The results of the marketing survey undertaken by the marketing committee are now in.  Below you can read a summary of key findings from the survey that includes comments from members of the community.  If you would like to receive the complete raw data provided by the survey site that includes all of the questions and answers to the questionnaire, simply send a request to nsopher7@gmail.com and a copy will be sent to you.

Summary of Key Findings

Why conduct a community-wide survey?

Community surveys are a well-established marketing tool and considered the most efficient method for collecting high-quality feedback from members of a community.  A successful community survey provides insights into what different stakeholders view as the community’s strengths and opportunities for improvement, but beyond collecting input from stakeholders, a community survey can be a powerful instrument for engaging all of your member’s stakeholders, not just the loudest groups, a starting point for promoting community engagement in the community. 

Using surveys, a researcher is able to collect the opinions, perceptions and observations of a small, representative subset of a population in order to generalize to the whole.  With all the possible suggestions and recommendations backed by factual data, information, and analytics, surveys provide a key source of information to help guide decision-making.

In short, community surveys can serve as effective tools to capture feedback and engage stakeholders. it’s an opportunity to champion community involvement and generate support.

Why did we develop the survey?

The marketing committee reviewed the list of possible income streams suggested by the board and determined that most of these suggestions would require additional labor that the farm likely could not provide.  Recognizing we have a limited number of people doing the existing work on the farm, we felt the need to explore where and how we could get more people to participate on the farm.  That is when the idea of the survey was born; to find out from our membership why more people are not participating on the farm and what the farm could do to make it more likely that they would participate in the future.  We expanded the survey to include questions in other areas that we felt needed exploration.

How did we develop the survey?

Developing questions for a survey is a field of expertise that this committee does not possess, and therefore relied on questions from similar professionally developed surveys to generate our questions for the survey.  For instance, in the general section of the Farmcolony survey, the committee used questions from professionally developed general “customer satisfaction” surveys we found online with little or no modifications.  Likewise, in the section on social events, we took questions from surveys conducted after special events from those in the industry who organize special events.  Questions on the garden were taken from community garden satisfaction surveys, many of which are conducted at the end of each growing season.  The same is true for the portion of the survey on farmhouse rentals.  The questions were taken from surveys conducted by companies in the accommodations industry typically asked of recipients at the end of each stay. 

An online anonymous survey was created by the workgroup and emailed to FCHA members through an online marketing survey site called Survey Monkey.   We keyed in our questions for the survey on the survey site, provided our email list, and the survey site emailed the questionnaire to the email list we provided, collected the responses and provided an analysis of the responses received. 

A total of 30 members completed the survey out of 48 questionnaires sent, which is a response rate of 62.5%.  A statistically valid response rate is 33%.  Typically, internal surveys receive a 30-40% response rate.

Out of the 30 responses received from members of the Farmcolony Homeowners Association (FCHA):

• 26 respondents are residents of the farm
• 4 respondents are non-residents
• 43% have been members of the FCHA for more than 10 years
• 25% have been members for 3-5 years.
• 29% have been members 6-10 years.

What did we learn?

As noted above, community surveys can be effective tools to capture feedback and engage stakeholders, a starting point for promoting community engagement in the community. The appreciation for the opportunity to provide input was noted in two responses in the comments sections of the survey.

“Some change is needed.  I am glad to see this survey come along.”

“Thank you for undertaking your marketing study. There is always room for improvement and it is nice to begin with a survey.”

Also, as noted above, opinions, perceptions and observations collected in a survey represents a small, representative subset of a population that can be generalized to the whole.

Survey Results

I.  Community Satisfaction

Key Findings

• 78% of respondents described their experience on the farm as very or extremely favorable
• 75% of respondents were satisfied or very satisfied
• 86% find Farmcolony to be very or extremely welcoming
• In contrast, 60.71%, find Farmcolony somewhat or not so inclusive

II.  Participation

Key Findings

• 37% of respondents are very or extremely familiar with activities on the farm.
• The greatest majority of respondents participated in a social event (90.91%) followed by a farm work day (72.73%) and the garden (54.55%).
• 78% of respondents would be willing to participate in farm activities in the future while 14.81% were “not sure”.

