1.
Brian Clark Austin Fleak Michael Porco
Kevin Staverman Kelsey Stellman9group
NKU ATHLETICS FAST PROJECT

2.
The Question
How do we bring alumni back to
support the basketball program
through purchasing season tickets
and making donations?
1

3.
Current Students
44% male
56% female
Demographics
Former Students/Alumni
50% male
50% female
37%
22-25 yrs old
Age of current
NKU students
Age of NKU
alumni & former
students
17-21 yrs old
OTHER
22-25 yrs old
26-35 yrs old
36+ yrs old
52%
31% 33%
36%
11%
2

4.
number of likes/followers on NKU
athletics facebook/twitter pages
average age of attendees, as well
as willingness to attend games in
the future
driving forces behind donations to
the norse athletic club
Key Measurements
SOCIAL MEDIA
ATTENDANCE
DONATIONS
3

5.
NKU FAST AGENCY
Social Media-Needs Help
Do you follow/like NKU
Athletics on Twitter / Facebook?
NO
YES
FACEBOOK TWITTER
72%
69%
MAJORITY OF RESPONDENTS DO NOT FOLLOW OR LIKE NKU ATHLETICS ON TWITTER OR FACEBOOK
4

6.
NKU FAST AGENCY
Social Media-Needs Help
Those that do not like / follow NKU
athletics on Facebook / Twitter
70
MAJORITY OF RESPONDENTS DO NOT FOLLOW OR LIKE NKU ATHLETICS ON TWITTER OR FACEBOOK
41% male
59% female
have attended nine or
more games in the last
two years
% % %
%
%
have no children
62
age 25 or younger
income 20,001-74,999
income 20K or less
40
37 34
$
$
$
5

7.
Current students interests
go beyond the game
How important is each of the following factors in
your decision to attend a NKU sporting event?
0 1 2 3 4
3.53
alumni
current students
N = 542
social interaction
Current students are more interested in
social interaction, promotions, events and
discounts than alumni are when attending
NKU sporting events.
giveaway item promotion
promotional contest
group / organization event
at game
concession discounts
3.93
3.31
2.89
2.77
3.27
3.51
3.55
3.29
3
6

8.
21.7%
15.6%
12.1%
4.4%
9.6%
36%
Attendance is a big issue
HOW MANY NKU VARSITY ATHLETIC GAMES HAVE
YOU ATTENDED IN THE PREVIOUS 12 MONTHS
0
11-15
16+
3-6
1-2
7-10
0
games
attended
Frequency
N = 572
games
attended
1-2 3-6 7-10 11-15 16+
36.7%
21.7%
15.6%
9.6% 12.1%
4.4%
THE MAJORITY OF RESPONDENTS HAVE NOT
BEEN TO AN NKU VARSITY ATHLETIC GAME IN
THE PREVIOUS 12 MONTHS
7

9.
NKU Alumni Identify More
alumni current students
N = 330N = 104
3.4
3.45
3.5
3.55
3.6
3.65
3.7
3.75
Findings are based on how respon-
dents answered three questions
measuring identifications.
How much do respondents
Identify with NKU athletics?
Alumni respondents identify with NKU athletics more than current students
mean
8

10.
How likely are you to hear about nku sporting
events through the following mediums? Social
Media (1-very unlikely, 5-very likely)
mean
N = 329
0
17-21
3.85 3.54 2.65 1.5 2.6 4
22-25 26-35 36-45 46-55 *56+
*data collected
from only two
respondents
respondents age
1
2
3
4
5
Respondents who are younger are more likely
to hear about NKU sporting events through
social media than older respondents.
Youth prefers social media9

11.
Attendance comes with age
HOW LIKELY ARE YOU TO ATTEND THE FOLLOWING
SPORTS/EVENTS AT NKU IN THE NEXT 12 MONTHS?
- BASKETBALL - (1-VERY UNLIKELY, 5- VERY LIKELY)
respondents who are aged 56+ are more
likely to attend a basketball game in the
next 12 months.
17-21 22-25 26-35 36-45 46-55
Mean
Mean for all alumni
respondents was 3.28
N = 104
56-65 66+
4.0
4
3
2
1
2.4
3.32
3.86 4.0
4.6
4.0
*
*one respondent in this
category
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12.
Respondents generally satisfied
75% 64% 60% 52% 49% 46% 29%
10
20
30
40
50
60
70
80
How satisfied are you with the elements
below at NKU athletics?
Parking
Season ticket prices
Single game prices
Halftime entertainment
Concessions
Giveaway promotions
Pre-game activities
In general, respondents are
satisfied with parking, season
ticket prices, single game prices,
and halftime entertainment.
a large amount of respondents indicated they were “neutral” and not necessarily dissatisfied with the elements shown above.
satisfied or
very satisfied
N = 78
11

13.
Athletic scholarships most important
Thinking about your most recent monetary donation to the NAC,
how much did each of the following impact your decision to donate?
Frequency
N = 42
55%
45% 45%
38%
28%
33%
10
20
30
40
50
60
Scholarship for NKU
athletes
Overall NKU
athletics success
Move to D1
Maintenance of the facility
Tangible benefits for donors
Team
competitiveness
Most respondents who
already donate to the NAC,
do so to contribute to NKU
athletic scholarships
12

14.
Recommendations
Need to increase current student and alumni Twitter / Facebook followers
Provide incentives to follow: giveaways, contests, etc.
Current students: NKU students who follow NKU athletic will receive a dis-
count on concession at the games. These giveaways will be monthly to
ensure followers support
Alumni
Alumni want recognition for their support. The top 3 alumni followers who
share the most through their social media pages each month will be recog-
nized for their effort at the sporting event of their choice.
Social Media
about 70% of respondents
do not follow or like NKU
athletics on Twitter and
Facebook
13

15.
Recommendations
Increasing alumni attendance- ages 22-35
ages 22-35 is the group with
the least likely attendance
potential lifelong fans
Example: designate certain games “young professionals
nights”. This provides the group with a chance to network
with other alumni their age.
Create thematic nights that appeal to this demographic.
Increasing Alumni Attendance
14

16.
Surveys show that most donors donate to support NKU
athletics and its athletes
Donors are not looking for recognition, but some type of
thanks would be welcome
What to do: Host a meet and greet between donors and
athletes from all the NKU sporting programs. Form these
relationships by having students and donors communicate
frequently
Reaching Out To Donors
Recommendations
%
of donors donate to
provide scholarships
for NKU athletes
55
15

17.
NKU athletics should focus on the 3 big things to reach out
to alumni: Social media, boosting attendance with the 22-35
year olds and recognizing donors
Bottom line, keep the alumni very involved. Make them
feel as if they are still part of the university and that their
input and participation matters.
Conclusion
Bring alumni and current students into the same “world”
Recommendations16