Alumni Study Executive Summary What did we learn from the WTAMU study?
The West Texas A&M University study is a qualitative inquiry into the perceptions of sixty-seven (67) alumni and community supporters in six metropolitan centers, seven (7) Canyon community leaders and twenty-one (21) current student leaders. The process chronicled personal experiences and perceptions of a range of alumni and supporters.
Despite current economic challenges participants expressed consistent support for a Centennial fundraising campaign that focuses on:
(1) An endowment to underwrite academic positions, incentives and in-service education because of the universal high regard for the professors and their impact on alumni;
(2) An scholarship endowment for strong academic students because of the alumni’s gratitude for their experiences with the Opportunity Plan, scholarships and campus jobs that got them through school and
(3) A portion of the capital funds from the campaign should be reserved for upgrading because dorms continue to be the source of lifelong friendships, life directing experiences and environmental hardships because of antiquated heating and cooling systems.
The sessions with current students identified significant social, technical and physical changes on campus in the last three years. The articulate testimony, energy and transformational experiences of the current students offer a creditable emotional link between today’s “slick campus” and the alumni’s memories and associations.
What is your memory of being a Buff?
The majority (37/67) of alumni prefer the A&M name; a slightly smaller number (27/67) recognize the State name. Three (3) participants recalled the Teachers College name. The continuity of the West Texas name is important to alumni. They welcome their heritage as a WT graduate and a Buff.
The respondents consistently and universally used eight (8) words or phrases to describe their WT experience: fun, welcoming, small class size, friendly (warm), safe (safe haven), quality education, caring and engaged professors and lifelong friends. Those remain consistent from 1938 through the present.
Relationships are the primary memory voiced by respondents. As many as half of the respondents met their spouse at WT. The majority of them reported making and maintaining lifelong friendships from their dorm, Greek, school organization, sports team or campus life activity contacts.
There were four consistent threads through discussions of memories:
1. WT has a “human scale” not present at the large Texas schools.
2. WT reflects and sustains the core values and ethics of the Panhandle.
3. WT’s “small class size and affordable education heritage” provides the same academic rigor and quality education as more expensive private universities. That heritage also offers a competitive differentiation with the large Texas schools.
4. Alumni report lifelong mentorships and friendships with their professors that have supported their own professional successes.
Distance, time and commitments are the factors (45/67) keeping alumni away from campus. They are motivated to return to campus for special recognitions, to meet friends and to watch winning sports. A majority (35/67) of the participants have not returned to WT in more than five years and are unaware of changes on campus. Two online graduates have never been on campus. Participants welcome publications with details on “what’s new at WT?”
What people or things at WT meant something?
Old Main is the WT iconic structure (28/67). It is memorable because of the classes taken there, student worker experiences and the scale and majesty of the building in alumni memories.
The Classroom Building (“banana building”), Kimbrough Stadium, Museum, Library, cafeteria and Student Union Building (SUB) were also consistently mentioned.
Current students recognize that they have seen significant changes in the physical, social and technology aspects of student/campus life in the last three years.
The respondents listed a range of past and current professors as being significant. Among the current professorial staff Macy, Terry, Hallmark, Findlisbacher and Clark are the most consistently mentioned.
Current students consider President O’Brien is “the right man for the times.” He is viewed as a visionary and change agent. Students appreciate his adoption of technology and the impact he has had on transitioning WT to a “slick campus”.
What was the perception of WT then?
Respondents shared a common perception that WT was a destination school for those who were “first generation” college students. It is regarded as the Panhandle’s university (serving a five-state area). Two common terms were “commuter college” reflecting the high percentage of nontraditional students and “suitcase college” because of the student body penchant to go home (nearby) on the weekend.
A majority of the participants (39/67) recalled that some combination of scholarships, the Opportunity Plan and student worker or in-town employment enabled them to become the first in their family to become a college educated professional.
What is the perception of WT today?
WT continues to have the perception as giving an affordable, quality education.
WT is relatively unknown in the metropolitan areas south of Tulia. The media does not cover WT experiences or releases. Recent winning sports, equestrian, business, communications and debate records enhanced awareness.
Current students are exceptionally proud of their campus and excited about the enhanced educational opportunities they gained. They experienced a significant change in the physical, social and technologic aspects of campus life. They view it as a “slick campus” because of the pedestrian mall/clock tower as a social/gathering place, smart classrooms, the new Fine Arts building and renovation of the Classroom Center.
