NUS Member Perception

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Subject: Membership Perception Survey

Produced by: Simon Rayner

To: Trustee Board

Date: 22nd June 2012

Action: To note

Paper TB/18J/12

1.0 Executive Summary1.1 NUS KPIs

Satisfaction has fallen 10% over the last year, to 68% (n=293) from 78% (n=251) in2011. This is statistically significantly below the KPI of 80%.

Perceptions of being value for money have fallen to 44% (n=189), from 51% (n=164)last year. This also falls short of target KPI at 55%.

88% (n=364) believe NUS has to some extent had a positive impact on national decisionmakers on the issues that affect students, and 86% (n=360) for issues that affectstudent unions

Over a third agree that NUS is making headway into its key aims, however room forimprovement exists in all cases:

1. Building strong students' unions 57% (n=245)2. Transforming students through activities and development 54% (n=229)3. Making education better 46% (n=199)4. Winning on funding and participation 36% (n=156)5. Securing a fairer society 34% (n=148)

1.2 Report overview

In the academic year 2010/2011, NUS ran a high profile campaign to challenge theproposition to raise tuition fees within the UK which was received with mixed opinions.Despite this, the findings from the 2011 perceptions study have been extremely consistent

with historic surveys, showing slight variation from 2010 data, largely positive. In a relatively low profile year, the findings in 2012 show a decline in positivity in some

areas, with some key opportunities to address the associations with the NUS as a brand,

Decreasing

a

reement

TB/18J/12


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88% (n=364) believe NUS has to some extent had a positive impact on national decisionmakers on the issues that affect students, and 86% (n=360) for issues that affectstudent unions

Perceptions of being value for money have fallen to 44% (n=189), from 51% (n=164)last year.

Satisfaction with direct support affords an opportunity for improvement, with over a thirdsatisfied with each area:

NUS research and policy briefings 49% (n=211) NUS Training 49% (n=207) Support and advice to SU Officers 41% (n=175) NUS Connect 40% (n=171) SU Staff networks and specialist groups 34% (n=142)

NUS scores an average3.5 out of 5 in terms of respect as an institution where 5 is I respect NUS as an institutiona lot and 1 is not at all.

Around a halfofrespondents believe NUS to be well governed:

o 49% believe it to have responsive, representative and accessible student leaderso 47% believe NUS to be well managed and internally led by its management teamo 46% believe NUS is a well governed organisation, with a good mix of student

democracy and external scrutinyo 43% believe NUS communications are timely, targeted and usefulo 40% believe NUS campaigns are high profile, effective and powerful in promoting

the student voice

The NUS is viewed primarily as; valuing equality (86%), campaigning (81%) and ethical(79%).

Rebellious (65%), Visionary (47%) and Pioneering (47%) are the words least associatedwith NUS2.0 BackgroundThis is the fifth wave of an annual survey to understand how the membership and other keyaudiences perceive the organisation as a whole. This provides a tangible measure of how NUSis perceived by the membership of students union officers and staff. This report outlines the

findings of the fifth wave of research and, where appropriate, provides year on year

comparisons.

3.0 Objectives Measure the perceptions of NUS held by staff at students unions and sabbatical officers Identify year on year comparisons where possible

Decreasing

a

reement


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3.0 Sample Details

3.1 Role

Student union staff 48% (n=208)

Student Officers 39% (n=168)o Full-Time (Sabbatical Officers) 24% (n=105)o Part-Time (Student Officers) 15% (n=63)

3.2 Sector

Higher Education 80.5% (n=297) Further Education 17.9% (n=66) Other 1.6% (n=6)

3.3 Region/Nation

Good geographic spread was achieved. A breakdown of the sample by region is shown inFigure 1 below.

Region/Nation % (absolute)

South 16% (n=69)

London 13% (n=54)

Midlands and East 25% (n=106)

North 24% (n=102)

Scotland 15% (n=64)

Northern Ireland 1% (n=2)

Wales 7% (n=29)

Figure 1: Q3. In which super region or nation do you work?

