1. CSP Case Study
Incentives 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. CSP Case Study
Incentives schemes that have had mixed
results – Active Surrey
What were the CSP trying to incentivise?

3. CSP Case Study
Incentives 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. CSP Case Study
Incentives schemes that have had mixed
results – Active Surrey
What incentives did the CSP use?

5. CSP Case Study
Incentives 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. CSP Case Study
Incentives 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. CSP Case Study
Incentives 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. CSP Case Study
Incentives schemes that have had mixed
results – Active Surrey
How did the CSP promote the incentives?

9. CSP Case Study
Incentives 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. CSP Case Study
Incentives 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. CSP Case Study
Incentives schemes that have had mixed
results – Active Surrey
What was the result of using the incentives?

12. CSP Case Study
Incentives 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. CSP Case Study
Incentives schemes that have had mixed
results – Active Surrey
Conclusions

14. CSP Case Study
Incentives 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. CSP Case Study
Incentives 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. CSP Case Study
Incentives schemes that have had mixed
results – Active Surrey
Top tips on making incentives work

17. CSP Case Study
Incentives 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. CSP Case Study
Incentives 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. CSP Case Study
Incentives 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