Unicorns, They Do Exist: Talking to Young Professionals in Rotary Nicole Jones Senior Coordinator, Membership Development

YOUNG PROFESSIONALS CAMPAIGN 2015 ROTARY MEMBERSHIP

YOUNG PROFESSIONALS CAMPAIGN MYTHS ABOUT YOUNG PROFESSIONALS They’re all selfish and don’t give back. They just want to be famous. They’re not willing to do the work to get ahead. They’re not quite ready to really enter the workplace.

YOUNG PROFESSIONALS CAMPAIGN 2015 BENEFITS OF YOUNGER MEMBERSHIP Diverse perspectives Wider range of skills Increased volunteer resources Expanded leadership prospects Enhanced fundraising potential

YOUNG PROFESSIONALS CAMPAIGN 2015 BACKROUND The Young Professionals Campaign provides a unique opportunity to: – learn more about young professionals – identify the challenges that clubs have attracting young professionals – develop new ideas and innovative strategies

PHASE 1 : SOCIAL MEDIA & SERVICE PROJECTS

YOUNG PROFESSIONALS CAMPAIGN 2015 PHASE 1: KEY FINDINGS Clubs must change their culture – Social media, marketing and advertising efforts are important, Focus on engagement, not just recruitment – Engaging prospective members and current members in a club is an ongoing process Open service projects – Invite non-Rotarians (including Rotaractors, Interactors, and Rotary alumni), family, and friends

YOUNG PROFESSIONALS CAMPAIGN 2015 PHASE 2: FOCUS GROUPS Conducted focus groups – Organized 12 focus groups in six markets (large to small): Chicago, Illinois and New York, New York Omaha, Nebraska, and Salt Lake, Utah Raleigh, North Carolina, and Appleton, Wisconsin

YOUNG PROFESSIONALS CAMPAIGN 2015 PHASE 2: KEY FINDINGS 1. Young professionals are similar to older prospects in attitudes but not in needs.

YOUNG PROFESSIONALS CAMPAIGN 2015 PHASE 2: KEY FINDINGS 2. The image of Rotary is outdated and uninviting.

YOUNG PROFESSIONALS CAMPAIGN 2015 PHASE 2: KEY FINDINGS 3. Rotary’s identity is unclear. 4. Rotary’s value proposition is unclear.

YOUNG PROFESSIONALS CAMPAIGN 2015 PHASE 2: KEY FINDINGS 5.Overall interest in joining Rotary was low, even after seeing the advertisements.

YOUNG PROFESSIONALS CAMPAIGN 2015 Hmmm…

YOUNG PROFESSIONALS CAMPAIGN 2015 Young Professionals Summit

YOUNG PROFESSIONALS CAMPAIGN 2015 WHY WAS THE YOUNG PROFESSIOANLS SUMMIT UNIQUE? Unique location and creative setting Relaxed and comfortable atmosphere Improv exercises Graphic recording artist

YOUNG PROFESSIONALS CAMPAIGN 2015

2014 AGENDA | DAY ONE Rotary Peak experiences Setting intentions Improvisation All about You Empowering young professionals

2014 AGENDA | DAY ONE (Continued) What’s Working Prospective member focus group findings and town hall discussion Dream: Visioning the future of Rotary Dream to Reality: What practical steps are you taking to accomplish that dream?

2014 AGENDA | DAY TWO Immediate action steps Improvisation Social Media (Zócalo Group) Influence and Control Personal intentions/Chicago postcards Calls to action

YOUNG PROFESSIONALS CAMPAIGN 2015 Summit Findings Young professionals are looking for: More opportunities to connect with others New and relevant service projects

YOUNG PROFESSIONALS CAMPAIGN 2015 Summit Findings Are looking for a fun, flexible experience and prefer to avoid stuffy traditions, rituals, and internal politics Young professionals: Do not feel mentorship and business benefits are being marketed effectively

YOUNG PROFESSIONALS CAMPAIGN 2015 Summit Findings Young professionals feel that: Rotary should offer a number of different Rotary experiences The biggest challenge they encountered when taking action is lack of support and even some resistance at the district level.

YOUNG PROFESSIONALS CAMPAIGN 2015 Participant Comments “I was very happy to learn that RI is figuring out the challenge is not a PR challenge, where we just have to market Rotary in a better way. The success strategy for attracting younger members is actually a culture shift from within.” “There are younger people who really do want to get involved and make the world a better place - I often felt like I was a lone ranger in my thoughts for my age and activity in Rotary but after spending the weekend with this group, I feel like I have Rotary "soul mates." “ There needs to be a happy medium of not focusing too much on young professionals that it alienates those who have already given Rotary so many years of service, but enough so the young professionals feel there's a place for them in Rotary.”

YOUNG PROFESSIONALS CAMPAIGN 2015 Post Summit Activities Young Professionals Network Stories promoted on rotary.org, Rotary Leader, and Rotary’s social media pages Presentations given by summit attendees at district conferences across the US and at the Sao Paulo Convention Western Vision Summit (San Francisco) & Young Professionals Forum (Australia) Feedback, strategies, and ideas to be incorporated in the final phase of campaign

YOUNG PROFESSIONALS CAMPAIGN 2015 Discussion Groups

YOUNG PROFESSIONALS CAMPAIGN 2015 How would you describe your club? Format your weekly meetings types of service projects Events or activities

YOUNG PROFESSIONALS CAMPAIGN 2015 Do you think that your club is attractive to young professionals? Visitor’s perceptions Club membership benefits Modifications/ changes

YOUNG PROFESSIONALS CAMPAIGN 2015 How can your club better engage younger professionals? Leadership positions Opportunities to connect Mentorship Start/Stop

YOUNG PROFESSIONALS CAMPAIGN 2015 Membership Matters! webinar series View on demand Membership: It’s Now or Never Perception vs. Reality: Club Evaluation and Visioning Simple Steps to Innovate Your Club Membership Engagement: The Key to Retention Upcoming How to Recruit New Members and Strengthen Your Club – 6 May 2015, 10:00 Chicago time (UTC -5) – ROTARY RESOURCES

YOUNG PROFESSIONALS CAMPAIGN 2015 Membership Best Practices Discussion Group – Join on Rotary.org Membership Minute – bi-monthly e-newsletter Connect for Good – Engagement publication for all members Membership Assessment Tools – (replacing Club Assessment Tools; available Winter 2015/2016) ROTARY RESOURCES

YOUNG PROFESSIONALS CAMPAIGN 2015 ROTARY RESOURCES Strengthening Your Membership: Creating Your Membership Development Plan Outlines steps to create a membership development plan Provides strategies, best practices, and tools Available on rotary.org as a downloadable PDF or shop.rotary.org for purchase

YOUNG PROFESSIONALS CAMPAIGN 2015 What’s your plan? Goals Help/support Approval Time frame Resources Impact Success

YOUNG PROFESSIONALS CAMPAIGN 2015 YOUNG PROFESSIONAL SUMMIT-CHICAGO