Maximizing Shareholder Retention In Southeastern CSAs, by Deborah J. Kane
and Luanne Lohr ($8.00)
Some of you may have read about this work in a recent Growing For Market
article. Researchers at the University of Georgia worked with seven CSA
farms in the SE to try to determine the factors that most directly
influence shareholder retention. Among the methods employed were:
1. New shareholder telephone interviews. New shareholders were called in
the Spring before any shares had been distributed and asked a series of
questions concerning their expectations for the upcoming experience. These
same shareholders were re-called in the Fall and reminded what they had
said in the Spring. Some were astounded that their expectations in the
Spring had been so unrealistic! For example, in the Spring, 66% of the
shareholders we spoke with were so excited about the upcoming experience
that they would have paid more than they already paid to join the CSA. By
the Fall, that number dropped to 39%.
2. End of the Year Surveys. Comprehensive end of the year surveys which
asked 35 questions about satisfaction were mailed to 253 shareholders. A
surprising 78% were completed and returned.
The report includes a detailed discussion of the results of these two
exercises, as well as a strong section on recommendations for maximizing
Reports are available from the author. $8.00 covers the cost of printing
and mailing. Checks should be made payable to Deborah Kane.
2703 NE 11th
Portland, OR 97212