sisters, etc.), do you think 4-H 59
is better, worse or about the same in its…
Perceptions of 4-H Impact
•
Most Alumni believe 4-H is having a positive impact.
•
Consistent with other research and audience perceptions, Alumni are more likely to recognize 4-H’s positive
impact than its relevance or being a good investment.
Describes 4-H
Boosters
Winbacks
Nostalgic
Remote
98%
87%
79%
44%
94%
78%
61%
29%
93%
59%
46%
12%
86%
57%
40%
13%
(perfectly/very well)
48%
4-H is having a positive impact
4-H is relevant for today’s issues
82%
36%
4-H would be a good investment of
my time or money
27%
4-H would be a good investment of
my company/org’s time or money
27%
72%
60%
56%
Blue/red indicate statistical significance among audiences
Q20: Considering what you know about 4-H today, how well does each of the following describe the 4-H of today?
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Call-to-Action Messages
Reasons to Get Involved
Boosters
Winbacks
Nostalgic
Remote
96%
88%
78%
45%
94%
82%
76%
43%
94%
82%
68%
34%
91%
77%
70%
38%
71%
93%
78%
64%
20%
70%
94%
78%
60%
20%
94%
76%
61%
14%
89%
67%
50%
13%
87%
65%
40%
13%
76%
50%
29%
7%
(very/somewhat convincing)
I still believe in the 4-H values – Head, Heart, Hands + Health – and
the pledge seems just as relevant to our lives today
46%
Life skills that 4-H kids learn are as diverse as the kids themselves -from raising animals to photography, rocketry to speaking
81%
43%
I support 4-H, because 4-H helps youth develop science &
technology skills needed for a strong/competitive economy
79%
36%
75%
4-H programs support healthy living and make a positive impact on
important issues, like childhood obesity and food security
34%
74%
I remember the sense of accomplishment and belonging I had with
4-H, and I would like something similar as an adult
36%
Being involved with 4-H is a fun way that I can give back
to the local community
33%
4-H gave me a lot, and I want to make sure kids today
have those same opportunities
As part of a 4-H Alumni network that is 60 million strong, I can make
a positive difference across the country and around the world
I want to be part of a movement–the Revolution of Responsibility–
that is 4-Hers young and old stepping up to be good citizens
Re-connecting with 4-H expands my network of
personal and professionals contacts
37%
69%
27%
62%
25%
19%
58%
47%
Blue/red indicate statistical significance among audiences
Q28: Below are some reasons that 4-H Alumni have given for being involved as an adult. How convincing is each as a reason for
you to get involved with 4-H as an adult? This might be by learning more, volunteering, donating or promoting 4-H to others.
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For additional information, please contact:
Pam Loeb, Edge Research
loeb@edgeresearch.com or 703-842-0200
Stacia Tipton, Edge Research
tipton@edgeresearch.com or 703-842-0211
Karin Chrisville, Edge Research
chrisville@edgeresearch.com or 703-842-0205
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