Date of Award
5-2017
Degree Type
Capstone
Degree Name
Master of Public Administration (MPA)
Department
School of Professional Studies
Chief Instructor
Mary Piecewicz
Keywords
MPA, donor retention, customer experience, social media marketing
Abstract
After meeting with the Director of Wellness and Health Equity at the YWCA Central Massachusetts (which will be referred to as the YWCA from here on out), we learned that as a non-profit gym and health center, it is heavily underfunded. The main focus of the project was to determine how to upkeep the facility while bringing in new customers with limited resources and budget. Due to the needs of the YWCA, our group focused on six aspects: revenue stream, donor retention, increasing membership, customer experience, social media marketing, and membership fee structure. After completing extensive research, we were able to make the following suggestions.
Recommended Citation
Ankermann, Dayna; Burdekar, Manjushree; Joshi, Priyanka; Song, Ying; Chen, YuMeng; and Xie, Xing, "A Learning Framework for the YWCA Central Massachusetts" (2017). School of Professional Studies. 13.
https://commons.clarku.edu/sps_masters_papers/13
Included in
Business and Corporate Communications Commons, Family, Life Course, and Society Commons, Health Policy Commons, Human Resources Management Commons, Information Security Commons, Management Information Systems Commons, Marketing Commons, Nonprofit Administration and Management Commons, Public Administration Commons, Public Health Commons, Social Media Commons, Sociology of Culture Commons