Abstract
The Mankato Figure Skating Club (MFSC) is a non-profit community sports organization that provides skating lessons to the Mankato Community. The main problem facing MFSC is its unstable membership numbers. The purpose of this project is to use research and analysis to uncover strategic and creative solutions. Secondary research revealed that volunteer volume, management, organization culture, and community investment are important in running a successful non-profit sports organization. MFSC needs to grow its membership numbers, otherwise this 50-year-old organization may have to disband. MFSC has not conducted research and analysis like this before; this project is the first to provide analysis to help the organization solve this critical problem. The Elaboration Likelihood Model (ELM) is used to analyze opportunities and inform solutions to the problem of recruitment and retention. In depth interviews were held with coaches (2) and skaters (3) involved in MFSC and other Minnesota skating clubs (2) in January 2026. MFSC membership numbers were evaluated for trends between 2008 and 2026. The results of the research are used to inform strategies to achieve the goal of MFSC growing its membership to cover operating costs. Objectives include standardizing information distribution to club members, implementing education opportunities for prospective skaters, and improving club culture by May 2027. Research was also used to develop strategies, tactics, implementation, and evaluation plans. One campaign will be used to reinforce a community of skaters #mansk8o (man-skate-oh). Another campaign will appeal to prospective skaters and parents, “Create Confidence, Inspire Individuality”. Following this project’s recommendations will mean growth and longevity for the organization.
Date of Award
5-3-2026
Document Type
Thesis
Degree Name
Master of Arts in Strategic Communication
Department
Mass Communication
First Advisor
Stacey Kanihan
Location
Winona, Minnesota; United States
Recommended Citation
Carlson, Stephanie, "Going for Gold: Increasing Overall Membership in the Mankato Figure Skating Club" (2026). Strategic Communication Master of Arts Thesis Projects. 13.
https://openriver.winona.edu/strat-comm-thesis-projects/13
Unique Identifier
WSUMCOMSTRATCOMM-ETD-2026-Carlson
Rights
All rights reserved by the author.
