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“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
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33% - members less than 1 year
50% - members less than 2 years
80% - members less than 5 years
14% - “demographics” (death, relocation, etc.)
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Demographics happen!
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Weaknesses: *high member attrition rate; *outdated packaging *ill-defined brand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.
4: People who leave are wrong for Rotary and there is nothing we can do to stop them from going.
One size fits all?
• 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
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“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
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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
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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)
Business &
Professional
Growth
Opportunities
Community
Organization
Social
Opportunities
Service
Club;
Volunteering
Work for
World Peace
Club Service
Vocational Service
Community Service
International Service
Youth Service
Is Rotary…
A service organization with members?
or
A membership organization that does service?
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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
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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.
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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!!
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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)
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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
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District 6690 (Ohio) Rotarians serving their
community
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.
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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!
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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!
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Value
Engagement
Retention
Attraction
Attract
Engage
Value
Retain
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!
Membership growth is a matter of whole club
excellence, not just numbers!
Customer satisfaction must be our
top priority in all we do!
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”
Networking
isn’t a bad
thing – it is
why I started
Rotary!
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!
