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LEADING FOR GROWTH

Ensuring Your Club Thrives

2023 Presidents Elect

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YOUR CLUB TODAY�

Understanding attrition & attraction

Setting membership goals

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GROWTH CLUB STUDY

�2022 North American club growth study

The attributes of growing clubs

AGENDA

YOUR CLUB TOMORROW�

Applying what you’ve heard

Setting relevant goals

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ATTRITION �RATE

�A RATE OF LOSS

�% of members who leave our club in an average year

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ATTRACTION RATE

�A RATE OF GAIN

�% of members admitted to our club in an average year

ATTRITION AND ATTRACTION

Attrition is the average annual rate at which a club loses members. Attraction is the average annual rate at which a club gains members.

One way to measure club health is to compare the club’s rates of attrition and attraction. Thanks to the excellent work of Zone 33 Rotary Coordinator Terry Weaver, we were able to compare the attrition and attraction of each club that responded to the survey.

In general, healthy clubs will have an attrition rate of less than 15% and an attraction rate greater than that. As can be seen, the significant majority of clubs in this survey achieved this standard. And as you’ll see later on, they kept focussed on attracting new members and created an environment that people wanted to be part of. They have a product that they’re proud to sell and one which people want to buy.

As you will see, leaders make a critical difference, motivating and guiding their clubs to success. Let’s hear how successful club leaders describe leadership.

Look at your club’s goal worksheet. How does your club compare?

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20

2

5

-5.4

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CLUB ATTRITION AND ATTRACTION

Average Attrition

North American Clubs 15%

Average Attraction

North American Clubs 12%

Surveyed Clubs 12%

Surveyed Clubs 23%

District

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Attrition Rate (%)

Attraction Rate (%)

Growth Culture

Danger Zone

Key

Low

(<10%)

Low

(<10%)

High

(>15%)

High

(>18%)

COMMON CLUB PATTERNS

Growing Membership

Steady Membership

Declining Membership

Growth�Culture

Danger Zone

Aging�Out

Fragile Balance

High Turnover

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SURVEY (2022)

ROTARY CLUBS IN USA & CANADA

85 clubs that showed consistent growth between 2017-2022

CRITERIA:

10+ Net Members in 5 years
Growth in at Least 3 of the Past 5 Years

Club Sizes Ranged from 7 to 120

(Roughly Equally distributed)

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A DIVERSITY OF CLUB SIZES IN 2017

37% - 7 TO 25 MEMBERS

40% - 26 TO 50 MEMBERS

17% - 51 + MEMBERS

SIZE DOESN’T MATTER – LEADERSHIP DOES

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ATTRIBUTES OF GROWING CLUBS

EFFECTIVE GOVERNANCE (Intentional Leadership)

ACTIVE, INTENTIONAL MEMBER ENGAGEMENT

DYNAMIC, MEANINGFUL SERVICE

STRONG PUBLIC IMAGE

(WELL KNOWN IN COMMUNITY)

DIVERSITY, EQUITY & INCLUSION

With the data from the first survey as a key basis for inquiry, we were able to seek more detail, with the result that our understanding of the qualities that make clubs successful was enhanced, clarified and expanded:

First, and most importantly, strong leaders create strong clubs. More than this, leaders of surveyed clubs focused on 5 key attributes, which we will explore in more detail:

Outstanding governance – clubs are well organized, plan, set goals and have continuity in leadership.

Active, intentional member engagement – A healthy, engaged and inspired membership is key to club success.

Dynamic, meaningful service – engaged members keep busy ‘doing’ throughout the year. Rotary is about service.

Strong public image – Clubs aren’t just doing – they’re seen to be doing.

Diversity, Equity and Inclusion – ensuring club membership reflects their community

While not all leaders focussed equally on all 5 areas, most clubs take all these areas seriously.

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EFFECTIVE GOVERNANCE

PLANNING PROCESS FOR GROWTH

LEADERSHIP CONTINUITY

INTENTIONAL MEMBERSHIP FOCUS

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THEY PLAN FOR GROWTH &

SET GOALS

81%

Have a Planning Process for Growth

71%

Regularly Updated Growth Plans

Annually (48%)

Quarterly (16%)

More Frequent (7%)

83%

Established Annual Membership Goals

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LEADERSHIP CONTINUITY

89%

Designate a President-Elect at least one year in advance

49%

Designate a President-Nominee at least 2 years in advance

92%

Have a club membership chair

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INTENTIONAL MEMBERSHIP FOCUS

Membership growth top of mind

Membership is everyone’s responsibility

Weekly agenda item

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What about small clubs?

