Rotary: People of Action William «Bill» Henry Gates III President of Latvia Raimonds Vejonis

Never Heard of Rotary Know Name Only Some Familiarity AWARENESS OF ROTARY Seigel + Gale Public Image Research Never Heard of Rotary Know Name Only Some Familiarity The fact is, Rotary’s own Public Image Surveys* told us that people do not know us. Four in 10 have never heard of Rotary. Another four in 10 have heard of our “name only.” Only two in 10 claim to have “some familiarity” with Rotary…and unfortunately what they know is often colored by misperceptions and half-truths. *Research: Rotary Public Image Surveys completed 2006 and 2010. Responses received from six nations: Argentina, Australia, Germany, Japan, South Africa, United States. Surveyed approximately 1,000 individuals in each of six nations by phone and online. Survey has a +/- 4% margin of error.

OBJECTIVES Clarify what Rotary stands for, how it’s different and why people should care Elevate awareness and understanding Motivate, engage and inspire current and prospective members, donors, strategic partners and staff As we finish our work with Siegel+Gale, our work is just beginning. Our objectives for the program are clear: Clarify what Rotary stands for…how we’re different from other nonprofits…and why people should care. Elevate awareness and understanding of Rotary. Motivate, engage and inspire current and prospective members…as well as our donors…strategic partners…and staff.

PRIMARY REASONS PEOPLE JOIN ROTARY… Why did you initially join Rotary? To positively impact my community Friendship and fellowship 30% Professional networking/ business development opportunities To have a positive impact globally 20% One of the most important findings from Siegel+Gale’s research are the top two reasons people join Rotary… To positively impact their community. And for the friendships and connections they enjoy. Potential for personal/ professional recognition 10% Development and training opportunities 0%

…ARE THE SAME REASONS THEY STAY ROTARIANS Why do you stay with Rotary? To positively impact my community Friendship and fellowship 30% Professional networking/ business development opportunities To have a positive impact globally 20% What makes this so important is that these are also the same two reasons people stay with Rotary year after year. For “community” and “connection.” Potential for personal/ professional recognition 10% Development and training opportunities 0%

ROTARY’S STRENGTHS DIFFERENTIATE US A multidisciplinary perspective allows us to see challenges in ways others can’t The ability to apply leadership and expertise to social issues The passion and perseverance necessary for lasting change Community impact on a global scale See differently Think differently Act responsibly Impact communities globally We determined that Rotary has four core strengths that truly differentiate us. First, we see differently. Our multidisciplinary perspective enables us to see challenges in ways others can’t. Second, we think differently because we apply our leadership and expertise to social issues. Third, we act responsibly, with the passion and perseverance necessary for lasting change. There is no better example than polio. Fourth, Rotary is a grass roots organization that impacts communities globally.

ESSENCE STATEMENT Rotary unites leaders from all continents, cultures and occupations to exchange ideas and take action for communities around the world. Our Directors and Trustees adopted a new essence statement for Rotary. Rotary unites leaders from all continents, cultures and occupations to exchange ideas and take action for communities around the world. Our essence statement distills our strengths and differentiates us from other nonprofits. Our essence: Clarifies Rotary’s role as connector; reinforces “category of one” status by removing traditional nonprofit descriptors. Defines leadership by outlook (i.e., diverse perspectives and expertise) versus title; emphasizes Rotary’s greatest point of difference in relevant terms. Balances friendship and fun with service and impact; is active and inspiring. Balances community and global impact.

Rotary Join leaders from all continents, cultures and occupations WHO WE ARE Rotary Join leaders from all continents, cultures and occupations to exchange ideas and take action around the world. At the center of our essence statement are three thoughts that resonate strongly with Rotarians…and with our prospects. Rotary unites leaders…we are a catalyst for improving our communities. We exchange ideas…bringing our expertise and our diverse perspectives to bear on community problems. Then…because ideas are only the first part of the solution…Rotarians take action. And we do this community-by-community around the world. Since an essence statement operates behind the scenes, let’s see how we might use those three concepts to communicate what Rotary is about.

Rotarians are responsible leaders FINDINGS Rotarians are responsible leaders Define by mindset Connecting always will be a driving force behind Rotary Rotary creates community impact on a global scale I want to focus on our three key implications…because Rotary’s strategy and future direction begin right here. Rotarians are responsible leaders, both socially and ethically. For Rotary we define leadership by mindset, not title. Some of us hold senior titles, CEO, partner, school principal. Others are leaders because they step forward to tackle some of their community’s toughest challenges. When people step forward as Rotarians, they ARE leaders. Connecting always will be a driving force behind Rotary We are a membership organization. Connecting celebrates our membership and the friendships and bonds we form. Rotary is not just about global impact. Rotary creates community impact on a global scale.

