comprehensive global membership study - lions …...leadership in my club changed and i didn't...

Project Refresh Comprehensive Global Membership Study

2

What we will cover today

1. Introduction

2. Non-member survey

3. Former member survey

4. Lion survey highlights

5. 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

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

1+2=3.

Profile the types of successful as well

as challenged clubs

7

2. Non-member survey

8

Men 42%

Women 58%

Interest in volunteering in a group higher among women

Source: Project Refresh Phase 4 Survey of North American Non-Lions

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”

Interest in Volunteering

More Women Interested than Men

9

Lions clubs has the highest awareness

14%

32%

47%

55%

63%

63%

69%

73%

None of the above

Optimists

Elks

Masons

Knights of Columbus

Kiwanis

Rotary

Lions Clubs

Source: Project Refresh Phase 5 Survey of Non Lions (Total Contact Sample)

10

Non-Lions perceive us as helping others

Source: Project Refresh Phase 5 Survey of Non Lions (Total Willing to Volunteer)

Q: How well do each of the following statements describe

Lions clubs? (% scored 5 or 6 out of 6)

11

However, our customs alone are not a draw

Source: Project Refresh Phase 5 Survey of Non Lions (Total Willing to Volunteer)

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)

12

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)

Networking

9%

Family

8%

Beyond

Local

8%

Only

Local

5% Casual

8%

Low Interest

62%

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?

Source: Project Refresh Phase 4 Survey of Former Lions

81% Positive

19% Negative

15 1

5

Look beyond lifestyle changes to identify frustrations

15 Source: Project Refresh Phase 4 Survey of Former Lions

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

16

Top 5 reasons why members quit

32%

32%

33%

41%

43%

The club felt too political

I felt like I did not belong

The meetings were not enjoyable

The meetings were unproductive

Not enough younger members

Q: How well do the following reasons describe why you are no

longer a Lion? (% scoring 5 or 6 out of 6)

Source: Project Refresh Phase 4 Survey of Former Lions

% Scoring 5 or 6 out of 6 on describes perfectly

Excludes those who sited lifestyle change only

17

Next 5 reasons why members quit

31

29

28

27

24

Lions feels too old-fashioned and stodgy

I liked the club, but there were personallifestyle changes

Not enough focus on helping members ofthe community

Not the types of services for thecommunity interested me

Leadership in my club changed and I didn'tlike the change

Source: Project Refresh Phase 4 Former Lions Survey

% Scoring 5 or 6 out of 6 on describes perfectly. Excludes those who cited lifestyle change only

Q: How well do the following reasons describe why you are no longer a

Lion? (% scoring 5 or 6 out of 6)

18

Poor service experience was a major source of dissatisfaction

40%

45%

51%

51%

74%

78%

88%

90%

Encourages members to take aleadership role at some point

Raises significant funds for variouscharitable projects

Ensures that the activity helps the localcommunity

Provides valuable services that directlyhelp others

Purely Life Change Issue with Lions

Q: How well do the following statements describe your former

Lions club? (scored 5 or 6 out of 6)

-39

-37

-33

-34

Gap

19

Club culture made a big difference too

47%

35%

22%

41%

34%

58%

36%

12%

24%

53%

78%

77%

78%

85%

There are many cliques that I do not feel a part of

Members are all very similar to one another

Embraces technology whenever possible

Welcomes diversity in its membership

Provides opportunities to socialize with othermembers

Offers opportunities for men & women to participate

Very welcoming and makes me feel as though Ibelong

Life Style Change Only Had Issues

Q: How well do the following statements describe your former

Lions club? (scored 5 or 6 out of 6)

-49

-20

-43

-37

-31

+11

+35

Gap

20

4. Lion data-mining and survey

highlights

21

NA clubs’ success rates by club size trends with the worldwide average

Source: Project Refresh Phase 1 LCI DB

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

38%

53%

61%

74%

83% 89%

93% 95% 97% 97%

39%

57%

71% 76%

85% 90%

93% 95% 97% 98%

1-10 11-15 16-20 21-25 26-30 31-35 36-40 41-50 51-60 61+

% of Clubs Active within 10 Years

World

N. America

22

54%

70%

77% 79%

83% 86% 87% 86%

59% 61%

70%

75% 76%

83%

20 21-25 26-30 31-35 36-40 41-50 51-60 61+

Charter Size

Club Survival Rate within 10 Years

World

N. America

New clubs with more than 25 members significantly more likely to stay

Source: Project Refresh Phase 1 LCI DB. 51+ charter size to small to calculate survival rate

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

14% 34% 21% 12% 8% 6% 3% 2% % of All

New

Clubs

23

Percent of Clubs by Female Composition

*Note: Calculated for fiscal year 2012 among all clubs that are currently active

• North America has fewer clubs with no women (14% vs. 25%).