IIII.  Social Events

Key Findings

• 67% consider social events on the farm to be very good or excellent.
• Most respondents participated in the “Harvest Dinner/Halloween celebration” (83.33%), “Fall Pig Roast” (79.17%), “Farm workday lunch/dinner” (75.00%) and “Fourth of July potluck/fireworks” (75%).

IV.  Community Garden

Key Findings 

• 56% of respondents are interested in participating in the community garden.
• The number one reason for wanting to participate in the community garden was access to fresh vegetables (89.47%).
• Of the 76% of respondents who reported they had participated in the community garden in the past, they rated their experience at an average number of “36” with “0” being “not very good”, “50” being “good”, and “100” being “excellent”.
• The majority of respondents rated their experience with most aspects of the garden as good or excellent with the following exceptions rated as “fair” or “poor”:
  • The organization/management of the garden – 64.70%
• Other areas of the garden rating high in “fair” and “poor” categories and perhaps in need of some improvement are:
  • The social atmosphere at the garden – 44.45%
  • The equipment provided to do the work – 36.84%
• While 64.71% reported they were interested in maintaining a community garden space, 47% reported an interest in having a separate garden plot.

V.  Orchard

Key Findings

• The majority rated their satisfaction with the orchard at an average number of “45” with “0” being “not very satisfied”, “50” being “satisfied”, and “100” being “very satisfied”.

VI.  Farmhouse Rentals

Key Findings

• 72% respondents have rented the farmhouse for an overnight stay or an event.
• Those responding rated their satisfaction with their recent stay at an average number of “56” with “0” being “not very satisfied”, “50” being “satisfied”, and “100” being “very satisfied”.
• The majority of respondents rated their experience with most aspects of the farmhouse as good, very good, or excellent with the following exceptions rated as “fair” or “poor”:
  • Overall physical condition of room & furnishings – 54.54%
  • Overall operation of heating – 50%
• Other areas of the farmhouse rating high in “fair” and “poor” categories and perhaps in need of some improvement are:
  • Comfort of bed linens – 37.50%
  • Comfort of pillows – 40%
  • Condition and function of drapes/blinds – 11%
  • Overall operation of cooling – 38.89%
  • Lighting in guest room – 29%
• The majority rated their likelihood of renting the farmhouse again at an average number of “48” with “0” being “not very likely”, “50” being “likely”, and “100” being “very likely”
• The majority also rated their likelihood of encouraging others to stay at the farmhouse at an average number of 53 with “0” being “not very likely”, “50” being “likely”, and “100” being “very likely”.

VII.  General

Key Findings

• 82% of respondents considered the “viewscape” as the most important factor when making the decision to buy into Farmcolony.
• Respondents rated the importance of price when considering a purchase into Farmcolony at an average number of “65” with “0” being “not very important”, “50” being “important”, and “100” being “very important”.
• Respondents rated the importance of homeowners’ fees when considering a purchase into Farmcolony at an average number of “47” with “0” being “not very important”, “50” being “important”, and “100” being “very important”.
• 52% of respondents thought the amount paid in homeowners’ fees was “just right”.
• 83% would be willing to pay more in homeowners’ fees to help pay for special projects or to make the farm more solvent.
• When asked how likely respondents would be to choose Farmcolony again, respondents rated the likelihood at an average number of “64” with “0” being “not very likely”, “50” being “likely”, and “100” being “very likely”.
• Respondents rated the likelihood of recommending buying into Farmcolony to a friend or colleague at an average number of “65” with “0” being “not very likely”, “50” being “likely”, and “100” being “very likely”

VIII.  Comments

Very often, people feel somewhat restricted by ranking and rating scales or multiple-choice options in a survey.  In comment sections, People aren’t limited to a predetermined set of possible answer choices so you end up collecting a rich pool of genuine opinions from folks on the survey topic.  Comments provide not only a detailed picture of what people’s opinions are in their own words, but also how many people feel that way. 

