HOW LIONS ARE PLANNING TO MEET THE SECOND CENTURY OF SERVICE THROUGH LCI FORWARD By the 2015-17 Long Range Planning Committees: International President Chancellor Bob Corlew, Immediate Past International President Dr. Jitsuhiro Yamada, First International Vice President Dr. Naresh Aggarwal, Second International Vice President Gudrun Yngvadottir, Third International Vice President Jung-Yul “Yul” Choi, Past International President (PIP) Joe Preston, PIP Joseph L. Wroblewski, International Director G.S. Hora, Past International Director (PID) Eric Carter, PID Claudette Cornet, PID Douglas A. Lozier THE SPIRIT OF SERVICE THAT MELVIN JONES SHARED WITH THE WORLD 100 YEARS AGO LIVES ON, BUT THE WORLD OF 1917 WOULD BE LARGELY UNRECOGNIZABLE TODAY. Horses and buggies still roamed the streets, radio and print drove mass communications, and social connections were made face-to-face in local communities. Now driverless cars are on the horizon, the Internet has created a global information-sharing network, and people around the world are connecting through social media and mobile technology. The Industrial Age has given way to the Digital Age, and it’s changing the way people serve. People are donating in new ways—10,000 text donations were sent every second in the aftermath of the devastating Haiti earthquake. They’re using mobile technology to find opportunities to serve – 80 percent of the world will have a smartphone by 2020—and turning to social media like Facebook, with 1.7 billion unique visitors every month. People are volunteering in new ways. Episodic volunteering—periodic rather than ongoing volunteering—is now the most common way people volunteer worldwide due to changing lifestyles and growing support for causes over organizations. And volunteers are needed now more than ever. Technology has not only changed the way people serve, it has also given us a clearer picture of our growing global needs. It helps the world collect and share data in real time to assess current and emerging humanitarian needs. It takes us into impacted communities through cellphone images, video and social media, and it shows us the faces of the men, women and children who are struggling. And their struggle is a plea for the world—and Lions—to respond. DEFINING OUR SECOND CENTURY So how do Lions adapt in the face of an ever-changing global landscape? How can we meet the growing needs of our communities and the world? How do we want the world to see us and how do we see ourselves? As Lions, we have served like no one else for 100 years. To honor that century of service, we knew we would have to dream bigger than we ever have before. And to meet the growing needs of a changing world, we knew we would have to set an ambitious goal for the future. As Lions, we have served like no one else for 100 years. To honor that century of service, we knew we would have to dream bigger than we ever have before. And to meet the growing needs of a changing world, we knew we would have to set an ambitious goal for the future. BUT LIONS DON’T JUST IMAGINE CHANGE. WE ACHIEVE IT. That’s why we have set a goal of improving the lives of more than 200 million people per year by 2021—tripling our humanitarian impact—through expanded service. It requires strategic planning. It will take collaboration at all levels of Lions. And it will require innovation to meet the challenges ahead. That’s why we have set a goal of improving the lives of more than 200 million people per year by 2021—tripling our humanitarian impact—through expanded service. It requires strategic planning. It will take collaboration at all levels of Lions. And it will require innovation to meet the challenges ahead. INTRODUCING LCI FORWARD LCI Forward was developed as a road map for Lions to plan, implement and achieve our vision for the future. It includes strategies to significantly expand humanitarian service to meet the growing needs of the world. It’s designed to improve operations, use new technologies and make the member experience second to none. It will create new ways to promote the Lions brand, produce new service products and innovations, and unite more people in service. LCI Forward includes four areas of focus that will guide our action plan for the next five years: • Enhance our service impact and focus • Reshape public opinion and improve visibility • Pursue club, district and organizational excellence • Improve membership value and reach new markets WE HAVE SET A GOAL OF IMPROVING THE LIVES OF MORE THAN 200 MILLION PEOPLE PER YEAR BY 2021—TRIPLING OUR HUMANITARIAN IMPACT. WE WILL ENHANCE SERVICE Our humanitarian service can evolve, and our impact can increase with a focused service platform. Lions will continue to meet local needs just as they’ve always done, but there are new needs in our communities and around the world. So we need to expand our current service and identify new ways to serve. We’ll continue our storied tradition of service and build on it to reach our goal of serving 200 million people a year by 2021. How we’ll achieve it We will launch an updated global service platform at the 2017 Centennial Convention in Chicago. Lions will continue to support sight and their local community needs, but we’ll offer new ways to serve, best-in-class service programming that can be implemented all over the world and tools for tracking and measuring our service impact in local communities and around the world. WE WILL RESHAPE PUBLIC OPINION AND IMPROVE VISIBILITY Many recognize the Lions logo, but not our work. The world needs to know who we are, what we do and how they can serve humanity with us. Public relations, global advertising and enhanced communications provide high-profile ways to share our life-changing service stories to inspire hope, change and new volunteers. Our goal is to become the best-known brand for voluntary service around the world so that civic-minded men and women will join us in taking on the biggest humanitarian challenges facing humanity. How we’ll achieve it We are rolling out a global strategic marketing plan that’s culturally relevant and audience-focused. We’re building a digital marketing platform to reach new markets in new ways to drive civic-minded people to clubs, and we’ll deliver new technologies like mobile apps to give Lions more on-the-go tools to serve, track and connect. Technology drives innovation and innovation will drive Lions into the future. WE WILL PURSUE CLUB, DISTRICT AND ORGANIZATIONAL EXCELLENCE We are committed to helping Lions and Lion leaders around the world achieve excellence. District and club excellence requires new resources, enhanced technology and better support. It takes bold leadership in order to get there. It means that we will have to work collaboratively and strategically on every level of Lions to ensure we remain the global leader in humanitarian service. How we’ll achieve it We will strengthen clubs and districts worldwide through a Quality Improvement Program. We’ll do this by streamlining operations at every level of Lions by making it easier to become a Lion and start a club and by using technology to increase global access to leadership and training opportunities. WE WILL IMPROVE MEMBERSHIP VALUE AND REACH NEW MARKETS To achieve our goal of serving 200 million people a year, we’ll need new members to join us. By focusing on the value of being a Lion and enhancing the member experience, we can reach new markets and engage a new generation of volunteers. In addition to attracting younger members to join us, we also need to recognize that the way people volunteer is changing. How we’ll achieve it Develop new products and innovations that allow more people to engage in service through LCI. We’re creating new models to attract episodic volunteers, and we’re creating complementary products and partnerships with businesses seeking to expand corporate social responsibility programs. LOOKING FORWARD TO OUR NEXT CENTURY OF SERVICE Throughout our first century of service, Lions have always embraced the challenges that faced them. By setting this new goal of serving 200 million people annually, Lions will remain at the forefront of global humanitarian service. We will be part of the conversations, and solutions, for the big issues facing humanity. And we will literally change the world. Let’s continue to look back and celebrate our achievements throughout our centennial, and let’s also look forward to what we can achieve in our next century of service. BECAUSE 100 YEARS IS ONLY THE BEGINNING. LCI FORWARD WAS DEVELOPED AS A ROAD MAP FOR LIONS TO PLAN, IMPLEMENT AND ACHIEVE OUR VISION FOR THE FUTURE AND MEET THE GROWING NEEDS OF THE WORLD.
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