Young Professionals Campaign

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YOUNG PROFESSIONALS CAMPAIGN Youth Exchange Officer Preconvention-Sydney 31 May 2014 Nicole Jones

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Presentation given by Rotary International Staff Member Nicole Hayden Jones, Senior Coordinator, Membership Resources.

Transcript of Young Professionals Campaign

  • YOUNG PROFESSIONALS CAMPAIGN Youth Exchange Officer Preconvention-Sydney 31 May 2014 Nicole Jones
  • YOUNG PROFESSIONALS CAMPAIGN | 2 Background The Young Professionals Campaign provides a unique opportunity to: learn more about young professionals and their perceptions of Rotary identify the challenges that clubs have attracting young professionals develop new ideas and innovative strategies to increase this important membership segment in Rotary clubs
  • YOUNG PROFESSIONALS CAMPAIGN | 3 Phase 1: Exploring Social Media and Modifying Existing Service Projects
  • YOUNG PROFESSIONALS CAMPAIGN | 4 Phase 1: Key Findings 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
  • YOUNG PROFESSIONALS CAMPAIGN | 5 Phase 2: Focus Groups Conducted focus groups Organize 12 focus groups in six markets: Chicago, Illinois and New York, New York (large markets) Omaha, Nebraska, and Salt Lake, Utah (medium markets) Raleigh, North Carolina, and Appleton, Wisconsin (small markets)
  • YOUNG PROFESSIONALS CAMPAIGN | 6 Phase 2: Key Findings 1. Young professionals are similar to older prospects in attitudes but not in needs.
  • YOUNG PROFESSIONALS CAMPAIGN | 7 Phase 2: Key Findings 2. The image of Rotary is outdated and uninviting.
  • YOUNG PROFESSIONALS CAMPAIGN | 8 Phase 2: Key Findings 3. Rotarys identity is unclear. 4. Rotarys value proposition is unclear.
  • YOUNG PROFESSIONALS CAMPAIGN | 9 Phase 2: Key Findings 5.Overall interest in joining Rotary was low, even after seeing the advertisements.
  • YOUNG PROFESSIONALS CAMPAIGN | 10 Understanding Young Professionals webinar In depth information about the focus groups conducted during the campaign 7 steps you can take now How to conduct focus groups in your community guide Want to hear more?
  • YOUNG PROFESSIONALS CAMPAIGN | 11 Young Professionals Appreciative Inquiry What does Rotary do well and where are there opportunities to improve? How can Rotary clubs make changes that better attract and engage young professionals? Whats next?
  • YOUNG PROFESSIONALS CAMPAIGN | 12 Thank you! Email [email protected] for questions regarding the Young Professionals Campaign