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Prepared by Jennifer Hipple Communications

Alumnae Focus Group Summaries & Analysis Augsburg College Summer 2010

Augsburg College Alumnae Focus Groups | Summary & Analysis

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OVERVIEW

Augsburg College is interested in developing a new model for engaging alumnae with the College that

goes beyond philanthropy. At this time, it is believed that Augsburg is one of two ELCA colleges in the

United States that is investing in this type of program. The College plans to launch the first phase of a

new women’s engagement program in fall 2010. One of the College’s goals is for the program to

become a model for other schools across the country.

The following report is prepared for Augsburg College’s Development Department and the women’s

philanthropy committee and is based on feedback gathered from Augsburg College alumnae via a series

of seven focus groups. The focus groups were convened to gauge the current level of alumnae

involvement as well as their desired level of engagement moving forward. In addition to answering

structured questions, participants shared a special memory from their Augsburg experience, and

provided some insight into the women they are today, speaking about their passions and interests, as

well as the challenges they face in their personal and professional lives.

ABOUT THIS REPORT

Augsburg’s Development Department engaged the services of Jennifer Hipple Communications to

provide this report. Consultant studied the feedback from the focus groups and created the summaries

and analysis contained within.

Jennifer L. Hipple is a Minneapolis-based communications consultant and freelance writer whose career

has spanned corporate and employee communications, public relations, and television production.

Jennifer conducts personal and professional development training on a variety of topics. Her passion is

in engaging groups and individuals in finding powerful ways to utilize their strengths to connect with a

mission, cause or goal. Jennifer is a proud graduate of the Augsburg WEC program with a major in

organizational communications. She was a participant in the WEC 1999-2009 focus group.

METHODOLOGY

The focus groups were designed to gain a qualitative understanding of alumnae attitudes and opinions

concerning their (current and future) level of engagement with the College. Seven focus groups were

convened during April and included 48 participants. Thirty-four alumnae represented the Day program

and 14 alumnae represented the Weekend program. Focus group participants were self-selected from


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an invitation that went out to 5,000 alumnae and reflected a variety of majors, careers, and levels of

involvement and engagement with the College.

Participants were organized by affinity group representing graduates of the 1960s, 1970s, 1980s, and

1990s as well as the Weekend College program. An additional group was comprised of alumnae who are

currently serving in various faculty and staff roles at Augsburg.

A series of questions framed each focus group discussion and related to four key topics:

Connecting: How would you describe the nature of your connection(s) with Augsburg since you

graduated? What kinds of connecting especially appeal to you now, that is, types of activities

such as educational or social? Who would you most like to connect with? Reflecting on other

women of your decade, what kinds of connections would be meaningful to them? What is the

most effective way to connect with you?

Learning: What kinds of learning really appeal to you at this stage of your life? What other

learning opportunities through Augsburg might appeal to you and other women of your

decade/age? What day of the week and time of day would you most likely attend a learning

opportunity?

Giving: In what ways, if any, have you given your time, expertise and/or money to Augsburg

since you graduated? In the future, in what ways might you have an interest in giving your time,

expertise and money to Augsburg? Why would you give or not give a financial gift to Augsburg?

What would give you the greatest satisfaction in making a financial gift to Augsburg?

Networking: What kinds of networking have you found helpful to you both personally and

professionally? In what ways, if any, do you already network within the Augsburg community?

Coming into the workplace during a recession, graduating Auggies recognize that they need to

network with alumni and are asking the college to help them do this. How do you think

Augsburg could do this most effectively? What more could the College be doing?

At the start of each session, the facilitator explained that the feedback from the discussions would be

used to inform and guide the College in the creation of a new women’s/alumnae engagement program.

The facilitator assured each group their feedback would remain anonymous, without attribution of


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quotes, and encouraged participants to be candid. Comments from each of the groups have been

incorporated into the report to help convey the tenor of the conversations.

Here is a brief profile of the focus group participants:

Decade

Number of FG participants

Ever Donors

Donors in

FY 10

Engaged

1960 7 7 6 4

1970 9 8 7 2

1980 7 6 6 4

1990 5 4 2 3

WEC 1970-1998 6 1 1 2

WEC 1999-2009 7 3 3 3

Faculty/Staff 7 7 6 5


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OVERALL SUMMARY & COMMON THEMES

The focus group discussions yielded a rich tapestry of feedback concerning alumnae attitudes on

Connecting, Learning, Giving, and Networking at Augsburg College. Each group wove in their unique

generational experiences and perspectives and provided creative and constructive suggestions for

strengthening alumnae engagement with the four key areas of the focus group agenda.

The conversations revealed that women are facing a broad spectrum of significant challenges in their

lives. These revelations can provide great insight for Augsburg as it seeks to build alumnae programs.

While some alumnae are still fairly new in their careers and eager to do more networking and learning

others are approaching the sunset of their careers and want to transfer the knowledge and wisdom

they’ve gained through their experiences to current students. Many, particularly the “sandwich

generation”, are juggling careers and family, saving for college, and caring for aging parents. Some, due

to the changing economy, are in career transition, have lost a job, and/or may be choosing to become

entrepreneurs. Yet, they share many things in common: they want to connect with others who are

experiencing the same life stages; they have a desire to continue their personal and professional

development but need options that are flexible and affordable; they are thinking about how they can

give back to Augsburg either financially or through the gift of volunteering. While they are interested in

connecting with Augsburg, they have serious time constraints and are looking for a variety of options

that fit their busy schedules.

While many would like to be involved in volunteering as a way of giving back to Augsburg, focus group

participants also shared a frustration about not knowing enough about the opportunities available.

