Survey questions: Why did you JOIN Rotary? SIEGEL + GALE SURVEY Survey questions: Why did you JOIN Rotary? What is the main reason you STAY with Rotary? Siegel + Gale study. Helped us re-design and re-define our brand, logo, and the way we tell our Rotary story. Conducted a large study and asked why people joined Rotary and why people stayed in Rotary.

WHY JOIN? Top 2 reasons account for 65.5% Join - local community impact (36%), friendship (30%) and networking (19%) Top 2 reasons account for 65.5% All reasons are “local” except last one. Account for 92%

WHY STAY? Stay - local community impact (still 36%), friendship increased to 38%) and networking lessens. Top two now are 75% of total Retention is a huge issue. As most of you know, Rotary’s membership has remained at 1.2 million members for over 15 years. In a given 7 year period, Rotary brings in 1.2 million new members but the reason we don’t grow is that we lose 1.2 million members in that same period. And in North America we have been in a membership decline for many years. The only reason Rotary is staying at 1.2 million members is because of membership growth in Asia and other countries. We know that we lose most new members within the first few years. If they remain a member for at least 5 years, they will likely be long term members.

1. Local Community Impact KEY POINTS Key Points: Siegel + Gale Study 1. Local Community Impact 2. Friends and Contacts Remember - what attracts and retains members is local community project and friendships. So I hereby deputize you as members of the Rotary Public Image and Membership teams. Your job is this:

TELL YOUR ROTARY STORY Tell your Rotary story When you tell your story, remember these three essential elements:

Unites leaders To exchange ideas And take action TELL YOUR ROTARY STORY Unites leaders To exchange ideas Rotary unites leaders who exchange ideas and take action. And take action

Local impact With friends Taking action TELL YOUR ROTARY STORY Local impact Talk about local impacts, friendships and taking action. Many of us have had the opportunity to be involved in international service and have seen firsthand the significant ways we change lives worldwide. Tell those stories also. But remember for potential members and new members, their connection to Rotary is their local community and local friends. So tell the local stories also. And talk about how those international stories have local impact - how they inspired students to fundraise, or travel. How local business people came together to help people in need elsewhere. With friends Taking action

Avoiding “Rotary” speak TELL YOUR ROTARY STORY Compelling story Tell compelling stories. Avoid “Rotary” speak about being on a GSE that did an NID or how the DG, DGE, DGN and DGND were at RYLA or RYPEN. Be an interpreter for ordinary people. Use consistent visuals such as the new Rotary logo Avoiding “Rotary” speak Consistent visuals

Smart Compassionate Perservering Inspiring TELL YOUR ROTARY STORY Use our Rotary voice - as Rotarians we have four attributes that define us. We are Smart, Compassionate, Perservering and Inspiring. We combine our skills and knowledge We care about people We get things done and we don’t give up We are inspirational. Inspiring

YOU ARE THE ROTARY BRAND You see, Rotary’s brand isn’t a logo. It isn’t any of our offices. It isn’t your District. It’s YOU. You are the key. Building enthusiasm for Rotary starts with you…and your club. When you talk about Rotary, you are a one-to-one marketer for the Rotary brand. And that’s the best kind of marketing we could possibly have. Rotary offers you tools to make you more effective so that you can provide that personal experience that made Rotary the most powerful grassroots service organization that the world has ever known. Before we continue about how you can share our brand and our Rotary story, let’s review the findings of the Siegel + Gale study Rotary’s brand isn’t a logo It’s our members