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Project Refresh Comprehensive Global Membership Study North America Deep-Dive

Project Refresh Comprehensive Global Membership Study North America Deep-Dive. Webinar by LCI October 18, 2012. What we will cover today. Introduction Non-member survey Former member survey Lion survey highlights Key takeaways and next steps. I. Introduction. Why do this study?.

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Project Refresh Comprehensive Global Membership Study North America Deep-Dive

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  1. Project RefreshComprehensive Global Membership StudyNorth America Deep-Dive Webinar by LCI October 18, 2012

  2. What we will cover today • Introduction • Non-member survey • Former member survey • Lion survey highlights • Key takeaways and next steps

  3. I. Introduction

  4. Why do this study? • Too many clubs have lost their vitality • 3 out of 5 clubs did not grow • A third had no new members • We need to learn what is going on and what we can do 2010 – 11

  5. Research helps us understand. . . • Why some clubs are growing whereas others are shrinking • What are the predictors of successful clubs • Description of the “Ideal” club types • The future of club traditions • What successful Lions do to manage their clubs

  6. Research phases 1. Data-mining Statistical analysis of growth patterns of club and membership (11 years of data) 2. Lion survey Surveyed over 7,800 Lions from 134 countries in all 11 languages about their experience • 1+2=3. Profile the types of successful as well as challenged clubs 4. Former/Non-Lion survey Surveyed over 1,500 former members (English) Surveyed over 2,100 non-Lions (N.Amer. only) 5. Showcase Gold Clubs Online focus groups in English with members in clubs from 22 countries 6. Women & Family An in-depth analyses of women and family members

  7. 2. Non-member survey

  8. Interest in volunteering in a group higher among women Interest in Volunteering • Agreed at 4 or higher on a 6 point scale: • “I believe it is very important to volunteer for charitable organizations” • “I am/would like to be active in the local community” • “I am likely to consider volunteering for a Charitable service organization” More Women Interested than Men Source: Project Refresh Phase 4Survey of North American Non-Lions

  9. Lions clubs has the highest awareness Source: Project Refresh Phase 5 Survey of Non Lions (Total Contact Sample)

  10. Non-Lions perceive us as helping others Q: How well do each of the following statements describe Lions clubs? (% scored 5 or 6 out of 6) Source: Project Refresh Phase 5 Survey of Non Lions (Total Willing to Volunteer)

  11. However, our customs alone are not a draw Q: How much do you think that you would appreciate each of the following unique aspects of Lions club? (% scored 5 or 6 out of 6) Source: Project Refresh Phase 5 Survey of Non Lions (Total Willing to Volunteer)

  12. Beyond Local 8% Only Local 5% Casual 8% Family 8% Networking 9% Low Interest 62% 6 types of non-Lions interested in volunteering identified • They all agree that providing services that directly help others, helping the local community, and offering opportunities for both men and women to participate are important Source: Project Refresh Phase 4 Survey of Non Lions (Total Contact Sample)

  13. 3. Former member survey

  14. Most former Lions had a positive experience Q: In general, how would you describe your overall experience with Lions Clubs? 81% Positive 19% Negative Source: Project Refresh Phase 4 Survey of Former Lions

  15. Look beyond lifestyle changes to identify frustrations Q: How well do the following reasons describe why you are no longer a Lion? (% scoring 5 or 6 out of 6) 75% of Former Lions had an issue with the club Source: Project Refresh Phase 4 Survey of Former Lions 15

  16. Top 5 reasons why members quit Q: How well do the following reasons describe why you are no longer a Lion? (% scoring 5 or 6 out of 6) % Scoring 5 or 6 out of 6 on describes perfectly Excludes those who sited lifestyle change only Source: Project Refresh Phase 4 Survey of Former Lions

  17. Next 5 reasons why members quit Q: How well do the following reasons describe why you are no longer a Lion? (% scoring 5 or 6 out of 6) % Scoring 5 or 6 out of 6 on describes perfectly. Excludes those who cited lifestyle change only Source: Project Refresh Phase 4 Former Lions Survey

  18. Poor service experience was a major source of dissatisfaction Q: How well do the following statements describe your former Lions club? (scored 5 or 6 out of 6) Gap -39 -37 -33 -34

  19. Club culture made a big difference too Q: How well do the following statements describe your former Lions club? (scored 5 or 6 out of 6) Gap -49 -20 -43 -37 -31 +11 +35

  20. 4. Lion data-mining and survey highlights

  21. NA clubs’ success rates by club size trends with the worldwide average • Clubs with more than 16 members are significantly less likely to close in 10 years • One quarter of clubs with 21- 25 members will close in 10 years • Clubs smaller than 15 are less likely to survive beyond 10 years Source: Project Refresh Phase 1 LCI DB

