project refresh comprehensive global membership study north america deep-dive webinar by lci october...

Project RefreshComprehensive Global

Membership Study

North America Deep-Dive

Webinar by LCIOctober 18, 2012

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

Men42%

Women58%

Interest in volunteering in a group higher among women

Interested38%

Low Interest62%

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

None of the above

Optimists

Elks

Masons

Knights of Columbus

Kiwanis

Rotary

Lions Clubs

14%

32%

47%

55%

63%

63%

69%

73%

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

10

Non-Lions perceive us as helping others

Engages in activities that help people outside of local community

Raises significant funds for charitable projects

Ensures that the activity helps the local community

Provides valuable services that directly help others

45%

58%

59%

61%

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

Singing the Lions Song

Beginning each meeting with a Lions Cheer/Roar

Wearing Lions fashion (jacket, emblem, shirts, etc.)

Wearing a signature piece of clothing (e.g. a yellow vest)

Exchanging Lions pins with other members

12%

12%

15%

18%

18%

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)

Networking9%

Family8%

BeyondLocal8%

OnlyLocal5% Casual

8%

Low Interest62%

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

811

28

53

Very positiveSlightly positiveSlightly negativeVery negative

Percent of Former NA Lions Responding…

81% Positive

19% Negative

15

28

47

17

8

No IssuesLife Issues OnlyLife & Lions IssuesLions Issues Only

Percent of Former NA Lions Responding…

15

Look beyond lifestyle changes to identify frustrations

15Source: 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

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

32%

32%

33%

41%

43%


Source: Project Refresh Phase 4 Survey of Former Lions

% Scoring 5 or 6 out of 6 on describes perfectlyExcludes those who sited lifestyle change only

17

Next 5 reasons why members quit

Lions feels too old-fashioned and stodgy

I liked the club, but there were personal lifestyle changes

Not enough focus on helping members of the community

Not the types of services for the community interested me

Leadership in my club changed and I didn't like the change

31

29

28

27

24

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


18

Poor service experience was a major source of dissatisfaction

Encourages members to take a leadership role at some point

Raises significant funds for various charitable projects

Ensures that the activity helps the local community

Provides valuable services that directly help others

40%

45%

51%

51%

74%

78%

88%

90%

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

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 other members

Offers opportunities for men & women to participate

Very welcoming and makes me feel as though I belong

47%

35%

22%

41%

34%

58%

36%

12%

24%

53%

78%

77%

78%

85%

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

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

38%

53%

61%

74%

83%89%

93% 95% 97% 97%

39%

57%

71%76%

85%90% 93% 95% 97% 98%

% of Clubs Active within 10 Years

World

N. America

22

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

54%

70%

77%79%

83%86% 87% 86%

59%61%

70%

75% 76%

83%

Club Survival Rate within 10 Years

World

N. America

Charter Size

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

Worldwide N. America0%

25%

50%

75%

100%

25%14%

14%

11%

13%

16%

12%

16%

12%16%

11% 13%

11% 13%3% 1%

*Percent of Clubs by Female Ratio 100% Female

51%-99% Female

41-50% Female

31-40% Female

21-30% Female

11-20% Female

1-10% Female

0% Female

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

Population Lions Clubs0

10

20

30

40

50

60

70

80

90

100

41

72

20

1328

1011 5

UrbanSuburbanSecond CityTown & Country

% o

f P

op

ula

tio

n

• 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 SuburbanSecond

CityTown & 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 SuburbanSecond

CityTown & Country

<24 5 6 7 3 325 to 34 17 29 15 20 1335 to 44 15 19 21 14 945 to 54 20 11 12 41 1855 to 64 13 14 10 5 1965 to 74 18 13 15 15 2375+ 4 4 7 1 5

Non Lions

26

Service the #1 reason why members joined

To receive tangible recognition

For the prestige of being part of a large international org.

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

8%

17%

18%

21%

21%

31%

41%

57%

86%

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

GoldClubs27%

World = 32%

Blue Clubs63%

World = 68%

Gold Clubs have highly satisfied members and are stable or growing

Source: Project Refresh Phase 2 Survey of Current Lions

Growing

Shrinking

Mem

ber

ship

HighLow Satisfaction

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

1 to 20

21 to 25

26 to 30

31 to 35

36 to 40

41 to 50

51 to 60

60+

28%

14%

12%

11%

8%

11%

5%

11%

5%

8%

10%

11%

12%

14%

11%

30%

Gold Blue

Nu

mb

er o

f M

emb

ers

61%

-36%

Avg. % Growth2001-01 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

Dissatisfied73%


Gold Clubs1.Family = 7%2.Social = 10%3.Philanthropic = 10%

Blue Clubs1.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 Clubs7%

Social Clubs10%

Philan-thropicClubs10%

Want Openness

19%

WantSupport

30%

WantGenderBalance

25%


32

Gold club characteristics

Family TOTAL Family SocialPhilan-thropic

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

Social TOTAL Family SocialPhilan-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 72Has regular meetings with other members to plan

upcoming initiatives 60 77 81 49Provides 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 SocialPhilan-thropic

