Harvard Business School Association of
Northern California
Membership Summary
 We have enjoyed a 8% increase year-over-year in paid membership (908
vs 842 members a year ago).
 Overall membership is 1,096 when we include free memberships. That
represents 19% of Northern California Alumni (5,800)
 Our membership fee revenues for FY14-15 was the highest ever, totaling
$64,464
 Membership fees represent 25% of net contributions
HBS Association of Northern
California 2015 Survey Highlights
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Key Insights
Peer / Class Connections & Deeper Connections
 Alumni want to connect with their peer set, and those in their class year (i.e. minireunions). Developing deeper connections is also important to them.
 Knowing that their friends are members and/ or are attending an event, would
encourage them to participate. This insight supports the class champion idea for
recruitment and the “who’s attending” feature.
Events & Physical Proximity
 They want events that are unique/ different/ exclusive.
 Many noted that traveling far from work/home isn’t viable for an event. Geographic
proximity is key.
 Some alumni mentioned some events are too pricey.
Q6: Where do you live?
The highest percentage live San Francisco (32%) , followed by the Peninsula (30%), South Bay (13%) and East Bay (13%)
Q7: Where do you work?
The highest percentage work in SF (31%) , followed by the Peninsula (24%) and South Bay (13%)
Q14: What do you most value/ want from your local HBS Alumni
Association? (check all that apply)
Q18: What is your level of interest in these HBSA/NC activities?
Answered: 233
Skipped: 6
Key Insights
Membership
 Benefit/ value of membership. Alumni need to know that the membership fee will
breakeven/ payoff.
 Exclusive members-only events, discounts, exclusivity, and other benefits are important
factors in their value equation.
 Many alumni don’t attend events or only 1-2 events a year, making it hard to justify the
membership fee.
Digital Community
 There is interest in a digital community for various career and connecting needs.
Providing a virtual community could provide the stickiness that delivers the connections
they want that is not event-dependent. This is a module that can be offered in our future
site.
Digital Community
 There is high interest to volunteer in the HBSA/NC activities. Allison is following up with
those that expressed interest.
Q10: What are the reasons you haven't become a member of the
HBSA/NC? (check all that apply)
The #1 reason noted for not becoming a member was “Lack time to attend events”, followed closely by “Membership fee – hard to justify the expense”
Q12: What are the reasons you haven't renewed your membership for the
HBSA/NC? (check all that apply)
The #1 reason noted for not renewing was “Lack time to attend events”, followed closely by “I only attend a couple of events a year…”
Q22: If HBSA/NC offered a private digital community to connect with other
local alumni on a wide range of topics (career, connections, life topics)
and local HBS-only forums - would you be interested?
40% said they would be interested in a private HBSA/NC digital community, and 42% said “maybe”
Appendix
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Data Summary
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We received 239 completed surveys between 8/7 and 8/17. We had a 5% response rate.
96% respondents are MBAs. 43% defined themselves as mid-career.
The highest percentage live San Francisco (32%) , followed by the Peninsula (30%)
The highest percentage work in SF (31%) , followed by the Peninsula (24%)
Recent graduates were the largest group that completed the survey
Membership
 53% of respondents are current members & 23% were members in the past. Only 8% said they were never a member
 The #1 reason noted for not becoming a member was “Lack time to attend events”, followed closely by “Membership fee – hard
to justify the expense
 The #1 reason noted for not renewing was “Lack time to attend events”, followed closely by “I only attend a couple of events a
year…”
Events
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The primary way they hear about events is through upcoming event emails (72%)
82% confirmed they are aware/ very aware of the event offering
The primary reasons for not attending many events was the distance from home/work and lacking time to attend events
38% attended 1-2 events in the past year, and 36% didn’t attend any – 25% attended 3 or more events
Digital Community, Bay Area Venues & Volunteering
 82% said they would be interested or may be interested in a private HBSA/NC digital community. They would most prefer to
access it through the HBSA/NC website
 There was interest in exclusive access to Bay Area venues (90%)
 25% expressed interest in volunteering now, and 32% expressed interest in doing so in the near future
Q4: Which year did you graduate?
Recent graduates were the largest group that completed the survey
Q5: How would you best describe your current career stage?
43% defined themselves as mid-career. 15% defined themselves as early career or late career
Q6: Where do you live?
The highest percentage live San Francisco (32%) , followed by the Peninsula (30%), South Bay (13%) and East Bay (13%)
Q7: Where do you work?
The highest percentage work in SF (31%) , followed by the Peninsula (24%) and South Bay (13%)
Q9: Are you currently a member of HBSA/NC?
