Engaging New Association Members : for Turun Laulelman Ystävät ry
Macken, Linda (2018)
Yrkeshögskolan Novia
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201803063066
https://urn.fi/URN:NBN:fi:amk-201803063066
Tiivistelmä
The aim of this thesis is to design and test a concept suggestion for engaging adult music hobbyists as members for music association Turun Laulelman Ystävät ry. The mission of Turun Laulelman Ystävät ry is to support the tradition and hobby of the laulelma music genre. The average age of the members in Turun Laulelman Ystävät is high, most of them are seniors. In recent years, the association has not been successful enough in engaging new younger members. Therefore, the activity and continuity of the organisation is under threat.
The research questions of the study are: what factors affect the desire and ability of users to engage with a hobby club or association, is the strategy of Turun Laulelman Ystävät supporting the desired state of the organisation, and what innovations are needed to achieve the desired state. The organisation culture and strategy is researched and evaluated in co-operation with the association.
The methodology includes surveys, interviews and service design methods such as stakeholder mapping, customer journey and service blueprint. Previous studies in leadership, change management, service design, association and communication strategies, as well as laulelma music genre, are used as part of the research.
To ensure the delivery and iterative development of the association, its strategy, activities, channels and behaviours were designed to sustain the organisation’s approach. The study will present co-designing and testing of new service concepts for Turun Laulelman Ystävät. New concepts such as organisation values, membership experience journey, communication plan and new communication channels will help the organisation’s change process and approach in achieving their desired state of engaging new younger members.
The research questions of the study are: what factors affect the desire and ability of users to engage with a hobby club or association, is the strategy of Turun Laulelman Ystävät supporting the desired state of the organisation, and what innovations are needed to achieve the desired state. The organisation culture and strategy is researched and evaluated in co-operation with the association.
The methodology includes surveys, interviews and service design methods such as stakeholder mapping, customer journey and service blueprint. Previous studies in leadership, change management, service design, association and communication strategies, as well as laulelma music genre, are used as part of the research.
To ensure the delivery and iterative development of the association, its strategy, activities, channels and behaviours were designed to sustain the organisation’s approach. The study will present co-designing and testing of new service concepts for Turun Laulelman Ystävät. New concepts such as organisation values, membership experience journey, communication plan and new communication channels will help the organisation’s change process and approach in achieving their desired state of engaging new younger members.