Several participants, across the groups, also said they have tried to relay their interest in volunteering

but the follow up from Augsburg is lacking; this is both an opportunity and a threat to alumnae

engagement depending on how the College responds.

Participants stressed that Augsburg needs to acknowledge and reflect the diversity of alumnae needs

and interests when planning events or connecting with alumnae. One size does not fit all. The groups

also had a mixed reaction to utilizing social media: some favor it as a networking tool or to communicate

upcoming events, while others prefer email and/or a phone call to stay connected.


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The majority of focus group participants agreed there is a real need to incorporate a culture of

mentoring at Augsburg. Many would like to serve as mentors. They also recognize how the practicalities

of daily life can make it difficult to be involved or to commit to a long-term project. However, they

appear genuinely interested in working with Augsburg to explore creative solutions.

The discussions revealed just how impactful the events and culture of the era are on each generation.

These factors contributed to and likely shaped the diversity of needs and desires expressed by the

women. While caution should be exercised in making generalities across generations, it is helpful to

recognize that by and large, women who attended college in the 1960s were exposed to politically- and

socially-charged events and issues. Women of the 1970s led the charge in breaking through the glass

ceiling and challenging male-dominated structures. Women of the 1980s and 1990s were told they could

and should “have it all” but in reality faced the daunting challenge of balancing careers and families

without a road map. Many women of the 1990s and 2000s decided to go back to school, often in mid-

career, to finish a degree or pursue a graduate degree, balancing full time work, family and classes.

Common themes revealed in the feedback include:

CONNECTING

Opportunity: Clearly, one of the strongest outcomes of the focus group process was the desire

to re-establish and/or strengthen connections with classmates, faculty and the College. Focus

group participants suggested that Augsburg look for ways to do personal outreach to alumnae

and provide repeated announcements about events and programs.

Challenge: The overwhelming majority of focus group participants expressed a desire to stay

connected with Augsburg, to volunteer, to continue their learning, or to mentor students or

recent graduates. However, many participants report they don’t know how to get connected.

Alumnae are looking for a variety of programs and events, at different times and locations and

suggest Augsburg seek out a variety of engaging ways of communicating with alumnae about

the many opportunities for connecting with the College.

LEARNING

Opportunity: Many alumnae would like to come back to Augsburg to audit a class or attend a

seminar that is relevant to their personal or professional development. Examples include


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leadership, being an entrepreneur, managing family issues, handling money and financial issues.

Several focus group participants also said they would like to have a path that provides them the

opportunity to share their expertise with alumni and students.

Challenge: What can Augsburg do to make life-long learning affordable and convenient for

alumnae? How can the College engage the talents and skills of alumni as valued resources? The

challenge will be in developing a rich palette of opportunities that appeal to a variety of needs

and personal situations.

GIVING

Opportunity: Focus group participants are interested in contributing financially, but they want to

know how their donations will be used and that they are making an impact. Many favor

donating to programs that will directly benefit students such as scholarships.

Challenge: Augsburg has a real opportunity to build financial giving by sharing stories of how

contributions are benefitting students; this will help engage alumnae with giving. The majority

stressed the importance of creating a standard of modest, or affordable giving; make it

acceptable to donate smaller amounts. Alumnae would like Augsburg to promote volunteerism

as a valued way of supporting the College and its students.

NETWORKING

Opportunity: Focus group participants would like to network with other alumni but it needs to

be worthwhile and focused. Many suggested targeting networking events to specific industries

or majors. Other suggestions included offering multiple locations, dates and options. They also

like the idea of blending in a service or volunteer project with a networking activity.

Challenge: A key challenge for Augsburg will be in not only organizing a variety of events that

support a variety of interests but also utilizing strong communication vehicles to promote the

events and allowing alumni to see who else is attending the events. In addition, several focus

groups noted they would like access to a database where they can connect with others from

their graduating class or major.


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In conclusion, based on the feedback from the focus groups, Augsburg College can greatly benefit from

developing and implementing a broad spectrum engagement program to nurture and grow relationships

with alumnae. The conversations reveal that alumnae are looking to Augsburg to generate, and perhaps

more important, communicate the range of opportunities for them to connect with alumni, current

students, faculty, and the College as a whole. Many take pride in their alma mater and are eager to

develop and maintain a more robust connection that supports their personal and professional interests.


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FOCUS GROUP SUMMARIES

1960s ALUMNAE

MEMORIES: The influence of faculty and staff (i.e. Gerta Mortensen); professors who became mentors

and friends; the community we were a part of, where we lived and with whom; involvement in student

activities (i.e. student government, choir, theatre); bringing about change with campus policies and rules

(i.e. chapel attendance, food service procedures); fun social activities.

CONNECTING: What is the nature of your connections to Augsburg since you graduated?

Friends; former classmates; attending events at the President’s home; attending Advent Vesper services;

serving on the Alumni Board and other volunteer activities; being a part of Faith in the City.

Participants commented on the feeling of pride they have for Augsburg’s education for service model,

especially when they see Augsburg mentioned in the media. “I’m excited about the Faith in the City

kinds of things.” Many suggested social service and volunteering is important to them. Someone asked

about being able to audit classes at Augsburg. Some mentioned an interest in knowing what their

former department is doing (i.e. English) and wanting to stay connected that way. “What are the

issues?” “What can we do for our department?”

Many women noted they would like to strengthen their involvement with the College. “I would be

interested in connecting with an Augsburg graduate living near me.” Is there a database to help facilitate

this? Another woman said, “I’d like to more about what’s going on (at Augsburg), particularly with

women.”

