Retention is Key A Program to Increase Membership Note: Adapted from RI Retention Pilot Program as amended by District 5230 Implementing the following seven steps with dedication and club leadership has proven to substantially increase club membership through an effective retention program. Retention is Key provides suggested steps that will improve membership development and retention. Implementation needs to be tailored to meet your Rotary Club s structure and personality. The basic steps are: 1. Identify 2. Inform 3. Invite 4. Orient 5. Induct 6. Educate 7. Involve REMEMBER Member Retention begins well before Induction. 1. IDENTIFY well qualified members of your community. The club should establish a specific procedure to identify well-qualified members of the community. Retention can be improved by identifying quality individuals who are professionals, leaders in the community, and have a commitment to service. You can utilize District 5160 s Membership is Everyone s Job process to as one way to identify multiple qualified individuals. Use a classifications survey to use as a guide in identifying potential members. Work with other organizations in the community to identify new sources of potential members (Chamber of Commerce, Cultural Organizations, professional and business organizations). 2. INFORM all prospective members of Rotary International s programs and provide a club profile outlining the club s service efforts. Develop and distribute a club profile. Add it as an insert to This is Rotary (001-EN) along with Rotary Basics (595-EN) and/or What s Rotary (419-EN). Present the package to all visitors and prospective members. These are available from the RI Catalog or www.rotary.org. Gather the contact information for all visitors to the club. Follow-up with a letter from the Club President and a call from the member bringing the visitor. Establish a public relations plan to continually inform the general public about what the Rotary club accomplishing within the community. Send prospective members the club s newsletter (via email or snail mail) and web site to keep them informed. Place a call now and then to show the club is interested in them becoming a member. 3. INVITE a prospective member with a personal visit by the proposer and a member of the club s Membership Committee. Educate all members regarding the procedures for extending an invitation to a prospective member. Distribute copies of How to Propose a New Member (254-EN) to all members and show them how it is used. Follow the process outlined on the form. For example, prospective members must be approved by the club s Board of Directors before an offer of membership can be made. Develop a plan for inviting a prospective member. Make an appointment to extend the invitation by the sponsoring Rotarian and, if possible, a second club member (preferably from the Membership Committee). This provides additional Rotary knowledge, shows genuine interest in the prospective member and 1
provides another point of contact within the club. Keep in contact with prospective members who have visited the club using the club newsletter. Invite them to participate in service projects and special events. Track members who propose members, and give credit to them in front of the club. Track the percentage of those invited that ultimately accept membership. 4. ORIENT the potential new member properly. Establish a formal pre-induction orientation program including the following areas of information. a) Community service efforts and successes. b) The International scope of Rotary Service and friendships. c) Rotary s emphasis on high standards of character and integrity. d) Rotary s attendance requirements and dues structure. Establish a checklist that outlines the many opportunities and resources for gaining knowledge about Rotary and becoming involved in club activities. The sponsor should give the list to the new member and determine which club committee the new member is interested in joining one week prior to induction. Establish a procedure where new members can provide feedback regarding the orientation program; member responsibilities; club programs, projects committees, communication tools; and district and RI information. Provide a mechanism for reporting feedback to the club president, the assistant governor, and the district governor as appropriate. 5. INDUCT new members in a dignified and meaningful manner. Establish an induction ceremony. The induction ceremony should include an invitation to the spouse and family of the new member. All members of the club should participate in greeting the new member and spouse into the club. There are many Induction Ceremonies that can be used. There are examples on the Rotary.org web site. Go to the site and search on Induction of New Members. Then select the first option Induction of New Members and a.pdf file will appear with several options that can be modify for your needs. Appendix A of this document is an example of an Induction Ceremony that many find successful and effective. An effective Induction Ceremony should include the following o Enthusiasm o Recognition of the New Member s Sponsor o Member obligations o Commitment by the new member to share their skills and resources o Assignment of the new members to a club committee (find out their interests beforehand). This gets them involved in club activities immediately. o Responsibility to introduce friends and associates to Rotary and bringing in new members 6. EDUCATE and ORIENT the Rotarian. Establish a formal orientation program for new members to be conducted over several sessions to enhance retention of information. The new member shall complete this program within sixty days of membership. Encourage the new member s spouse to be a part of the program. Establish a Mentoring Program with specific responsibilities and time lines to support new members and assign a Mentor (experienced club member) to the new Rotarian. Usually it is best if the sponsoring member is not the Mentor. Establish a checklist, as mentioned under ORIENTATION, outlining the many opportunities and resources for gaining knowledge about Rotary and becoming involved in club activities. The check list is to be reviewed with the new member by the mentor and the mentor should provide guidance or completing each step. The checklist should be completed within six months of induction: a) Attend new member orientation meeting(s). b) Read two or more of the following booklets (preferably all) i. Getting Started in Rotary 2
