Jags fans’ survey of the Jags Trust

Combined responses of both members and

non-members
93 participants

(212 took part in May 2009)

What is enclosed..
The JT objectives, and wider communication methods, were measured for both
Importance and Satisfaction on a scale of 1 to 10. Results are reported out in
order of importance. This can then show which areas need to be worked on and
which do not. For example:
Sample 3 is most important but has largest
Gap between importance and satisfaction
1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0
gap in satisfaction. This area has priority for
improvement actions
sample 3
Samples 4 and 1 are next important and both
have reasonable satisfaction. These areas
sample 4 do not require any immediate improvement
Importance
Satisfaction

sample 1 Sample 2 is the least important to the

respondents and has very good satisfaction.
This area requires no improvement actions.
sample 2

Priorities for action are where importance clearly outweighs the relevant
satisfaction. Although the areas with good satisfaction could almost be taken for
granted (but should not be!), they are not the most pressing issues to address.
The following pages contain the survey findings for all those who took part.
Jags Trust objectives: Importance v Satisfaction
May 2009 Nov 2009

The Trust’s objectives remain in the same order of importance. Despite there is still
a gap on the most important one, Objective 4, there has been some improvement
and it is now narrowing. Some smaller gains have been made on the likes of
Objectives 1 and 2, but focus should remain on Objective 4.
JT objectives
1.to strengthen the bonds between the Club and the community which it serves and to represent the interests of the community in the running of
the Club
2.to benefit present and future members of the community served by the Club by promoting, encouraging and furthering the game of football as a
recreational facility, sporting activity and focus for community involvement
3.to further the development of the game of football nationally and internationally and the upholding of its rules
4.to encourage the Club to take proper account of the interests of its supporters and of the community it serves in its decisions
5.to encourage and promote the principle of supporter representation on the board of any company owning or controlling the Club and ultimately
to be the vehicle for democratic elections to the board
6.to promote, develop and respect the rights of members of the community served by the Club and people dealing with The Jags Trust as set out
in the Charter of Fundamental Rights of the European Union, having regard in particular to the need to provide information to members and
conduct the affairs of The Jags Trust in accessible and appropriate ways.
Clarity of objective wording – any room for improvement?
May 2009 Nov 2009

There has been no real change in the understanding of the objectives. Objectives 4
and 5 remain the most clear, whereas Objective 6 still requires some simplification.

JT objectives
1.to strengthen the bonds between the Club and the community which it serves and to represent the interests of the community in the running of
the Club
2.to benefit present and future members of the community served by the Club by promoting, encouraging and furthering the game of football as a
recreational facility, sporting activity and focus for community involvement
3.to further the development of the game of football nationally and internationally and the upholding of its rules
4.to encourage the Club to take proper account of the interests of its supporters and of the community it serves in its decisions
5.to encourage and promote the principle of supporter representation on the board of any company owning or controlling the Club and ultimately
to be the vehicle for democratic elections to the board
6.to promote, develop and respect the rights of members of the community served by the Club and people dealing with The Jags Trust as set out
in the Charter of Fundamental Rights of the European Union, having regard in particular to the need to provide information to members and
conduct the affairs of The Jags Trust in accessible and appropriate ways.
Jags Trust communication methods: Importance v Satisfaction
May 2009 Nov 2009

Some real improvements here!

Six months ago, the Trust’s website was the most important method of
communication to those taking part in the survey, and it was also the worst
performing one. Now, the gap has severely closed down and this is likely reflecting
the efforts made by the Trust in remedying this area.
The introduction of the email newsletter has occurred since the last survey and is
now the second most important communication method. There is still some room for
improvement in the email process, but congratulations are due to the Trust for
addressing one of the key areas for improvement. Note also that Trust meetings are
now better satisfying the requirements of those surveyed.
What influenced / would influence in joining the Trust?
May 2009 Nov 2009

A very different scene to that of May 2009. Guardianship of the club, being a voice
of the fans, and having more involvement in the club are the main priorities of both
members and non-members. Strengthening the bonds between club and
community is now more important than it was six months ago.
An understandable gap emerges in ‘showing support for the Trust’ with members
now rating this more highly than in May. Non-members are more keen to raise
money for the club and assist promotion than members.
Acquiring shares in the club remains a low priority for both sets of fans.
The technical bit! The satisfaction index for the Jags Trust performance
May 2009 Nov 2009

A massive improvement of 16% in overall performance – heading in the right

direction! Considering that ‘good’ is 80%, there is a long way to go, but this gives
the Trust some confidence that the actions already taken, especially around
communication, in the last six months are bearing some satisfaction fruit.

All organisations can measure their performance using a Customer Satisfaction Index (CSI).
As this measures satisfaction against the importance to the respondents, it means the
questions can vary as time goes on and improvement are made. The IQA provide general
guidelines on bandings for performance so each organisation can see where they fit in the big
scheme of things.
* Benchmark source IQA general guidelines
In summary
Some really good performance improvements recorded, especially regarding
communication methods, highlighting that efforts of the Trust are filtering down into
the wider community. The resurgence of the website has made the most contribution
to this and all efforts should be recognised.
The Trust must continue to focus on encouraging the club to take proper account of
the interests of its supporters and the community it serves in its decisions (objective
4). If the Trust are already doing this, communicating these efforts must be relayed
back into the community, if even the club fail to act.
Some objectives could still do with some simplification, namely objective 6 which
promote the development of the game.
Guarding the future of the club remains the number one reason for joining the Trust.
Differences have now been shown between members and non-members which was
not apparent in May’s survey. This can indicate how best to recruit new members and
how best to retain existing members!
All in all, massive steps in the right direction, and a very positive platform from which
to continue building. With similar priorities to before recorded, it provides some
comfort that the core values remain the same.