About Us

The Donor Attitude Study© is a cooperative effort among advancement professionals to measure and compare philanthropic preferences, motivations and behavior in healthcare philanthropy.  It is based on our highly acclaimed Alumni Attitude Study© to provide actionable data to drive better advancement decisions and programs.  More than 300 colleges and universities have participated in the Study since its introduction in 2001 by PEG Ltd.   Aggregate Study findings are regularly presented by managing consultant Rob Shoss at Council for the Advancement and Support of Education (CASE) conferences to share trends in alumni relations and giving.

Designed to better understand and motivate donors towards philanthropic opportunities, Study participants benefit from a depth of survey design and distribution experience for previous participants and are especially appreciative of the unique ability to compare their findings to Study norms to help identify significant opportunities and issues. Today, Study participants use findings to customize donor and prospect development communication, prioritize programs and events, identify likely prospects and in strategic planning efforts.

PEG is now offering The Donor Attitude Study© to provide the same benefits for healthcare philanthropy professionals.  Our focus is to help create a long term, donor-centric relationship that is cost effective and results oriented.  That’s why we say, “Not one time, but a lifetime”.

Our Team

Rob Shoss

Managing Consultant

Rob Shoss describes his work as measuring things that are seemingly unmeasurable. As a founding member of Performance Enhancement Group, Ltd. (PEG) Rob was instrumental in developing processes that measure and analyze such intangibles as attitudes and perceptions. Since 1991 PEG’s organizational development consulting business has addressed the complex issues of customer/donor satisfaction, market perceptions, and alumni/employee perceptions of organizational support.

In 2001, Rob’s team at PEG focused their attention on ways to deliver a data driven approach to enhanced alumni and prospective donor engagement for universities and colleges. Since that time, PEG has completed more than 500 projects within higher education and has worked with the advancement executives from universities across the country to identify key drivers of alumni engagement. Rob is a powerful presenter who clearly conveys complex analytical results to Foundations, Boards of Directors, and other stakeholders.

In 2018 Rob is leading the PEG team in developing the Donor Attitude Study, which will bring this data driven approach to the Healthcare Philanthropy Community.  The Study uses donor and potential donor feedback to provide institutional leaders with the right information to target communication, programs, and engagement efforts toward the issues that matter most to their affinity groups.  This process also builds engagement by providing participants the unique ability to compare results against a group of peer institutions.

Over the last 17 years, Rob has published numerous articles on national alumni trends for CASE Currents and presented on how schools are developing programs and communication strategies that are targeted to meet the needs of their alumni at CASE conferences.


Washington University, St. Louis, MO
Master of Business Administration – Concentration in Operations Research and Marketing
Beta Gamma Sigma Honorary Scholastic Fraternity

Tulane University, New Orleans, LA
BA – Philosophy

Tom Troegel

Director of Healthcare Philanthropy Services

Mr. Troegel has a Master of Public Administration from the Lyndon B. Johnson School of Public Affairs in Austin and an BA in political science from the University of Texas at Austin.  He has 25 years of experience in leadership and fundraising positions in the non-profit sector, including 12 years as executive director establishing new programs and events, growing membership and increasing community involvement. His experience also includes 4 years as a major gift officer where he secured the first principal gift pledge for a new building, managed donor relations and annual campaigns, and updated database capabilities ahead of a capital campaign.  He has served on various non-profit and municipal boards and believes the more you know what matters most to your audience the better you are able to get their support to achieve your organization’s goals.

Jonathon Bischof

Director of Sales and Marketing

Mr. Bischof has over five years of experience working in sales and customer communications, with more than two years in consultative sales in higher education. He works with advancement leaders at universities to better understand key giving motivators across distinct alumni cohorts, determine communication preferences and effectiveness, and identify areas where loyalty and support of alumni might be enhanced.  He has worked with over 50 universities and colleges, from small and large advancement offices, to determine which components of the Alumni Attitude Study will provide the most value for development and alumni relations. Mr. Bischof received his BS in Business Administration from Mays Business School at Texas A&M University in College Station, with minors in Economics and Psychology.

Alexandra Lamb

Director of Client Services

Ms. Lamb serves as the project manager and main point of contact for attitudinal research studies with advancement departments of colleges and universities throughout the United States and Canada. She is experienced in all phases of surveying, such as instrument design, distribution, analysis, presentation, and implementation. She provides guidance to clients on database preparation, optimum distribution processes, question design, branding of the survey instrument, and drafting relevant communications to ensure the highest level of participation among donors and alumni. Prior to PEG, Ltd., Ms. Lamb obtained experience in higher education administration by working on campus at Lone Star College. She has a Master of Public Administration degree and a B.A. in History with a minor in Political Science from Sam Houston State University.

Jonathan Gaines

Research Analyst

Mr. Gaines has significant experience in research and analysis gained while earning a Master of Applied Economics Degree at the University of Houston.   Mr. Gaines utilizes his extensive expertise in SPSS and database programming to produce both qualitative and quantitative analysis, visual presentations of analytic results, and identify the underlying drivers and motivators of donor philanthropy and overall alumni engagement.

Allison Manning

Manager of Operations and Accounting Services

With over 6 years of experience in higher education, Ms. Manning brings extensive knowledge and insight to our team. In addition, she has experience in accounting, administration, and sales including over 9 years of experience in customer service. She is a graduate from the University of Houston with a BA in Public Relations and a minor in Global Business.

Kayla Brown

Project Coordinator

Ms. Brown works with the Director of Client Services to design survey questionnaires, distribution processes,  support analysis of survey results and drafting of results and findings. As a member of the project management team Kayla uses her skillfulness in research projects to keep the project organized and running smoothly. She has experience in conducting large scale research projects, data collecting, coding, and preparing research papers for publication. Her research background includes studying political participation and behavior, public opinion, competitive elections and the interaction of media and politics. Selected research results have been featured by the London School of Economics and published in the book, “The Internet and the 2016 Presidential Campaign” by Rowman & Littlefield.  Kayla received her BS in Political Science from Sam Houston State University, with a minor in Philosophy.