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: 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!

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, Member attrition rate in was 12%, up from 10.8% in * Source: North American Membership Strategic Plan (April 2012)

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!

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!

Step 1: Changing the Way WeThink: Outdated Rotary Beliefs #1: Recruit, recruit, recruit #2: Make sure new members fit into our box #3: If they drop out, something is wrong with them, not us.

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

INTRODUCING… “Our Members Are Our Customers!”

“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

North American Membership Strategic Plan Adopted 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.

1.Know their customers (members) 2.Understand customers’ needs and desires 3.Provide a superior product and service that the customers want 4.Change and adapt as their customers wants and needs change 5.Give value to its customers! Strong Businesses and Strong Rotary Clubs…

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: o isn’t aware of what members want; and/or o doesn’t care what members want (Rotary can’t change - members have to fit into the Rotary box); and/or o doesn’t have the courage to make changes necessary to keep members involved and excited about Rotary.

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

MORE KEYS OF OUR MEMBERS ARE OUR CUSTOMERS e.Members will only remain in the club if they are getting what they want from Rotary! f.Member retention is enhanced if the club offers a well rounded program of service, social, and vocational opportunities. g.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.

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

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

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.

Not “One Size Fits All”* 0-5 Year RotariansNetworking Professional Development Service with Peers 6-20 Year RotariansService to Community Maintain Friendships 20+ Year RotariansMaintain Friendships Service to Community World Peace *Source: 2010 Zones 33&34 Survey, RC Bevin Wall & RC Jim Henry

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!

Complete presentation on Click on Membership on left, then on Membership Downloads