Provides valuable services that directly help others 76 88 82 93

Raises significant funds for various charitable projects 62 70 67 87Ensures 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 Clubs7%

Social Clubs10%

Philan-thropicClubs10%

Want Openness

19%

WantSupport

30%

WantGenderBalance

25%


37

Blue club characteristics

Want Openness TOTAL Openness SupportGender 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 SupportGender Balance

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

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

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

International structure 37 35 39 34I would like for the District Leadership to better support our

club 38 40 35 35I would appreciate having a mentor to help explain things to me

29 31 29 22

Want Gender Balance TOTAL Openness SupportGender 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 CreditStrong

leadership: Club

leadership is resourceful.

Connected members:

Hold district or

international posts. “In-the-know.”

Straight to the Source

Zone/District resourc

es

LCI resourc

es

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.

BalancedRoles

Limited or not accepted

44

Percentage of club types around the world

FamilySocial

Philanthropic

OpennessSupport

Gender Balance

1410 8

2421 23

710 10

18

3025

Worldwide N. America

North America indexes high in Want Support clubs but low in Family clubs


Blue ClubsGold Clubs

45

Gap

-5

-1

-6

-1

-10

-9

-3

-3

3

2

District leadership shares stories of successful projects

LCI HQs provides valuable services

District leadership provides helpful advice and guidance

LCI HQs provides very useful support and resources

Our Guiding Lion was flexible & attentive to our needs

Our club has mentors that help us succeed

LCI HQs provides helpful training

I frequently take advantage of the training provided by LCI

Our club has a Guiding Lion to help us succeed

Sometimes Dist. leadership has stifled ideas/creativity at our club

54

51

51

48

44

42

42

23

14

11

49

51

46

47

33

33

39

20

17

12

Blue

Gold

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

2% 3% 4% 5% 6%0

5

10

15

20

25

% of Income Donated to Lions Club

Ho

urs

/Mo

nth

Vo

lun

tee

red

fo

r L

ion

s C

ub

s

Family

WantOpenness

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

WantGenderBalance

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

Having regular meetings with other members to allow us to socialize

Ensuring that the activity helps people beyond my local community

Offering opportunities for both men and women to participate

Having regular meetings with other members to plan upcoming initiatives

Offering opportunities for individual Lions to receive awards for jobs well done

Encouraging many members to take leadership roles

Infusing a sense of formality and decorum

Ensuring that the activity helps the local community where I live

Raising funds for various charitable projects

Providing networking opportunities that can help me with my career/business

Providing valuable services that directly help others

Incorporating a sense of fun into the service activities

Finding ways to involve the children and families of members

-30 -20 -10 0 10

5

2

2

-3

-3

-3

-5

-5

-6

-6

-9

-20

-25

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

Ensuring that the activity helps people beyond my local community

Raising funds for various charitable projects

Offering opportunities for both men and women to participate

Offering opportunities for individual Lions to receive awards for jobs well done

Having regular meetings with other members to allow us to socialize

Having regular meetings with other members to plan upcoming initiatives

Ensuring that the activity helps the local community where I live

Encouraging many members to take leadership roles

Infusing a sense of formality and decorum

Providing valuable services that directly help others

Providing networking opportunities that can help me with my career/business

Incorporating a sense of fun into the service activities

Finding ways to involve the children and families of members

-25 -15 -5 5 15

15

7

5

5

4

3

2

1

1

0

-4

-8

-16

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

Preference Actual0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

3 1

15 15

5268

26

144 10 0

Never

Less frequently than once a month

Once a month

A few times a month

Once a week

More than once a week

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

Preference Actual0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

7 3

2019

71 77

2 1

Anytime SundayAnytime SaturdayWeekday eveningWeekday lunchtimeWeekday morning

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

Preference Actual0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

70

88

30

13

No MealMeet Over Meal

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.


World Gold Blue0

25

50

75

100

2515 12

4148 55

34 37 33

Vest

Important

Practiced, butNot important

Not practiced

World Gold Blue0

25

50

75

100

20 15 17

50 65 65

3020 18

Pin Exchange

World Gold Blue0

25

50

75

100

31 31 30

42 50 51

27 19 19

Cheer/Roar

World Gold Blue0

25

50

75

100

29 30 29

4053 53

3117 18

Song

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 Protection

s

WantSupport

WantGenderBalance

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

Provide Valuable Services

Family Clubs

Social Clubs

Philan-thropic Clubs Networking

Family

BeyondLocal

OnlyLocal

Casual

Low Interest

X

X

54

4. Conclusions and Next Steps

55

Key takeaways1. 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 members1. 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

Project RefreshComprehensive Global

Membership Study

North America Deep-Dive

Webinar by LCIOctober 18, 2012

project refresh comprehensive global membership study north america deep-dive webinar by lci october...

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