Several participants said they would like to serve as potential resources for Augsburg classes or

conferring with students. One woman noted, “I am fluent in volunteerism.” Others said they are using

their retirement to find their passion. One volunteers in the area of GLBT rights. Others in the group are

interested in sharing their expertise as a professional writer; a financial consultant; and a certified

spiritual director.


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Some commented that the focus group is a great example of the way they would like to be engaged. “I

made an effort to come here (to this focus group) because you reached out and said you wanted my

opinion; that struck me. I was really touched by that.”

What is the most effective way to communicate with you? The group had a mixed response to social

media such as LinkedIn and Facebook. Others noted they receive phone calls or letters for fundraising.

LEARNING: What kinds of learning really appeal to you at this stage of your life?

Responses ranged from interest in travel seminars to auditing classes. The group wondered if alumni can

audit classes at a discounted rate. Other interests include money issues, philanthropy, global education,

and intergenerational dialogue on a variety of issues. “There’s a big benefit in being with a group of

multi-generation students. You can learn from other people and they learn from you.”

While some women said they were focused on their studies, and didn’t participate in social causes

during their college years others believe women of this era were significantly shaped by the culture of

the time; Vietnam, Martin Luther King, Jr., and the freedom buses that traveled to the South to register

voters. “Whether you were involved or not, it was part of our culture, and it influenced us.” One

woman noted that Augsburg had, and continues to have, a reputation for being involved in the

community and advocating for social responsibility; this continues to be important to her. “There’s this

large interest in the well-being of our society and finding our way to make a contribution to society. It

may be true of all decades, but it’s fascinating that it’s such a passion here (in this group).”

“We were the generation of protesters,” one woman said. “We were the ones who came up and said

‘look, things have to be different.’ How cool would it be to have intergenerational dialogue? We were

protesting in the late 60s, today’s generation could understand where we were coming from and why

we see things as kind of dire right now.” This could make for an interesting and dynamic round table

discussion.

GIVING: In what ways, if any, have you given your time, expertise and/or money to Augsburg since you

graduated?


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The discussion around giving initially revealed that graduates from the 60s still talk about a negative

view of an individual from the College (in fundraising) who pressured them at that time to donate to the

school. “There are a lot of alumni (from that period) who have some very bitter feelings about how they

were treated.”

Today, many feel the College is under the leadership of an inspiring and dynamic President and they

want to know more about him. “I think the President needs to somehow speak or invite people back not

to get money but to just hear the mission of the school. They’ll become reconnected to the school and

want to be part of that mission.” Others agreed he is a powerful speaker and they would like to see him

attend more alumni events.

Some expressed being annoyed by repeat asks throughout the year, especially after they’ve just made a

contribution. Augsburg needs to create a system in their donor database so that repeat calls/contacts

can be avoided. Others noted that they only get one call per year. “We get one call from Augsburg. It’s a

student who benefitted from the money we’ve given and he or she is very respectful and it’s a very good

conversation. It’s a wonderful way to do fundraising.” Another woman said, “I really appreciate that

when I give a small amount, I get a thank-you note about it.” Many in the group said having a

connection to the school will increase the giving. They would also like to know more about the choices

available. What are the needs?

NETWORKING: What would appeal to you at this point in your life?

The group would like more information on connecting alumni with students, especially those with

similar backgrounds and interests. Is the college developing an electronic database that is accessible by

students? Women noted they would welcome the opportunity to pass along their wisdom, experiences

and advice; to share what they’ve learned along their life journey. “You could also get young women to

sit down with those of us who are a little older to talk through some of the experiences and offer some

suggestions. There’s something about women talking to women.” Another woman said, “I think it would

be fun to hear what the issues are for women from the 90s. We’re 30 years ahead; we could say ‘this is

how it worked for me. This is what I found to be true. This is what I don’t know yet. This is what you’ll

never know.’”


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While many women from this era are approaching retirement, some expressed the need to keep

working, because finances are challenging given what’s happened with the economy. They are feeling

stressed at this phase of their lives. They want to learn, they want to give back. They are trying to

navigate and plan for the next chapter in their lives. They also recognize they don’t have the same level

of energy anymore. “I would like to do a one shot thing like this (focus group) and connect with people.”

As for types of learning, one woman said, “I’d like to learn more about alternative spirituality practices.

There are women with gifts and insights that are traditional and some that are non-traditional but very

enriching for them. I’m finding myself interested in that.”

1970s ALUMNAE

MEMORIES: Faculty (Myles Stenshoel, Mrs. Pete); being part of the go-go boots era; friends; strong

sense of values which were influenced by Augsburg; working in the library.

CONNECTING: How would you describe the nature of your connections with Augsburg since you

graduated? What kinds of connecting appeal to you now?

There was a sense of disconnect among several of the women in this group going back to post

graduation. Some said Augsburg felt “too white” and “exclusive” at the time but noted the College has

become more diverse in years since. They wanted to know more about the current demographics. Some

were commuters during their college years and didn’t establish close ties. Another participant said she

felt at a loss after graduation: She had a broad liberal arts degree and didn’t know what she should do

next. She didn’t feel the College supported her in the transition to the work world, “We needed more

mentoring and interaction with alumni in a variety of fields.”

However, this group also expressed an interest in re-establishing connections with classmates and the

College. They suggested that Augsburg look for ways to do personal outreach to alumnae and provide

repeated announcements about events and programs. They also encouraged alumnae to invite one

another to join them at events as it is easier to get involved if you know others or recognize a name.

