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MEMBER

ATTRACTION & RECRUITMENT

Emily Tucker

Manager

Regional Membership Officers

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RESEARCH

TELLS US

Club experience matters more than anything else when it comes to both attracting new members and retaining them

Club experience is crucial to member satisfaction

Satisfaction is related to retention, giving, and a club’s ability to recruit

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MEMBER

SATISFACTION

Meeting enjoyment
Confidence in leadership
Personal growth opportunities
Engaging service opportunities
Connection & comfort with other members

The club experience is positive when there is/are:

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ASSESS:

WHO’S MISSING FROM THE TABLE?

Community demographics

Age
Gender
Ethnicity
Socioeconomics
Skills & ability

Organizational and professional affiliation

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CONNECT:

BUILD GENUINE�RELATIONSHIPS

Personalized outreach
Partner with other organizations
Building relationships takes time
Prospective member-centered
Clear call to action
No tokenizing

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SHARE:

PUBLIC

IMAGE

Website

Will prospective members reach anyone?

Social media

Correct branding

Does the story match the experience?

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DELIVER:

CLUB EXPERIENCE

How do we follow up with guests?

How do we meet member needs?

Member Satisfaction Survey

Maintaining vibrancy

Social opportunities
Professional development
Personal development
Service

What do we learn about guests?

What do they learn about you?

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RESEARCH TELLS US

Rotary members cite high cost as the primary barrier to membership

LGBTQ+ and nonbinary people are least present and feel least welcome in clubs

Fewer than half of our clubs are using our DEI resources

2023 RI research conducted with Nova, a 3rd party expert in DEI research

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DISTRICT-WIDE

STRATEGY

Prospective member events
Plan to support membership leads
New club development

District-wide club that meets online
Satellite clubs & other club models

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PEOPLE WHO WANT TO JOIN

“I’m interested in joining

a club!”

MEMBERSHIP LEADS

I want to refer someone

RELOCATING MEMBERS

“I’ve moved

and want to find

a new club

nearby.”

REFERRALS

“I want to refer someone to a club in their area.”

ROTARY.ORG/JOIN

When we consider the third pillar of sustainable membership growth, there is an exciting update to share. It will soon be easier than ever for club leaders to connect with prospective members, whether someone is relocating and hoping to find a new club, isn’t yet a member but wants to join, or has been referred by a current member. Rotary will launch an updated system to manage membership leads that will let clubs receive information about leads directly and engage with people who are interested in their club.

Prospective members who use rotary.org/join to let us know about their interest will choose the club that they find most interesting and suitable based on information presented about the club.

Club leaders, including the president, membership chair, secretary, and executive secretary/director, will be notified to visit the membership leads management page, connect with the candidate, and report their interactions in the system.

Although the district membership chair is no longer responsible for contacting the candidates, district leaders remain an important part of the membership leads process. They can help clubs ensure that their information, such as the website and meeting details, is correctly reported in My Rotary. This will help prospective members find and choose them. District leaders will also be asked to act if clubs don’t contact their leads.

This is an important change because we want to make sure that everyone interested in Rotary gets connected with a club and has a positive impression of us.

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WHAT IS CHANGING?

Best-in-class technology partner - Salesforce
Faster, more user-friendly experience
“Club-first” strategy
Guided “shopping” experience
Leveraging marketing automation to nurture candidates and ‘nudge’ volunteer lead managers

Royal Blue�R23,G69,B143

Azure�R0,G93,B170

Sky Blue �R1,G180,B231

Violet�R135,G33,B117

Orange�R255,G118,B0

Gold�R247,G168,B27

Cranberry�R217,G27, B92

Turquoise�R0,G153,B153

Rotary Leadership Colors

Secondary Colors

Salesforce is globally known as a top Client Relationship Management system.
Single sign-on experience for club and district leaders. When they get notified they have a new lead, they’ll have to be logged in to My Rotary to check the information, but they won’t have to do a separate log in to Salesforce.
The tool should be faster and more user-friendly. Rotary simply couldn’t keep up with the architecture development aspects that were needed to be able to deliver a tool members wanted.
When prospective members go to Rotary.org/join is that they will be able to “select a club”, based on the information available to them (what is in Club Finder). The lead notification will then go directly to the club president, club membership chair, club secretary, and club secretary/director if there is one. This is different from our current process where leads go to the district first.

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DISTRICT LEADERS CAN:

Work with clubs to ensure club details are accurately reported to Rotary

Work with clubs to ensure a process is in place for following up with prospective members

Follow up quickly if/when membership leads are escalated

Royal Blue�R23,G69,B143

Azure�R0,G93,B170

Sky Blue �R1,G180,B231

Violet�R135,G33,B117

Orange�R255,G118,B0

Gold�R247,G168,B27

Cranberry�R217,G27, B92

Turquoise�R0,G153,B153

Rotary Leadership Colors

Secondary Colors

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CHANGE MANAGEMENT

14

Rollout: By December 2024
Communications to district and club leaders coming
Webinars hosted by Membership Development
Change champion testimonials
How-to guides in languages

Royal Blue�R23,G69,B143

Azure�R0,G93,B170

Sky Blue �R1,G180,B231

Violet�R135,G33,B117

Orange�R255,G118,B0

Gold�R247,G168,B27

Cranberry�R217,G27, B92

Turquoise�R0,G153,B153

Rotary Leadership Colors

Secondary Colors

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NEW CLUB DEVELOPMENT & INNOVATIVE CLUB MODELS

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May 2019

When was the last time your district chartered a new Rotary club?

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ROTARY CLUB TYPES

Rotary.org/flexibility

ROTARY

CLUB

ROTARACT

CLUB

SATELLITE

CLUB

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ROTARY CLUB MODELS�Rotary.org/flexibility

TRADITIONAL

PASSPORT

CORPORATE

CAUSE-�BASED

ALUMNI-BASED

INTEREST-�BASED

INTERNATIONAL

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ROTARY CLUB MODELS (CONTINUED)�Rotary.org/flexibility

SERVICE-BASED

LANGUAGE-

BASED

DISTRICTWIDE

ONLINE

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ONLINE

RESOURCES

Rotary.org/Membership

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MEMBERSHIP ASSESSMENT TOOLS

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HUMAN

RESOURCES

Club & District Support Supervisor

Nick Taylor

Nick.Taylor@rotary.org

Regional Membership Officer

Angela Lopez

Angela.Lopez@rotary.org