Key Findings

A.  General Comments

Respondents offered the following comments or concerns about Farmcolony that they wanted to share.  In particular, they noted the need for more participation from members of the community, better communication and more transparency, and voiced concerns with the management of the farm.

Participation

“Find ways to accomplish the many necessary chores more easily or equitably.”

“Everyone would participate.”

“Sharing the responsibilities more.”

“Much greater physical participation. There are a number of tasks on the farm that go unaccomplished.”

“More participation.”

“It’s not a matter what Farmcolony can do, it’s a matter of what the individual resident, be it owner or renter, will be seeking to participate in.”

2. Homeowner Dues

• “Residents need to be charged for not contributing to farm maintenance.”
• “Equate amount of work contributed to how much dues you pay. Some do all of the work, some sit back and watch, yet we all pay the same dues.”
• “Raise the dues. We’re paying too little for what we get.”
• “Important to consider if we want to make working part of the plan for everyone. I don’t think it’s a good idea but others may disagree. Homeowners fees and price of eggs are too low!! Of course I don’t want to pay more. But come on!!!”

3. Management

• “Come together and make decisions that are best for the farm.”
• “Less special interest and more consideration for the farm as a whole.
• “Better management…regarding farm needs.”
• “What is best for the whole farm?”
• “Quit running like a hobby farm and either get serious about farming more professionally and efficiently, or reinvent ourselves as just a subdivision.”

4. Long-range Planning

• “What is our long-range plan? Financially?  Physically with space?”
• “Some change is needed. I am glad to see this survey come along.”
• “Thank you for undertaking your marketing study. There is always room for improvement and it is nice to begin with a survey.”
• “People aren’t talking about the difficult problems we face.”

5. Finances

• “I’m very concerned about the lack of funds on hand. I understand we only have $13k in the bank right now.”

6. Bylaws

• “Amend ACC rules to allow smaller, more innovative dwellings, particularly on lots that do not perc.”
• “Enforce the association rules or change them.”
• “Recognize the forty-year experiment is ending. After fifty years the bylaws permit any approved revisions to alter its direction and purpose.”

7. Communication

• “Better communication about what is going on at the farm.”
• “Better communication.”
• “…more communication regarding farm needs.”
• “Better communication is needed about what is going on at the farm.”
• “Do a better job of plugging new people into the workings of the farm.”

8. Increase Participation

• “Send out emails ahead of time indicating when cattle will be needing attention.”
• “Send word out via email. Possibly do an online farm calendar or Google Group.
• “Ask me. Set up a schedule. I say no to cows because I am soul searching right now on whether cows are a viable choice for the farm right now.”
• “Keep me better informed as to where and when help is needed.”
• “Advance notice more than anything. It would also be good if ideas for repair or improvement activities were solicited from members of the community.”
• “Someone needs to be in charge and let people know of the activity.”
• “Long range calendar planning.”
• “Better communication about what is needed.”
• “Provide a list of tasks that need people’s help. Published work days.”
• “Train me.”
• “Teach new tasks in an organized manner.”
• “Organize small workdays for special tasks.”

9. More Transparency

• “More transparency. More openness.”
• “Transparency regarding farm spending and financial well-being.”
• “Board minutes should be sent to everyone after each board meeting so people can keep up with what is going on. Financial information also needs to be sent regularly so we can keep up with how well the farm is doing financially.”
• “Everyone on the farm should know where the money goes and should receive a detailed accounts-payable and a detailed accounts-receivable at the very least every quarter.”

10. Social Interaction

• “People are friendly, but it is hard to learn what is going on, deep down.”
• “When we moved to Farmcolony we had a greater program, newly arrived residents rolled up their sleeves and worked wherever necessary…We Farmcolony people used to all know each other and partied together. Now it’s the “old guard” that gets together here and there.”
• “Enhance comity among residents.”
• “Develop a conflict resolution policy.”

