1. THE SCIENCE OF CLUB GROWTH Presenter Jimmie D. Brewer 1 How Growing Clubs Grow

2. District 5170 Net Loss 1303% 2009 3911 2010 3875 2011 3828 2012 3745 2013 3703 2014 3781

3. North America

4. The Challenge We have a membership challenge

5. Toward Solutions Solutions are more than an art or better techniques – there is also a science to growth.

6. THE ANATOMY OF A CLUB LIFE CYCLE The First Step to Understanding the Science of Club Growth 6

7. Every Living Thing, System, & Organization has a Natural Life Cycle. 7

8. BIRTHDEATH Club Life Cycle 8

9. Three Stages of the Life Cycle  Growth Stage  Plateau Stage  Decline Stage 9

10. Potential The Growth Stage Begins at “Birth” Purpose and Vision Constant Care & Protection BIRTH GROWTH BEGINS 10

11. Early in the Growth Stage BIRTH GROWTH SPEEDS UP Lots of Celebration Progress Energy and Excitement 11

12. The Growth Stage Matures BIRTH GROWTH SLOWS POSITIVE Vitality Health Strength 12

13. The Plateau Stage – Stable Years BIRTH PLATEAU – GROWTH STOPS Accomplishment Predictability Fulfillment 13

14. Plateau Mindset – Members Believe They Can Stay in a Plateau Cycle Forever STABILITY – NO GROWTH Living Happily Ever After - Only in Fairy Tales! 14

15. We Have Reached Our “Right Size” No More Chairs – Just Us 15

16. It is the nature of members without a growth cycle mindset to deny the decline as long as possible, to underestimate the decline, and then to under respond. Declining clubs tend to — Ignore the club “cold” Treat club “pneumonia” with aspirin Embalm with penicillin 16 Eventually Without Intervention - Decline Stage Begins - with Denial

17. Ignore the Signs Fear Denial Paranoia Conflict Anxiety 17

18. NEGATIVE GROWTH “Prepare” for Death DEATH Life-Threatening Decline Serious Decline THREE STAGES Early Decline 18

19. Growth Clubs Know the Danger of the Plateau Respond when Plateaued: Seek input from members Leadership addresses issues INTROSPECTION - Open and Honest “Ignite” a new growth cycle 19

20. Growth Clubs Know When They Have Hit An Iceberg Take Action IF Decline Begins: Early – Greater decline = Greater Challenge Accurately – Do not make excuses INTERVENE Aggressively – Decline = first stage of death 20 “Ignite” a new growth cycle

21. Growth Clubs Embrace New Growth Cycles NEW GROWTH CYCLE Lots of Celebration Progress Energy and Excitement 21 IT IS THEIR INSTINCT TO GROW

22. In our anatomy of the club life cycle: We have looked from an “organizational development” perspective. We have seen the organizational, outward indicators of the growth cycle. Now let’s drill down to the member level and see what is happening. 22 Looking Deeper – Into the Growth Stage

23. siegel + gale Survey Two key questions: 1.Why did you JOIN Rotary? 2.What is the main reason you STAY with Rotary?

24. Why Join? To positively Impact my community 35.5% For friendship 30.0% Networking opportunities 18.7% Personal & professional recognition 4.3% Training opportunities 3.3% To have positive impact globally 8.2%

25. What Works Better? 1.Rotary has 34,000 clubs in 200 countries and regions. 2.Rotary is in Albania to Zimbabwe 3.Rotary is eradicating polio. 4.Explore this site to learn more about Rotary International. 1.We are local business, professional and civic leaders. 2.We get to know one another. 3.We get things done in this community. 4.We have fun doing it.

