RetentionRetention““Keeping the member in Rotary – Keeping the member in Rotary –

Keeping Rotary in the member”Keeping Rotary in the member”

Key MessagesKey Messages It is easier (and more cost effective) to keep an It is easier (and more cost effective) to keep an

existing member than to find a new oneexisting member than to find a new one If we know why they leave it is easier to design a If we know why they leave it is easier to design a

plan to keep themplan to keep them Six key strategies well executed will dramatically Six key strategies well executed will dramatically

improve retentionimprove retention A strong club membership committee can make A strong club membership committee can make

a differencea difference We have an important responsibility as district We have an important responsibility as district

leaders for retentionleaders for retention

AttritionAttrition

Attrition of Rotary members is a fact of lifeAttrition of Rotary members is a fact of lifeEvery year, Rotary clubs in our zone lose Every year, Rotary clubs in our zone lose approximately 10% of their membersapproximately 10% of their membersIf clubs in our zone retained at least half of If clubs in our zone retained at least half of that number, our zone would increase by that number, our zone would increase by 1650 members 1650 members There will always be reasons that people There will always be reasons that people leave Rotary that are beyond our controlleave Rotary that are beyond our controlHowever….However….

When we examine reasonsWhen we examine reasonswhy people leave, why people leave,

NOT ALL ARE BEYOND OUR CONTROLNOT ALL ARE BEYOND OUR CONTROL

1%

43%

7%5%5%

17%

5%

12%

5%Disinterest

Rotary Not Living upto ExpectationOther

Deceased

Health/Personal

Business & FamilyPressureAttendance

Moved

Business Transfer

Especially serious is the loss of members who Especially serious is the loss of members who have been in Rotary fewer than 3 yearshave been in Rotary fewer than 3 years

1600

1800

2000

2200

2400

2600

2800

3000

3200

1996 1997 1998 1999 2000 2001 2002

10+ years <1 year

1-2 years

2-3 years3-5 years

5-10 years

20%

10%

14%

18%20%

18%

42% of lost members had less than three

years of membership

Easy Solutions to Some Easy Solutions to Some Problems Problems

For attendance pressure – encourage For attendance pressure – encourage transfer to an EClub!transfer to an EClub!

For moving or business transfers – For moving or business transfers – facilitate the transfer to a new Rotary clubfacilitate the transfer to a new Rotary club

Understanding the ProblemUnderstanding the Problem

If we know what they want, it is easier to If we know what they want, it is easier to keep them coming backkeep them coming back– Membership Satisfaction QuestionnaireMembership Satisfaction Questionnaire

If we know why they leave, it is easier to If we know why they leave, it is easier to design a plan to keep themdesign a plan to keep them– Termination profileTermination profile

Identify who is leavingIdentify who is leavingTake a longer term look (i.e. 3 years) Take a longer term look (i.e. 3 years)

– Resigning Member QuestionnaireResigning Member Questionnaire

Using the DataUsing the Data

Reasons for leaving vary by Rotarian Reasons for leaving vary by Rotarian tenuretenure

Different members may require different Different members may require different strategiesstrategies

Six key strategies well executed will Six key strategies well executed will dramatically improve retentiondramatically improve retention

Six StrategiesSix Strategies

InformInform

InviteInvite

InductInduct

OrientOrient

EducateEducate

InvolveInvolve

InformInform

Develop a club profile outlining the club’s Develop a club profile outlining the club’s service efforts and responsibilities of service efforts and responsibilities of membershipmembership

Include a recent copy of Include a recent copy of Rotary BasicsRotary Basics (595-EN)(595-EN)

Present to prospective membersPresent to prospective members

InviteInvite

Personal visit by proposer and member of Personal visit by proposer and member of membership committeemembership committeeCommunicateCommunicate– Club’s efforts and successesClub’s efforts and successes– International scope of RotaryInternational scope of Rotary– Rotary’s emphasis on characterRotary’s emphasis on character– Responsibilities of membership (financial and Responsibilities of membership (financial and

attendance)attendance)

Understand motivation of potential memberUnderstand motivation of potential memberMatch goals of the member with goals of the Match goals of the member with goals of the clubclub

InductInduct

Special ceremony with spouseSpecial ceremony with spouseStanding ovation!Standing ovation!Provide (options)Provide (options)– Four Way TestFour Way Test– Certificate of membershipCertificate of membership– Pin, Badge, BannerPin, Badge, Banner– PublicationsPublications– Club bulletinClub bulletin

How can you make the induction ceremony How can you make the induction ceremony special?special?

OrientOrient

Benefits of membershipBenefits of membership

Responsibilities of membershipResponsibilities of membership

Opportunities for serviceOpportunities for service

Checklist of opportunities for learning Checklist of opportunities for learning about Rotaryabout Rotary

Set up formal mentoring programSet up formal mentoring program

EducateEducate

Most members leave because they were never Most members leave because they were never Rotarians in the first placeRotarians in the first place80% of a club’s membership know very little 80% of a club’s membership know very little about Rotaryabout RotaryPrograms (Red Badge, STAR, etc.) for new Programs (Red Badge, STAR, etc.) for new membersmembersContinuing education policy in placeContinuing education policy in place– Club programsClub programs– District AssemblyDistrict Assembly– District ConferenceDistrict Conference

Use the RI Use the RI E-LearningE-Learning tools at www.rotary.org tools at www.rotary.org

InvolveInvolve

Club committeesClub committeesFund RaisersFund RaisersBoard MeetingsBoard MeetingsClub Social ActivitiesClub Social Activities““Commencement” eventsCommencement” eventsAsk the new member to “sell” Rotary to a Ask the new member to “sell” Rotary to a friendfriendAssign member to a district eventAssign member to a district event

A new member needsA new member needs

A friendA friend

An assignmentAn assignment

Nourishment – make them feel Nourishment – make them feel wanted, needed and appreciated!wanted, needed and appreciated!

Retention of Existing Members Retention of Existing Members

Identify members at risk Identify members at risk Survey members on club issuesSurvey members on club issuesMake family members part of RotaryMake family members part of RotaryRegular change of committee and Regular change of committee and board assignmentsboard assignmentsBecome active in district activities and Become active in district activities and rolesroles

Our responsibility as District Our responsibility as District leadersleaders

Develop effective District membership Develop effective District membership committees to support club membership chairscommittees to support club membership chairs

Conduct District membership seminars which Conduct District membership seminars which encourage the sharing of best practices encourage the sharing of best practices

Encourage larger club membership committees Encourage larger club membership committees

Encourage focus on six strategiesEncourage focus on six strategies

Know, refer to and use RI membership Know, refer to and use RI membership development resourcesdevelopment resources

Membership Development Membership Development ResourcesResources

R.I. materialsR.I. materials–Membership Development Resource GuideMembership Development Resource Guide–10 Easy Ways to Attract and Retain10 Easy Ways to Attract and Retain–A Guide to Membership RetentionA Guide to Membership Retention–Strategies for Member EducationStrategies for Member Education–STAR programSTAR program–Mentoring WorksheetMentoring Worksheet–Membership SurveyMembership Survey–E-Learning – Power Point presentationsE-Learning – Power Point presentations

WhoWho is is responsible for responsible for Membership Membership Retention?Retention?

Every Every Rotarian Rotarian !!

William B. BoydWilliam B. Boyd RI PresidentRI President