1. Recruitment and Retention: Cracking the Code Roseville Rotary Club January 6, 2014

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4. Seven Steps to Improved Recruitment 1. State the challenge 2. Identify and know the prospect 3. Understand your assets and your barriers 4. Refine the prospect 5. Define your value proposition (AKA promise) 6. Develop strategies and tactics 7. Measure and refine 4

5. 1. State the Challenge Departing members are outpacing new members. 2. Identify and Know the Prospects Young professionals under 40  Question traditions, status quo  Lots of competition for limited time  Work is 24/7  Live in a digital world  Value social responsibility 5

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7. 4. Refine the Prospect  Service businesses  Limited travel  Age 30-40 7 Favorability Knowledge 5. Define Your Value Proposition  Rotary offers a worldwide network of inspired individuals who translate their passions into relevant social causes to change lives in communities.  Connections for good. Where is Rotary?

8. 6. Develop Strategies and Tactics  “Market to corporate social responsibility departments, not just individual employees”  “More Rotaract and Interact clubs”  “Rotary ambassadors on college campuses”  “Offer a ‘no-meal’ option at meetings”  “Relax the meeting requirements”  “Raise the awareness of Rotary”  “More consistent recruitment efforts” 7. Measure and Refine 8

9. AwarenessUnderstandingInterest/TrialAdoptionAdvocacy Marketing materials Publicity Advertising Social media Other DTP marketing Offer Personal cultivation Retention plan 9

10. 1. Once you get ‘em, keep ‘em. 2. Always play to your strengths. 3. Knock down the major barriers (carefully). 4. Cultivate a relentless disregard for the status quo. 5. Listen and learn. 10

11. 11 What‘s out:What‘s in: We could never do that.What would happen if we did? We tried that before and it didn’t work. What’s changed since then? We’ll risk our base if we… How can we be sure? Compared with our competition/ other regions/last year we are doing better Is it the best that we can be doing?

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