26. The “Vision” of Clubs in a Growth Stage 1.Local Impact 2.Friends and Contacts 3.Vocation - Value Me & My Work 4.Leaders to Work With

27. Class Discussion: How to Get a Club Actually READY for New Members?

28. THE ANATOMY OF A CLUB’S SOCIAL CAPACITY The Second Step to Understanding the Science of Club Growth 28

29. The Concept of “Social Space”  SOCIAL SPACE AND HUMANS Humans have social space capacity. Often social space is referred to as “emotional room” Not what is known as “physical space.” Social or emotional space capacity – defines the size of our network.  SOCIAL SPACE AND ORGANIZATIONS Organizations have a similar dynamic through the cumulative mindset of its members. Growth clubs have a greater capacity for social space. 29

30. Let’s Examine Clubs Through an Anthropological Lens  Preferences for Social Grouping Small or Family/Clan Based Medium or Village Based Large or Co-op Based  These Preferences Play Out In: Churches Civic Organizations Businesses Governments Where Individuals and Families Choose to Live 30

31. T Three Types of Rotary Clubs Based on Size & Social Preferences  Clan Club  Village Club  Co-Op Club 31

32. THE “CLAN” CLUB  Mostly clubs under 30  Careful who they “let in” their group (clan)  Often influenced by “matriarchs/patriarchs”  More conservative and “inward” focus  Sometimes engaged in “friendly fire”  These members limit the club’s social space capacity – control by not breaking up the clan. 32

33. NO ROOM LEFT – IN THE VAN 33

34. THE “VILLAGE” CLUB  Mostly in clubs with above 30 to 70 members  One big cell that promotes life like a “village” – President like a village chief  Big enough for action – but too big to operate like a “committee of the whole”  Everybody knows everybody  Lack of intentional organization – often leaves new member uninvolved – except all club events  These members limit the club’s social space capacity – control by not breaking up the village 34

35. NO ROOM LEFT – ON THE BUS 35

36. THE “CO-OP” CLUB  Organized in smaller parts to make space for all  Members trained to integrate new members  Members embrace diversity – in a wide range  Stable boards and trained leadership  Playbooks for active committees and groups  Club president - an administrator and motivator  Growth by expanding smaller units  Unlimited growth by expanding social space 36

37. CO-OP Social Model – Make Room for New Members by Adding Units 37

38. In our anatomy of the club’s social capacity: We have looked at three basic sociological structures from an anthropological orientation. Again, as we did not the growth cycle, let’s drill down to the member level. 38 Looking Deeper – Into Social Capacity

39. Keep ‘em Retention The Joliet Club has 100% Retention

40. What Our Members Want: 1.Local Impact 2.Friends and Contacts 3.Vocation - Value Me & My Work 4.Leaders to Work With

41. Why They Leave? If you do nothing... 15% will leave “Not Worth It” Cut This 50%

42. CLASS DISCUSSION 1.How can clubs make “space” for members? 2.How do clubs create opportunities for all members? 3.How can clubs engage and involve more members? 42

43. MOVING A CLUB TO GROWTH AND RETENTION 43

44. How To Penetrate a Club with a New Mindset 44 Everett Rogers, “Diffusion of Innovations”

45. Doing the Math – Club Size of 40  Innovators/Early Adopters (16%) or 6 people who totally “buy in”  Next – this group “penetrates” the Early Majority (34%) or 14 more people with new perspectives  Now ½ of the club is on on-board – tipping point or critical mass  Next – ½ of the club penetrates the Late Majority (34%) or 14 more  Now the club has 85% of members on-board 45

46. Do Not Get Side Tracked – Stay with the Diffusion Principle  Do not try to sell the whole club at the start  Forget the nonsense of “each Rotarian bring in a new member” until you have reached a tipping point or critical mass  Do not waste time on Laggards  Stick to your message and plan 46

47. siegel + gale Survey Two key questions: 1.Why did you JOIN Rotary? 2.What is the main reason you STAY with Rotary?

48. Why Join and Why Stay? To positively Impact my community 35.5% For friendship 30.0% Networking opportunities 18.7% Personal & professional recognition 4.3% Training opportunities 3.3% To have positive impact globally 8.2%

49. ONLINE Materials Syllabus Lecture Link to Simon Sinek presentation JDBREWERCONSULTING.COM RESOURCE PAGE

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