Slides from a webinar held on 13 August 2014 featuring international membership expert Nikki Walker from MCI group to speak about new ways of approaching and thinking about membership and innovative tactics to address changes in people’s attitudes towards joining clubs and associations. This is the first of five sessions in the “Membership Matters” webinar series. View a recording at https://vimeo.com/103365589

1. Membership: It’s Now or Never
Membership Development
Moderator - Jennifer Deters
Presenters – Nikki Walker & RID Mary Beth Growney Selene
13 August 2014

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Meet our Moderator
Jennifer Deters
Manager
Membership Research and Survey
Rotary International
Jennifer Deters

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Welcome to the webinar
• Welcome to the first webinar in the
Membership Matters! webinar series
• 5 part series dedicated to discussing the
fundamentals of Rotary club membership
• Each webinar will focus on steps you can
take in your club to improve and grow
members’ experience with Rotary

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Let’s Get Started

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What We Will Review Today:
• Where does Rotary’s membership stand?
• What are the global trends and
challenges for membership organizations?
• What is Rotary doing to help grow and
strengthen club membership?

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Why Membership Matters
Most donors are members
Declining membership =
fewer donors
Fewer donors =
Bigger contributions required to
avoid funding shortfalls
Unfunded or poorly
funded programs and
projects = Reduced
public image
Low(er) public image =
Reduced interest in
joining,
and declining
membership

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Where is Rotary Growing/Decreasing Around the Globe
1.207 million30 June 2014

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Rotary Fact
Age 29 &
Younger
1%
Age 30-39
9%
Age 40-49
20%
Age 50-59
27%
Age 60-69
25% Age 70 & Older
18%
Worldwide Age
Detailed Breakdown of Age Demographics

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Rotary Fact
70% of Rotarians worldwide are over the age of 50!
Age 29 &
Younger
1%
Age 30-39
9%
Age 40-49
20%
Age 50-59
27%
Age 60-69
25% Age 70 & Older
18%
Worldwide Age

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Perceptions about Rotary from non-members

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Meet our panelist
Panelist: Nikki Walker
• Multi-lingual/multi-cultural
• Continues to live and work internationally
• Over 20 years experience in international
marketing, PR, and communications
• Assists U.S. based groups take their brands
global and penetrate new markets
Global Vice President
Association Management & Consulting
MCI Group

12. Reinventing Membership:
The New Dynamics
Rotary International
August 13, 2014

13. 13
There is nothing more certain
about the future
than the fact
that it is
not entrenched in the past

14. 14
What’s changing
?

15. MY everything
Mass customization
Customer-centric
focus
WIIFM
ROI

16. Instant and
multi-channel
communications
Word of
mouth influence
Merging of on-
and off-line
Demographic expectations
Globalization

17. 17
?One Size DOES NOT Fit All
The rules of ENGAGEMENT
must change

18. 18
Members, Customers or
Community?

19. 19
Who are your target
segments?
Students, young/old
professionals,
women/men?

20. What parts of the world are you targeting?
Each segment
long term strategy
/short term
business plan
20
Developed
Mature
Economies
USA
Western Europe
Australia/NZ
Japan
Canada
Emerging
Markets
High Growth
Economies
Asia
Middle East
South America
Developing
Economies
Low Income
Little
Infrastructure
Africa
Products,
programs and
membership
offerings match
market needs, at
a suitable pricing
point (eg World
Bank Index)
≠ a one size fits
all approach
.
-Traditional
membership offer
-Print publications
-Annual convention
-Certification
-Training & live CPD -
-Regional/national
conferences
-Modified membership
offerings
-Capacity building
-Humanitarian
programs
- Certification
-Digital membership

21. Our Research
Understanding the
trends, challenges,
opportunities
affecting associations

22. Global Customers are more satisfied than
Members

23. 23
Products and programs drive tangible value

24. Know their needs,
understand how they
rate value
Local relevance,
application and
accessibility are key to
value
More will increase
their value and
your revenues

25. 10
Consumer
Trends
10
Association
Trends

26. Enhance/adapt current management
structures and programs to
better answer new expectations
Generate more interactive ways to
communicate and engage with target
audiences
Redefine the unique value proposition
according to members and stakeholders
European associations’ priorities

27. 27
There is nothing more certain about the future
than the fact
that it is
not entrenched in the past
ACTION
is needed

28. 28
Do you know / understand their needs?
Is your value proposition relevant in
today’s world?

29. RELEVANCE
REINVENT
REDEFINE
The 3 Rs

30. 30
“Action is the foundational key
to all success”
Pablo Picasso
“In any moment of decision, the
best thing you can do is the
right thing. The worst thing
you can do is nothing.”
Theodore Roosevelt
“The future is always beginning
now.”
Mark Strand

31. Nikki Walker
Global Vice President
Association Management & Consulting
www.mci-group.com/associations
www.growglobally.org

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Thank You Nikki!

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Third Party Industry Research
• The most effective marketing channel for
individual memberships is word-of-mouth
Just Ask!
• The #1 reason people drop membership is
lack of engagement with the organization

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Top 3 Challenges for Membership Organizations
1) Difficulty in communicating the value of
benefits
2) Difficulty attracting and/or maintaining
younger members
3) Economy/cost of membership
From 2014 Membership Marketing Benchmarking Report – Marketing General Inc.

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What Can We Do?

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Meet our Panelist
RI Director Mary Beth Growney Selene
• Joined Rotary in 1987 as a young
professional
• District Governor 2000-2001
• Regional Rotary Foundation Coordinator
2006-2009
• Rotary Coordinator 2010-2013
• Board of Directors 2013-2015
Rotary Club of Madison West Towne-Middleton
District 6250
Club Website: http://www.mwt-mrotaryclub.org/

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How is Rotary Supporting Your Membership Goals?

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What If?
• Your goal of 1.28
million members by
2015
• Current membership is
1.207 million members
• Only 2.3 New Members
Per Club

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One Size Does Not Fit All

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What’s In It For Me?
• Find the Regional Membership Plans at
www.rotary.org/membershipplans
• Strategies have been incorporated to allow
you to be creative and innovative
• Review the tactics identified for
strengthening membership in your region
• Develop plans in your club to support these
strategies

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Rotary Membership Committee is Focused on You!
Created the Membership Committee to aid in the
development of resources and tactics to grow
membership
Your feedback is critical

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How is Rotary Supporting Membership?
•Developing Pilot programs to test new
membership models
•Conducting research to learn what younger
professionals want and receive from Rotary
•Updating resources and materials to help club
presidents and club leaders prepare their club
for the future
•Rotary Club Central

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How Can You Change Rotary to Support Membership?

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Thank You Mary Beth!

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Questions?
Membership.Questions@rotary.org

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Membership Best Practices Discussion Group

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Upcoming Webinars in the Membership Matters! series
 Perception vs. Reality: Club Evaluation and
Visioning - 8, October 2014
 Simple Steps to Innovate Your Club
- 4, February 2015
 Membership Engagement: The Key to Retention
- 25, March 2015
 How to Recruit New Members and Strengthen
Your Club - 6, May 2015
Webinars - www.rotary.org/webinars

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Thank you!
Register for upcoming webinars and
access recordings of past webinars at
www.rotary.org/webinars

49. Webinars- www.rotary.org/webinars
Membership.Questions@rotary.org