YAC Research Release

Sep 19, 2018
2 min read

I had the opportunity to attend the National 4-H Brand Summit on behalf of the National 4-H Youth Advisory Committee. While there, I presented, alongside Abbey Tillman, our advisor, about the research that the Alumni Acquisition Cohort conducted. We survey over 1,000 young alumni between the ages of 18-34.

Let’s look at the research! There were 832 females that participated and 148 males. Rural communities participated that most, at 54,06%, followed by suburban, at 26.88%, then urban, at 19.07%. Additionally, over 90% of participants were white. There are a few statistics that hold a large difference. Therefore, additional research needs to be conducted to see how to best serve this underrepresented population.

We also found that the majority are most active on Facebook, Instagram, and Snapchat. These were then followed by Pinterest and YouTube.

The charts below highlight current and desired involvement as well as why some may be uninvolved.

We found that there is a transition gap that is present and needs to be addressed. During this transition from 4-H member to alumni, young alumni are not aware of opportunities that they have. Therefore, a transition packet is currently being created.

We also analyzed giving habits of this age group. Further information can be seen on the charts below. The key takeaways were that young alumni want to give local. They are also interested in giving, but in small amounts. They also want it to be easy. Perhaps a digital platform would be best such as Venmo or Snapchat.

Our final section that we asked about was in regards to what young alumni want to see on social media and on the web. These results were very similar and can be seen below.