The YMCA of the Triangle, based in Raleigh, N.C., participated in a study to see how much social recognition inspires individuals to change behaviors.
Conducted by the National Bureau of Economic Research, it showed a 23% increase in membership usage of the YMCA facility over a one-month period. Further, the researchers estimated that this model would increase attendance by 19-23% if it were applied to the whole population around YMCA of the Triangle.
“…for nonprofits who are always looking for inexpensive ways to motivate members, donors and volunteers, this could be a game changer,” said one of the researchers, Luigi Butera, assistant professor at Copenhagen Business School.
Members of YMCA of the Triangle were asked to opt in to the experiment. Those who did received social recognition and a donation of $2 per visit made in their name to that branch of the Y. At the end of each month, emails were sent to randomly selected participants showing how many times the members who opted in visited the Y and how much money was donated in their name.
While the incentive did seem to work, it also was costly. The researchers estimated that applying the strategy used in the study would cost more than it yields.
The Y said the findings are especially significant, given the needs of such organizations to find cost-effective ways to appeal to members. The organization also said it will employ social-recognition strategies to enhance the experience of membership and to help with fundraising and attracting volunteers.
“Working with the researchers to help prove these long-held notions really lends credibility to the results, especially as nonprofits look for new ways maximize resources,” said Maria-Alicia Serrano, Senior Director, Research, Analytics and Insights, YMCA of the USA. “From a membership and a fundraising perspective, this study reinforces how crucial it is to create real, authentic connections with our members, volunteers and donors who come to the Y on a regular basis.”
“Recognition is relatively easy to replicate and implement in other settings and can have a big impact on everything from membership engagement to donor relations,” said one of the study’s researchers, Robert Metcalfe, Assistant Professor, Boston University.