rd 5340 membership seminar july 26, 2014
DESCRIPTION
Rethinking Membership – The New Focus Over 38 Rotary District 5340 clubs attended with their club Membership and Public Relations Teams and had an insightful morning highlighting new tactics and techniques to improve their membership goals. This seminar and attendee discussion was be facilitated by experts from the Rotary Zone 25/26 Membership Team. Some of the topics covered included: Club Attraction Relevancy Retention Public Image & Relations Community Engagement Best Practices Rotary District 5340 Membership Seminar July 26, 2014 at 08:00 AM – 12:30 PM / Crowne Plaza Resort HotelTRANSCRIPT
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The New Focus
D-5340 Membership SeminarJuly 26, 2014
Rev 7-21-2014
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Presenters
Larry SundramPublic Image Coordnator
Laura DayIGNITE Chair
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The Challenge
We have a membership challenge
And membership is everyone’s job
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3,100
3,200
3,300
3,400
3,500
3,600
3,700 3,682
3,661
3,621
3,550
3,469
3,364
3,196
3,314
3,213
3,273
District 5340 Membership June 2005 thru May 31 2014
down 11% - 409 fewer Rotarians
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UP
same
down
-
-708+ 299
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51 of 71
clubs
downsized
15 clubs shrank between 2% and 15%
10 clubs shrank between 15% and 30%
22 clubs shrank more than 30%
and 4 of our clubs folded
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North America
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Hold the Presses!
New Information… that can help!
siegel + gale
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siegel + gale Survey
Two key questions:
1.Why did you JOIN Rotary?
2.What is the main reason you STAYwith Rotary?
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Why Join?
Impact my community 35.5%
Friends 30.0%
Networking 18.7%
Recognition 4.3%
Training 3.3%
Impact globally 8.2%
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Why Stay?
Impact my community 35.5% 36.1%
Friends 30.0% 38.4%
Networking 18.7% 5.2%
Recognition 4.3% 2.3%
Training 3.3% 3.5%
Impact globally 8.2% 14.5%
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Key Points
1. Local2. Friends3. Vocation4. Leaders
Fromsiegel + gale
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Learning Objectives
What we can do…
Right Now!
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Ponder This
Who Are Our Customers
Members
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What Our Customers Want
1. Local Impact2. Friends and Contacts3. Vocation - Value Me & My Work4. Leaders to Work With
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Ready
But First…Is our Club Actually READYfor New Members?
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The Questions
Is our Club…
Attractive…Relevant…Engaging?
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Attractive & Relevant Indicators
• Good Website, Facebook
• Members feel Involved & Committed
• Get to meet & know local Leaders
• Members & Guests Feel Welcome
• Strong Camaraderie (and Fun)
• Respects Members’ Work
• Club is active... Is “doing” things.
And more...
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Survey Exercise
Survey Our Club
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Survey Results
NOto any question?
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AttractionHow Do
We Attract New
Members?
Appeal to
Them
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Three Steps to Attraction
1. The Ask
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Ask Exercise
Meet Mary Smith
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Initial Attraction – The “Ask”
It’s a leadership organization… we’re made up of local business, professional and civic leaders.
We meet regularly, get to know each other, form friendships, & through that, we’re able to get things done in this community.
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Initial Attraction – The “Ask”
It’s a leadership organization… we’re made up of local business, professional and civic leaders.
We meet regularly, get to know each other, form friendships, & through that, we’re able to get things done in this community.
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Initial Attraction – The “Ask”
It’s a leadership organization… we’re made up of local business, professional and civic leaders.
We meet regularly, get to know each other, form friendships, & through that, we’re able to get things done in this community.
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Initial Attraction – The “Ask”
It’s a leadership organization… we’re made up of local business, professional and civic leaders.
We meet regularly, get to know each other, form friendships, & through that, we’re able to get things done in this community.
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Customer Profiles
What About Other ProspectiveMembers?
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Three Steps to Attraction
1. The Ask2. Website, Facebook+
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Your Website
Does your website reflect what you told
Mary?
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Lamorinda Sunrise Message
• change the world?...1.2-million members
• 34,000 clubs globally
• clean water for drinking ... human health
• combating hunger ... eradicating polio
• explore this site to learn more about Rotary
International
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What Works Better?• Rotary has 34,000 clubs
in 200 countries and regions.
• Rotary is in Albania to Zimbabwe
• Rotary is eradicating polio.
• Explore this site to learn more about Rotary International.
• We are local business, professional and civic leaders.
• We get to know one another.
• We get things done in this community.
• We have fun doing it.
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What Works?
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Build a Better Website
• Who are we?• What do we do?• What’s in it for You?
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What’s In It For Our Customers?
1. Local Impact2. Friends and Contacts3. Vocation - Value Me & My Work4. Leaders to Work With
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Who ya going to call?
Need website help?Call the Ghost Busters
Public Image Coordinators“Marketing Team”
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Three Steps to Attraction
1. The Ask2. Website, Facebook+3. The First Impression
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The First Impression
What creates an impression?
