Members Survey 2015Inner Yoga TrustA report by Arkenford LtdApril 2015

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The board of the Inner Yoga Trust (IYT) are currently working on two key projects:Reviewing the benefits we offer to our membersJoining an accreditation body.

To better inform any decisions make on their behalf they conducted a short survey amongst their members and supportersArkenford Ltd, an independent research company (and supporters of IYT), conducted the research using an online survey XXX members and supporters were sent a link to the survey, and we received completed interviews from 52 respondents  The survey evaluated three accreditation bodies:

Yoga Alliance (YA) - www.yogaalliance.orgIndependent Yoga Network (IYN) - www.independentyoganetwork.orgBritish Wheel of Yoga (BWY) - www.bwy.org.uk

The ethos and member benefits of each were presented for testing within the surveyLinks to each organisation were emailed to members and supporters for evaluation prior to the research

This document outlines the key findings from the research

Introduction

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Sample Profile – Age & Gender

77% of respondents are aged over 45

The profile of student teachers appears to be lower (51% aged over 45)*

No respondents aged under 25

96% of respondents are female

* Low sample base

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Sample Profile – Type of Teacher

Vast majority of the sample a Yoga Teachers

Those who are not a teacher attend workshops and courses run by IYT

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Sample Profile – Membership

71% of the sample are members … and the vast majority of these (80%) have Teaching Membership

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Sample Profile – Members

60% have been members for 4 years or more

Only 8% have joined in the last 2 years

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Sample Profile – Non Members

27% of the sample are non members

13% are lapsed members14% attend workshops / courses but are not members

The majority of lapsed members had been a member for 3+ yearsThe majority had stopped being a member in the last 3 years

LAPSED MEMBERS*Around a third of this group are currently evaluating IYT membershipAround a quarter cannot see the benefits of membership

COURSE ATTENDEES*Around half are members of other schoolsAround a third are currently evaluating IYT membership

* Low sample base

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Sample Profile – Non Members involvement with IYT

For most of the non members, the main point of contact is through newsletters / event information

* Low sample base

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Membership with other Organisations

29% of respondents are members of another schoolThe vast majority of these were members of the British Wheel of Yoga

Teachers were more likely to be members of another school than student teachers

Lapsed members are no more likely to be a member of another school than are current members

The group most likely to be members of another school are non members who attend workshops / events

* Low sample base

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What first attracted respondents to IYT

The teaching is the predominant hook for most

This covers the quality and style

The style of yoga is also an important factor

The quality and depth of the training programme is much more of an initial attractor than messages surrounding teaching hours

The Benefits offered to members isn’t an aspect that first attracts respondents … but we know it will be an important aspect that can attract them to sign up

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Appeal of Member Benefits

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Appeal of Member Benefits

Accreditation is the feature more likely to be perceived to be an ESSENTIAL benefit

Information such as e-newsletters , regular updates on events and teaching resources and guidance documents attract the most interest overall

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Most Valued Benefits

The aspects that were most likely to be value are:

Insurance DiscountsTeacher Workshops with CPD PointsAccreditation to a National Body

Another aspect that would be valued more is access to IYT teaching resourcesOver 80% of Non Members indicate that they would be more likely to join if these benefits were offered

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Importance of Accreditation

Around 2/3rds of respondents feel that accreditation is important for IYT

This rises to over 3/4s od respondents who view accreditation as important when attracting new members

Key reasons include;

Requirement for employmentAdds value/credibility to the quality of training (reputation)Access to a wider Yoga network / organisation

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Evaluation Factors to Evaluate

Widespread agreement that the most important aspect when evaluating an accreditation scheme is the fit with the IYT ethos

Testing Reaction to Different Accreditation Schemes

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Testing Different Accreditation Schemes

We tested reaction to 3 different accreditation schemes;

Independent Yoga Network (IYN)Yoga Alliance (YA)British Wheel of Yoga (BWY)

Respondents were sent a link to each organisations website prior to the research

The survey itself presented them with an overview of each broken down by:EthosAccreditationBenefits to IYTBenefits to Members

At each stage respondents were asked to indicate the accreditation scheme that:

… Best fits with the values of IYT… Would be most appealing to New Members

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Testing Different Accreditation Schemes - ETHOS

IYN tested most positively in relation to ETHOS

Seen as being the Best Fit and Most Appealing to new members

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Testing Different Accreditation Schemes - ACCREDITATION

IYN tested most positively in relation to ACCREDITATION

Seen as being the Best Fit and Most Appealing to new members

YA tested far more positively that BWY

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Testing Different Accreditation Schemes – BENEFITS TO IYT

IYN tested most positively in relation to Best Fit with BENEFITS TO IYTHowever, the YA Accreditation is seen as just as appealing when it comes to being APPEALING TO NEW MEMBERS

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Testing Different Accreditation Schemes – BENEFITS TO MEMBERS

IYN tested most positively in relation to Best Fit with BENEFITS TO MEMBERSHowever, the YA Accreditation is seen as just as appealing when it comes to being APPEALING TO NEW MEMBERS

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OVERALL FIT with Accreditation Schemes

Perceive strongest fit is with the Independent Yoga Network

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Accreditation Scheme more likely to attract NEW MEMBERS

Respondents more split when it comes to deciding which scheme is more likely to attract new membersMost indicate it would be the Independent Yoga Network or Yoga Alliance

Contact: Ben MoxonEmail: ben.moxon@arkenford.co.ukAddress: 1 Bell Court, Leapale Lane, Guildford GU1 4LYTel: 01483 510310Website: www.arkenford.co.uk

Thank You