More members, more benefits : member acquisition through strategy development
Sinivaara, Marjo (2022)
Sinivaara, Marjo
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022110121834
https://urn.fi/URN:NBN:fi:amk-2022110121834
Tiivistelmä
The purpose of this design research was to find out how a non-profit tourism association can acquire new members by developing its strategy. HelsinkiNorth RA is a new tourism association. It was established with the help of EU funds, and its aim is to continue in action in the future, on yearly membership fees. To achieve this, the association requires approximately 50-70 members, 60 000 euros as membership fees. Now there are 19 members. The strategy of the association is to acquire and retain members by offering them benefits they would not have unless they were members of HelsinkiNorth. Another goal of the association is to create constant and ever enlarging co-operation between members and other actors on local hospitality and event industry.
The research question was how to improve member acquisition. The first task was to conduct qualitative research among potential members: hospitality and event companies which operate on the area of HelsinkiNorth, but which are not members yet.
Once the interviews were conducted and results interpreted, strategy development was suggested to the board of the association. Workshop was organized, and the board members were asked to join brainstorming. The result will be developed strategy.
The research question was how to improve member acquisition. The first task was to conduct qualitative research among potential members: hospitality and event companies which operate on the area of HelsinkiNorth, but which are not members yet.
Once the interviews were conducted and results interpreted, strategy development was suggested to the board of the association. Workshop was organized, and the board members were asked to join brainstorming. The result will be developed strategy.