11. Other

• “Farmcolony has been very or extremely innovative in its history and remains innovative in its voluntary organization but more could be done in terms of agriculture and conservation.”
• “Quantity of individuals qualified to operate an actual farm continues to drop as non-farming individuals buy homes. Ultimately the trend will lead to significant reduction in farm help & interest.”
• “I miss Don Thurnau. The roads are not kept, the ponds are a mess and the farmhouse and outbuildings are in disrepair. The cows that make the money for the farm are left out in freezing rain and blazing sun while horses, that don’t pay for themselves, take the stable and barn areas. That is just crazy! The horse owners are taking undue advantage of the farm and its residents. Each horse should be paying at least $100 a month just for pasture boarding. The cows make money for the farm, the horses do not…Fine to have horses as long as they pay to appropriately compensate the farm.
• “Curious what will be done with this information to better our farm.”
• “Enhance wildlife habitat.”
• “Explore obtaining a conservation easement for some of the common property.”
• “This should be a place where people can participate in activities of their choosing as long as it does not affect others.”
• “We’ll be moving to the farm full-time in August. Looking forward to it!”

B.  Comments Regarding Social Events

Respondents noted the need for better communication, more members willing to host events and had a number of suggestions to make for future social events. 

1. Management

• “Everyone should try to be in charge of the event.”
• “It’s not fair that the host has to pay for the food when often it is the same people hosting year after year.”
• “I would help if I didn’t have to do food or be head honcho. I am neurotic about parties having grown up w far too many that were for work not pleasure.”

2. Communication

• “Some email lists exclude me, and some have me on it. We should have one updated list that everyone can use. If someone uses an old list by replying all, it might not have everyone on it.”
• “Just tell me when!”
• “Let people know ahead of time about the event.”
• “Send out notices.”
• “Make sure everyone is included on the email lists that go out about events on the farm.”
• “Again, it’s not Farmcolony. It’s the individual to show, volunteer and be social.”

3. Suggestions

• “Nothing needed, though it would be nice to have more creativity in social events.”
• “Maybe have an activity like band, a dance, games. Something different would take more work to break people out of their shells. There are many introverts here. Including me.”
• “Have newer members on the social committee with new ideas of get-togethers.”
• “More child friendly. There’s really nothing for children to do at the farmhouse in winter months. In summer they can go outside of course.”
• “Buy beer.”

4. Suggestions for other types of social events

• “Game nights, game days.”
• “Dinner Dance with music.”
• “Music, speakers, games.”
• “Once every few months I would like to have a designated 2-hour, small caliber target practice, in a designated safe spot. It would allow people, including young people, the chance to learn about safe and enjoyable firearms experiences.”
• “Harvest dance. Costume party.”
• “At the Va Humanities Folklife apprentice showcase I sampled traditional Yucatan-style cooking from a mother-daughter team who do catering and demonstrate and prepare the meal outdoors on site on their stoves. We could also do more special tours in the area. Susan organized a Mennonite one with a meal in Dayton/Harrisonburg area that was outstanding. She has another idea for one.”
• “Concerts.”
• “Malou is good at organizing events but would like to see some diversity in this committee. It would also be nice to have some kind of welcome wagon activity for newcomers.”

5. Other

• “Nothing really, it’s just not my thing.”
• “I think they are a big part of keeping the community together and in touch.”
• “There is a good turn-out for large events.”
• “Continue to have them.”

C.  Comments Regarding Community Garden

Respondents noted the need for better management and maintenance of the garden and the need to include more people in the planning and planting decisions for the garden.

1. Size of the garden

• “It’s too big.”
• “I sometimes get overwhelmed with how big the garden is.”
• “The garden is too big for the number of people involved in its upkeep.”

2. Weeds/Overgrowth

• “It’s too big.”
• “Overplanted, no mulch to control weeds.”
• “Garden is too unkept.”
• “The weeds take over so that the garden is basically unproductive.”
• “Overall, it’s a sad weed patch.”
• “Unfortunately, the garden is often choked out with weeds.”
• “Keep the garden weeded. Snakes are an issue on the farm.”