They suggested posting RSVPs. Participants cited St. Thomas “First Fridays” and other programs that

offer alumni good networking and connecting opportunities.


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This generation as a whole is approaching a major life transition. Many have moved into early

retirement and are looking for ways to give of their time and talents in a productive and impactful way.

Many will merge into retirement in the next five-10 years and are thinking about what’s next. This group

emphasized giving back to students; sharing their experience and wisdom and knowledge to help them

learn how to navigate the professional world.

LEARNING: What kinds of learning appeal to you at this stage of your life? This generation has a variety

of interests and things they would like to learn more about. Life-long learning resonates with them. They

are looking to expand their scholarly knowledge and would like to be exposed to faculty who are experts

on relevant topics. A round-table approach could be very effective.

This generation was the first to enter, in large numbers, many male-dominated industries and challenge

the status quo. They dealt with glass ceilings and a whole new coming-of-age for women in the

workplace. How can younger generations learn from their experience? Could a panel be organized to

share the learning?

Another suggestion was to host real life, major-specific conversations such as “What I did with my

psychology (or English or Nuclear Physics) major. Invite current students and alumnae as an opportunity

to connect and network. The group also suggested creating conversation around women’s choices;

achieving wholeness and balance, pursuing a passion, sharing their unique life experiences with one

another. How do we live out our passion in life? Many expressed a desire to connect with prospective

students and to mentor current students.

There is such diversity among women and Augsburg needs to develop programs and events that speak

to a variety of women, programs that demonstrate sensitivity for the diversity of thought, perspective

and approach.

GIVING: In what ways, if any, have you given your time, expertise and/or money to Augsburg since you

graduated? Why would you give or not give a financial gift to Augsburg?


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Engagement is important. Communicate the importance of participation and the value of giving. Some

noted the perception that Augsburg only reaches out for financial contributions while others felt

Augsburg does a good job around fundraising. Caring and engaging will lead to greater giving.

How can we help this generation turn the corner in terms of establishing a sense of connection and

purpose which could encourage philanthropic giving?

NETWORKING: What kinds of networking have you found helpful both personally and professionally?

Some are actively using Facebook and LinkedIn. Others noted they would like to be personally contacted

regarding events. Some shared that they do attend Augsburg events, which helps them to feel more

connected to the College. They suggest alumnae reach out to one another to attend events. They

expressed favorable opinions about the focus group opportunity; they came because they were

intrigued. They liked the place and time.

1980s ALUMNAE

MEMORIES: This group painted a vibrant and colorful palette of Augsburg memories ranging from being

part of a theatre program that performed at the Renaissance Festival during a theater actors’ strike, to

creating programming on social issues, being involved in student government, conducting research for a

professor, and traveling with the Augsburg band to New York City. Of the environment at Augsburg, one

woman noted, “You were encouraged to do things, if you had the energy, you gave it a try.”

CONNECTING: How would you describe the nature of your connection with Augsburg since you

graduated? What kinds of connecting appeal to you now?

One participant talked about the A-Club, and, as a woman, not being allowed to be a member when she

graduated from Augsburg. She started her own group of athletic alumnae and, a few years ago, they

were invited to join A-Club. Another has been connected through career services as she specializes in

job placement and attends Augsburg job fairs. Two women mentioned their involvement with the

alumni board. While another participant wasn’t initially involved following graduation, she has begun

attending events and re-establishing connections. “The more I participate, it seems like I go back to a

feeling of coming home,” she said.


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There were a couple women in the group who are experiencing job loss and have the desire to connect

with other women for support and networking. Many feel Augsburg only contacts them when they want

money. They feel refreshed with this new invitation (with the focus group) to be connected in other

ways.

This is the new “sandwich” generation who must balance the needs of children living at home with

caring for the needs of aging parents. They may be looking for information, resources, and emotional

support. Others are experiencing a transition in their lives. Their focus is shifting from being wife,

mother and employee to putting their energy into a passion or an interest, something for themselves.

“You start doing a 180 at this point in your life.” Someone else added, “What do I want next in my life,

what do I want it to look like?” Women are looking to re-establish connections and have these

conversations. They stress that a connection must be meaningful and purposeful to have a priority in a

woman's busy life.

One woman commented on the talk she attended by the CEO of Land O Lakes. “I really like that I have

the opportunity to hear people I wouldn’t otherwise have access to,” she said. Another woman recalled

her experience with the alumni board, especially the volunteer projects. “We recruited fellow alumni

and cleaned a homeless shelter. I don’t know what happened to that program, if it still exists I just don’t

know about it.” She liked having the opportunity to give back to the community without making a long-

term commitment or having to research the opportunities available. “It’s all set so I’m with people I

have this shared history with and I’m doing good service, that kind of thing really appeals to me.” She

added that she may wear her shoulder-padded jacket from the 80s to future events.

How do you prefer to be contacted? Email, LinkedIn, and Facebook are all good tools; they also like a

phone call, depending on the nature of the communication.

Do you prefer large or small gatherings? The A-Club was big, probably 250 people. It’s about the quality

of the event. “I’m here (at the focus group) because I recognized the names that were in the invitation,

because I thought it was a great opportunity to (re)connect with people I knew.”


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LEARNING: What kinds of learning appeal to you at this stage in your life?

One participant mentioned the St. Kate’s speaker series that brings in speakers like Madeline Albright

who motivate women to be leaders. Another said she’s interested in hearing what Augsburg professors

are doing and would be interested in book discussions led by faculty. The conversation then turned to

new graduates and the need to provide them with information or resources on finances and getting

started in their careers. Other women said they would like to be involved in a program or event that

connects them with students or young graduates to share their “life skills” experiences.

