Corina Mihaela Paraschiv,• District Rotaract Representative (7040)• Communications & Marketing Director for US, Canada & Carribean’s Rotaract MDIO• Finalist at ICBC National Business Case

Competition (ranked top 6 in Canada)

Awareness Credibility Interest Preference Selection

A person first finds out about Rotary either from a friend, from a poster...

The person must  trust that Rotary is legitimate before considering joining it.

The club can present its activities, matching the interests and expectations of prospective member.

Compares different options (joining Rotary vs a job, or another club) & form a preference

Person must be able to participate (time constraints, budget, meetings accessibility)

Rotary’s current age & gender distribution• Who are the current Rotarians?• Who are the potential Rotarians?

“A diverse perspective at the top may be a key to unleashing talent and fresh opportunities throughout the firm.”

-- Harvard Business School Press(%)

Source: Demographics & Attitudinal Trends

Rotary’s demographic in North America ≠ representative of North American

population

RecruitmentOpportunity

• Recruiting more Veterans & Baby Boomers• Increasing participation of women• Integrating younger membership to club

Awareness Credibility Interest Preference

• Where does prospective member typically access information?

• How do other organizations reach him?

• Does the website represents the club well?

• If the Rotary name is familiar to prospective member, does it have a favorable connotation?

• Listening is key

• Find out what the person is interested in and what motivates him, THEN pitch Rotary in that light if compatible

• Compare Rotary to other alternatives for the given generation : what is the added value of Rotary?

Selection

• Be clear on time commitment

•Create opportunities for flexible schedules

• Provide information on venue accessibility

Eliminate obstacles

Show how Rotary is better

Describe Rotary

Build Credibility

“We Exist” message

For every generation, use a different message, and different communication channels

Have resources (website, brochures, frequently asked questions list, etc.) to target every stage of the recruitment

Inquire to newest members on the process of recruitment and what they might suggest to improve it

There are still similarities amongst Rotarians of all ages – only address relevant differences when recruiting.