SMART OUR VOICE Knowledgeable Perceptive Confident Obscure We look at problems from different angles and apply our expertise to solve social issues in ways others cannot. Our communications are insightful and discerning. The first voice attribute is smart. We look at problems from different angles and apply our expertise to solve social issues in ways others cannot. This speaks to our ability to see challenges from different angles, and captures the expertise we apply to solve social issues. The guardrails provide clarity around what smart should and shouldn’t sound like. WE SOUND: Knowledgeable Perceptive Confident BUT NOT: Obscure Disconnected Arrogant

COMPASSIONATE OUR VOICE Thoughtful Sincere Engaging Lofty Sentimental Tackling the world’s toughest challenges requires empathy. Our communications champion real people, stories and conversations that are relatable and universal. The second voice attribute is compassionate. We tackle the word’s toughest challenges through empathy. This speaks to our heightened emotional understanding of the people we’re trying to help. From a communications standpoint, we focus on real people and stories that are relatable. WE SOUND: Thoughtful Sincere Engaging BUT NOT: Lofty Sentimental Weak

PERSEVERING OUR VOICE Bold Reckless Purposeful Close-minded Courageous We are relentless in our pursuit of lasting solutions to systemic problems at home and abroad. Our communications express our perseverance when we speak with clarity and conviction. The third voice attribute is persevering. We are relentless in our pursuit of lasting solutions to systemic problems at home and abroad. This speaks to our determination and drive. We speak with clarity and purpose. WE SOUND: Bold Purposeful Courageous BUT NOT: Reckless Close-minded Stubborn

INSPIRING OUR VOICE Upbeat Hopeful Visionary Hyper Zealous Impractical Motivated by the enduring connections and positive change we bring to communities and the world, we encourage others to take action. Our communications convey hope, enthusiasm and passion. The fourth voice attribute is inspiring. This reflects our ability to motivate others to act by conveying hope, enthusiasm and passion. Voice also informs our visual identity system. So let’s take a look at how we’ll tell our story in pictures as well as words. WE SOUND: Upbeat Hopeful Visionary BUT NOT: Hyper Zealous Impractical

A BRAND IS A PROMISE

We all know this world-class brand. Apple…You know Apple’s promise: easy, intuitive, creative. Every experience you have with an Apple product…their website…their retail stores…delivers on that promise…helping them top Forbes magazine’s “World’s Most Valuable Brand” three years in a row. [CLICK TO BUILD SLIDE] BMW…While there are many great cars…only one is “The Ultimate Driving Machine.” BMW has been hammering home this message for 25 years. And their cars consistently provide the “ultimate” driving experience. Coke…brings the world: refreshment, freedom and fun…beginning the moment you pop open the can…or enjoy watching Brazil’s 2014 FIFA World Cup. Look at their website…Coke brings freedom and fun to philanthropy as well! Red Cross…IS disaster relief. In 2012 they responded to 70,000 disasters, providing assistance to more than 7 million people. A new report names them the fourth most valuable nonprofit brand.* But it’s not their metrics that attract people. Red Cross draws you in with emotion… ”Not all heroes need capes. Be a hero. Donate today.” Clean. Simple. Clear. And successful. Brands build an emotional relationship with their audience…a connection. For each of these world class brands there is a simple formula for success… CLARITY = STRENGTH. How about Rotary? ------------------------- *“Cone Nonprofit Power Brand 100” report ranks the American Red Cross as the fourth most valuable nonprofit brand. Rotary ranks 49th. URL: http://www.intangiblebusiness.us/news/marketing/2009/06/new-report-values-americas-100-leading-nonprofit-brands- URL: http://www.conecomm.com/stuff/contentmgr/files/0/b2b4cb81b5be7de19ddfd5bb1c5e9711/files/cone_top_100_chart.pdf URL: http://www.conecomm.com/stuff/contentmgr/files/0/2ddb63bb92232ed1e3eef8058ae3e58f/files/the_2009_cone_nonprofit_power_brand_100_executive_summary_final.pdf

SUCCESSFUL BRANDS PEOPLE ARE THE ESSENCE OF A BRAND – NOT WHAT THEY SELL, PROVIDE OR DO, BUT WHO THEY ARE AND WHAT THEY STAND FOR JES FRAMPTON, Global CEO, Interbrand

WHY IS A BRAND IMPORTANT FOR THE FUTURE? «Younger generations have very different views about the brands they choose. They expect a brands`s purose and values to align with them and their desires for better communities and a better world» - Jez Frampton

Understand and cultivate their brand value LEADING BRANDS Understand and cultivate their brand value Have a clear vision, mission and purpose Understand the importance of adapting to a changing world Focus on «the customer» and use of data to inform operations

ROTARY SIGNATURE NOTE: GRAPHICS ARE NOT FINAL ART. ® Our Rotary logo…here larger so you can see it. Plus the large wheel…our “Mark of excellence.”

RI VISION STATEMENT Together, we see a world where people unite and take action to create lasting change – across the globe, in our communities and in ourselves

OUR BRAND Together, We are People of Action Lasting Change Globe Communities Ourselves Fokuserer på hvem vi er, men like viktig hva vi gjør og gi oss en bedre forståelse av hvordan vi får ting gjort. Rotary er en Livsstil