53% of respondents are current members & 23% were members in the past. Only 8% said they
were never a member
Q11: What would inspire you to become a member? (verbatim responses)
Opportunity for Deeper Connection
Feels less "networking-y" and more connection, interest/learning focused
Career re entry workshops, life balance topics, connecting with alums who were career
oriented but now more focused on balance, theatre performances, things of personal
interest, the arts, Palo Alto Bay Area events
Chance to not just meet many other alums, but to deepen relationship through working
together on a long term project or goal together.
Feeling like its more valuable than simply a listserv and loose connections to people who
went to the same school as me.
Event Offering & Proximity
Events closer to where I live, better understanding of value prop
An event I felt I just couldn't miss.
More laid back and lower cost events/gatherings
more events closer to where I live or work
More women's events. Events with more networking purposes
More East Bay get togethers and healthcare services events
Events related to my interests which have diverged from those of recent HBS graduates
more events focused on non-profit or education sector or
general leadership/business topics vs all deep tech related.
More cultural activities or group outings.
Q11: What would inspire you to become a member? (verbatim responses)
Exclusive Networks
Exposure to west coast inner hbs network of established VCs and entrepreneurs
Unique inside access to cool things (I saw there were a few of these in the past, but I
usually couldn't fit onto my calendar)
They want to be with class peers/ friends
Friends that are members
My classmates are attending. HBS/NC has a reputation of only the older generations
attending events.
More events with only my graduating class
Events targeted to young alums
Network effect -- people from my age group / class also being members
Q11: What would inspire you to become a member? (verbatim responses)
Membership
Free!
Lower price
More concrete members-only benefits.
If I see myself participating say twice a year, I'd join
I don't really know if I am one or not...
Virtual Participation
Long distance involvement, i.e., telephone, or online participation
Some are planning to..
Planning to become a member in a few months - been traveling and living most of the last
year on the east coast.
I look forward to becoming a member when I am working in the Bay Area again.
I'm looking forward to when I do have more time and can be a member. At that time I will do
it if there are offerings in my area(s) of interest and networking opportunities.
.
What would inspire you to become a member again?
1) topics & events of interest to me 2) that are only open to paid members of HBSANC or 3) by paying the annual dues, the member
discount is large enough to recoup at least half of the value by attending 3 events.
Physical Proximity to Events
• hate going to san francisco
• Being fully retired, most of the club's activities are not of interest and most required a drive to San Francisco
• Few, if any, events in Marin. Most seem to be on the Peninsula, which is farther than I'd like to go for an event.
• Events are usually in an inconvenient location like the South Bay.
• spending less time in the area
• Events are too far away
• More events in downtown SF
• More events on Thurs-Sun (it is very hard to attend an event during the week)
• More events in downtown SF More events on Thurs-Sun (it is very hard to attend an event during the week)
Interest in event & peers at event
• Compelling events in San Francisco where successful alums share inside scoop on their companies (eg Uber)
• many events are finance or tech sector focused. I work in healthcare- so more healthcare events.
• A good reason to go to events and members my age to join with to attend events. Perhaps offer a deal for multiple members of an advanced age group.
• More year-specific events (e.g. opportunity to mingle with people from same graduation year).
• A greater number of events that are relevant to my interests (publishing, children's media...), and not too hard to get to (rare that I'd go the valley for an event).
What would inspire you to become a member again?
Membership fee and price of event
• Individual events are outside my limited budget
• Perhaps $25 or under membership fee
• Free membership
• Cheaper events ($250 per person is a lot for a sporting event)
• Lower dues or different events that cost less (several hundred dollars per ticket for the recent As and Warriors events seemed pricey)
• if cost of member benefits out-weighed "buy in
• compelling member benefits
• Mostly the biggest barrier for me was the price. A lower price point with motivate me to join.
Lack of time
Not sure ....Lack of time is an issue for me right now
I'll join if I find myself becoming active in the local activities.
More time!
Q16: In the last year, how many HBSA/NC events have you attended?
38% attended 1-2 events in the past year, and 36% didn’t attend any – 25% attended 3 or more events
Q17: How do you typically hear about HBSA/ NC Events?
The primary way they hear about events is through upcoming event emails (72%)
Q19: How interested would you be in the HBSA/NC offering these benefits
to members?
There was high interest in exclusive access to Bay Area venues (90%)
Q20: How aware are you of the HBSA/NC event offering?
82% confirmed they are aware/ very aware of the event offering
Q21: If you haven't attended many HBSA/NC events, what is the reason
for not attending?
The primary reasons for not attending many events was the distance from home/work and lacking time to attend events
Q23: In this HBS digital online community, what would interest you?
Industry topics, getting guidance, career topics, and education were of highest interest
Q24: How would you like to access this digital online community?
Accessing it through HBSA/NC site was preferred by 59%
Q25: Are you interested in volunteering to help with future HBSA/NC
events/activities?
25% expressed interest in volunteering now, and 32% expressed interest in doing so in the near future