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SDSU’s recent efforts to enhance scholarships, reduce student debt goes against national averages and trends.

A majority of South Dakotans responding to a new statewide survey about Ģ������Ƶ have favorable opinions of the institution and the positive impact it’s having on the state. 

The survey conducted by Hanover Ģ������Ƶ shows SDSU enjoys strong brand awareness and a positive reputation among South Dakotans, while reinforcing the university’s continued efforts toward impacting the value of higher education for its students as they continue to meet the state’s growing needs for workforce development.

SDSU contracted with Hanover Ģ������Ƶ to examine perceptions of higher education in South Dakota and measure awareness, familiarity and perceptions of SDSU and peer institutions. The online survey, conducted in May and June 2026, included 548 respondents, 62% of whom have less than a bachelor’s degree.

The research found 92% awareness of SDSU, with 77% of respondents reporting a positive or very positive impression. SDSU also led its peer group in awareness, familiarity and overall impression. 

“The results of this survey reinforce the value and impact Ģ������Ƶ has across South Dakota and the region,” SDSU President Barry H. Dunn said. “SDSU has a responsibility to its land-grant mission of providing the benefits of higher education to those who seek it, and the more we can connect with South Dakota, the more positively they view our academic excellence, research, workforce development and impact on communities.”

South Dakotans most strongly associate SDSU with agriculture, healthcare and community impact, while also recognizing its contributions to rural development, engineering, business and teacher preparation. 

“SDSU’s impact reaches far beyond our campus,” Dunn said. “Our responsibility is to put the university’s people and expertise to work and make South Dakota stronger by preparing our students to meet and solve the complex problems of a changing world.”

The survey also noted the broader perception on the value and affordability of higher education, a priority for SDSU during the past several years. According to the respondents, cost of living was identified as the greatest affordability barrier.

SDSU has focused on numerous initiatives in this area during the past several years, including enhancing scholarship opportunities for students while continuing to find efficiencies in overall cost of attendance. SDSU’s average federal debt per student is $20,609, or only 52% of the national average of $39,075.

“We recognize South Dakotans are asking important questions about the cost and value of higher education,” Dunn said. “Our responsibility is to keep an SDSU education accessible while providing a strong return on investment for our graduates and the communities they serve. This will continue to be a priority of our university and the South Dakota Board of Regents to provide the greatest return on investment for all students in our system.”

Athletics also plays a significant role in SDSU’s reputation. Respondents said Jackrabbits Athletics positively impacts school pride, the local economy, perceptions of SDSU, student interest and national visibility. 

All of the findings will help inform SDSU’s ongoing #GreaterĢ������Ƶ campaign, which highlights how the university’s graduates, research, SDSU Extension and partnerships contribute to a stronger workforce, healthier communities and greater economic opportunity. SDSU’s branding efforts last year produced nearly 137 million impressions while surpassing industry standards for brand engagement by more than 2%.

“The SDSU brand is a reflection of our faculty and staff and their commitment to the students attending our university and the people we serve throughout the state every day,” Dunn said. “We continue to strengthen a university that has existed for more than 140 years and serves a mission that provides opportunities and outcomes that benefit people of the state and beyond.”