WT is considered the “Panhandle university” - educating area students and alternatively as a “family legacy” or as the “alternative choice” or “safety school”.
When do you want to hear from WT?
The respondents welcome a coordinated communication plan in which the University, Institutional Advancement, Alumni Relations, departments and athletics coordinate mailings, messages and appeals.
The respondents indicated a high level of interest in getting information about areas of interest: major college programs or recognition and Greek, dorm, sports team, activity group or student government activities.
They prefer to get layered communications reflecting their preferences:
1. Printed/mailed or emailed invitations or announcements of events three to four weeks in advance;
2. Monthly briefs and calendar in their choice of print or digital format;
3. In-depth quarterly coverage of profiles, progress or changes on campus;
4. Social networking links and reminders of events and celebrations and
5. An alumni or Centennial website as a dedicated resource and archive.
Universally, the alumni emphasized their disappointment that articles about WT do not appear in the Amarillo or metropolitan media (radio, television, magazines and newspapers).
By what media would you prefer to see WT deliver its message?
The respondents recognize that WT alumni are in a communications transition phase. The majority (46/67) alumni prefer digital media but realize that traditional print media must be maintained for others. They encourage a “forced choice” each year asking alumni and supporters to select to receive either print or digital communications.
They desire consistent, regular communications including a monthly newsletter or email with brief notes and a Centennial calendar of events. They also seek more extensive quarterly reports in printed format or enewsletter/email format with website links and/or a PDF file.
Respondents expect a continuously maintained Centennial website that is easy to access and navigate. They want it to be their “go to” resource for a calendar of events, archived articles, alumni profiles, campus/program progress reports, networking links and video/virtual tours of campus projects, renovations and construction.
What do you want to know/learn about WT from its communications?
The respondents indicated that they simply want to hear from WT on a consistent basis. They reported that they would prefer that communication be segmented according to major or college department to enhance readership and follow through.
They highlighted five key elements of interest:
1. Progress reports on the Strategic Plan;
2. Updates on new programs, degrees or faculty by college;
3. Features on recent WT, student or faculty recognitions;
4. Profiles of notable alumni and
5. Pictures or videos of campus improvements, renovations or construction.
Which aspect of the Strategic Plan are you most likely to support?
The respondents indicated that Goal 5 was, in fact, the vehicle to achieve the four goal areas. Likewise, they perceived that Goal 1 was a required role of the administration.
The sixteen groups coupled Goal 2 (Student recruitment and retention) and Goal 3 (Faculty recruitment and development). They noted that the two were linked and were mutually inclusive. In discussion they posited that success in Goals 2 and 3 maintained WT’s academic rigor and heritage. Success in those two leads to support in Goal 4 (Student Amenities). The groups felt that they would be more likely to support academics than construction or maintenance of facilities.
The alumni and community have and will support scholarships and professorships that will meet the changing needs of the Panhandle and Texas.
Which Campus Priority List item are you most likely to support?
The respondents were consistent in their support for student scholarships and support for the recruitment and retention of quality professors and staff.
How should WT position the Centennial Campaign?
The respondents viewed the Centennial first as a celebration of the heritage and history of WTAMU and its predecessors. Then, they reasoned that the Strategic Plan was focused on preparing WT for its “second century” preparing for new challenges.
In the focus groups G&A did not test the positioning statement, “Always WT.” However, the memory responses indicated that it is a highly appropriate Centennial theme.
There were three consistent mantras regarding WT in its “second century”:
1. WT has a heritage of academic rigor and intends to continue that role for a new “first generation of college students.”
2. Profile alumni as a manifestation of how WT graduates reflect the Panhandle’s core values and ethics.
3. WT continues its’ heritage of “small class size and an affordable education that offers the quality of a private college education”.
Should WT be engaged in a fundraising campaign?
Only one respondent did not agree that WT should be actively engaged in fundraising. All saw it as an essential survival effort in today’s economy and facing shrinking levels of higher education support from the state and federal governments.
Is this the right time for a fundraising campaign?
The majority of respondents (57/67) responded that now was the “right time” for a fundraising campaign. The ten who responded to the contrary cited the economy as their reason to hold off on a campaign.
Where can I learn more about the WT A&M Alumni Study?
Details on the focus groups in each of the six metropolitan areas is found at the Alumni Association website (wtamu.edu/alumni). You can also take a few minutes to complete the warm up exercise as all participants and share your experiences and opinions. | 
