Membership: Looking beneath the surface - Rotary District 9520

Looking beneath

the surface.

Membership:

• Globally 1.2 Million

(static for over 20 years)

• We recruit and lose 100,000 members every year

• 2003 – 2011

2,552 new clubs chartered with a net gain of only 226 members

• Global membership shifting from West to East

Recent Membership Trends

RECRUITMENT RETENTION

CANADA-4,167

ENGLAND-7,743

USA-58,481

BRAZIL+4,045

GERMANY+11,114

INDIA+34,063

AUSTRALIA

-5,260

TAIWAN+7,567

S.KOREA+12,671

JAPAN-23,248

Largest Nett Membership Gains & Losses 2003-2013

District 9520

1386

• 50 Inductions this year

• 28 lost this year

CANADA-4,167

ENGLAND-7,743

USA-58,481

BRAZIL+4,045

GERMANY+11,114

INDIA+34,063

AUSTRALIA

-5,260

TAIWAN+7,567

S.KOREA+12,671

JAPAN-23,248

Largest Nett Membership Gains & Losses 2003-2013

Where basic human needs are not being met, might Rotary and its work appear more relevant?

Might there be a greater incentive to join?

?

?

But where we live a comparatively privileged life, might Rotary and its work appear less relevant?

Might there be less incentive to join Rotary?

P

P

Q. How do we motivate interest in Rotary in a developed country?

THIS IS WHAT WE

DO

THESE ARE BENEFITS OF

MEMBERSHIP

I WANT TO GIVE BACK

WHAT’S IN IT FOR ME?

Our messages can no longer be solely about what we do…They need to include what WE get out of our membership.

In our: • Conversations• Meetings & Bulletins

• Fliers & Promotional Material

• Newspaper articles

• Websites & Social Media Posts

Retention

So, why are people leaving us?

• Death

• Poor health

• Relocation

• Change in work responsibility

• Competing priorities

So, why are people leaving us?“Uncontrollables”

So, why are people leaving us?“Controllables”

• Lack of involvement/engagement/inclusion• Lack of direction & leadership• Conflict with other members• Inflexible attendance requirements• Input not sought or valued• Membership did not meet expectations• Unwillingness to modernise/change• Boring meetings • Affordability

• Poor venue/meal quality• Termination

What has our traditional response been to retention challenges?

• Responsibility• Recognition• Leadership pathways• Sense of belonging• Networking opportunities• Fellowship / social interaction• Skill Development• Challenges• Interpersonal Relationships• Fulfilment / achievement• Personal growth / Broadening of Horizons• Assimilation into a new community• Project ownership / Empowerment

• Sense of purpose / direction• Mentoring• Support for your cause• Fun / entertainment• Education• Keeping active• International Understanding• Humanitarian Service• Community Involvement

What do you need from your Rotary membership?

Building your network

Consider all those who have been touched by your club in the last 10 years…

Consider all those who have been touched by your club in the last 10 years…

• Exchange Students

• The Science Experience (TSE)

• Roadsafe Youth Driver Awareness (RYDA)

• Rotary Youth Leadership Awards (RYLA)

• Rotary Youth Program of Enrichment (RYPEN)

• Rotary Youth Wellbeing (RYWELL)

• National Youth Science Forum (NYSF)

• Health of the River Forum

Consider all those who have been touched by your club in the last 10 years…

• Ambassadorial Scholars

• Peace Scholars

• Indigenous Medical Scholars

• Group Study Exchange Team Members

Those students all have Friends, Parents, Siblings, Teachers & Support Staff at School

Who else have we touched?

… and so many more local programs

Consider all those who have been touched by your club in the last 10 years…

• Local Charities, Schools, Community & Church Groups, Sporting Clubs, etc

• Members of the public who use the playgrounds, parks and public facilities that we support. They buy from our thrift shops and book shops. They turn up to our public events.

Think of the ripple effect…

• Guest Speakers & Venue Staff

The ripples of our work spread far and wide…

So many people feeling positive about Rotary

So many people who we just need to find and say…

Join usJoin us to help at that sausage sizzleJoin us to help at that gardening project

Join us to help at that fundraiser

Join us for a coffee

Q. How do we find them?

A. Don’t lose them in the first place!

Attracting Young

Professionals

Worldwide research conducted from 2007-2010 with independent research companies

Additional focus groups conducted as part of the Young Professionals Campaign in 2013

Clubs must change their cultureSocial media, marketing and advertising efforts are important, but clubs must be open and willing to make changes necessary to attract younger members

Focus on engagement, not just recruitmentEngaging prospective members and current members in a club is an ongoing process

Clubs should build the relationship before asking prospective members to join

Open service projects Invite non-Rotarians (including Rotaractors, Interactors, and Rotary

alumni), family, and friends to participate in club events to maximize impact and expand community awareness

1. Younger professionals are similar to older prospects in attitudes but not in needs.

2. The image of Rotary is outdated and uninviting.

3. Rotary’s identity is unclear.

4. Rotary’s value proposition is unclear.

5. Overall interest in joining Rotary was low, even after learning about Rotary.

The most immediate opportunities for change are at the local club level:

Challenging tasks

Flexible scheduling

Family-friendly planning and events

Unstructured and modern ways to organise

Rotary’sPublic Image

Controlling how we appear

PublicImage

control these

minimise these

Public Relations!

You cannot control yourPublic Image…

You can only attempt to control your MESSAGES.

So let’s talk about themessages we send, and how and where we send them.

Up to 80% of communication isNon- Verbal.

Is it possible that up to 80% of our messages that contribute to our Public Image are involuntary?

Deliberate Meeting Messages

Club Projects & Events:• We raised $800 at Bunnings last weekend

• Volunteers for our working bee needed

• Letter received from our sponsor child

• Fundraising film night – next Saturday

• Our Matching Grant has been approved

• We are visiting Calperum in October

Involuntary Meeting MessagesRituals: • National Anthem

• Prayers / Invocations• Toasts• Sergeant Session

Order / Formality / Punctuality

Dress standard

Guest Speaker Quality

Venue / Meal Quality

Language

Rotary’s Body Language

Mixed Meeting Messages

Reporting on ill members:

These people really care about their fellow members.

or

This club is old and dying.

Can we ban this word? WIVES

Control our

• eradicating Polio

• providing clean water

• youth programs

• peace & conflict resolution

• great training opportunities

• meet wonderful people

• promote literacy

Minimise our

• attendance requirements

• meeting rituals

• male dominated

• ageing membership

• exclusive

• sausage sizzle central

(Rotary’s body language)

• expensive

Rotary has its own

unique language, that

even some Rotarians

don’t understand.

Communicating with non-Rotarians

They don’t understand our jargon or acronyms

They don’t care about our Club Bylaws or Constitution

They have no concept of where D9520 is (or where D9500 starts)

Write like a non-Rotarian, because:

They don’t care about our annual theme or international president and can’t understand why we would keep changing them.

Get a non-Rotarian friend to proof read

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