This document summarizes the findings of a survey of dropped Lions Club International (LCI) members. The survey aimed to understand reasons for leaving in order to develop retention plans. Key findings include: - Interpersonal conflicts and the required commitment level were the top reasons members gave for leaving. - Younger, less tenured members were most likely to consider rejoining if issues were addressed. - Over 1/3 of dropped members remained favorable toward LCI. The report recommends actions like providing leader training on member engagement, matching members to meaningful roles, and developing strategies to better engage new members. The goal is to convert favorable former members into rejoiners by addressing the key drivers of attrition.

1. Why Lions Leave and How We
Can Retain Them
Market Measurement, Inc.
June 30, 2017
1

2. Objective
Translate an in-depth
understanding of attitudes,
behaviors and perceptions among
dropped members into action
plans to enhance member
retention.
2

3. Methodology
Web-based survey that targeted
eight key countries:
U.S. India Germany
Italy Japan Indonesia
China Brazil
3

4. 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.
4

5. Methodology
The dropped member analysis is based upon:
• 2,573 interviews among Lions
• 72 interviews among Leos.
Data collection during September/October 2016.
5

6. Topic Coverage
Characteristics of dropped members
Unaided reasons for leaving
Aided reasons for leaving
Receptivity to rejoining LCI
Action plans
6

7. CHARACTERISTICS OF
DROPPED MEMBERS
7

8. “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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9. Majority of Dropped Members Still
“Favorable” toward LCI
30% 30%
20% 20%
0%
20%
40%
60%
80%
100%
Very favorable Somewhat
favorable
Somewhat
unfavorable
Very
unfavorable
Attitude Toward LCI When You Decided to End Your
Membership
60% 40%
9

10. 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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11. LCI TENURE AMONG DROPPED MEMBERS
29%
16% 12% 10% 7%
19%
0%
20%
40%
60%
80%
100%
1-3 years 4-6 years 7-10 years 11-15 years 16-19 years 20 or more
years
45% 26%
Better bonding
More LCI support
options
Extremes of Tenure Spectrum are Key

12. Dropped member sentiment toward LCI can vary
substantially by country
U.S. = Average
Italy/Germany = Less favorable
India/Brazil = More favorable
12

13. 60%
29%
75%
45%
62%
39%
48%
21%
44%
11%
63%
33%
60%
30%
0% 20% 40% 60% 80% 100%
All other countries
Brazil
India
Germany
Italy
U.S.
Total
Proportion of Dropped Members Who May Be Receptive to
Providing Continued Support to LCI
Very Favorable Toward LCI
Very or Somewhat Favorable Toward LCI 13
Substantial variances in sentiment toward LCI by country

14. “Favorable" sentiment toward LCI evident across
all age and gender categories
0%
20%
40%
60%
80%
100%
Under 45 45 - 64 65+ Males Females
35%
27% 32%
26%
32%
63%
57%
63%
56%
62%
Proportions Who Remain “Favorable” Toward LCI and May Be Receptive to
Providing Continued Support
Very Favorable
Very or Somewhat Favorable
14

15. UNAIDED
TOP-OF-MIND
REASONS FOR
LEAVING LCI
15

16. 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
16

17. UNAIDED REASONS FOR DECISION TO
LEAVE LCI
(Primary Reason)
12%
9%
11%
13%
14%
19%
23%
0% 20% 40% 60% 80% 100%
Other reasons
Personal reasons/Unrelated to LCI satisfaction
Club characteristics
Leadership
Geographic proximity
Personal level of commitment
Interpersonal relationships
17
Interpersonal relationships and required level of
commitment top list of drivers of dropped members

18. UNAIDED REASONS FOR LEAVING LCI
(Most Popular Response Categories)
22%
14%
30%
32%
18%
31%
37%
12%
9%
11%
13%
14%
19%
23%
0% 20% 40% 60% 80% 100%
Other reasons
Personal reasons/Unrelated to LCI
satisfaction
Club characteristics
Leadership
Geographic proximity
Personal level of commitment
Interpersonal relationships
Primary Reason
Total Reasons 18

19. Interpersonal Relationships
Conflict with other members
Personality clashes/too much
drama
19

20. Personal level of commitment
Took too much time
Lost interest/burned out
Too many responsibilities
20

21. Geographic proximity
Moved/no club nearby
Club closed/no local
alternatives
21

22. Leadership
Lack of, or poor, leadership
Lack of focus/direction
Leadership’s way or no way
22

23. Club characteristics
Not enjoyable/dull/boring
Atmosphere/poor
morale/low participation
23

24. Reasons not related to LCI
Illness/medical reasons
Retired/I’m too old
Other personal reasons/
unrelated to LCI
24

25. Other reasons
Cost too much/fees too high
Felt like I was not making a
difference
25

26. 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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27. 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%
27

28. AIDED ASSESSMENT OF
POTENTIAL CAUSES
OF ATTRITION
28

29. Reinforcement of the need for better “club
management” and “bonding” with members
Frequent criticism of
conflicts/ disagreements
Numerous comments about
“not making a difference”
29

30. 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
30

31. 31
PERCENT REPORTING “HIGH IMPACT” ON DECISION
TO LEAVE LCI

32. 32
PERCENT REPORTING “HIGH OR MODERATE IMPACT” ON
DECISION TO LEAVE LCI

33. 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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34. RECEPTIVITY TO
REJOING LCI
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35. “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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36. More than one-third of all dropped members (38%) are
at least “somewhat likely” to consider rejoining LCI.
16%
22%
27%
35%
0%
20%
40%
60%
80%
100%
Very likely Somewhat likely Only slightly
likely
Not at all likely
Likelihood of Rejoining LCI
38%
62%
36

37. 37%
16%
63%
32%
65%
34%
25%
9%
18%
3%
37%
15%
38%
16%
0% 10% 20% 30% 40% 50% 60% 70%
All other countries
Brazil
India
Germany
Italy
U.S.
Total
Likelihood of Rejoining LCI by Country
Very Likely
Very or Somewhat Likely
37

38. Younger members are, by far, the most
receptive to rejoining
16%
38%
27%
56%
17%
42%
9%
25%
0%
20%
40%
60%
80%
100%
Total Under 45 45 - 64 65+
Likelihood of Rejoining LCI by Age
Very Likely
Very or Somewhat Likely
38

39. Less tenured dropped members are the most
receptive to rejoining
18%
40%
17%
46%
12%
27%
0%
20%
40%
60%
80%
100%
Under 4 years 4 - 10 years 11 or more years
Likelihood of Rejoining LCI by Tenure
Very Likely
Very or Somewhat Likely
39

40. ACTION PLANNING
40

41. Provide additional support/training for leaders
Motivating members
Making meetings more
enjoyable, productive and
time-efficient
41

42. Provide additional support/training for leaders
Providing members with a
sense of belonging
Better matching member
interests and tasks
42

43. Provide additional support/training for leaders
Team building
43

44. Provide more support to all members
Conflict resolution
44

45. 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
45

46. 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
46

47. Make it easier to be a member
 Sanjeev insert action plans
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48. 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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49. 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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