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Csp case study using incentives to encourage recording of hours - active surrey

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Csp case study using incentives to encourage recording of hours - active surrey

  1. 1. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey Using incentives to encourage Sport Makers doesn’t always work. Active Surrey used a variety of schemes with mixed results. Learning from their experiences could save you time and money. Read on…
  2. 2. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey What were the CSP trying to incentivise?
  3. 3. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey Active Surrey used incentives to encourage people to: • Attend events – by combining their Sport Makers events with other on-the- day experiences and/or vouchers, which could only be collected at the event, the CSP hoped to attract more people to events. • Record hours – by holding prize draws for Sport Makers who recorded their first 10 hours during a defined period, Active Surrey hoped to encourage Sport Makers to record more hours.
  4. 4. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey What incentives did the CSP use?
  5. 5. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey To encourage people to attend events, the CSP offered: • Tickets to see Surrey play cricket, which could be claimed at an event on a Friday afternoon. • Tickets to the ladies Aegon tennis series, which could be claimed at an event on a Wednesday afternoon. • Free entry into Kempton Park races, which could be claimed at an event on a Thursday evening. • A free round of 9-hole golf, which Sport Makers could do after the event on a Thursday evening.
  6. 6. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey • 10% off vouchers for a local vineyard and café, which could be claimed at an event at the vineyard on a Sunday morning. • 2 for 1 for a round of golf and 25% off a spa treatment at a prestigious country club. All to be claimed at an event at the club on a Sunday afternoon. • A week’s free gym pass, to be claimed at an event on a Sunday afternoon.
  7. 7. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey As a way of encouraging recording of hours, Active Surrey entered all Sport Makers who’d recorded their first 10 hours during certain defined periods into prize draws. They offered the following prizes: • A choice of two lots of £40 vouchers to be spent on a sport of their choice or four golf vouchers worth £150 for a full day’s golfing experience. • The chance to apply for £150 towards a coaching level 1 certificate. • An iPad 2 (this incentive had a longer entry period of 8 months).
  8. 8. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey How did the CSP promote the incentives?
  9. 9. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey Incentives to encourage people to attend events were available to all members of the public and were promoted in the following ways: • On the Active Surrey website. • Links in their monthly e-newsletter and email alerts to those who’d signed up but not attended an event. • Posters advertising the incentivised events given to key partners.
  10. 10. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey Flyers were handed out locally and at various local events. • The CSP phoned Sport Makers to encourage them to attend an event using the incentive. • Article in local newspaper. Incentives to encourage Sport Makers to record hours were available to anyone who had attended an event and were promoted during the event itself and by email alerts.
  11. 11. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey What was the result of using the incentives?
  12. 12. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey • The incentives used to encourage people to attend events were unsuccessful. Attendance ranged from between 5 and 15 people. In most cases, the majority of Sport Makers were not interested in the incentives. • Incentives to encourage Sport Makers to record hours worked, with but with limited results, achieving a 37% rate of conversion from those who attended to those who have recorded 10+ hours. Although some Sport Makers have recorded 10+ hours, few registered an interest in the prizes.
  13. 13. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey Conclusions
  14. 14. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey • Active Surrey were disappointed at the results of the incentives given the hard work they’d put in. • The CSP reasoned that their incentives to encourage people to attend events were not attractive enough to motivate people to give up their spare time. • It’s possible that the reason for the incentives encouraging people to record hours were not successful was that people did not think the prizes were attainable. They may have assumed that the pool of potential winners was high when, in fact, it was not.
  15. 15. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey • Having researched how people who did attend events found out about Sport Makers, the CSP discovered that flyering and the article in the local paper were a poor use of resources. • The offer of the coaching bursary proved most popular, but this was mainly with those already involved in sport.
  16. 16. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey Top tips on making incentives work
  17. 17. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey • Analyse results of incentive schemes and react according to results. Active Surrey have changed their approach over time to achieve greater success. • Only provide incentives to encourage Sport Makers to record hours. • If promoting incentives to all Sport Makers, give them an idea of how likely they are to win by letting them know how many Sport Makers could be in the draw.
  18. 18. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey • Provide incentives to specific groups of people, such as colleges, rather than all Sport Makers. This gives people an understanding of their chances of winning a prize as well as engaging Sport Makers by having them work with peers to record hours. • If incentives are not having the desired effect to encourage people to record hours, consider investing time into phoning Sport Makers to record their hours for them.
  19. 19. CSP Case StudyIncentives schemes that have had mixed results – Active Surrey For more information, please contact: Suzannah Laver, Active Surrey Email – suzannah.laver@surreycc.gov.uk Phone – 01483 518962

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