The online survey is a popular tool for taking the pulse of an alumni body. However, response rates for these surveys have been declining over the years, making them potentially less useful. Are there easy ways to increase these rates? The author has conducted a number of experiments to try to find that out. He discusses surveys that explored issues relating to programs and services available to all alumni, so the surveys were salient to the general alumni population of each institution and not just to certain subgroups. All of the surveys were conducted on the Web and were in the field for about one month. Two or three reminders were emailed to nonrespondents at approximately one-week intervals. By looking at just three Stanford surveys discussed, one can see that overall response rates declined from 50 percent in the 2002 survey testing salutations, to 31.9 percent in the 2008 survey testing incentives, to 26 percent in the 2010 survey testing senders. Since response rates are falling, the author suggests to consider the issues relating to programs and services when implementing surveys.