STRENGTHENING MEMBERSHIP

Transcription

1 STRENGTHENING MEMBERSHIP District 6690 Foundation & Membership Seminar September 2014 Frank Dilenschneider, Membership Chair ph. (614) Resources,: Jennifer Jones, Brent Rosenthal, & Steve Sabo

2 How Are We Doing? District 6690 s Progress from July June 2014: 92 More Members, 4% Increase STRENGTHENING ROTARY 4

3 NEEDED IMPROVEMENTS. Clarify what Rotary stands for, how it s different and why people should care. Elevate awareness and understanding. Motivate, engage and inspire current and prospective members, and the communities their Club serves. STRENGTHENING ROTARY 5

4 WHY? Our Research Tells Us That Never Heard of Rotary Know Name Only Some Familiarity STRENGTHENING ROTARY 6

5 CHALLENGE NOT EARNING FULL CREDIT FOR OUR GOOD WORK Harder to reach our full potential STRENGTHENING ROTARY 7

6 WHAT ELSE DOES RESEARCH TELL US? STRENGTHENING ROTARY 8

7 PRIMARY REASONS PEOPLE JOIN ROTARY Why did you initially join Rotary? To positively impact my community Friendship and fellowship Professional networking/ business development opportunities To have a positive impact globally Potential for personal/ professional recognition Development and training opportunities 30% 20% 10% 0% STRENGTHENING ROTARY 9

8 ARE THE SAME REASONS THEY STAY ROTARIANS Why do you stay with Rotary? To positively impact my community Friendship and fellowship Professional networking/ business development opportunities To have a positive impact globally Potential for personal/ professional recognition Development and training opportunities 30% 20% 10% 0% STRENGTHENING ROTARY 10

9 WHAT S THE ISSUE? July 2003 June 2010: 1.1 Million new members 2,552 new clubs Net increase: >Only 226 Members! STRENGTHENING ROTARY 11

10 ROTARIAN MEMBERSHIP IN NORTH AMERICA 44,000 join each year 51,000 leave Net loss: more than 28,000 since 1 July, 2007 Attrition rate (11-12) :12% (up from 10.8% in 07-08). * Source: North American Membership Strategic Plan (April 2012) STRENGTHENING ROTARY 12

11 HERE s THE ISSUE: We get enough new members to grow a lot! We lose more members than we gain We are good at attraction and very poor at retention Rotary s membership problem cannot be fixed by recruiting alone. STRENGTHENING ROTARY 13

12 SO WHERE DO WE GET HUNG UP? We Don t Know How to Articulate Our Brand. While Traditional Beliefs Keep Us Anchored, It Can Keep Us From Understanding & Retaining Future Rotarians. We are Confused About Who Are Our Benefactors vs. Our Clients We Find It Difficult to Demonstrate The Value Proposition. STRENGTHENING ROTARY 14

13 NOTE: GRAPHICS ARE NOT FINAL ART. Membership Strategy 1. Know Your Brand Where to Start? Know Our Brand STRENGTHENING ROTARY 15

14 Membership Strategy 1. Know Your Brand - WHO ARE WE? Rotarians are responsible leaders Define by mindset Connecting always will be a driving force behind Rotary Rotary creates community impact on a global scale STRENGTHENING ROTARY 16

15 ESSENCE STATEMENT Rotary unites leaders from all continents, cultures and occupations to exchange ideas and take action for communities around the world. STRENGTHENING ROTARY 17

16 ESSENCE STATEMENT - Abbreviated Rotary unites leaders from all continents, cultures and occupations to exchange ideas and take action around the world. That which Empowers Leaders to take Action for the Uncommon Good. Frank Dilenschneider STRENGTHENING ROTARY 18

17 ROTARY S VALUES - WITH ACTIVE LANGUAGE Fellowship and global understanding We build lifelong relationships. Ethics and integrity Diversity Vocational expertise, Service and Leadership We honor our commitments. We connect diverse perspectives. We apply our leadership and expertise to solve social issues. STRENGTHENING ROTARY 19

