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Why Lions Leave and How We Can Retain Them Market Measurement, Inc
Why Lions Leave and How We Can Retain Them Market Measurement, Inc. June 30, 2017
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Objective Translate an in-depth understanding of attitudes, behaviors and perceptions among dropped members into action plans to enhance member retention.
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Web-based survey that targeted eight key countries:
Methodology Web-based survey that targeted eight key countries: U.S. India Germany Italy Japan Indonesia China Brazil
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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.
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Methodology The dropped member analysis is based upon:
2,573 interviews among Lions 72 interviews among Leos. Data collection during September/October 2016.
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Topic Coverage Characteristics of dropped members Unaided reasons for leaving Aided reasons for leaving Receptivity to rejoining LCI Action plans
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CHARACTERISTICS OF DROPPED MEMBERS
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“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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Extremes of Tenure Spectrum are Key
Better bonding 45% More LCI support options 26%
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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 country
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“Favorable" sentiment toward LCI evident across all age and gender categories
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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 members
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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
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Geographic proximity Moved/no club nearby Club closed/no local alternatives
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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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Total “Unaided” Reasons for Decision to Leave LCI
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% 0% Other reasons 22% 19% +3%
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AIDED ASSESSMENT OF POTENTIAL CAUSES
OF ATTRITION
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Frequent criticism of conflicts/ disagreements
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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Frequent perception of “no sense of belonging”
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 LCI
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PERCENT REPORTING “HIGH OR MODERATE IMPACT” ON DECISION TO LEAVE LCI
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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 20% -7% Not being adequately informed about the goals and objectives of your club 22% -15% Did not work on tasks consist with your skills 9% 17% -8% Did not receive awards/recognition for your achievements 12% -5% Did not have an opportunity to assume a leadership position 10% -3% Interviews completed 737 970
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RECEPTIVITY TO REJOING LCI
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“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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Sanjeev Insert action plans
Develop creative strategies for better bonding with less tenured members (i.e., highest risk of attrition) Sanjeev Insert action plans Present/lci-4231-convention
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