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
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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
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2. Non-member survey
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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)
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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%
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3. Former member survey
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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
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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)
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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
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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
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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
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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)
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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
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Gold clubs are larger and growing
61%
-36%
Avg. % Growth 2001-01 vs. 2011-01
Source: Project Refresh Phase 2 Survey of Current Lions
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6 behavioral and attitudinal segments
Members of Stable/Growing
Clubs who are Satisfied
27%
Members of Shrinking Clubs
or Members who are
Dissatisfied
73%
Source: Project Refresh Phase 2 Survey of Current Lions
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
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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%
Source: Project Refresh Phase 2 Survey of Current Lions
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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)
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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
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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%
Source: Project Refresh Phase 2 Survey of Current Lions
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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)
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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
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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
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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
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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.
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
Beyond equitable behavior is the challenge of Attitudes
Attitudes: Behaviors:
Truly value women
Not valued
Accepted but not fully valued
Source: Project Refresh Phase 6 Online Focus Groups
•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
Source: Project Refresh Phase 2 Survey of Current Lions
Blue Clubs Gold Clubs
45
Gap
-5
-1
-6
-1
-10
-9
-3
-3
3
2
Gold clubs are receiving more support
Source: Project Refresh Phase 2 Survey of Current Lions
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
Source: Project Refresh Phase 2 Survey of Current Lions
• 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
Source: Project Refresh Phase 2 Survey of Current Lions
• 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.
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
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.
Source: Project Refresh Phase 2 Survey of Current Lions
52
NA Gold & Blue clubs identical on practice & perceptions of rituals.
NA more likely to find vest important.
Source: Project Refresh Phase 2 Survey of Current Lions
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
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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