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The New Focus D - 5340 Membership Seminar July 26, 2014 Rev 7-21-2014
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The New Focus
D-5340 Membership SeminarJuly 26, 2014
Rev 7-21-2014
Presenters
Larry SundramPublic Image Coordnator
Laura DayIGNITE Chair
The Challenge
We have a membership challenge
And membership is everyone’s job
3,100
3,200
3,300
3,400
3,500
3,600
3,700 3,682
3,661
3,621
3,550
3,469
3,364
3,196
3,314
3,213
3,273
District 5340 Membership June 2005 thru May 31 2014
down 11% - 409 fewer Rotarians
UP
same
down
-
-708+ 299
51 of 71
clubs
downsized
15 clubs shrank between 2% and 15%
10 clubs shrank between 15% and 30%
22 clubs shrank more than 30%
and 4 of our clubs folded
North America
Hold the Presses!
New Information… that can help!
siegel + gale
siegel + gale Survey
Two key questions:
1.Why did you JOIN Rotary?
2.What is the main reason you STAYwith Rotary?
Why Join?
Impact my community 35.5%
Friends 30.0%
Networking 18.7%
Recognition 4.3%
Training 3.3%
Impact globally 8.2%
Why Stay?
Impact my community 35.5% 36.1%
Friends 30.0% 38.4%
Networking 18.7% 5.2%
Recognition 4.3% 2.3%
Training 3.3% 3.5%
Impact globally 8.2% 14.5%
Key Points
1. Local2. Friends3. Vocation4. Leaders
Fromsiegel + gale
Learning Objectives
What we can do…
Right Now!
Ponder This
Who Are Our Customers
Members
What Our Customers Want
1. Local Impact2. Friends and Contacts3. Vocation - Value Me & My Work4. Leaders to Work With
Ready
But First…Is our Club Actually READYfor New Members?
The Questions
Is our Club…
Attractive…Relevant…Engaging?
Attractive & Relevant Indicators
• Good Website, Facebook
• Members feel Involved & Committed
• Get to meet & know local Leaders
• Members & Guests Feel Welcome
• Strong Camaraderie (and Fun)
• Respects Members’ Work
• Club is active... Is “doing” things.
And more...
Survey Exercise
Survey Our Club
Survey Results
NOto any question?
AttractionHow Do
We Attract New
Members?
Appeal to
Them
Three Steps to Attraction
1. The Ask
Ask Exercise
Meet Mary Smith
Initial Attraction – The “Ask”
It’s a leadership organization… we’re made up of local business, professional and civic leaders.
We meet regularly, get to know each other, form friendships, & through that, we’re able to get things done in this community.
Initial Attraction – The “Ask”
It’s a leadership organization… we’re made up of local business, professional and civic leaders.
We meet regularly, get to know each other, form friendships, & through that, we’re able to get things done in this community.
Initial Attraction – The “Ask”
It’s a leadership organization… we’re made up of local business, professional and civic leaders.
We meet regularly, get to know each other, form friendships, & through that, we’re able to get things done in this community.
Initial Attraction – The “Ask”
It’s a leadership organization… we’re made up of local business, professional and civic leaders.
We meet regularly, get to know each other, form friendships, & through that, we’re able to get things done in this community.
Customer Profiles
What About Other ProspectiveMembers?
Three Steps to Attraction
1. The Ask2. Website, Facebook+
Your Website
Does your website reflect what you told
Mary?
Lamorinda Sunrise Message
• change the world?...1.2-million members
• 34,000 clubs globally
• clean water for drinking ... human health
• combating hunger ... eradicating polio
• explore this site to learn more about Rotary
International
What Works Better?• Rotary has 34,000 clubs
in 200 countries and regions.
• Rotary is in Albania to Zimbabwe
• Rotary is eradicating polio.
• Explore this site to learn more about Rotary International.
• We are local business, professional and civic leaders.
• We get to know one another.
• We get things done in this community.
• We have fun doing it.
What Works?
Build a Better Website
• Who are we?• What do we do?• What’s in it for You?
What’s In It For Our Customers?
1. Local Impact2. Friends and Contacts3. Vocation - Value Me & My Work4. Leaders to Work With
Who ya going to call?
Need website help?Call the Ghost Busters
Public Image Coordinators“Marketing Team”
Three Steps to Attraction
1. The Ask2. Website, Facebook+3. The First Impression
The First Impression
What creates an impression?
• _______________• _______________• _______________
How Do We Treat Our Guests?
Is every guest special?
Do We Rush the Question?
Is Your Club Like Cheers?
Sometimes you want to go,
Where everybody knows your name, and they’re always glad you came.
