This is a changing world; we must be prepared to change with it. The story of Rotary will have to be written again and again. Paul Harris, 1935
July 1, 2003 June 30, 2010: 1.1 Million new members 2,552 new clubs Net increase: 226 members!
July 1, 2008 June 30, 2013: 732, 913 new members admitted 714,853 members terminated Net increase: 18,060 members * Source: Rotary International Membership Development, June 2014)
44,000 join each year 51,000 members leave Net loss: >33,000 + from 1 July, 2008 30 June, 2013
1 July, 2011 30 June, 2014: 155 new Rotary Clubs created in the US 301 Rotary Clubs closed 6
33% - members less than 1 year 50% - members less than 2 years 80% - members less than 5 years 14% - demographics (death, relocation, etc.) Demographics happen! 7
Rotary gets enough new members every year to grow a lot! We don t do a good job of keeping our members. Rotary s membership problem cannot be fixed by recruiting alone. We are failing our newest members.
Strengths: *long history and prestige; *great Rotarians who love Rotary; *universal appeal of Service Above Self. Weaknesses: *high member attrition rate; *outdated packaging *ill-defined brand Threats: *changing world; *internal resistance to change. Opportunity/Challenge: retool Rotary to fit today s world!
1: Focus on recruiting to grow 2: Once we induct a new member our membership job is done. 3: Rotary is a box new members must learn to fit into. One size fits all? 4: People who leave are wrong for Rotary and there is nothing we can do to stop them from going.
Recruit> attract Attendance > engagement /participation Rigid rules > flexibility and innovation Fit into our box > Members Are Our Customers
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Know their target market and its desires; Provide superior products and services their customers want; Anticipate and respond to customer and industry changes; Change to adapt to customers changing wants and needs; Give value to their customers!
The secret to our continued success will be our ability to maintain a culture of amazing customer service. If we re able to do that there s no stopping this little company. If we aren t an amazing experience then there s no reason for this company to exist because there are lots of places to get good ice cream. John Lowe, CEO of Jeni s Splendid Ice Creams 14
Our Members Are Our Customers
Customer n 1. one that purchases a commodity or service. Merriam-Webster Dictionary, 2011
Less prone to leave Attract potential customers
1. Members are a Rotary club s customers 2. Every member joins in Rotary for a reason to get or accomplish something (value). 3. Members remain in Rotary if they get the value they want and leave if they don t. 4. Job #1: Club leaders must learn and provide members and prospective members the value they want from Rotary. 5. Clubs must change as needed to ensure continued member satisfaction.
Key Principles: Members are Rotary s customers Increased member satisfaction will increase retention and in turn attract new members Focus on and promote the significant benefits exclusive to Rotary membership (i.e. value) Regularly assess member satisfaction and implement changes necessary to increase satisfaction. *North American Membership Strategic Plan adopted by RI Board, May 2012
The Value Proposition The Value Proposition
1. Rotarians expect value in exchange for the time (participation) and money (dues, Foundation support, etc.) Rotary asks of them. 2. Members leave Rotary when they don t get sufficient value to justify their time and money. 3. A club s value proposition is the sum of its projects, events and programs which give the value members want from membership the total Rotary experience!
Clubs grow when leadership: Knows what members want from Rotary; and gives members what they want; and Makes changes necessary to keep members involved and excited about Rotary. Members are retained and Rotary grows when the value of Rotary membership exceeds the cost of membership. PDG John Adams, RID 6740 22
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Why did you join Rotary? Why are you in Rotary now?
0-5 Year Rotarians Professional development (leadership, public speaking, etc.) Networking Service with peers 6-20 Year Rotarians Service to community and world Build and maintain friendships 20+ Year Rotarians Maintain friendships Service to community World peace *Sources: 2010 Zones 33&34 member survey and subsequent surveys
Time? Money? The #1 reason members leave Rotary: lack of engagement 26
Not what you may think
Anything that vies for members disposable time is Rotary s competitor. People will join and stay only if they believe their time in Rotary is well spent!
Why should people join Rotary when there are many opportunities to serve with no dues or attendance requirements? (answer coming stay tuned)
Work for World Peace Business & Professional Growth Opportunities Community Organization Service Club; Volunteering Social Opportunities
Club Service Vocational Service Community Service International Service Youth Service
Is Rotary A service organization with members? or A membership organization that does service? 32
What is Rotary? What is Rotary Service? Some people think Rotary is just a weekly meeting!
Rotary is a local and global network of selfless people passionately engaged in serving humanity and the personal and professional growth of its members. * *Brent s elevator speech. Not copyrighted - feel free to use it!
All of a Club s activities in all Five Avenues of Service, aimed at improving and enriching lives of those in its community, the world and in the club!
