ss Great Britain Trust

Analysis of the membership survey with recommendations for the redevelopment of the ss Great Britain Trust's membership scheme

Funded by: ss Great Britain Trust, Bristol
Project dates: May 2009 - July 2009
Project Manager and Principle Investigator: Dr Sally Everett

Objectives

To gather information to help inform the overhaul of the current membership scheme currently offered by the ss Great Britain Trust
To guide the redesign and marketing of a new membership leaflet and associated literature
To better understand the needs of current members
To identify and explore the beneficial potential of introducing new benefits to the scheme

Nature of project and outcomes

The ss Great Britain Trust is dedicated to preserving Isambard Kingdom Brunel's masterpiece, the ss Great Britain, and the Great Western Dockyard in which the ship was originally built and now rests.

As a registered museum, popular and multi-award winning visitor attraction, the Great Britain currently welcomes over 100,000 visitors each year.

The Trust is committed to ensuring that the public has access to this truly unique example of industrial heritage in order to enhance their understanding, enjoyment and appreciation of the ship and her social, commercial, scientific and technological significance.

The ss Great Britain Trust is a registered charity and company limited by guarantee. The Trust has highlighted a number of specific objectives, in particular it is seeking to redevelop its current annual membership scheme and associated benefits (especially following the decision to introduce annual visitor tickets).

INTOUR and the University of Bedfordshire were approached to help develop a questionnaire and undertake some brief analysis to produce a report of the findings which includes recommendations targeted at increasing the numbers and types of annual members. This strategic information will help ensure the sustainability of the membership scheme and secure the financial viability of the overall visitor attraction and site.

A total of 248 completed postal questionnaires were returned by members of the ss Great Britain Trust following the distribution of a two-page questionnaire to approximately 500 members on the Trust's database. This represented a response rate of about 50%. These questionnaires were collated centrally and the data were processed for analysis and storage.

Data generated from each section of the survey were analysed to identify patterns, needs and opportunities for redevelopment and marketing. Visual illustrations were produced where appropriate to highlight trends and patterns.

Where qualitative data were gathered, the responses were listed in full to enable the Trust to use member-generated quotes and ideas for marketing, development and publicity purposes.

The final report was sent to the Trust who were extremely pleased with the work undertaken and plan to implement many of the recommendations, "This is brilliant! Excellent report the team are really happy with it.

Thanks so much for doing it for us, we really appreciate it!" ( Development Officer, July 2009).

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ss Great Britain Trust