ii. iii. iv. The ABC s of Rotary The Rotary Foundation Facts brochure Rotary Basics c) Attend one or more of the following club functions. i. Informal or social activity ii. Board meeting iii. Committee meeting iv. Project activity d) Complete one or more of the following tasks. i. Serve as a greeter at the club meeting ii. Give a classification talk at a club meeting iii. Participate in a club service project iv. Make-up and meeting at another club e) Experience the internationality of Rotary by participating in at least two of the following activities. i. Host a Youth Exchange student for a meal or other activity ii. Host a Foundation Scholar for a meal or other activity iii. Host a Group Study Exchange team member for a meal or other activity iv. Invite a Rotarian from another country to your home v. Invite a professional non-rotarian to apply for Group Study Exchange vi. Invite a non-rotarian to apply for a Foundation Scholarship vii. Attend a presentation of the inbound and/or outbound Group Study Exchange Team (at your club, at a make-up or at a District Conference) viii. Participate as a Rotary Volunteer in a World Community Service/PolioPlus project ix. Attend the Rotary International Convention or a Presidential Conference f) Attend one or more district meetings. i. District conference ii. District Assembly iii. Foundation seminar g) Choose a club committee on which you would like to serve (hopefully this was done at induction). h) Expand Rotary to others. i. Invite a guest to Rotary ii. Propose a new member Establish a continuing Rotary education policy for current members and well as newer ones. Such a program should include the following components. a) Frequent communication of Rotary news and information b) At least four club programs a year focused on continuing Rotary education c) Attendance at multi-district meetings that address continuing education d) At least two informal club assemblies a year e) Stimulating and efficiently run weekly meetings that keep members interested in Rotary f) Personal involvement of Rotarians in club and district projects and activities, particularly those that require hands-on action g) District level seminars on Rotary topics (Foundation, membership, etc.) h) Sharing of ideas and information on Rotary programs, projects and activities at regular committee and fireside meeting. 3
i) Attendance a meetings of other clubs to gain knowledge and ideas Clubs and new members may not accomplish all the things mentioned above, however, these ideas educate the Rotarian about Rotary. When a Rotarian is knowledgeable about the Rotary organization, and involved in club and Rotary activities, the chances for retaining a solid club member are much greater. 7. INVOLVE the Rotarian in club committees, fundraisers, board meetings, club social activities, etc. Successful individuals are approached with many options and challenges for their time. An effective club will focus its meetings on opportunities for personal and professional development of its members to ensure that time spent at meetings is productive and informative for members. Club meetings should entail (1) business and personal development; (2) conducting as much Rotary work as possible at weekly meetings; and (3) business forums open to the business community focusing of business concerns. Business Forums will also help create public awareness and attract new members Allow members to talk about their businesses without fear of fines. We are moving back to a Vocational Service environment that was fostered by Rotary Founder Paul Harris: networking to enhance business opportunities. 8. OTHER CONSIDERATIONS AND IDEAS Service projects should be worthy of the name Rotary and do substantial good. They should justify the time and efforts of members who are asked to participate and provide personal satisfaction to those members. The club can create special badges for new members to wear for one year, or for a time when the new member completes some basic education tasks set forth by the club. Encourage other members to seek out those with the special badges and make a special effort to engage the new members. The club can encourage a new members to attend the district conference or other district level meeting by paying part or all of the registrations fees and other costs. Have the new members make a report to the club on what they learned and their experiences. The club could create a program where all club members who join in the same Rotary year work together on a project or meet on a special occasion. Ask new members, especially the younger ones, to find and sponsor new members from among their peer group. The club should have a tracking procedure for all members attendance and contact those who are absent to ascertain any problems and encourage attendance. Appendix B: 4
The following Induction Ceremony is an example that accomplishes all of the above and can be modified for you needs. Call the new member(s) and Sponsor(s) to the front of the room. Once they settle, start the ceremony by recognizing the Sponsor(s). Recognition of Sponsors Speak directly to the sponsors and audience: It is a fact that only 10 to 15% of Rotarians bring new members into Rotary. By sponsoring a new member in our club, (name of sponsors), has demonstrated the characteristics of Rotary leadership. It is my hope that every Rotarian here today will follow this example of leadership. Speak directly to the new members: (New member names) long term, you may not remember the name of the RI President, District Governor or even the Club President serving this year, but I m sure you will remember the person who sponsored you into Rotary. Speak to the audience: Rotarians, those of you that remember the person who sponsored you, raise your hands (you should get a lot of hands). Speak to the new members: (New members) before you are inducted into our club I would like you to place the Sponsor Pin on you sponsor as a way of thanking them for introducing you to Rotary. NOTE: Sponsor Pins can be purchased from Russell Hampton. http://www.ruh.com/rotary/ Induction of new members Speak to the new members: (New members names), the members of (Club name) have invited you to join their club because you are a leader in you vocation, you practice high ethical standards and have the personal characteristics that will advance the objective of Rotary. In becoming a member of our club you are joining over 1.2 million Rotarians in some 33,000 Rotary clubs located in 200 countries and geographic areas around the world. This means you are welcome to attend any club meeting and will always receive a warm and friendly reception anywhere you travel. Membership in Rotary is an honor and privilege and as with every privilege, come some corresponding obligations. 1. One special obligation is regular attendance at our weekly meeting. Meeting attendance is basic to fulfilling the principle of friendship and fellowship with the members of our club. Through club meeting programs you will learn more about club members, Rotary, Rotary service around the world and our local community. 2. Another obligation is to share your skills and talents with the club and regularly apply them to the clubs service projects. Every club member is expected to perform their share of club and community service. The club s committee structure will afford you the opportunity to contribute. For the rest of this Rotary year, I would be pleased if you would serve on the Committee. (this should be agreed to before the induction) 3. Finally, share your Rotary experiences with others and sponsor new members into our club. As part of the induction as a member of our club, it is my pleasure to present you with: A framed membership certificate that can be proudly displayed at your office or home. A packet containing information about Rotary and our club. Your club badge. A Rotary pin which (sponsor) will now pin on you. Wear the pin always and with great pride. A second Rotary Pin to be presented to first new member you sponsor into our club. Congratulations. Fellow Rotarians and guests, at this very moment is the newest Rotarian in the entire Rotary World. Please stand and welcome to Rotary. (Celebrate with great enthusiasm. This should be a moment the member and family will long remember) 5