Rotary D9520 Membership Seminar Loxton 2014

Looking beneath

the surface.

Membership:

• Globally 1.2 Million (static for over 20 years)• We recruit and lose 100,000

members every year• 2003 – 2011

2,552 new clubs chartered with a net gain of only 226 members

• Global membership shifting from West to East

Recent Membership Trends

CANADA-4,167

ENGLAND-7,743

USA-58,481

BRAZIL+4,045

GERMANY+11,114

INDIA+34,063

AUSTRALIA-5,260

TAIWAN+7,567

S.KOREA+12,671

JAPAN-23,248

Largest Nett Membership Gains & Losses 2003-2013

District 9520

RECRUITMENT

RECRUITMENT

RETENTION

RECRUITMENT RETENTION

So, why are people leaving us?

• Death• Poor health• Relocation • Change in work responsibility• Competing priorities

So, why are people leaving us?“Uncontrollables”

So, why are people leaving us?“Controllables”• Lack of involvement/engagement/inclusion• Lack of direction & leadership• Conflict with other members• Inflexible attendance requirements• Input not sought or valued• Membership did not meet expectations• Unwillingness to modernise/change• Boring meetings • Affordability

• Poor venue/meal quality• Termination

What has our traditional response been to retention challenges?

• RESPONSIBILITY• Recognition• Leadership pathways• Personal growth / Broadening of

Horizons• Sense of belonging• Project ownership / Empowerment• Networking opportunities• Fellowship / social interaction• Skill Development• Challenges• Interpersonal Relationships

• Assimilation into a new community• Sense of purpose / direction• Mentoring• Support for your cause• Fun / entertainment• Education• Keeping active• International Understanding• Humanitarian Service• Community Involvement• Fulfilment / achievement

Drink wine

What is the Silver Bullet?

The Attractive Club

Let’s talk about those things that make us attractive!

What ALL clubs can offer…

Diversity in membership

Good venue & time for meetings

Structured, informative, punctual meetings

Effective communications – both within and outside the club

Quality projects responding to genuine community needs

Mentoring program for new members

Links to local businesses and community

Vibrant social calendar

Strong program of Rotary information

An inclusive environment where everyone’s input is sought and valued

What ALL clubs can offer…

How well do we respond to new ideas?

What image does your club convey?

Modern & Progressive

Traditional &

Conservative

Outdated &

Irrelevant

Where will you be in 5 years’ time?


Traditional &

Conservative

Outdated &

Irrelevant


Traditional &

Conservative

Outdated &

Irrelevant

Where will you be in 5 years’ time?

Building your network

Consider all those who have been touched by your club in the last 10 years…


• Exchange Students• The Science Experience (TSE)

• Roadsafe Youth Driver Awareness (RYDA)

• Rotary Youth Leadership Awards (RYLA)• Rotary Youth Program of Enrichment (RYPEN)• Rotary Youth Wellbeing (RYWELL)

• National Youth Science Forum (NYSF)

• Health of the River Forum


• Ambassadorial Scholars• Peace Scholars

• Indigenous Medical Scholars

• Group Study Exchange Team Members

Those students all have Friends, Parents, Siblings, Teachers & Support Staff at School

Who else have we touched?

… and so many more local programs

Consider all those who have been touched by your club in the last 10 years…• Local Charities, Schools, Community &

Church Groups, Sporting Clubs, etc• Members of the public who use the

playgrounds, parks and public facilities that we support. They buy from our thrift shops and book shops. They turn up to our public events.

Think of the ripple effect…

• Guest Speakers & Venue Staff

The ripples of our work spread far and wide…

So many people feeling positive about Rotary

So many people who we just need to find and say…

Join usJoin us to help at that sausage sizzleJoin us to help at that gardening project

Join us to help at that fundraiser

Join us for a coffee

Q. How do we find them?A. Don’t lose them in the first place!

Attracting Young

Professionals

Breakout Sessions:• Attracting Young Professionals Part 1 Young Professionals Campaign 2013 Focus Groups (non-Rotarians) in several markets• Attracting Young Professionals Part 2 Surveys conducted in Australia young professional Rotarians

• How Your Club can Win the Battle for Relevance

Michael McQueen

Worldwide research conducted from 2007-2010 with independent research companies

Additional focus groups conducted as part of the Young Professionals Campaign in fall 2013

Research Background

Clubs must change their culture Social media, marketing and advertising efforts are

important, but clubs must be open and willing to make changes necessary to attract younger members

Focus on engagement, not just recruitment Engaging prospective members and current members in a

club is an ongoing process Clubs should build the relationship before asking

prospective members to join Open service projects

Invite non-Rotarians (including Rotaractors, Interactors, and Rotary alumni), family, and friends to participate in club events to maximize impact and expand community awareness

Key Findings

Key Findings1.Younger professionals are similar

to older prospects in attitudes but not in needs.

Key Findings

2. The image of Rotary is outdated and uninviting.

Key Findings

3. Rotary’s identity is unclear.

Key Findings

4. Rotary’s value proposition is unclear.

Key Findings5. Overall interest in joining Rotary was low, even after learning about Rotary.

The most immediate opportunities for change are at the local club level: Challenging tasks Flexible scheduling Family-friendly planning and events Unstructured and modern ways to organize

Key Findings

Does your club create a welcoming atmosphere for younger professionals?

Are your club’s fees a barrier for younger professionals interested in joining your club?

Do your service projects involve families? Do younger professionals hold leadership

positions in your club?

Step 1: Self-Assessment

Ask Rotaractors and other younger professionals in your club to share their perspectives Are there any Rotary traditions in your

club that were hard to get used to? Do you feel comfortable inviting friends

and family members to Rotary activities?

Step 2: Peer and Group Assessment

Make your clubs family friendly Allow members to bring their children to meetings Involve children in service projects

Consider changing your meeting time or format

Meet at a time that is convenient for members with families

Try less expensive meal ideas like, meeting for coffee, bringing bagels, or even a potluck

Create a satellite club for younger professionals

Step 3: Making Changes IN Your Club

Establish a structured orientation program

Assign an active veteran mentor to new members

Introduce each new member to current club members

Inform new members about special meetings or Rotary social events held throughout the year

Step 4: Orientation

Ask them if they are interested in serving on a committee

Make sure that your club’s service projects are active and interesting

Obtain feedback from new members on club processes, service projects, and speakers

Step 5: Engaging Your New Members

Create new or modify existing events that are specifically aimed at younger professionals in your community (i.e., happy hour)

Encourage new members to invite friends, family, and peers as guests

Step 6: Ongoing Recruitment of Young Professionals

Breakout Sessions:• Attracting Young Professionals Part 1 Young Professionals Campaign 2013 Focus Groups (non-Rotarians) in several markets• Attracting Young Professionals Part 2 Surveys conducted in Australia young professional Rotarians

• How Your Club can Win the Battle for Relevance

Michael McQueen

Resources

Our view of where we’ve been must not obstruct our view of where we’re going.

Rotary D9520 Membership Seminar Loxton 2014

Government & Nonprofit

Transcript of Rotary D9520 Membership Seminar Loxton 2014