• 43% have more than 30% women members (vs. 37% for the world).

Source: Project Refresh Phase 1 LCI DB

43% of NA

clubs are more

than 30%

women

37% of all

clubs are

more than

30%

women

24

Lions do not represent the make-up of North America

41

72

20

13 28

10 11

5

0

10

20

30

40

50

60

70

80

90

100

Population Lions Clubs

% o

f P

op

ula

tio

n

Urban

Suburban

Second City

Town & Country

• More than half the population lives in a Suburban area or

Second City

• Vast majority of Lions are in smaller communities

59%

28%

Source: Project Refresh Phase 1 LCI DB, Claritas Prizim database

25

Lions show little age diversity across geographies

(Those with some interest in service-based volunteering)

• 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

Source: Project Refresh Ph 2 Current Lions Survey, Ph 4 Non-Lions Survey , Claritas Prizim database

Age Total Urban Suburban

Second

City

Town &

Country

<30 4 6 2 7 3

30 to 39 7 4 8 4 6

40 to 49 13 9 12 10 14

50 to 59 21 22 22 21 21

60 to 69 26 26 23 24 28

70 to 79 17 19 16 17 19

80 to 89 11 14 17 17 9

90+ 1 - 2 1 0

Lions

Age Total Urban Suburban

Second

City

Town &

Country

<24 5 6 7 3 3

25 to 34 17 29 15 20 13

35 to 44 15 19 21 14 9

45 to 54 20 11 12 41 18

55 to 64 13 14 10 5 19

65 to 74 18 13 15 15 23

75+ 4 4 7 1 5

Non Lions

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Service the #1 reason why members joined

8%

17%

18%

21%

21%

31%

41%

57%

86%

To receive tangible recognition

For the prestige of being part of a large internationalorg.

To network to grow my own career/business

Support a friend running for office in the club

Be with other family members who were members

Opportunities to become a leader in the community

Be with friends who were already members

To participate in a specific service or cause

To serve the community where I live

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

Classified clubs by satisfaction and member growth

Gold

Clubs

27% World = 32%

Gold Clubs have

highly satisfied

members and

are stable or

growing

Source: Project Refresh Phase 2 Survey of Current Lions

Growing

Shrinking

Mem

bers

hip

High Low Satisfaction

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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

61%

-36%

Avg. % Growth 2001-01 vs. 2011-01


30

6 behavioral and attitudinal segments

Members of Stable/Growing

Clubs who are Satisfied

27%

Members of Shrinking Clubs

or Members who are

Dissatisfied

73%


Gold Clubs 1.Family = 7%

2.Social = 10%

3.Philanthropic = 10%

Blue Clubs 1.Want Openness = 18%

2.Want Support = 30%

3.Want Gender Balance =

25%

Clustered by

description of their

club

Clustered by wishes

and Frustrations

31

Profiles of the Gold clubs

Family

Clubs

7%

Social

Clubs

10%

Philan-

thropic

Clubs

10%

Want

Openness

19%

Want

Support

30%

Want

Gender

Balance

25%


32

Gold club characteristics

Family TOTAL Family Social

Philan-

thropic

Finds ways to involve the children and families of members 39 92 18 22

Social TOTAL Family Social

Philan-

thropic

Has regular meetings with other members to allow us to socialize 58 74 87 33

Is very welcoming and makes me feel as though I belong 68 80 81 72 Has regular meetings with other members to plan upcoming

initiatives 60 77 81 49 Provides opportunities to socialize with other members whom I

enjoy 64 80 77 59

Incorporates a sense of fun into the service activities 61 79 76 59

Philanthropic TOTAL Family Social

Philan-

thropic

Provides valuable services that directly help others 76 88 82 93

Raises significant funds for various charitable projects 62 70 67 87

Ensures that the activity helps the local community where I live 70 77 78 86

Source: Project Refresh Phase 2 Survey of Current Lions Legend: 10 points Higher Lower

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


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


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.


36

Profiles of the Blue “challenged” clubs

Family

Clubs

7%

Social

Clubs

10%

Philan-

thropic

Clubs

10%

Want

Openness

19%

Want

Support

30%

Want

Gender

Balance

25%


37

Blue club characteristics

Want Openness TOTAL Openness Support

Gender

Balance

More protections need to be in place to ensure that club funds are

used properly 29 55 11 14 More protections need to be in place to ensure that club elections are

run fairly 23 45 7 12

Want Support TOTAL Openness Support

Gender

Balance

I wish our club had more members 70 66 78 76 I wish that I was more knowledgeable about the services that other

Lions clubs are providing around the world 44 39 46 41 I would like for the District Leadership to provide more inspiration for

our club 41 40 40 38 I wish that I was more knowledgeable about Lions Clubs International

structure 37 35 39 34

I would like for the District Leadership to better support our club 38 40 35 35 I would appreciate having a mentor to help explain things to me

29 31 29 22

Want Gender Balance TOTAL Openness Support

Gender

Balance

I would like for our club to more equally involve both men and women 41 38 13 67 I wish that our club would allow more women to serve in leadership

roles 38 35 9 58

Source: Project Refresh Phase 2 Survey of Current Lions Legend: 10 points Higher Lower

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.