18 OUR VOICE SMART We look at problems from different angles and apply our expertise to solve social issues in ways others cannot. Our communications are insightful and discerning. WE SOUND: Knowledgeable Perceptive Confident BUT NOT: Obscure Disconnected Arrogant STRENGTHENING ROTARY 20

19 OUR VOICE COMPASSIONATE Tackling the world s toughest challenges requires empathy. Our communications champion real people, stories and conversations that are relatable and universal. WE SOUND: Thoughtful Sincere Engaging BUT NOT: Lofty Sentimental Weak STRENGTHENING ROTARY 21

20 OUR VOICE PERSEVERING We are relentless in our pursuit of lasting solutions to systemic problems at home and abroad. Our communications express our perseverance when we speak with clarity and conviction. WE SOUND: Bold Purposeful Courageous BUT NOT: Reckless Close-minded Stubborn STRENGTHENING ROTARY 22

21 OUR VOICE INSPIRING Motivated by the enduring connections and positive change we bring to communities and the world, we encourage others to take action. Our communications convey hope, enthusiasm and passion. WE SOUND: Upbeat Hopeful Visionary BUT NOT: Hyper Zealous Impractical STRENGTHENING ROTARY 23

22 MEMBERSHIP STRATEGY 2. CHANGING OUR BELIEF SYSTEM, Exercise #2 What Makes Your Club So Good? STRENGTHENING ROTARY 24

23 MEMBERSHIP STRATEGY 2. CHANGING OUR BELIEF SYSTEM We serve traditions Traditions serve us Recruit Attract Induction, Red Badge, PHF Networking, Programming & Fellowship Rigid rules Flexibility & Innovation Ad Hoc Cmte, Caucuses, Satellite Club Attendance Engagement /Participation Touchpoints, Joint Club Socials, Join Grant Programming Fit into our box Members Are Our Customers The Value Proposition STRENGTHENING ROTARY 25

24 MEMBERSHIP STRATEGY 3. Understanding Benefactors vs. Customers Members Are Our Customers Important: Know the difference between our Customers and our Benefactors Those who receive benefits from our projects are our benefactors, not our customers. Brent Rosenthal, 6690 PDG, Zone Coordinator STRENGTHENING ROTARY 26

25 MEMBERSHIP STRATEGY 4. How To Fulfill A Value Proposition Think About It, An Excellent Business 1. Know their customers A Rotary Club should know & treat members like valued customers 2. Understand customers needs and desires As Rotarians, we need to understand what members want and provide it 3. Provide superior products and service that customers want Rotarians must motivate members, family & community to participate in club s events 4. Change and adapt as their customers wants and needs change Successful Rotary Clubs get regular feedback from members and act upon it 5. Give value to their Customers Rotarians need to be entrepreneurial always looking for new activities STRENGTHENING ROTARY 27

26 MEMBERSHIP STRATEGY Value Proposition, In Other Words 1. Members are a Rotary club s customers the club must provide the service programs and activities the members want! 2. Every member joins and stays in Rotary for a reason to get or accomplish something. 3. Members remain in Rotary if they are getting what they want from it (value) and leave if they don t. 4. Club leaders must learn what members want and provide it even it involves changing club activities and traditions! 5. Clubs must continually self-evaluate and change to ensure continued member satisfaction. STRENGTHENING ROTARY 28

27 MEMBERSHIP STRATEGY Value Proposition, Bottom Line Membership is gained and retained when the value of membership to the Rotarian exceeds the cost of Membership. STRENGTHENING ROTARY 29

