My first foray into the "not for profit" world. Yet with a turnover of around £40million, needing a strong commercial approach to generate the funds needed to reinvest and reinvigorate the network of hostels.
I think one day I'll write a book on this, as it's such a compelling story of transformation of culture, of digital thinking, of financial performance and of a brand strategy.
There is already a great book written about the history (original and modern) written by be ex colleague and friend Duncan Simpson. Cant recommend it highly enough https://www.amazon.co.uk/Open-All-youth-hostels-changed/dp/1786972336
Within five years YHA was transformed from struggling to thriving. The best part about it, by far, was being able to work with and build a team of passionate people all focussed on a single shared goal.
CRM and Membership Schemes
Commercial Confidence in the Third Sector
Team Development and Transformation