What about the timing of events, what is most convenient for you? Many agreed it depends on the

event but differed in the time of week and day that is best for them.

GIVING: How have you given your time, expertise, and money since you graduated? What interests

might you have in the future?

While many noted that aren’t contributing financially as much as they would like, some are involved in

volunteering. A couple participants mentioned earlier affiliation with CLASS but have lost touch with it.

Someone expressed interest in being an Augsburg Associate noting that she feels many alumnae are

looking for an opportunity to get involved but don’t know how. A couple women said they feel like

Augsburg “boosters”; they like to promote Augsburg when the opportunity arises. “I want to give back

to kids and make sure they have a great experience in whatever way they can.”

An outcome from this discussion was the realization that many alumnae are interested in maintaining

their relationship with Augsburg but that each has her own interests in terms of giving versus

volunteering. “There are so many things going on here that you just hear a snippet about. There’s a

richness (in terms of opportunities) that we need to hear more about.” Others conveyed an interest in

mentoring students. “I think we would get as much out of it as they would. It’s that woman to woman

connection.”

As to the issue of financial giving, some noted a lack of enthusiasm to giving financially because they

don't understand why it is important. They feel a need to give to a cause to which they feel a personal

connection. They want to know how the money is benefitting students. Women want to know they are

making a difference for a worthy cause. Since women hold the purse strings, this dynamic makes a big


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difference. Some women in the group were uneasy talking about this issue, noting “I should be giving

more…” However, they don’t feel compelled or passionate about giving to Augsburg. As for an event, it

has to have a solid, valuable purpose for women to attend, not just socializing. Some participants noted

the change in the tone of Augsburg requests for contributions and spoke favorably about it. They also

appreciate the thank-you notes from students.


For students, one participant suggested pairing a sophomore with an incoming freshman which would

offer a sense of continuity through the student’s college career; a Big Sister approach. Other women

suggested “zip code” networking gatherings for alumni. Someone asked about creating a database

where alumni could plug in some basic information such as name, graduation year, major, email address

and perhaps ask them to share some of their experiences which could later be searched by key word to

help students and other alumni connect with one another. As an example, a student who is an

accounting major interested in working with nonprofits could search and find a 1979 graduate who has

worked with nonprofits and may be able to provide an informational interview or help the student find

an internship. Participants wondered how extensively Augsburg is utilizing LinkedIn. “I think a lot of

people know about it but don’t know the potential.” Could Augsburg create a “net community?” Alumni

could post their job opportunities there as well.

Overall, women in this group felt there are so many faculty and alumni of Augsburg doing great things,

who have wonderful stories to share. How can this communication and connection be improved?

1990s ALUMNAE

MEMORIES: Faculty and friends; dedication to being both a student and an athlete; spending a semester

abroad. “My closest friends from Augsburg are still my closest friends.”

CONNECTING: How would you describe the nature of your connection with Augsburg?

Two women said they remain in touch with some of their professors and one has worked with interns

from Augsburg. Someone from the group later commented, “I’d just like to have a chance to say ‘thank

you’ and to tell them (my professors) who I am now and how what I learned from them has made me

who I am.” One woman noted that many of her colleagues have very close relationships with their


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professors “I think that is a draw for many of them to reconnect with the College.” Someone also noted

wanting to learn more about what their professors are working on currently. “There’s a piece of learning

there that really excites me and that’s a life-long thing Augsburg can continue to give back to its

students and alumni.”

As for activities and events, two women attend the alumni breakfasts and the Eye-Opener breakfasts

and commented they are convenient and they enjoy the topics and speakers. Others mentioned they

attend Homecoming and Advent Vespers nearly every year.

The group suggested publishing a list (RSVPs) of those who are attending. “Otherwise you don’t know

who’s going to be there. Will I know anyone?” Facebook might be a good tool for this, “Make it more

public and you can get a huge response.” Another added, “You can have a central place to disseminate

the communication even if you don’t have everyone’s current contact information.”

One suggestion was made to create (some) volunteer activities or a service project where alumni can

bring their kids to join in. Another liked the idea of traveling to “cool” vacation destinations as part of a

group from Augsburg (something designed for a younger demographic).

Overall, the feeling from this group seemed to resonate with one woman’s comment, “I feel like I want

to reconnect.” They need more information on how to do so.

What communication tools would be most effective for reaching out to you? Email and email with a

reminder; someone calling you as a reminder about an event; having the ability for an invitation to link

directly to the recipient’s Outlook calendar (providing she/he accepts it).

LEARNING: What kinds of learning really appeal to you at this stage of your life?

The group was interested in blended opportunities that mix networking and an educational opportunity

or networking with a community service project. How about a class or workshop, appropriate for this

age group, on making life transitions (career change, going back to school, a layoff, divorce), or a

financial seminar, retirement planning, spirituality, wellness, refreshing your skills (based on what


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professors know about the business climate today)? The group also expressed an interest in auditing

classes; make it affordable.

Another suggestion was around alumni learning from students. A student could earn some extra income

by teaching guitar lessons or yoga.

GIVING: When you give your time, expertise or money, what do you give and how do you give?

Members of the group mentioned education, medical research, and church; things that affect their

families. “If I’m giving money I want to know where it’s going, what it’s going to be used for.”

Participants also noted it is often easier to volunteer their time than to write a check. “Giving my time is

more meaningful to me in a lot of ways.” Someone noted that she has money deducted from her

checking account rather than writing one large check to Augsburg. It’s easier to spread it out over the

course of the year.

