YOUNG PROFESSIONALS CAMPAIGN

Youth Exchange Officer Preconvention-Sydney 31 May 2014 Nicole Jones

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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

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Phase 1: Exploring Social Media and Modifying Existing Service Projects

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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

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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)

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Phase 2: Key Findings

1. Young professionals are similar to older prospects in

attitudes but not in needs.

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Phase 2: Key Findings

2. The image

of Rotary is outdated and uninviting.

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Phase 2: Key Findings

3. Rotary’s identity is unclear.

4. Rotary’s value proposition is unclear.

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Phase 2: Key Findings

5.Overall interest in joining Rotary was low, even after seeing the advertisements.

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• 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?

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• 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?

What’s next?

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Thank you!

Email RotaryYPC@rotary.org for questions regarding the Young

Professionals Campaign