Please note: Base sizes for Wales and Northern Ireland are not sufficient to allow regionalanalysis.

5.0 Findings4.1 Overall satisfaction* - *includes extremely, very satisfied and quite satisfied

Satisfaction with the NUS is down 10% this year, to 68% overall. This is a statisticallysignificant change to last years score of 78%, versus 79% in 2010.

Driving the decline is reduced satisfaction amongst student officers (full-time -11% to 61%(n=64) and part-time -13% (n=40)) and those working in Unions in Higher Education (-12% to 66% (n=196)).

Satisfaction amongst student union staff is high (83%, n=172), and static year-on-year.However, the majority (70% of those satisfied, n=121) state they are only quite satisfiedand so represent an opportunity to improve engagement.


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Figure 2: Q5. Overall taking into account everything you know about NUS, how satisfied wouldyou say you are with us?

4.2 National Impact

Following from heavily publicised campaigns of 2010/2011, NUS perceived influenceremains high. 88% (n=364) believe NUS has to some extent had a positive impact onnational decision makers on the issues that affect students, and 86% (n=360) for issuesthat affect student unions, shown in figure 3. This is consistent year on year (92% (n=295)last year believed to some extent the NUS had influence).


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5. Securing a fairer society 34% (n=148)

Figure 4: Q8. From what you have seen and experienced in the last 12 months, to whatextent, if at all, do you agree that NUS is progressing on the following key aims?

Although the areas measured are not directly comparable to previous years, the averageperception of progress has fallen from 62% (avg.) last year to 46% (avg.) this year.

This is likely a driver of the lower satisfaction scores as performance on each area has astrong correlation with overall satisfaction (statistical correlations are weaker for studentunion staff, meaning that they are less influenced on the whole by the success or otherwiseof NUS key aims).

Level of agreement with NUS progression towards aims was largely similar by respondentroles. There were some notable differences:

NUS has failed in arguing for a fairer society. Justlook at CLASSE, the union in Quebec, and see howimmensely successful and influential they've beenon a national scale. NUS UK has no relevance andsay in the key decisions made in politics, this usedto be different and is an atrocity Sabb officer, HE,London, Quite dissatisfied

I believe some work is going on in the backgroundbut I think it is having very little impact so far.Winning on funding a participation there are smallvictories but the big picture is a lost battle. Weneed to re group and think again. SU Staff, HE,Midlands and East, Quite satisfied


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Perceived value for money has fallen this year to 44% (n=189), from 51%, n=164) lastyear.

Many verbatim comments relate to a lack of awareness of what money is actually spent on.Benefits to their union and their students are not visible. With some feeling that themoney could be better invested locally, themselves.

There is a sense that smaller or more specialist unions do not get the same benefits as thelarger unions.

The cost of events is considered too high, including travel arrangements to conferences inlocations that are not convenient.

The services offered by NUSSL are a contributor towards the feeling of value for money.

However, there were some negative comments around NUS Extra where it was felt thatthis is the key driver of students engagement with the NUS, and disappointment where this

d

In terms of how my Union has benefited from NUS, wouldI necessarily equate it to our 50,000 affiliation fee? I'm

not saying yes or no, but that's precisely the point- NUSneeds to do more to show value for money to itsmembers. [Sabbatical officer (Full-Time), HE, North, V.

Satisfied]

I thinkNUS needs to be more openabout how fees are spent-I believe

that they are spent appropriately

but I dont think this is shown in a

way that is accessible beyond SUstaff. It would be great to be able toshow part-time officers, reps etc thevalue of being a member of NUS in a

simple, pictorial way [Students' unionstaff, HE, South, V. Satisfied]

No idea what our 50k goes on. We could use thatmoney to good use in our own Union. [Sabbatical

officer (Full-Time), HE, Wales, Q. Dissatisfied]

NUS probably offer better value

for the big Unions, but for us thereis basically no point. [Students'

union staff, HE, South, Ex.