What motivates you to give?

“I think it’s gratitude for what I received and how it shaped me. I think I’d be more engaged if I knew

there’s a specific fundraiser, like funding a scholarship.” Another woman mentioned she is interested in

supporting the funding for the new science center. Someone suggested created class scholarships (i.e.

Class of 1999) or asking alumni/alumnae to support a scholarship for a student in their former major (i.e.

computer science). “This would tie me more directly to my (own) time at Augsburg.”

There was some conversation around changing the Augsburg Fund strategy by perhaps making it more

of an event that’s fun to participate in (silent auction?). “When you’re in the presence of a group and

there’s a purpose behind the event, you feel a greater sense of accountability.” Make sure it doesn’t

conflict with something else (Homecoming or Advent Vespers).

NETWORKING: What kind of networking have you found useful to you personally and professionally?

Someone mentioned a networking event hosted by Best Buy that was based around a wine tasting at

the Sofitel hotel. Publish the RSVPs so people know who’s attending and perhaps include their majors,

when they graduated, current job, etc. Perhaps segregate by industry or niche (i.e. healthcare or


20

communications technology). Make it less of a “sales” atmosphere and try to get away from a situation

where people are simply handing out business cards, help them connect and build relationships.

WEEKEND COLLEGE PROGRAM 1970-1998

MEMORIES: Many women expressed their sense of pride and accomplishment at having gone back to

school, a little later in their lives, to finish their degrees. Others noted the valuable friendships they

made. Many spoke of a shift in their lives that drove or inspired them to go back to school.

CONNECTING: How would you describe the nature of your connections with Augsburg since you

graduated? Some voices expressed a lack of connection to Augsburg following graduation saying they

would like to be more involved and have expressed an interest, but it seems to go unnoticed.

Participants were passionate about how their graduation ceremony was a missed opportunity to

connect them with the College. Graduation was aimed at day college students and therefore some

didn’t feel the ceremony was meaningful to them.

Someone noted a “lack of intentional outreach to alumni.” Another said she has taken the initiative to

get involved with Augsburg Associates. Moving forward, a couple participants expressed their interest in

the lecture series and have enjoyed attending those. Others commented on their desire to get involved

in something that makes a difference. One woman said she would be interested in mentoring a young

woman.

What’s the most effective way to connect/communicate with you? Short emails with perhaps follow-up

phone calls regarding something they have signed up for.

LEARNING: What kinds of learning really appeal to you at this stage of your life? Short-term, no

homework or papers; something you can work around the other commitments in your life; seminars for

women led by alumni leaders and scholars (money, philanthropy, spiritual expression); auditing classes,

travel seminars, student-alumni dialogue. Does the college offer courses/discounts for alumni?

Someone mentioned the leadership series at St. Kate’s as an example to look at.


21

What time of the day/week is most convenient for you? Participants suggested hosting the same event

in three different places and at different times to draw more attendance.

GIVING: In what way have you given your time, expertise and/or money to Augsburg since you

graduated? A couple participants have sent a daughter or son to Augsburg. Others have attended

Advent Vespers or been involved as a volunteer.

In the future, how might you be interested in giving? One participant mentioned interest in supporting

social justice issues and another said she would be interested in getting involved with Augsburg

Associates. Others said they would like to learn more about the Foundation and have a better

understanding of the College’s current needs.

Why would you give or not give?

“I would give because I feel like Augsburg needs it.”

“My husband and I had good experiences here …so the idea of giving something back felt really good.”

“You should know that a small gift is as appreciated as a very large one.”

“Is it possible to give a gift in support of a scholarship?”

“I would donate to a Weekend College scholarship.”

Those who have made financial contributions commented on how much they appreciate receiving a

thank you from a student.

What would give you the greatest satisfaction in terms of giving a financial gift to Augsburg? While the

group noted that their contributions should fulfill a true need they also said this could reflect students,

or the Augsburg community, such as the new science building.

In terms of volunteering, two women noted that if something is organized and all they have to do is step

in or show up they would be interested in that. “I would be glad to do something related to Augsburg

(speaking, mentoring, or volunteering) but I haven’t gotten any follow up and there are a lot of

programs (opportunities) I don’t know about.”


22

“During my first year as a Weekend College student, having a mentor would have been a huge help in

guiding me and answering questions.” Several women agreed they would be interested in this. “But

make it meaningful, you make time for it if it really matters.”


“The business-oriented organizations I belong to have events that bring people together.” Another

woman said she attends professional business associations where members talk about where they’re at

with their business and network and share leads. Others said they like one to one networking (making a

phone call to have coffee) or attending church groups.

WEEKEND COLLEGE PROGRAM 1999-2009

MEMORIES: Connections with others in MAL, WEC, or MBA programs; they could relate to others facing

the same challenges; going on a (Hoversten) CGE trip.

CONNECTIONS: How would you describe the nature of your connection to Augsburg since you

graduated? One participant noted she has not been connected, due in part to geography; living 25 miles

away from Augsburg. Another woman agreed, noting it takes more than just an event to draw her back;

it needs to be specific and relevant to something she’s interested in. Two other participants attended

the Hastings wine tasting networking event and were disappointed that 1) there wasn’t group

transportation available and 2) there seemed to be established “cliques” of those who already knew

each other. “It’s hard to break into new groups when you don’t know anyone.” How about an ice

breaker?

What would appeal to you now? Support with career networking. “We need a different kind of

networking and career support (from younger undergraduates) when we already have 10+ years of life

and work experience.” Augsburg’s job placement office needs to adjust to the needs of older students.