Tips
Involvement
4 Hold ‘em Tips
Tip 1
INDUCTIONMake The Induction
PERSONAL
Induction Exercise
Meet Mary Smith’s Family
Tip 2
FRIENDS#1 Reason for Staying
Tip 3
OPPORTUNITIESTo Do Something
Tip 4
Add SomeROTARY
KNOWLEDGE
Twelve Letter Topics
1. Welcome2. Communications3. Classifications4. Rotary Basics5. Club Service6. Vocational Service
7. Community Ser.8. International Ser.9. Youth Service10. Our Foundation11. Attendance12. Sponsoring
Where to Find Information?
www.zone2526.org
Website Resources
• IGNITE folder• Preparing your Club to Grow• What’s in it for me• Why Join Rotary• We Care booklet
Keep ‘em
Retention
The Joliet Club has 100% Retention
What Our Customers Want
1. Local Impact2. Friends and Contacts3. Vocation - Value Me & My Work4. Leaders to Work With
Why They Leave?
If you do nothing. . .15% will leave
“Not Worth It”
What You Can Do – Right Now!
1. List Members <24 months2. Schedule Work/Personal Talks3. Meet personally re Interests 4. Board adopts “name/work”5. Start personalized Inductions6. Start New Member letters
Right Now Action!
Do it in the Next 30-Days!
1. All members develop the “Ask”2. Review & update Website 3. Assign Greeters/protocols:
All guests & visitors welcomed 4. All members begin knowing names/work of
all others5. At least 5 work/personal talks by new
members & others
30 Day Actions
Do it in the Next 90-Days!
1. All members know names/work of all (at least new members) & continue work/personal talks for all
2. Guests/Visitors all feel welcome3. All members feel welcome — Cheers!4. All members involved5. All members have an “Ask”
90 Day Actions
What Our Customers Want
1. Local Impact2. Friends and Contacts3. Vocation - Value Me & My Work4. Leaders to Work With
Public Image
Why Strengthen Rotary?
Voice and Visuals
Power of Brand
Brand Center
Actions to Take
SURVEYS SHOW…Never
Heard
of Rotary
Know
Name Only
Some
Familiarity
HARDER TO
REACH OUR
FULL POTENTIAL
Makes it….
Power of Brand
So, what is Rotary?
Essence of Rotary
You unite leaders from a variety of
occupations to exchange ideas and take
action to improve your community – and
you have fun doing it!
Rotary Club Essence
Unites Leaders
Exchange Ideas
Take Action
In Local Community
And Have Fun
SMART
WE SOUND:
KnowledgeablePerceptiveConfident
Our Voice
COMPASSIONATEWE SOUND:Thoughtful
SincereEngaging
Our Voice
WE SOUND:Bold
PurposefulCourageous
PERSEVERING
Our Voice
INSPIRING
WE SOUND:UpbeatHopeful
Visionary
Our Voice
OUR VISUAL IDENTITY
Brands Evolve
Rotary Evolved Too
Flexible Yet Consistent
Appoint PI Chair
Visit Brand Center
Adopt Visual Identity Guidelines
Update Club logo and brochure
Create new landing page
What Can Clubs Do?
Brand Center
1. ADOPT OUR VOICE AND VISUAL IDENTITY
• Download guidelines
• Create your own club logo
• Use templates as a starting point
• Use images to inspire your own photos
Adopt Visual Identity
Brand Center - Materials
Update Club Logo
Brand Center - Brochure
Create Landing Page
Synchronize, Control, Freshen Facebook
Remember Other Media
Media Center
Learning Center
Shop Rotary
What Clubs Can Do?
• Target the appropriate audience
• Foster online relationships
• Follow and share stories
• Appeal to non-Rotarians
• Reflect Rotary’s brand and voice
Other Social Medias
Television, radio, and print ads
Billboards
Newspaper articles
Radio announcements
Letters to Editor
Traditional Media
Media Center – Press Releases
Media Center - Images
Learning Center - PR
Shop Rotary
• Tell a compelling story
• How you bring leaders together
• To Exchange ideas
• Take action to improve community
• Conversational & authentic
• Consistent visual identity
Help Members…
Shop Rotary
Media Center
Brand Center
Club and District Public Image Chairs
Voice and Visual
Identity Guidelines
Your Resources
BE A
ROTARYCHAMPION
Your Presenters – Thank You!
Larry Sundram
Public Image Coordinator
Laura DayIGNITE [email protected]
DISTRICT
Bill Angus, Membership Chair, 858-442-6447David Oates, Asst. Public Image Coordinator 858-750-5560Matt Guillory, District Public Image Coordinator 619-301-9396
