Yu-Ai Kai Senior Center was established more than 50 years ago and has become a vital community hub. The non-profit empowers older adults through advocacy, activities and services that promote healthy ageing and embrace Japanese American culture. When Yu-Ai Kai reopened after the COVID-19 pandemic, collecting feedback was a priority. In partnership with Listen4Good, a non-profit that helps social sector organisations build and sustain high-quality feedback systems, Yu-Ai Kai used SurveyMonkey to connect with its members, set data-driven membership goals and make impactful programme improvements.

THE CHALLENGE

Reimagine programming and reinvigorate membership

In addition to social services, a day centre for older adults and a nutrition programme, Yu-Ai Kai offers a variety of daily activities, from fitness and technology classes and game nights to kimono dressing and ikebana (the Japanese art of flower arranging). A lot of its programming has been around since Yu-Ai Kai first started; however, after the pandemic, it needed to take stock. “When we reopened, it was time to hit the reset button,” explained Jen Masuda, executive director. “We had to ask ourselves, ‘how do we do that?’ It was perfect timing to be introduced to SurveyMonkey through Listen4Good, because we really needed data on our current participants.”

A Yu-Ai Kai customer story video preview image of three women learning how to tie a kimono

“SurveyMonkey was invaluable in terms of being able to take the raw data from hundreds of survey responses and consolidate and summarise it for our staff members and our board members to easily understand.”

Jane Kawasaki
Board president
Yu-Ai Kai

THE ANSWER

Uncover the community’s wants and needs

With its member survey, Yu-Ai Kai focused on collecting metrics such as the Net Promoter Score (NPS®) and learning what drives, or limits, participation in activities. It also wanted to uncover how to attract a younger demographic of older adults and male older adults across age ranges.

Board President Jane Kawasaki loved the fact that SurveyMonkey streamlined analysis, allowing her to filter by age, gender, postcode and more. “We could easily slice and dice data, generate graphs and share that information with our staff and board,” said Kawasaki. “We were really able to move beyond ‘What is the issue?’ to ‘We know what the issue is and we can start looking at what the potential solutions are.’”

Yu-Ai Kai also partnered with nearby San Jose State University’s (SJSU) occupational therapy department for extra analysis help; doctorate students who were studying qualitative analysis worked with Yu-Ai Kai’s survey data as part of their coursework and led follow-up focus groups.

“The data that came from the survey guided the structure of our focus groups,” said SJSU instructor Courtney Boitano. “We were really able to see how Yu-Ai Kai could use the qualitative data from SurveyMonkey to create change and fulfil its mission.”

A smiling person sitting in a chair with a floating NPS question in the background

“SurveyMonkey gave us the ability to find out what services were needed, how we should deliver them and what our seniors really want. The results actually created our strategies and priorities, and we were able to take action with confidence.”

Jen Masuda
Executive director
Yu-Ai Kai

THE RESULTS

Quick wins and improved programming

Yu-Ai Kai’s survey uncovered lots of valuable insights, which Yu-Ai Kai published in its member newsletter, and illuminated top priorities. Parking issues were discouraging older adults from attending classes, so Yu-Ai Kai quickly came up with a plan to make more nearby spaces available. Some members wanted more timely communications, which validated website updates that were already in the works. In response to feedback that popular classes, such as ikebana, were difficult to get into, Yu-Ai Kai created additional sessions. It also added a Tai Chi class led by members who had expressed a willingness to teach. These meaningful improvements showed members that their feedback is valued. “A survey, to me, is a great instrument,” said longtime Yu-Ai Kai member and new Tai Chi instructor Tom Tan. “I want to be heard.”

Yu-Ai Kai’s NPS was an impressive 85, which motivated the staff and inspired goals for future growth. Through Listen4Good, Yu-Ai Kai was also able to benchmark its score against other organisations in the Listen4Good programme. And viewing NPS results by demographics has given Yu-Ai Kai a better understanding of its current members and how to create a more welcoming centre for men and older adults in the 50–59 age group.

“Our seniors are our customers and taking time to listen to them is important,” said Masuda. “SurveyMonkey actually did a lot of the listening for us. It confirmed if we were headed in the right direction – which saved us time and money – and it confirmed the strategy for our organisation.”

Two people looking at a tablet computer with survey icons floating in background

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Net Promoter, Net Promoter Score and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc. and Fred Reichheld.