The group noted they are interested in professional development on leadership and strategic thinking.

“Many of us are opening our own businesses, we’re entrepreneurs. I think organizations like

WomenVenture are tapping into a huge market. Help us develop those skills and help us know how to

market ourselves. This Facebook thing isn’t doing it for a lot of us.”


23

Another woman expressed interest in inter-generational conversations because “We have a lot to learn

from each other; it’s a valuable way to connect.” The group suggested that Augsburg needs to be aware

that different generations are looking for a variety of ways to connect. Some may simply want to step in

to help with a project while others will enjoy strategizing and planning.

What is the most effective way to connect with you? Most agreed they like email the best, and some

said they like a personalized phone call. “It depends on the message or the purpose of the

communication.” One person said she prefers snail mail. Depending upon the message, postcards may

be effective at capturing attention but watch the costs. Perhaps more focus should be placed on being

“green.”

LEARNING: What kinds of learning really appeal to you at this stage in your life? The group talked about

networking and professional development. One woman said she would like to see seminars that blend

the psychology behind an issue with learning (i.e. Women and Money). Others like the idea of Augsburg

offering assessments such as Meyers Briggs, the StrengthsFinder, and Birkman’s to support self learning.

Several commented on the need to make it easy for alumni to find onsite parking. As for meeting times,

focus group participants suggested offering seminars or events at multiple times in different areas (i.e. a

Western suburb, on campus, the North metro, etc).

The group also expressed great interest in the ability to audit a class but making it affordable, especially

for those who may be paying off student loans. “I think that can really add value for the students in the

class to have adults coming in to audit these classes and share their experiences and the adults can

access what’s current in learning.” Another said, “Alumni could serve as mentors to the students.”

There was some interest in travel seminars, noting the costs can be prohibitive. Might shorter trips be

available along with the opportunity to do a volunteer or service project during the trip?

GIVING: In what ways, if any, have you given your time, money, or expertise to Augsburg?

“I’ve been on the WEC committee for a couple of years.”

“I’ve been asked to come and speak to current students in my major.”


24

“I haven’t seen opportunities to give back apart from giving money and I’m totally in students loans so

that’s not going to happen soon.”

What kinds of things would you be open and interested in giving your time to? Several participants noted

they have expressed interest in volunteering or being involved at Augsburg but their interests haven’t

been acknowledged or followed up. “Don’t make me work too hard, I want a personal invitation to come

back and be on a committee.” Another concurred saying, “Augsburg is really good at the initial message

and then it falls from there, there’s no follow through.” Many women agreed they are willing to help

but want to be contacted, especially when they tell someone they are interested in something.” They

want their experience to be meaningful, perhaps something they can add to their CV/resume.

Why would you give a financial gift to Augsburg or why wouldn’t you? Many participants agreed that the

need must touch them. They referenced the Haiti crisis. “I felt like I had to give, I couldn’t not give.”

Others noted that the process of giving was very easy and could be minimal. “I could make a $10

contribution via texting. They made it easy and doable.” Another woman noted she can budget a $50

contribution to Augsburg a couple times per year and said she feels she could add more value by

volunteering. Someone else agreed saying that volunteers could step in to support staff, thereby saving

on employee costs. “Put those numbers together (value of volunteer time) and let us see what we are

contributing in terms of time. Show me we can make a difference.”

The conversation shifted to the General Fund. “People want to see where their money is going. If you

can tell a story about what that money is doing it will put it on a personal level for me. I want to know

where my money is going and I want to see you are responsible with it.” Another woman said she would

like to donate to a scholarship, such as the Scholarship for American Indian Students. The group agreed

they feel making a modest contribution is doable especially if there is a matching program attached to it.

“It makes me feel as if I’ve got more power; that means a lot to me, it’s not just $50 now it’s a $100

contribution which feels more significant.”

The group suggested the pledge marketing strategy be revised by starting with a $5 or $10 contribution.

“Yes, I can do $5,” agreed one woman. Another suggested creating a campaign to solicit 90 percent


25

alumni participation in making a $5 or $10 donation. “Have it go to something specific.” How about class

sponsored scholarships? (Class of ’61, ’71, ’71, etc)

Others agreed they like the idea of supporting something specific, such as a program or scholarship

related to their major. “I was an English major and would like to support the Murphy Square

publication.” Others cautioned Augsburg to be aware of how expensive a marketing piece may be

perceived. Also, are graduate students receiving postcard mailings for the WEC program? Watch the

waste and be more intentional. “We care about how the money is being used.”

NETWORKING: What kind of networking have you found connected you both personally and

professionally? The responses varied from Facebook, to LinkedIn, and email. One woman said, “It has to

be personal and relevant.” Another agreed saying there needs to be a clear focus not simply handing out

business cards. Many talked about mentoring younger women. “I think we need to start before

graduation, it needs to be industry specific or major specific.” One woman wondered if Augsburg could

pair graduate students with undergraduate students. The mentor could add it to their CV/resume. They

also liked the idea of creating an ongoing relationship, not just a one-time meeting. How about a one -

to-many mentoring opportunity? As for alumni networking, some suggested major-specific and others

thought cross-functional networking would be helpful in sharing skills.

ALUMNAE WHO ARE FACULTY & STAFF

MEMORIES: Working with Admissions and giving campus tours; living in the Pi Nu house; studying

abroad; the (middle of the night) adventures that came with working in Public Safety; being surrounded

by opportunities to hear professional musicians; the opportunity to work on student led theater

productions.