  22. 14% 34% 21% 12% 8% 6% 3% 2% % of All New Clubs New clubs with more than 25 members significantly more likely to stay • The survival rate for new clubs tends to be lower than the worldwide average. • New clubs forming with 26-30 or more members have a much better chance of remaining active Source: Project Refresh Phase 1 LCI DB. 51+ charter size to small to calculate survival rate

  23. Percent of Clubs by Female Composition • North America has fewer clubs with no women (14% vs. 25%). • 43% have more than 30% women members (vs. 37% for the world). 37% of all clubs are more than 30% women 43% of NA clubs are more than 30% women *Note: Calculated for fiscal year 2012 among all clubs that are currently active Source: Project Refresh Phase 1 LCI DB

  24. Lions do not represent the make-up of North America • More than half the population lives in a Suburban area or Second City • Vast majority of Lions are in smaller communities 28% 59% Source: Project Refresh Phase 1 LCI DB, ClaritasPrizim database

  25. Lions show little age diversity across geographies • Even though the ages of people living in the types of communities vary drastically • Town & Country skews older (matching the current Lions profile) whereas Suburban and Urban skew much younger (Those with some interest in service-based volunteering) Source: Project Refresh Ph 2 Current Lions Survey, Ph 4 Non-Lions Survey , ClaritasPrizim database

  26. Service the #1 reason why members joined Q: How well do each of the following statements describe the reasons why you became a Lion? (scored 5 or 6 out of 6)

  27. Gold Clubs 27% World = 32% Classified clubs by satisfaction and member growth Gold Clubs have highly satisfied members and are stable or growing Growing Membership Blue Clubs 63% World = 68% Shrinking Low Satisfaction High Source: Project Refresh Phase 2 Survey of Current Lions

  28. On the surface Gold and Blue clubs are similar • Demographically, there are no significant differences on: • Gender • Age • Marital Status • Presence of children • Education • Work status • Income • Clubs were similar in average years since charter

  29. Gold clubs are larger and growing Source: Project Refresh Phase 2 Survey of Current Lions

  30. 6 behavioral and attitudinal segments Clustered by description of their club Gold Clubs Family = 7% Social = 10% Philanthropic = 10% Members of Stable/Growing Clubs who are Satisfied 27% Members of Shrinking Clubs or Members who are Dissatisfied 73% Blue Clubs Want Openness = 18% Want Support = 30% Want Gender Balance = 25% Clustered by wishes and Frustrations Source: Project Refresh Phase 2 Survey of Current Lions

  31. Philan-thropic Clubs 10% Family Clubs 7% Social Clubs 10% Want Gender Balance 25% Want Openness 19% Want Support 30% Profiles of the Gold clubs Source: Project Refresh Phase 2 Survey of Current Lions

  32. Source: Project Refresh Phase 2 Survey of Current Lions Legend: 10 points Higher Lower Gold club characteristics • Q: How well do the following statements describe your Lions club? (% Scoring 5 or 6 out of 6)

  33. Family clubs • These clubs find ways to involve the children and families of members • Members volunteer the most time per month and contribute a very significant portion of their income • Members most likely to describe there club to: • Provide valuable services to the community • Foster an environment of inclusiveness and belonging • Provide opportunities for members to socialize, and • Incorporate a sense of fun into the service activities. • They are savvy members who are knowledgeable about the organization and have taken advantage of support and training from LCI HQ, District leadership, and club mentors Source: Project Refresh Phase 2 Survey of Current Lions

  34. Social clubs • More focused on the social aspects of volunteering • However, they are not motivated to include family • They are more likely to have regular meetings with other members for the purpose of socializing and, secondarily, planning upcoming events • They make members feel welcome, provide social opportunities, and incorporate a sense of fun into the service activities Source: Project Refresh Phase 2 Survey of Current Lions

  35. Philanthropic clubs • Their top two drivers are: • Raise significant funds for various charitable projects • Ensures that the activity helps the local community where they live • They are significantly more likely to provide valuable services that directly help others • They tend to be less social and are less likely to have meetings for either planning upcoming initiatives or socializing • They are also not motivated to include family in club life. Source: Project Refresh Phase 2 Survey of Current Lions

  36. Philan-thropic Clubs 10% Family Clubs 7% Social Clubs 10% Want Gender Balance 25% Want Openness 19% Want Support 30% Profiles of the Blue “challenged” clubs Source: Project Refresh Phase 2 Survey of Current Lions