Rotary provides members with benefits (value) which can t be obtained in any other single setting: Personal growth; lasting and meaningful relationships; professional development; family involvement; and service which changes the world and members!
Ask prospects why? Ask members what? Listen and act Match members and passions Prioritize value to members 37
Consider members to be valued customers; Understand what members want and provide it; Get regular feedback from members; Change to accommodate members changing desires; Make member satisfaction Job #1
Join Leaders. Exchange Ideas. Take Action. Serve Others. Discover Yourself. Change the World. 39
Multiple Choice Test: Rotary s attendance rules are: A. A cherished Rotary tradition? B. What sets us apart? C. An impediment to member attraction and retention? D. Out of touch with today s society? E. All of the above Answer: E and Misunderstood!! 40
Attend or make up at least 50 percent of regular club meetings; or engage in club projects for at least 12 hours in each half of the year; or a combination of both What counts as a make up? All official club, district, and RI activities including service projects, committee meetings, club social events, and even today s meeting! (See Standard Rotary Club Constitution Article 9) 41
Members should attend/participate because they want to, not because we beat them with a rule book! Members participate when they feel they receive value from it. Monitor members participation and intervene early. No one should ever have to leave Rotary for failing to meet attendance requirements!
The Value Proposition Touchpoints! Why is a service organization so obsessed with meeting attendance?
A club-based program designed to grow Rotary by: Increasing and recognizing member participation Providing value to members in their areas of interest Creating committed and enthusiastic Rotarians Helping members understand Rotary and Rotary service beyond meetings District 6690 (Ohio) Rotarians serving their community 44
Touchpoints are all club, district, zone and RI meetings, activities, events, projects, and experiences Each activity is scored to encourage participation Each club s Touchpoints program is created to meet the unique needs of that club and its members. 45
Personalizes members Rotary experience Gives members options for participation and to bring their service passions to the club Increases regular meeting attendance and participation in club events (yes it s true!) Helps attract new members and retain all members Revitalizes and re-energizes your club! 46
Attract, not Recruit!* * Thanks to PDG Chris Jones, Rotary District 7680
Creates long lasting relationships instead of short term fixes in numbers. Improves member quality Attract and engage good Rotarians and retention takes care of itself. When we attract good Rotarians, they attract others of the same mindset.
Promote the unique benefits and value of Rotary membership. Share your Rotary story. Invite people to a club meeting or event. Make sure your club has a friendly and vibrant atmosphere with opportunity for fellowship. Action is attraction!
Engagement Attract Engage Value Attraction Retain Retention Value 50
First ask why Do not bring in new members who won t fit in or want something the club can t give (but refer them to other clubs!). Pre-induction disclosure of expectations and obligations of Rotary membership. Regularly use visioning, focus groups, surveys, etc. to learn what new and current members want from Rotary.
Immediately train new members in Rotary culture. Immediately involve new members in significant activities consistent with their passions and skills. Groom new members for leadership roles. Obtain continual feedback from members about satisfaction with the club (consider club visioning). Make changes to ensure members continued satisfaction: projects, activities, even meeting times!
Strive to be strong in all Five Avenues of Service (consider a Touchpoints program). Have the courage to change traditions that drive away members. Increase your club s value proposition focus on value to members! Remember Paul s words: Cultivate an atmosphere of entrepreneurship, progress, optimism and excitement. Embrace change as good! Customer satisfaction must be our top priority in all we do! Membership growth is a matter of whole club excellence, not just numbers!
Networking isn t a bad thing it is why I started Rotary! Vocational Service and networking events Club social events (aka Club Service ) on a regular basis Family friendly activities Consider a flexible and innovative meeting/event schedule Touchpoints
To Keep Our Members: Bring them into Rotary the right way Engage them early on their terms Exceed their expectations Provide them a return on their investment
Members are Rotary s greatest asset! The most important issue for all of Rotary is to grow to ensure our continued service both locally and globally. We must make Rotary more attractive to women, minorities and the millenial generation. Membership growth can happen if we make it a priority and are willing to make the changes we need to be relevant to the next generation. Membership growth requires we recognize and treat members as our customers, giving them the value they seek from Rotary. Member satisfaction is Job #1 We are not advocating changing the essence of Rotary: Service Above Self remains first, last, and always our #1 mission!
YES!! Our communities and the world we serve need a strong and active Rotary! This effort isn t just about us. It s about growing our mission of Service Above Self to a world which desperately needs the help, hope, and opportunity only Rotary can provide!
PDG Brent D. Rosenthal Assistant Rotary Coordinator, Zone 30 brent.rosenthal1@gmail.com (614) 595-8424