Recruitment and retention: Canadian Pony Club
LE3 .A278 2013
Bachelor of Business Administration
Canadian Pony Club (CPC) is a not-for-profit organization that educates and provides competition for young riders. It has been experiencing a steady decay in membership and has not yet found a way to reverse this decline. This research investigates ways CPC can increase its recruitment and retention by learning how horse enthusiasts perceive them. Once CPC understands the ways that current and former members perceive the organization, it can proceed with improving its offerings. In turn, these efforts should help CPC to reverse membership decline. Twenty-four horse enthusiasts participated in personal interviews; an additional two hundred completed an online survey. Overall, participants had a very high brand awareness and recognition but lacked loyalty to the organization. Research participants felt CPC had benefits in regards to the quality of education and international horse-related opportunities, but lacked in overall marketing efforts and relationship-building among members. Respondents also made recommendations on how to better promote CPC program and educate the public, so the public understands all the benefits of being a member, as well as how to get involved. Some participants suggested expanding the target market by including Western disciplines, as well as providing programs and opportunities for individuals over the age of twenty-five.
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