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dc.contributor.authorSutton, Carla
dc.description.abstractLions 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.en_NZ
dc.rightsAll rights reserveden_NZ
dc.subjectLions Club (New Zealand)en_NZ
dc.subjectnon-profit organisations (NPO)en_NZ
dc.subjectvolunteer recruitmenten_NZ
dc.subjectsocial media advertisingen_NZ
dc.titleAn investigation into how the Lions Clubs in New Zealand can grow their membership baseen_NZ
dc.title.alternativeResearch question: What can Lions Clubs NZ do to market and promote themselves better to increase awareness and membership?en_NZ
dc.typeMasters Thesisen_NZ
dc.rights.holderAuthoren_NZ of Businessen_NZ Institute of Technologyen_NZ
dc.subject.marsden150503 Marketing Management (incl. Strategy and Customer Relations)en_NZ
dc.subject.marsden160702 Counselling, Welfare and Community Servicesen_NZ
dc.identifier.bibliographicCitationSutton, 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.en_NZ
unitec.institutionUnitec Institute of Technologyen_NZ
dc.contributor.affiliationUnitec Institute of Technologyen_NZ
unitec.advisor.principalDu Plessis, Andries
unitec.advisor.associatedLockyer, Alan
unitec.institution.studyareaManagement and Marketing

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