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Rotary Membership – The Big Picture

A New Look at Rotary Membership Growth: Membership 101: Our Members Are Our Customers Thanks to Zone 30 Assistant Rotary Coordinator Brent D. Rosenthal (D6690), PDG. Rotary Membership – The Big Picture. Frustrating statistics: July 1, 2003 – June 30, 2010:

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Rotary Membership – The Big Picture

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  1. A New Look at Rotary Membership Growth:Membership 101:Our Members Are Our CustomersThanks to Zone 30 Assistant Rotary CoordinatorBrent D. Rosenthal (D6690), PDG

  2. Rotary Membership – The Big Picture Frustrating statistics: July 1, 2003 – June 30, 2010: • 1.1 Million new members inducted into Rotary clubs world wide • 2,552 new Rotary clubs formed • Net increase in Rotary membership worldwide: 226 members!

  3. Membership in North America* • 44,000 people join North American Rotary clubs annually • 51,000 leave • North American Rotary membership has declined more than 28,000 since 1 July, 2007. • Member attrition rate in 2011-12 was 12%, up from 10.8% in 2007-8. * Source: North American Membership Strategic Plan (April 2012)

  4. What It Tells Us Lesson #1: The Rotary membership problem is caused by poor member retention, not recruiting Lesson #2: Rotary’s membership problem cannot be fixed by recruiting!

  5. Some Good News A common sense approach can help us understand the roots of the North American membership problem and adopt a solid plan to reverse it by creating strong and vibrant Rotary Clubs. The problem can be fixed – if we take steps to identify and implement necessary changes!

  6. Step 1: Changing the Way WeThink:Outdated Rotary Beliefs • #1: Recruit, recruit, recruit • #2: Make sure new members fit into our box • #3: If they drop out, something is wrong with them, not us.

  7. Step 2: Changing the Conversation:Old Talk vs. New Talk Attendance > engagement We serve traditions > traditions serve usRecruitment > attraction Rigid rules > flexibility and innovation Fit into our box > Members Are Our Customers

  8. INTRODUCING… “Our Members Are Our Customers!”

  9. “Customers? Rotary? What’s That About?What Difference Does it Make?” A customer is “one that purchases a commodity or service” Merriam-Webster Dictionary, 2011

  10. North American Membership Strategic PlanAdopted by RI Board! At its May meeting the RI Board adopted the North American Membership Strategic Plan. Its key principles: • Members – Rotarians - are Rotary’s “customer” • Increased member satisfaction will increase retention and in turn attract new members • Focus on and promote the significant benefits exclusive to Rotary membership (i.e. value) • Regularly assess member satisfaction and implement changes necessary to increase satisfaction.

  11. Strong Businesses and StrongRotary Clubs… • Know their customers (members) • Understand customers’ needs and desires • Provide a superior product and service that the customers want • Change and adapt as their customers wants and needs change • Give value to its customers!

  12. The Value Proposition Lesson #2: Clubs are not retaining members because members do not see a sufficient value in membership to justify their time commitment. In other words: members are not receiving what they want out of their Rotary experience. Lesson #3: Members aren’t receiving what they want because club leadership: • isn’t aware of what members want; and/or • doesn’t care what members want (Rotary can’t change - members have to fit into the Rotary box); and/or • doesn’t have the courage to make changes necessary to keep members involved and excited about Rotary.

  13. THE KEYS TO A CUSTOMER BASED CLUB a. Members are a club’s customers – the club must provide programs and activities the members want! • Every member joins Rotary for a reason – to get or accomplish something. • Know why a person wants to join before they are brought into the club. • Only bring in members if the club will provide what the new member is seeking from Rotary membership.

  14. MORE KEYS OF OUR MEMBERS ARE OUR CUSTOMERS • Members will only remain in the club if they are getting what they want from Rotary! • Member retention is enhanced if the club offers a well rounded program of service, social, and vocational opportunities . • New members must be: immediately and fully trained; immediately engaged in significant club activities of interest to them; and encouraged to bring their service passions to the club.

  15. OUR MEMBERS ARE OUR CUSTOMERS • Clubs must continually self-evaluate to ensure they are providing members what they want and members are satisfied with the club. • Clubs must be willing to change to keep members satisfied! Customer (member) satisfaction is Job #1!

  16. We Encourage: Attraction, not Recruitment!* * Thanks to DG Chris Jones, Rotary District 7680

  17. Why Attraction? • Creates long lasting relationships instead of short term fixes in numbers.  • Recruiting is a short term fix - those that are “recruited” into Rotary usually need to be recruited to do everything else we do, and soon drop out. • If we attract the right people to Rotary, retention takes care of itself.  • When we attract the right people, they will attract others of the same mindset. 

  18. Not “One Size Fits All”* *Source: 2010 Zones 33&34 Survey, RC Bevin Wall & RC Jim Henry

  19. Parting Thought The world we serve needs a strong and active Rotary. This effort isn’t just about us. It’s about being able to fulfill and grow our mission of Service Above Self to a world which desperately needs the help, hope, and opportunity only Rotary can provide!

  20. Complete presentation on www.rizones-30-31.org Click on Membership on left, then on Membership Downloads

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