Dissatisfied]

the model NUS have built is stacked against thosewith small grants and little or no commercial income.NUS have never done anything to address this and it

is why nearly all GuildHE Unions are talking aboutdisaffiliation. You are not value for money to these

people. [Sabbatical officer (full time), HE, South, V.

Dissatisfied]

Some conferences are far too expensive, made

worst by their location. [Students' union staff, HE,

North, Q. Satisfied]

conferences are tooexpensive. [Student officer (part

time), HE, Scotland, E. Dissatisfied]

NUSSL sweetens the deal. [Students'union staff, HE, North, Q. Satisfied]

The continued diversification of your

income stream away from the block grantand affiliation fee towards NUS Extra and

other sources of funded has added to your

strengths and made you incredibly goodvalue for money compared with a decade

ago.. [Students' union staff, HE, South, Ex.Satisfied]

Only because of discounts throughNUSSL. [Sabbatical officer (full time),HE, Midlands and East, Q. Dissatisfied]


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NUS research and policy briefings 49% (n=211) NUS Training 49% (n=207) Support and advice to SU Officers 41% (n=175) NUS Connect 40% (n=171) SU Staff networks and specialist groups 34% (n=142)

Figure 5: Q14. NUS provides support direct to students' unions regionally and in the Nations.

Please rate your satisfaction with the following?

Again, although the areas measured are not directly comparable to previous years, theaverage satisfaction score has fallen from 62% (avg.) last year to 43% (avg.) this year.

This is likely a driver of the lower satisfaction scores as each support area has a strongstatistical correlation with overall satisfaction. This is particularly true for NUS researchand policy briefings and NUS Training which have correlations of over 0.60. Whilst

the satisfaction score is highest overall for these, it is statistically significantly lower thanthe average levels measured last year. For example; in-house training from the 2010/11study received 66% (n=158) satisfaction last year, which is markedly higher than thisyears equivalent.

There are some notable differences between respondent sub-groups:

Decre

asing

satisfaction


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Only 22% (n=23) of Sabbatical Officers (full-time) were satisfied with SU Staffnetworks and specialist groups, and 33% (n=34) were dissatisfied with Supportand advice to SU Officers. Again, this potentially highlights opportunity for improvedrole support, in this instance, away from the training sessions.

There is disparity in levels of satisfaction with NUS Connect. Sabbatical Officers (full-time) showed the lowest approval with almost half dissatisfied (44%, n=46. 25%satisfied, n=26). Whereas 56% (n=114) of Students' union staff were happy with theservice (19%, n=38 dissatisfied)

4.6 Governing and leadership

Figure 6 below shows the extent to which respondents agree with positive statements around

NUS governing and leadership.

% Strongly

Agree orAgree

% Disagree or

StronglyDisagree

NUS has responsive, representative and

accessible student leaders

49% 27%

NUS is well managed and internally led by itsmanagement team

47% 16%

NUS is a well governed organisation, with agood mix of student democracy and externalscrutiny

46% 28%

Figure 6: Q15. To what extent, if at all, do you agree with the following statements?

Almost half of all respondents agree that NUS is well-managed and governed and has arepresentative mix of accessible student leaders, with least disagreement around a strong

management team.Those in Further Education were most positive with average agreement to the above

statements at 67% (average).There was an amiable response from students union staff who had consistently lower levels of

disagreement (average 10%) indicating they are more likely to believe in the leadership of

the organisation.

All other sub-groups showed little variation to figure 6.4.7 Communications and Campaigns

Figure 7 below shows the extent to which respondents agree with positive statementsaround NUS communications.

% StronglyAgree or

% Disagree orStrongly


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This is a new measure for 2011/2012

Figure 7: Q12 How much, if at all, do you respect NUS as an institution?

