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    An investigation into how the Lions Clubs in New Zealand can grow their membership base

    Sutton, Carla

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    MBus_2016_Carla Sutton_1276433_Final Research.pdf (1.465Mb)
    Date
    2016
    Citation:
    Sutton, C. (2016). An investigation into how the Lions Clubs in New Zealand can grow their membership base. An unpublished thesis submitted in partial fulfilment of the requirements for the degree of Master of Business, Unitec Institute of Technology, New Zealand.
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/3650
    Abstract
    Lions New Zealand is a reasonably well-known charitable service organisation. However, the organisation has been experiencing a reduction in membership numbers. There is a general query whether this is related to a possible drop in awareness within the general public of this organisation’s work. Hence, this research aims to find a range of options for Lions Clubs in New Zealand to market themselves to raise public awareness, as well as encourage people to become members. This research applies the mixed methods approach, utilising a survey questionnaire for quantitative research, supported through Case Study methodology and triangulation with qualitative research from semi-structured interviews, observations and documentation. The marketing and promotional options to consider include Social Media and other online tools, conventional marketing options, as well as word of mouth. As the organisation is specifically aiming to raise awareness with the general public and increase membership, several types of solutions are researched, discussed and outlined on their potential merit. The findings of the research indicate online tools including Social Media are often, but not always, considered successful approaches. Conventional marketing and word of mouth frequently feature as equally worthwhile options to pursue. Furthermore, research finds retention of current and new members can be improved if the organisation were to survey all members about the reasons for joining, as well as the reasons for staying. This will provide the opportunity to ensure the members’ needs and expectations are satisfied. Moreover, suggestions include changes to the current Induction Programme. Changes are also suggested to the current training sessions to include a service quality model and a specific marketing mix. This research identifies several opportunities to increase the number of younger members attracted to the organisation. The opportunities involve corporate clubs, cyber clubs, new clubs with only young members, cultural clubs, Leo Clubs, as well as an aim to attract more females, and families.
    Keywords:
    Lions Club (New Zealand), non-profit organisations (NPO), volunteer recruitment, charities, branding, social media advertising
    ANZSRC Field of Research:
    150503 Marketing Management (incl. Strategy and Customer Relations), 160702 Counselling, Welfare and Community Services
    Degree:
    Master of Business
    Supervisors:
    Du Plessis, Andries; Lockyer, Alan
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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