CONNECTING: Please describe the nature of your connections with Augsburg since you graduated. What

kinds of connecting appeal to you? What is the most effective way to communicate with you? On

campus events such as theater, music and Sverdrup lectures, “Things that make us distinctive, such as

hosting the Mai Fest 10 years ago.” From a faculty perspective, having the support to build events that

are first class and attract alumni is vital.


26

One woman added, “If I weren’t working on campus, I’d want to see my teachers, see the folks that

matter to me.” Another said she misses the lunches that faculty and staff used to have with Regents

(now discontinued). “We need to foster and nurture open communication between faculty, staff and the

Board of Regents. We are all working toward the same goal, so we should all be talking and pushing the

rock down the road together.”

Women also noted they still maintain contact with other students they graduated with in their major.

Some were in a cohort. “The cohorts are big connectors from my generation.” The conversation then

moved to connecting with other alumni in the same zip code area (one interest is connecting with other

young parents). Another participant gave kudos to the Young Alumni Council “It’s great to get together

with people from that age group.” This group is searching for resources related to leadership, being

empowered, growing their career, along with balancing family concerns. The group is on Facebook so

participants can see who’s going to events. “You hate to walk in and not know anyone.”

The group suggested structuring alumni events so individuals can easily connect with others. Alumnae

would be more likely to attend events if they know others who are going to be there. Perhaps Augsburg

could implement an RSVP system that would be viewable by invitees. One participant suggested the

college recognize alumni groups who are gathering at events, especially if their group was not organized

at the college.

The group also noted that the dynamics for students of Weekend College seem to be different. “You

don’t know people’s last names,” making it more difficult to reach out to people outside the classroom

or following graduation.

LEARNING: What kinds of learning really appeal to you at this stage of your life? One suggestion was to

develop seminars or events led by alumni that tie to an interest (i.e. going to the Guthrie as a group for a

seminar and to see a play; attending a seminar by a Music professor on Beethoven). “You want to

connect in real ways.”

Could Augsburg create a Community Education program? Some suggested programs might include a

swim class, learning how to buy a house, managing finances; things that don’t require a big time


27

commitment. “That’s stuff I would eat up.” “I want to take photography.” “Yoga for beginners.” The

group also wondered about doing events at the Augsburg Dome and noted childcare should be made

available.

What day and time of the week would you most likely attend a learning opportunity? “If it’s something

I’m really interested in I’ll come whenever.” Others suggested hosting events following work so they

don’t have to go home first but rather, just extend their day. Avoid Sundays, that’s family time.

GIVING: In what ways have you given your time, expertise and/or money to Augsburg since you

graduated? Why would you give or not give a financial gift? What would give you the greatest

satisfaction? The group discussed creating more strategy around institutional giving, supporting named

scholarships and thanking supporters for their contributions; overall, there seems to be a need to create

a stronger “culture of philanthropy.” This also includes the need to strengthen communication to the

alumni community about Augsburg’s needs and how they can help. “You want to be a part of something

that’s winning. I would love to keep giving money, especially when I’m being appreciated and if it’s

something for a bigger cause.”

NETWORKING: What kinds of networking have you found helpful to you both personally and

professionally? The group discussed their definitions of networking: “You have to be an active

participant”; “Trust that someone will respond”; “It’s like paying it forward.” One participant suggested

having someone tell a quick story (at various events) about how they got where they are in their career.


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ADDENDUM

QUANTITATIVE SUMMARY OF THE FOCUS GROUP EVALUATION RESPONSES

Following the completion of the focus group process, all participants were asked to respond to a 10-question survey, created with Survey Monkey, an online evaluation tool. Twenty-three participants responded with the following results:

I found the focus group conversation worthwhile.

Disagree

0=0%

Somewhat disagree 1=4.3%

Neither

1=4.3%

Somewhat agree

5=4.3%

Agree

16=69.6%

The key reasons I attended this session were:

because I was

invited.

16=69.6%

because the time was right

to re-engage

with Augsburg. 6=26.1%

to meet other

Augsburg women.

7=30.4%

to share my

insights with

Augsburg.

11=47.8%

Other

0=0%

My opinion matters at Augsburg. Disagree

1=4.3%

Somewhat disagree 1=4.3%

Neither

0=0%

Somewhat agree

12=52.2%

Agree

9=39.1%

Programs specifically for women should be developed at Augsburg College.

Disagree

0=0%

Somewhat disagree

0=0%

Neither

0=0%

Somewhat agree

6=26.1%

Agree

17=73.9%

I would be more engaged at Augsburg if there were more programs specifically for women.

Disagree

0=0%

Somewhat disagree

0=0%

Neither

6=26.1%

Somewhat agree

9=39.1%

Agree

8=34.8%

I would participate again in the development of programs for women at Augsburg College.

Disagree

0=0%

Somewhat disagree

0=0%

Neither

0=0%

Somewhat agree

6=26.1%

Agree

17=73.9%

I would attend a weekday evening event to hear the results of this focus group conversation initiative and meet the other participants.

No 3=13%

Yes 20=87%

Do you have specific knowledge, skills or connections you would like to share with other Augsburg women?

No 10=47.6%

Yes 11=52.4%

Participants who answered yes to Question #8 were asked to comment and provide contact information for follow up.


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Other feedback provided by participants in the survey included a comment on the initial invitation to participate in the focus group: It lacked clarity on the intent; the need to seek information from non-traditional and adult students/ alumni; hope that Augsburg will commit and follow through; and included several which were positive about their participation in the conversation and interest in the college.

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alumnae focus group - augsburg...

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