39

What Gold clubs do to foster openness

Elections

Nomination

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

Governance

Finance

Operation

• 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


41

Clubs find support in many ways

Independents

Independently minded: Clubs feel they can

meet their needs on their own.

Using External Resources

Internal Credit

Strong leadership: Club leadership is

resourceful.

Connected members: Hold

district or international

posts. “In-the-know.”

Straight to the Source

Zone/District resources

LCI resources

Website

Newsletter Categories are not

discreet. Respondent

may fall into more than

one grouping.


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


43

Beyond equitable behavior is the challenge of Attitudes

Attitudes: Behaviors:

Truly value women

Not valued

Accepted but not fully valued


•Believe women bring unique perspectives, a strong work ethic and make the club more appealing and likely to grow.

•Establishing an attitude of equality is challenging.

• Don’t see the value and face true resistance.

Balanced Roles

Limited or not accepted

44

Percentage of club types around the world

North America indexes high in Want Support clubs but low

in Family clubs


Blue Clubs Gold Clubs

45

Gap

-5

-1

-6

-1

-10

-9

-3

-3

3

2

Gold clubs are receiving more support


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)

District leadership provides helpful advice & guidance, club mentors help ensure the

club will succeed, Guiding Lions are flexible and attentive

46

Giving of time and money varies by club type

0

5

10

15

20

25

0% 1% 2% 3% 4% 5% 6%

Ho

urs

/Mo

nth

Vo

lun

tee

red

fo

r Li

on

s C

ub

s

% of Income Donated to Lions Club

Family

Want

Openness

Philanthropic

Social

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

Want

Gender

Balance

Want Support

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

56

50

80

65

49

68

31

85

75

18

91

82

51

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

49

77

82

52

63

70

89

71

33

92

18

84

52

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.


50

Majority of Lions prefer to meet weekday evenings

Most clubs are actually meeting at that time

A few more would prefer weekday mornings.


51

Many more Lions Clubs offer a meal than desired

The majority of clubs meet over a meal (88%). However, only 70% prefer to

meet over a meal.


52

NA Gold & Blue clubs identical on practice & perceptions of rituals.

NA more likely to find vest important.


Important

Practiced, but

Not important

Not practiced

53

Groupings of non-Lions loosely map to existing clubs

There are existing Lions Clubs for the most attractive 4 segments of Non-

Lions. There may be an opportunity for two variations of Philanthropic

Clubs -- Local and Beyond Local. Encouraging Social Clubs to allow

networking would make them more attractive to the Networking Non-

Lions.

Want

Protections Want

Support

Want

Gender

Balance

Source: Project Refresh Ph 2 Current Lions & Ph 4 Non Lions Surveys

Provide Valuable Services

Family

Clubs

Social

Clubs

Philan-

thropic

Clubs Networking

Family

Beyond

Local

Only

Local Casual

Low

Interest

X

X

54

4. Conclusions and Next Steps

55

Key takeaways 1. Club size matters

There are thresholds of success for both existing and new clubs

2. 3 segments of successful clubs were identified:

All index high on providing satisfying service experience

i. Family clubs – family involvement in club life is important

ii. Social clubs – enjoy the fellowship aspect but no interested in family involvement

iii. Philanthropic clubs – very focused on service but not so much on fellowship or

family involvement

3. There are 3 segments of challenged clubs:

They index low in the quality of service experience

i. Want openness – frustrated with lack of transparency

ii. Want support – desired more members but is feeling lost; also not concerned

with lack of gender balance

iii. Want gender balance – frustrated with women not being treated as equals

4. Our unique rituals and customs are beginning to lose relevance

5. Non-Lion survey shows there is potential for growth

6. Women and families are key to our future success

7. There is a large gap in age profile between current clubs and their

communities

56

Next Steps

Recommend GMT and GLT teams focus on and emphasize

the importance of:

1. Chartering clubs at 25 or more members to make them more viable

2. Being sensitive to member experience

Encourage the use of “How Are Your Ratings”

3. Making service central to everything we do

Encouraging the use of Community Needs Assessment

4. Promote CEP as the way to synthesize member experience with

improved service to community

Need to focus extension efforts in higher population area with

younger members

1. Establish more family-friendly clubs

2. Allow for networking opportunities

3. Need to learn from successful clubs in these areas about what works

4. Need CGL with experience with younger adults in high population

areas

57

Thank you

comprehensive global membership study - lions …...leadership in my club changed and i didn't...

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