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Year of Graduation

2026

Document Type

Thesis

Degree Name

MALS: Social Sciences

Directing Professor

LeeRay Costa

Abstract

The Junior League of Roanoke Valley (JLRV), founded in 1926, enters its second century facing declining membership, reduced civic visibility, and persistent perceptions of historical exclusivity. This thesis examines the factors contributing to these challenges and develops a strategic framework for organizational renewal. Using a mixed-methods, community-based research approach, the study combines historical analysis of JLRV archives, quantitative survey research, qualitative focus groups, and autoethnographic reflection. A membership survey completed by 47 respondents and two focus groups provided contemporary perspectives on member identity, belonging, engagement, leadership development, communication, and organizational sustainability.

The research finds that JLRV’s membership decline cannot be attributed solely to changing demands on women’s time or reduced interest in volunteerism. Instead, multiple factors, including inherited public perceptions, changing expectations of leadership development, organizational relevance, member experience, and the demands of contemporary professional and personal life, shape participation. The findings suggest that rebuilding organizational trust requires greater clarity about JLRV’s identity, stronger communication of community impact, meaningful opportunities for leadership and connection, and greater flexibility in member engagement.

Drawing on these findings, this thesis proposes a 2027–2032 strategic plan centered on six interdependent priorities: reclaiming the Junior League identity, transforming the member experience, strengthening leadership development, deepening community impact, and advancing organizational communication and sustainability. Rather than abandoning its historic mission, JLRV can renew it by adapting its practices to contemporary women’s lives while expanding opportunities for meaningful civic participation and leadership.

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