30% (n=129) of respondents respect the NUS a lot. At the other end of the scale, only11% (n=46) state that they do not respect the NUS at all. This is particularly heightenedwithin Students union staff with only 2% (n=4).

Over half of respondents working for unions in Further Education chose the top box, with52% (n=34) stating that they respect the NUS a lot.4.9 The Public Face of NUS

The NUS is viewed primarily as; valuing equality 86%, campaigning 81%, and ethical 79%. These are important to those within the movement and work that contributes towardsthese perceptions should continue, shown in figure 8. There is little year on year shift in thekey perceived strengths of NUS, despite inclusion of new terms.


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Figure 9: Q17 and Q18. From your knowledge and experience of NUS, please consider the

following words or phrases and indicate whether you think they describe NUS as anorganisation?

Correlations:

Figure 10 shows the relationship between the perceived public image of the NUS, and overalllevels of satisfaction. Further analysis on correlations by segment are available as an appendix

to this document.

The Horizontal Axis in Figure 10 shows the % level of association of any attribute with the

NUS, from Q17: From your knowledge and experience of NUS, please consider thefollowing words or phrases and indicate whether you think they describe NUS as anorganisation?The Vertical axis shows the level of correlation of each image attribute with the overallsatisfaction score from Q5. Overall taking into account everything you know about NUS,how satisfied would you say you are with us?


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Figure 10: Correlations

There are two attributes that have a clear relationship with overall satisfaction (correlationof over 0.60), that actually are showing room for improvement in terms of association:

supportive and achieving. Associations with supportive are there at 63% however they could be dialled up. This was

covered somewhat in section 4.5. Satisfaction with direct support.

Achieving perceptions are around half (53%). Publishing NUS wins more widely could gosome way to improving this score, although it seems inevitable that perceptions may belower here than hoped given the widely known fees headlines.

Improving in these areas should help grow positive membership perceptions. Appendix 1,2 and 3 show the relationship between the perceived public image of the NUS,

and overall levels of satisfaction, by student officers, and student union staff. There were

some notable differences by role and for these purposes we shall look at student officers(Full-time and part-time) together.

Students union staff are motivated by an NUS that is seen as professional. Perceptions ofthis are high, at 70% and should be held.

However, associations with efficient and effective / cost effective are low, but are strong


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Appendix 1

Full findings for Q17 Public Face of the NUS : Relationship of Perceptions with Satisfaction (Student Union Staff

n=208)

Horizontal Axis shows the % level of association of any attribute with the NUS, from Q17: From your knowledge andexperience of NUS, please consider the following words or phrases and indicate whether you think they describeNUS as an organisation?Vertical axis shows the level of correlation of each image attribute with the overall satisfaction score from Q5. Overalltaking into account everything you know about NUS, how satisfied would you say you are with us?


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Appendix 2

Full findings for Q17 Public Face of the NUS : Relationship of Perceptions with Satisfaction (Sabbatical officer(full time) n=105)

Horizontal Axis shows the % level of association of any attribute with the NUS, from Q17: From your knowledge andexperience of NUS, please consider the following words or phrases and indicate whether you think they describe

NUS as an organisation?Vertical axis shows the level of correlation of each image attribute with the overall satisfaction score from Q5. Overalltaking into account everything you know about NUS, how satisfied would you say you are with us?


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Appendix 3

Full findings for Q17 Public Face of the NUS : Relationship of Perceptions with Satisfaction (Student officer(part time) n=63)

Horizontal Axis shows the % level of association of any attribute with the NUS, from Q17: From your knowledge andexperience of NUS, please consider the following words or phrases and indicate whether you think they describe

NUS as an organisation?Vertical axis shows the level of correlation of each image attribute with the overall satisfaction score from Q5. Overalltaking into account everything you know about NUS, how satisfied would you say you are with us?

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