LEADERSHIP

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ACTIVE, INTENTIONAL ENGAGEMENT

GREAT MEETINGS & STRONG FRIENDSHIPS #1

CONSISTENT & FLEXIBLE MEETINGS

ENGAGING NEW MEMBERS

SAYING “THANK YOU”

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CONSISTENT & FLEXIBLE MEETINGS

76%

Meet weekly in person

65%

Use hybrid or virtual technology

29%

Created a satellite club as an alternative Rotary experience

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ENGAGING NEW MEMBERS &

THANKING ALL MEMBERS

70% Have a Defined New Member Orientation Process

77% Annually Take Time to Let Members Know the Club’s Accomplishments

70% Formally Recognize Members Time and Talent Contributions

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DYNAMIC, MEANINGFUL SERVICE

“SIGNATURE” PROJECTS & FUNDRAISERS

INCLUDING COMMUNITY MEMBERS

ONGOING, ACTIVE SERVICE

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86%

Have a repeating ‘signature’ project every year

83%

Have a repeating ‘signature’ fundraiser every year

“SIGNATURE” SERVICE PROJECTS & FUNDRAISERS (>50% Member Involvement)

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INCLUDE COMMUNITY MEMBERS

“The Secret Sauce”

87%

Invite community members to projects and fundraisers

67%

Hold one or more events to attract new members

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ONGOING, ACTIVE SERVICE

78% Had 4 or more Service Projects during the year

(40% had 10 or more)

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STRONG PUBLIC IMAGE

ACTIVE USE OF MEDIA TOOLS

FOCUS ON MEMBER ATTRACTION

It’s not just doing, it’s being seen doing!

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ACTIVE USE OF MEDIA TOOLS

95%

Use Facebook

21%

Use Instagram

77%

Use Their Club Website

55%

Use Local Print News Outlets

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USING PUBLIC AWARENESS TO FOCUS ON MEMBER ATTRACTION

67%

Hold events to attract new members

77%

Many members sponsor new members

87%

Invite community members to projects

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DIVERSITY, EQUITY, INCLUSION

CLUB REFLECTS THE COMMUNITY

AN INTENTIONAL FOCUS

A WELCOMING ENVIRONMENT

During interviews with club leaders, it became clear how important a contributor increasing club diversity was to club growth.

Club leaders were intentional in increasing their club’s diversity, recognizing, for example, that younger members we necessary to ensure the club’s long term viability; that they needed to broaden the professions represented in their club; or acting to reduce costs to make membership more appealing.

They also worked to make sure their membership reflected their community and finally, perhaps most importantly, acted to create an environment where everyone felt genuinely welcomed.

I want to let another leader conclude this presentation. Mary Anne Velayo is from the Vancouver Mountainview club, a club that grew from 18 to 52 during the period of this study. Let’s listen to her view of Rotary leadership.

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ATTRIBUTES OF GROWING CLUBS

EFFECTIVE GOVERNANCE (Intentional Leadership)

ACTIVE, INTENTIONAL MEMBER ENGAGEMENT

DYNAMIC, MEANINGFUL SERVICE

STRONG PUBLIC IMAGE

(WELL KNOWN IN COMMUNITY)

DIVERSITY, EQUITY & INCLUSION

First, and most importantly, we see that leadership is more than an attribute for success – it is an essential, over arching requirement. Strong leaders create strong clubs. More than this, leaders of clubs focused on 5 key areas, which we will explore in more detail:

Outstanding governance – clubs are well organized, plan, set goals and have continuity in leadership.

Active, intentional member engagement – A healthy, engaged and inspired membership is key to club success.

Dynamic, meaningful service – engaged members keep busy ‘doing’ throughout the year. Rotary is about service.

Strong public image – Clubs aren’t just doing – they’re seen to be doing.

Diversity, Equity and Inclusion – ensuring club membership reflects their community

While not all leaders focussed equally on all 5 areas, most clubs take all these areas seriously.

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high attraction + low attrition

ENSURE CONTINUED SUCCESS BY:

Understanding the source of your success. Double down.
Seeking continuous improvement. �Being even more irresistible.
Ensuring leadership consistency, continuity, collaboration.
Assessing whether your club reflects community diversity.
Extending your reach within your community.

YOU HAVE A GROWTH CULTURE

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high attrition + high attraction

ACCEPT YOUR TRUTH AND:

Ask for feedback on the club experience from members.
Revise/update/overhaul your new member orientation.
Consider the reasons people are leaving.
Address your “truth” before reaching out to new people.

YOU HAVE HIGH TURNOVER

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high attrition + low attraction

TIME TO SHAKE THINGS UP BY:

Evaluating club leadership.
Finding a Champion for Change.
Seeking outside help – District? Zone?
Having honest conversations.
Considering alternative experiences – satellites, impact clubs.

YOU’RE IN THE DANGER ZONE

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low attrition + low attraction

CONSIDER YOUR VISION FOR THE FUTURE AND CHOOSE:

Choice A: Transformation

What tough decisions must we make?
How can we become more irresistible?
Satellites and other innovative models.

Choice B: Status quo

Accept that continued decline is likely.
Don’t stand in the way of alternatives.

YOUR CLUB IS AGING OUT

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No growth strategy = �membership decline

REMEMBER THE 5 ATTRIBUTES AND:

Examine your leadership, governance, and goal setting.
Explore new avenues for growth – how well do you reflect your community?
Engage people by enabling their passions to serve.
Get out in the community – be visible, build relationships, and work hard.

YOUR CLUB IS�“SO-SO”