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Rotary D9520 Membership Seminar Loxton 2014

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Looking at recent Rotary membership trends both locally and internationally, the need to balance our recruitment initiatives with retention concerns, and a few insights from various breakout sessions at the recent International Convention in Sydney. Members' needs analysis activity and "The Ripple Effect", building our membership network

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Rotary D9520 Membership Seminar Loxton 2014

  1. 1. Looking beneath the surface. Membership:
  2. 2. • 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
  3. 3. 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
  4. 4. District 9520
  5. 5. RECRUITME NT
  6. 6. RECRUITME NT RETENTION
  7. 7. RECRUITME NT RETENTION
  8. 8. So, why are people leaving us?
  9. 9. • Death • Poor health • Relocation • Change in work responsibility • Competing priorities So, why are people leaving us? “Uncontrollables”
  10. 10. 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
  11. 11. What has our traditional response been to retention challenges?
  12. 12. • RESPONSIBILITY • Recognition • Leadership pathways • Personal growth / Broadening of Horizons • Sense of belonging • Project ownership / Empowerment • Networkingopportunities • Fellowship/ social interaction • SkillDevelopment • Challenges • Interpersonal Relationships
  13. 13. • Assimilation into a new community • Sense of purpose / direction • Mentoring • Support for your cause • Fun /entertainment • Education • Keepingactive • InternationalUnderstanding • HumanitarianService • CommunityInvolvement • Fulfilment/ achievement
  14. 14. Drink wine
  15. 15. What is the Silver Bullet? The Attractive Club
  16. 16. Let’s talk about those things that make us attractive!
  17. 17. 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
  18. 18. 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…
  19. 19. How well do we respond to new ideas?
  20. 20. What image does your club convey? Modern & Progressive Traditional & Conservative Outdated & Irrelevant
  21. 21. Where will you be in 5 years’ time? Modern & Progressive Traditional & Conservative Outdated & Irrelevant
  22. 22. Modern & Progressive Traditional & Conservative Outdated & Irrelevant Where will you be in 5 years’ time?
  23. 23. Building your network
  24. 24. Consider all those who have been touched by your club in the last 10 years…
  25. 25. 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
  26. 26. Consider all those who have been touched by your club in the last 10 years… • 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
  27. 27. 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
  28. 28. The ripples of our work spread far and wide… So many people feeling positive about Rotary
  29. 29. So many people who we just need to find and say… Join us Join us to help at that sausage sizzle Join us to help at that gardening project Join us to help at that fundraiser Join us for a coffee
  30. 30. Q. How do we find them? A. Don’t lose them in the first place!
  31. 31. Attracting Young Professionals
  32. 32. 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
  33. 33. 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
  34. 34. Worldwide research conducted from 2007- 2010 with independent research companies Additional focus groups conducted as part of the Young Professionals Campaign in fall 2013
  35. 35. 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
  36. 36. 1. Younger professionals are similar to older prospects in attitudes but not in needs.
  37. 37. 2. The image of Rotary is outdated and uninviting.
  38. 38. 3. Rotary’s identity is unclear.
  39. 39. 4. Rotary’s value proposition is unclear.
  40. 40. 5. Overall interest in joining Rotary was low, even after learning about Rotary.
  41. 41. 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
  42. 42. 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?
  43. 43. 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?
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. Resources
  51. 51. Our view of where we’ve been must not obstruct our view of where we’re going.

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