  37. Source: Project Refresh Phase 2 Survey of Current Lions Legend: 10 points Higher Lower Blue club characteristics • Q: How much do you agree that the following statements describe any wishes or frustrations that you may feel toward Lions club? (% Scoring 5 or 6 out of 6)

  38. Want Openness • The majority of members in these clubs want transparency to see that club funds are used properly • Significantly more of these members also want reassurance that club elections are run fairly • These clubs are very important because: • They donate the highest percentage of their income to Lions Clubs • 2nd highest in terms of how much time they volunteer and how much they contribute to LCIF • Only a minority of members of this type of club believe that they have any influence in their club or are satisfied by the rewards that they receive for their investment of time and money. Source: Project Refresh Phase 2 Survey of Current Lions

  39. Nomination Operation Finance Operation • Nominations can be made by any member • Positions are available to all • Avoid “next in line” approaches • Advanced notice • Formal ballots • Results are open What Gold clubs do to foster openness Elections Governance • Monthly financial reports shared at meetings • Statements and books available to anyone • Regular audits by outside party • Multiple signing authority on all accounts • No closed directors meetings • All key decisions are made via club vote • Officers change on a yearly basis Source: Project Refresh Phase 6 Online Focus Groups

  40. Want Support • Members of this type of club score the highest on wishing that their club had more members • However, they have a very low desire for gender balance • They seem as though they would like to be empowered to help turn around the situation for their club • In a rank ordered sense they: • Wish they were more knowledgeable about the services that other Lions clubs are providing around the world as well as the structure of LCI • They would appreciate a mentor to help explain things to them • They would like more help from the District Leadership -- providing both inspiration and support Source: Project Refresh Phase 2 Survey of Current Lions

  41. Clubs find support in many ways Categories are not discreet. Respondent may fall into more than one grouping. Source: Project Refresh Phase 6 Online Focus Groups

  42. Want Gender Balance • These clubs have the fewest number of members in total and the lowest ratio of women to men overall • Members of these types of clubs would like more women to be involved and wish that their club would allow more women to serve leadership roles • Interestingly, the survey respondents skewed slightly more male Source: Project Refresh Phase 2 Survey of Current Lions

  43. Truly value women Accepted but not fully valued • Believe women bring unique perspectives, a strong work ethic and make the club more appealing and likely to grow. Not valued • Establishing an attitude of equality is challenging. • Don’t see the value and face true resistance. Beyond equitable behavior is the challenge of Attitudes Attitudes: Behaviors: Balanced Roles Limited or not accepted Source: Project Refresh Phase 6 Online Focus Groups

  44. Percentage of club types around the world • North America indexes high in Want Support clubs but low in Family clubs Gold Clubs Blue Clubs Source: Project Refresh Phase 2 Survey of Current Lions

  45. Gold clubs are receiving more support District leadership provides helpful advice & guidance, club mentors help ensure the club will succeed, Guiding Lions are flexible and attentive Q: How much do you agree with the following statements about resources to assist Lions with your club’s initiatives?(% Scoring 5 or 6 out of 6) Gap -5 -1 -6 -1 -10 -9 -3 -3 3 2 Source: Project Refresh Phase 2 Survey of Current Lions

  46. Giving of time and money varies by club type • Family clubs show higher levels of time and money dedicated to club activity • Want Openness club members are actually generous in their and money • Social club members are satisfied but show low level of giving Family Philanthropic Social Want Openness Want Support Want Gender Balance

  47. Where Blue Clubs are under-delivering • Biggest gap is finding ways of involving children and families • Also incorporating a sense of fun Q10. When it comes to volunteer activities, how important to you are each of the following statements? MINUS Q22. How well do the following statements describe your Lions club? Importance Source: Project Refresh Phase 2 Survey of Current Lions

  48. Family Involvement a lost opportunity among Gold clubs as well • Gold clubs do well in delivering on most attributes • Incorporating a sense of fun and involving families are where common gaps are Q10. When it comes to volunteer activities, how important to you are each of the following statements? MINUS Q22. How well do the following statements describe your Lions club? Importance Source: Project Refresh Phase 2 Survey of Current Lions

  49. North American Lions’ meeting frequency preference • Clubs are meeting slightly more frequently than members prefer. 84% are actually meeting a few times a month or more; however, only 70% prefer to meet that frequently. Source: Project Refresh Phase 2 Survey of Current Lions

  50. Majority of Lions prefer to meet weekday evenings • Most clubs are actually meeting at that time • A few more would prefer weekday mornings. Source: Project Refresh Phase 2 Survey of Current Lions

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