School of Professional Studies

Date of Award

5-2017

Degree Type

Capstone

Degree Name

Master of Public Administration (MPA)

Department

School of Professional Studies

Chief Instructor

Mary Piecewicz

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.

 
 

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