421  North  Woodland  Boulevard    ǀ    DeLand,  Florida  32723    ǀ    www.stetson.edu    ǀ    386.822.7000  

   

    Family  Enterprise  Center                   421  N.  Woodland  Blvd  Unit  8398                   DeLand,  FL  32723                              April  2,  2014  

Valerie  Duffy  Manager,  Global  STEP  Project  Successful  Transgenerational  Entrepreneurial  Practices  Babson  College  231  Forest  St.  Babson  Park  MA  02457    

Dear  Valerie,  

In  follow  up  to  our  discussion  regarding  Stetson’s  formula  for  success  regarding  the  STEP  survey  initiative,  we  gladly  share  our  strategy  and  learning  herein:  

• Leverage  your  (and  other  people’s)  networks.    We  found  success  in  calling  upon  our  established  relationships  and  partnerships  within  the  family  business  community.    Ask  everyone  you  know  if  they  are  a  potential  respondent  (PR).  If  not,  ask  them  if  they  could  refer  you  to  one.        

o Examples  of  our  leveraged  network  include:  § Colleagues  and  contacts  known  from  our  work  with  industry  related  

organizations  and  activities  § Leaders  in  family  businesses  with  whom  we  have  established  relationships  (e.g.  

parents  of  students  in  our  program;  colleagues  met  at  the  bi-­‐annual  family  business  Transitions  conference)  

§ Past  and  current  students  in  our  program  and  across  campus  who  are  part  of  a  family  business  

 • Share  the  benefits  of  participation.  Raise  awareness  by  distributing  (simple)  one-­‐page  

information  sheets  wherever  and  to  whomever  you  can  –  see  attached.    Also  mention  that  PRs  stand  to  gain  important  insights  into  their  own  family  business  by  completing  the  survey.    

 •  Don’t  overwhelm.  Too  much  information  about  STEP  upfront  can  be  a  deterrent.  The  survey  is  

about  understanding  how  multigenerational  firms  maintain  an  entrepreneurial  mindset  across  generations  –  enough  said.  Go  on  to  explain  further  only  if  they’re  interested.  

 • Stress  confidentiality.  Ensure  PRs  that  their  responses  and  sensitive  family  information  is  

secured.          

   

421  North  Woodland  Boulevard    ǀ    DeLand,  Florida  32723    ǀ    www.stetson.edu    ǀ    386.822.7000  

   

• Be  hands  on.  Communicate  directly  with  PRs  (by  email,  preferably  by  phone)  before  they  are  officially  invited.  Explain  the  study,  time  commitments  and  note  key  screening  details.  

o We  leveraged  one  student  research  assistant  to  function  as  a  central  point  of  contact  for  survey  support  from  invitation  through  completion.    The  research  assistant  was  vital  in  the  administration  of  the  survey  as  well  as  the  next  two  strategy  points.    

• Remind,  remind,  remind.  The  number  of  official  reminders  available  in  the  portal  is  insufficient.  In  most  cases,  we  had  to  remind  PRs  by  sending  more  than  three  (personalized)  friendly  reminders.  

 • Follow-­‐up  post  completion.  Ask  participants  about  their  thoughts  and  whether  they  would  be  

willing  to  refer  other  PRs.  Use  positive  testimonials  when  recruiting  other  PRs.    

We  hope  this  information  will  be  beneficial  and  wish  great  success  to  this  project.  

Sincerely,  

 

Thomas  V.  Schwarz  Dean,  School  of  Business  Administration