28 MEMBERSHIP STRATEGY Value Proposition - PRINCIPLES Principle #1 - Rotary asks members to give of their time (attendance and participation) and money (dues, Foundation support, etc.). They expect something of value to them in return. Principle #2 - Members leave Rotary when they don t see a sufficient value in membership to justify their commitment of time and money. Principle #3: To attract and retain members, Clubs must understand what members want and expand the value they offer to all members. Principle #4: Clubs grow when leadership: is aware of what members want; and o gives members what they want from Rotary; and o has the courage to make changes necessary to keep members involved in and excited about Rotary. STRENGTHENING ROTARY 30

29 MEMBERSHIP STRATEGY 5. What s In Your Tool Box, Exercise #3 PAUL HARRIS FELLOW STRENGTHENING ROTARY 31

30 MEMBERSHIP STRATEGY 5. What s In Your Toolbox Membership Toolbox Retention is Key Immediate Involvement & Responsibility Importance of Recognition Red Badge, Paul Harris, Touch-Points (Not Attendance) No Club Is An Island Make-ups, Joint Projects, & Social Collaborations The Rotary Family STRENGTHENING ROTARY 32

31 MEMBERSHIP STRATEGY 5. What s In Your Toolbox Touch Points Membership Toolbox, About Attendance Do you know what Rotary s new attendance rules require? 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 meeting or club projects? All official club, district, and RI activities this can include service projects, committee meetings, club social events - pretty much all official club and District activities. More importantly, clubs are no longer required to remove members from nonattendance it is optional but not mandatory. No Rotarian should be removed from a club for not being able to attend meetings! STRENGTHENING ROTARY 33

32 MEMBERSHIP STRATEGY 5. What s In Your Toolbox Touch Points Membership Toolbox, So What Is Touch Points? Simply the breadth of club activities, experiences, and projects across all Five Avenues of Service that comprise the heart and soul of the club s life. A Rotary Touch Point can be any Rotary experience that enhances member engagement and commitment to the club and Rotary overall. By selecting those of interest to them, members feel they are contributing to the club while picking and choosing the Rotary Touch Points that excite them. STRENGTHENING ROTARY 34

33 MEMBERSHIP STRATEGY 5. What s In Your Toolbox Membership Toolbox, What s Touch Points? So in addition to weekly meetings, committee meetings and service projects, Touch Points include such events and activities as: club social events club networking events member dine-arounds volunteering at any club function creating a new committee to address a particular area of member interest recognizing a financial or significant donation from a member for a project traveling to participate in a World Service project assisting a special club meeting focus area researching a new club project organizing an outing for members outside of weekly meetings supporting a club fundraising initiative STRENGTHENING ROTARY 35

34 MEMBERSHIP STRATEGY 5. What s In Your Toolbox Touch Points Membership Toolbox, Touch Points What Does It Look Like? Benefits: Tracks Involvement. Allows Club Administration to place weight/value to a particular program. Monitors Successful Programming/Activities. STRENGTHENING ROTARY 36

35 MEMBERSHIP STRATEGY 5. What s In Your Toolbox Touch Points Membership Toolbox, Touch Points What Does It Look Like? STRENGTHENING ROTARY 37

36 MEMBERSHIP STRATEGY 5. What s In Your Toolbox Membership Toolbox Also And Don t Forget STRENGTHENING ROTARY 38

37 MEMBERSHIP STRATEGY STRENGTHENING ROTARY 39

38 MEMBERSHIP STRATEGY 5. What s In Your Toolbox Membership Toolbox STRENGTHENING ROTARY 40

39 MEMBERSHIP STRATEGY Summary Members Are Our Customers Start Providing Our Current Members With What They Want Meetings with Great Programming Meaningful Community Outreach Variety of Social/Club Activities Vocational Awareness Networking Opportunities STRENGTHENING ROTARY 41

40 MEMBERSHIP STRATEGY - Summary Members Are Our Customers Then What They Need Fellowship & Community Leadership Vocational Support Recognition (Touch-Points) FUN! STRENGTHENING ROTARY 42

41 INFORM INSPIRE EMPOWER BE A ROTARY CHAMPION