About this Case Study

This case study provides an example for non-profit organizations seeking to streamline branding and consolidate messaging. If you are in the non-profit sector, responsible for donor engagement or membership growth, this case study is for you. It focuses on uncovering donor and member motivations to inform a unified creative strategy.

Summary

Lions Club International (LCI) and Lions Club International Foundation (LCIF) partnered with PositiveBrand and RKD to explore whether their distinct identities could be consolidated under a single brand. Through targeted survey research, we identified key donor and membership motivations, revealing opportunities to unify branding while maintaining focus on their most impactful programs.

Here’s the Challenge

LCI and LCIF needed to understand how their audience perceives their mission and whether the distinctions between LCI and LCIF affect engagement. The challenge was to evaluate:

• Whether unifying branding would strengthen their position.
• How to address potential donor and member concerns during a rebranding process.

Here’s the Idea

PositiveBrand conducted a survey targeting individuals familiar with Lions Club and active in charitable giving. The study focused on:

• Q8: Reasons for becoming a member of the Lions Club.
• Q10: Causes most likely to inspire donations.

Here’s the Execution

The survey yielded key insights:

• Q8: 64.35% of respondents cited helping their local community as the top reason to become a member, followed by 33.48% who valued having a place to contribute positively.
• Q10: 44.78% of respondents were most likely to donate to support neighbors in need, with 41.30% prioritizing fighting hunger.

These findings highlight that both members and donors are motivated by tangible, community-focused impacts.