rotary d9520 membership seminar loxton 2014
DESCRIPTION
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 networkTRANSCRIPT
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?
Modern & Progressive
Traditional &
Conservative
Outdated &
Irrelevant
Modern & Progressive
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…
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
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
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
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
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.