YMCA North Tyneside
Re-designing the membership
YMCA North Tyneside provide community education services to all ages. I worked with the charity to help improve earned income, particularly how the charity could improve its membership system, which offered discounts on fitness, arts and children’s services to the local community. I also helped to design and conduct user consultation with over 100 young people, which accompanied a successful bid to BIG Lottery for £196,000.
The charity had expanded rapidly over recent years, increasing the number of services and beneficiaries considerably. However, the significant flux in available funding and grants had left many of these new offers vulnerable to closure. I used a number of research tools, including secret shopper, visual customer journeys and staff surveys to elicit a detailed understanding of the issues surrounding current customer communication and membership structures. I then helped facilitate the co-design of a new membership system that simplified the cost structure and reduced the price for those in receipt of benefits, which has improved customer retention and satisfaction.
I also helped to undertake engaging user research with vulnerable young people from the local community. The results of that formed an application to BIG Lottery, and the charity was awarded £196,000 as a result.
“I have found Laura’s business approach both inventive and invaluable. Her ideas and proactive implementation helped my organisation progress and think differently. I highly recommend Laura’s structured and effective approach”
Dean Titterton, Chief Executive, YMCA North Tyneside