Jags fans’ survey of the Jags Trust

Non-members responses only

49 participants

(114 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 those who are not JT
members.
Jags Trust objectives: Importance v Satisfaction
May 2009 Nov 2009

The Trust’s objectives remain in the same order of importance and the gap still
remains on the most important one, Objective 4. 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
Clarity of objectives

10.0

9.0

8.0

7.0

6.0

5.0

4.0

3.0

2.0

1.0

0.0
Obj 4 Obj 5 Obj 1 Obj 2 Obj 3 Obj 6

Six months ago, Objective 6 was the least understandable. This has now been
joined with Objective 3. Rewording of these objectives should be undertaken to
ensure that the focus of the Trust is clearly understood. Objectives 4 and 5 remain
the most clear.
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 changes here!

Six months ago, non-members relied on Jagsforum for information and the Trust’s
website was needing the most attention. This has clearly been actioned and the
results show the improvements made.
The introduction of the email newsletter has occurred since the last survey and is
now the most important method of communication to non-members. 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.
What would influence non-members to join the Trust?
May 2009 Nov 2009

For non-members, joining the Trust means guarding the future of the club. This is
the same top reason as in May. Assisting the club in achieving promotion has
jumped from 6th position to 2nd. Raising money for the club is still in the top four,
although joining just to donate the subscription money to the Trust has now dropped
to bottom place.
It’s promising to see that non-members view all the other reasons more highly than
that of just handing over their subscription money. It could be viewed that non-
members would be more likely to have more involvement in Trust activities.
The technical bit! The satisfaction index for the Jags Trust performance
May 2009 Nov 2009

An improvement of 5% 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 in the last six months are bearing
some satisfaction fruit (at least as far as non-members are concerned)

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 positive feedback from non-members regarding the Trust’s performance, and it
can be demonstrated that the improvements made by the Trust, especially regarding
communication methods, are filtering down into the wider Jags 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 objectives 3 and 6
which promote the development of the game.
Guarding the future of the club remains the number one reason for joining the Trust.
Raising money for the club and having more involvement in the club: these are all
areas where people want to get involved. This should be at the forefront of any
‘recruitment drive’.
All in all, steps in the right direction, and a platform from which to continue building.
With similar results to before recorded, it provides some comfort that the core values
remain the same.