What to consider to increase survey response rates

Make it relevant.

• Solicit responses from specific student populations who have reason to be interested. 
• Explain thoroughly in the email what the purpose of the survey is.

Help students understand the value of their response by sharing results.

• Preface survey links with an explanation of what results are being used for.
• Send follow-emails sharing a few findings.
• Cite assessment results when publicizing new programs/decisions.
• Publish certain results on a website, newsletter or blog.
• Enact a publicity campaign thanking students for their participation in surveys

Decrease the number of times you ask a student to complete an emailed survey.

• Break the student body into 3 – 6 “panels” of random students and send to one panel at a time.
• Use the larger group only when necessary, such as when you need to generalize to the entire population or significantly filter results.
• Use other administration methods: web-based on-site, paper, PDAs, etc.

Use incentives.

• Consider smaller incentives with higher chances of winning (give out three $10 gift cards instead of one $30) which has shown to be more effective.
• Consider “immediate” incentives, like coupons or printable gift certificates, which have shown to be more enticing.
• Use incentives sparingly so as not set up an expectation where students will only participate if an incentive is offered.

Send notification at appropriate times.

• People are more likely to complete a survey when they first open it than to go back into it. They’ll either do it, or delete it. This is why most responses come in the first day.
• Identify when students are more likely to respond and email during those times.
• Send reminders to non-responders using the Mass Mailing feature.  You’ll see a peak with each reminder without having to aggravate those who have already completed the survey.

Keep survey length down,

• Tell the student exactly how long it will take them to reply. (Pilot with colleagues or students to ensure you are accurate in your estimate!)
  
• Include only truly necessary questions. Ask yourself: Why would I use this piece of data?
• If you need to link responses to demographics, upload student data to Campus Labs Baseline to be matched to student responses.

Establish credibility.

• Send a pre-notification email asking for their participation.
• Ask student leaders/government for their endorsement and help publicizing.

Think carefully about the “from” address. 

• Send emails from a name students will recognize and trust.