Can Retain Them Market Measurement Inc June 30 2017 1 Objective Translate an indepth understanding of attitudes behaviors and perceptions among dropped members into action plans to enhance member retention ID: 634474
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Why Lions Leave and How We
Can Retain ThemMarket Measurement, Inc.June 30, 2017
1Slide2
Objective
Translate an in-depth understanding of attitudes, behaviors and perceptions among dropped members into action plans to enhance member retention.
2Slide3
Methodology
Web-based survey that targeted eight key countries:
U.S.
India
Germany
Italy
Japan
Indonesia
China
Brazil
3Slide4
Methodology
Dropped members in the major eight key countries could complete the questionnaire in English or their native language.
Targeted countries supplemented by “all other geographic areas” to ensure representation from dropped members across all geographic areas.
4Slide5
Methodology
The dropped member analysis is based upon:
2,573 interviews among Lions
72 interviews among Leos.
Data collection during September/October 2016.
5Slide6
Topic Coverage
Characteristics of dropped members
Unaided reasons for leaving
Aided reasons for leaving
Receptivity to rejoining LCI
Action plans
6Slide7
CHARACTERISTICS OF
DROPPED MEMBERS7Slide8
“Dropped” doesn’t necessarily mean “dissatisfied”
A majority of dropped members remain “very” or “somewhat” favorable toward LCI
Planning activities must reflect:
Members “pushed away”
Members “pulled away”
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Majority of Dropped Members Still “Favorable” toward LCI
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Tenure is a better predictor of member attrition than demographics
Sentiment toward LCI among dropped members is fairly consistent by age and gender
Crucial to better “bond” with new members, especially during the initial three years
Must be sensitive to “burn out” and offering other options for long tenured members
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45%
26%
11
Better bonding
More LCI support options
Extremes of Tenure Spectrum are KeySlide12
Dropped member sentiment toward LCI can vary substantially by country
U.S. = Average
Italy/Germany = Less favorable
India/Brazil = More favorable
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Substantial variances in sentiment toward LCI by countrySlide14
“Favorable" sentiment toward LCI evident across all age and gender categories
14Slide15
UNAIDED
TOP-OF-MIND REASONS FOR LEAVING LCI
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There are several key drivers behind member attrition
Interpersonal relationships
Required level of time/personal commitment
Other issues include geographic proximity, leadership and club characteristics
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Interpersonal relationships and required level of commitment top list of drivers of dropped membersSlide18
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Interpersonal Relationships
Conflict with other members
Personality clashes/too much drama
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Personal level of commitment
Took too much time
Lost interest/burned out
Too many responsibilities
20Slide21
Geographic proximity
Moved/no club nearby
Club closed/no local alternatives
21Slide22
Leadership
Lack of, or poor, leadership
Lack of focus/direction
Leadership’s way or no way
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Club characteristics
Not enjoyable/dull/boring
Atmosphere/poor morale/low participation
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Reasons not related to LCI
Illness/medical reasons
Retired/I’m too old
Other personal reasons/ unrelated to LCI
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Other reasons
Cost too much/fees too high
Felt like I was not making a difference
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Reducing attrition from members “pushed away” will require enhanced leadership/club management
“Dissatisfied” members emphasize interpersonal relationships, leadership and club characteristics
They are substantially less focused upon personal level of commitment and geographic proximity
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Concerns about leadership and interpersonal relationships may explain very low satisfaction levels in Italy
Total “Unaided” Reasons for Decision to Leave LCI
Total
Italy
NET
Interpersonal relationships
37%
53%
+16%
Leadership
32%
46%
+14%
Personal level of commitment
31%
24%
-7%
Club characteristics
30%
41%
+11%
Geographic proximity
18%
5%
-13%
Personal reasons/unrelated to LCI satisfaction
14%
14%
0%
Other reasons
22%
19%
+3%
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AIDED ASSESSMENT OF POTENTIAL CAUSES
OF ATTRITION28Slide29
Reinforcement of the need for better “club management” and “bonding” with members
Frequent criticism of conflicts/ disagreements
Numerous comments about “not making a difference”
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Evidence of a need for better “club management” and “bonding” with members
Frequent perception of “no sense of belonging”
Measurably less impact on member attrition associated with awards/ recognition and offering leadership opportunities
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PERCENT REPORTING “HIGH IMPACT” ON DECISION TO LEAVE LCISlide32
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PERCENT REPORTING “HIGH OR MODERATE IMPACT” ON DECISION TO LEAVE LCISlide33
Report “High Impact” on Decision to Leave LCI
SENTIMENT TOWARD LCI
Very Favorable
Somewhat/
Very Unfavorable
NET
Conflicts/Disagreements among LCI members
19%
48%
-29%
You did not feel you were “making a difference”
13%
39%
-26%
Did not have a “sense of belonging”
15%
40%
-25%
Tasks were not consistent with your interests
7%
26%
-19%
Value you received when considering LCI dues
13%
20%
-7%
Not being adequately informed about the goals and objectives of your club
7%
22%
-15%
Did not work on tasks consist with your skills
9%
17%
-8%
Did not receive awards/recognition for your achievements
7%
12%
-5%
Did not have an opportunity to assume a leadership position
7%
10%
-3%
Interviews completed
737
970
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RECEPTIVITY TO
REJOING LCI34Slide35
“Dropped” does not mean “lost forever”
More than one-third could be “re-acquired”
Substantial variances by country, tenure and age
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More than one-third of all dropped members (38%) are at least “somewhat likely” to consider rejoining LCI.
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Younger members are, by far, the most receptive to rejoining
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Less tenured dropped members are the most receptive to rejoining
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ACTION PLANNING
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Provide additional support/training for leaders
Motivating members
Making meetings more enjoyable, productive and time-efficient
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Provide additional support/training for leaders
Providing members with a sense of belonging
Better matching member interests and tasks
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Provide additional support/training for leaders
Team building
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Provide more support to all members
Conflict resolution
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Provide more support to all members
Offer opportunities to share confidential feedback to supplement open discussions
What they like about the club/ what works well
Concerns/complaints/frustrations
Suggestions for improvements, innovations
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Expand member communication on key themes
LCI/Club “is making a difference”
Reinforce the sense of belonging
Share case histories from activities of the individual club, region/ country and LCI overall
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Make it easier to be a member
Sanjeev insert action plans
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Provide opportunities to support LCI for those who cannot participate due to illness, age, no access to a local club, etc.
Create a non-club member classification with reduced dues
For members with no local club, establish a “communication link” with the nearest club:
Share updates on club activities
Ask for support that can be provided “remotely” (e.g., ??)
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Develop creative strategies for better bonding with less tenured members (i.e., highest risk of attrition)
Sanjeev Insert action plans
Present/lci-4231-convention-06-13-17
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