• _______________• _______________• _______________
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How Do We Treat Our Guests?
Is every guest special?
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Do We Rush the Question?
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Is Your Club Like Cheers?
Sometimes you want to go,
Where everybody knows your name, and they’re always glad you came.
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Tips
Involvement
4 Hold ‘em Tips
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Tip 1
INDUCTIONMake The Induction
PERSONAL
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Induction Exercise
Meet Mary Smith’s Family
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Tip 2
FRIENDS#1 Reason for Staying
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Tip 3
OPPORTUNITIESTo Do Something
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Tip 4
Add SomeROTARY
KNOWLEDGE
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Twelve Letter Topics
1. Welcome2. Communications3. Classifications4. Rotary Basics5. Club Service6. Vocational Service
7. Community Ser.8. International Ser.9. Youth Service10. Our Foundation11. Attendance12. Sponsoring
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Where to Find Information?
www.zone2526.org
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Website Resources
• IGNITE folder• Preparing your Club to Grow• What’s in it for me• Why Join Rotary• We Care booklet
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Keep ‘em
Retention
The Joliet Club has 100% Retention
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What Our Customers Want
1. Local Impact2. Friends and Contacts3. Vocation - Value Me & My Work4. Leaders to Work With
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Why They Leave?
If you do nothing. . .15% will leave
“Not Worth It”
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What You Can Do – Right Now!
1. List Members <24 months2. Schedule Work/Personal Talks3. Meet personally re Interests 4. Board adopts “name/work”5. Start personalized Inductions6. Start New Member letters
Right Now Action!
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Do it in the Next 30-Days!
1. All members develop the “Ask”2. Review & update Website 3. Assign Greeters/protocols:
All guests & visitors welcomed 4. All members begin knowing names/work of
all others5. At least 5 work/personal talks by new
members & others
30 Day Actions
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Do it in the Next 90-Days!
1. All members know names/work of all (at least new members) & continue work/personal talks for all
2. Guests/Visitors all feel welcome3. All members feel welcome — Cheers!4. All members involved5. All members have an “Ask”
90 Day Actions
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What Our Customers Want
1. Local Impact2. Friends and Contacts3. Vocation - Value Me & My Work4. Leaders to Work With
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Public Image
Why Strengthen Rotary?
Voice and Visuals
Power of Brand
Brand Center
Actions to Take
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SURVEYS SHOW…Never
Heard
of Rotary
Know
Name Only
Some
Familiarity
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HARDER TO
REACH OUR
FULL POTENTIAL
Makes it….
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Power of Brand
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So, what is Rotary?
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Essence of Rotary
You unite leaders from a variety of
occupations to exchange ideas and take
action to improve your community – and
you have fun doing it!
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Rotary Club Essence
Unites Leaders
Exchange Ideas
Take Action
In Local Community
And Have Fun
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SMART
WE SOUND:
KnowledgeablePerceptiveConfident
Our Voice
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COMPASSIONATEWE SOUND:Thoughtful
SincereEngaging
Our Voice
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WE SOUND:Bold
PurposefulCourageous
PERSEVERING
Our Voice
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INSPIRING
WE SOUND:UpbeatHopeful
Visionary
Our Voice
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OUR VISUAL IDENTITY
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Brands Evolve
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Rotary Evolved Too
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Flexible Yet Consistent
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Appoint PI Chair
Visit Brand Center
Adopt Visual Identity Guidelines
Update Club logo and brochure
Create new landing page
What Can Clubs Do?
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Brand Center
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1. ADOPT OUR VOICE AND VISUAL IDENTITY
• Download guidelines
• Create your own club logo
• Use templates as a starting point
• Use images to inspire your own photos
Adopt Visual Identity
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Brand Center - Materials
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Update Club Logo
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Brand Center - Brochure
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Create Landing Page
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Synchronize, Control, Freshen Facebook
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Remember Other Media
Media Center
Learning Center
Shop Rotary
What Clubs Can Do?
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• Target the appropriate audience
• Foster online relationships
• Follow and share stories
• Appeal to non-Rotarians
• Reflect Rotary’s brand and voice
Other Social Medias
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Television, radio, and print ads
Billboards
Newspaper articles
Radio announcements
Letters to Editor
Traditional Media
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Media Center – Press Releases
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Media Center - Images
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Learning Center - PR
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Shop Rotary
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• Tell a compelling story
• How you bring leaders together
• To Exchange ideas
• Take action to improve community
• Conversational & authentic
• Consistent visual identity
Help Members…
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Shop Rotary
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Media Center
Brand Center
Club and District Public Image Chairs
Voice and Visual
Identity Guidelines
Your Resources
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BE A
ROTARYCHAMPION
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Your Presenters – Thank You!
Larry Sundram
Public Image Coordinator
Laura DayIGNITE [email protected]
DISTRICT
Bill Angus, Membership Chair, 858-442-6447David Oates, Asst. Public Image Coordinator 858-750-5560Matt Guillory, District Public Image Coordinator 619-301-9396