3. Management of the Garden

• “Good gardening practices are not being used.”
• “Not open to others ideas.”
• “Be more creative in providing options and incentives for people to work there.”
• “Inclusion in process of choosing what to grow.”
• “Include people in garden activities. Garden is planned and planted without notice.”
• “Some choice in what is grown.”

4. Suggestions

• “Everyone who participates should be responsible for the upkeep.”
• “Training in what to do! A schedule with times I am to work.  Task chart.”
• “It is a real job. More help is needed. People are busy. Maybe garden workdays on the weekend more often? Those have worked sometimes.”
• “Keep it as a community garden like it is now.”
• “If you take on the garden, you should be organized.”
• “I would like a small plot to work on my own.”
• “I like the old way of organization where a roster rotation is used and a switch in garden duty is up to individuals after the master schedule is published.”

5. Other

• “Physically unable-tick allergy.”
• “Am involved in practically all already-cited activities.”
• “My joints hurt!”
• “Everyone likes to plant, few enjoy watering or weeding.”
• “I think a shared community garden is the most exceptional feature of the Farmcolony farm.”
• “The garden is great.”

D.  Comments Regarding The Orchard

Respondents noted the need for better maintenance of the orchard and the difficulty of sharing in the harvest of the orchard. 

1. Maintenance

• “The orchard needs to be tended. There doesn’t seem to be anyone tending to the trees.”
• “Someone needs to systematically maintain health of trees and pruning.”
• “Some dead trees need to be replaced.”
  “There is plenty of food available in the orchard. But the orchard is not self-generating – trees must be sprayed, trees must be pruned, the grass must be mowed – and that’s where the problem lies.”
• “Would be nice if it were properly tended and sprayed.”
• “There is no orchard committee and it needs a lot of work: New plantings, mowing schedules, drainage problems, etc.”

2. Harvesting

• “I never know when things are ready, but it’s my fault. I could go and look.”
• “My impression is that some of my eagle-eyed neighbors watch it ripen and harvest before I have a chance at it!”
• “It seems like only a few people benefit from the orchard. The fruit is picked before I am aware anything is ripe and ready to be picked. We need to develop a system that benefits all and not just a few.”

E.  Comments Regarding Farmhouse Rentals

Comments and concerns noted by respondents mostly addressed improvements needed and the age and condition of the farmhouse.

1. Improvements Needed

• “I think the rooms could be much improved by changing the flooring and furnishings. People are more accustomed to a level of luxury now. At the very least we should get new sheets and more new towels for kitchen and bath.”
• “If we’re going to rent rooms, we should aim to meet some sort of market standard. It’s not enough to be out in the country. The farmhouse is only 1- to 2-star quality.”
• “The farmhouse needs a complete furnishings replacement – The bedroom furniture is of WWII vintage and must be totally replaced and the rates doubled, and it’s availability better marketed.”
• “The main complaint we heard was a constant clicking noise from the electric fence and the poor quality of the water. Sulphur smell.” “Would be nice if it were properly tended and sprayed.”
• “I am less likely to rent the farmhouse again because it’s so musty. I realize it is an old farmhouse and there isn’t much that can be done about mustiness, but I find it uncomfortable for that reason.”
• “Very disappointed there is no longer a wood stove or fireplace. In the winter it is COLD and the floor heat doesn’t cut it.”

2. Suggestions

• “Perhaps have a “shower” for the Farmhouse with a social event.”
• “Weddings should be paying $500-700 for usage. We cannot keep going the way we are going.”
• “The farmhouse needs work and the rates should be increased greatly so it can be kept up.”

3. Other

• “The use of the farmhouse is one of the very few benefits non-resident owners have and the rental rates are punitive considering we are already paying our share for the upkeep of the entire farm.”
• “I like the fact that you can just rent the great room if you don’t need the whole house.”
• “It is great for what you get. It’s an old house. It has charm. It is a great place with a feeling of welcome and the porch is wonderful.
• “Maintaining an old farmhouse is a money pit, but we have no choice but to keep it up as stated in the Deed of Dedication