1. MembershipDevelopment Zone 26 Assembly South March 19, 2011 Nick Frankle Membership Chair, 2010-11 Rotary District 5240 nfrankle@earthlink.net
2. It’s Our Business 1 RECRUIT RETAIN SALES SERVICE ADVERTISING REACH OUT
3. Setting Goals 2 Where do we want to be at the end of the year Goal: 10% Growth Start with 60 -10% = 54 Planned attrition +12 = 66 Required for goal
4. Our Target Market: People Who Share our Core Values 3 Fellowship Diversity Integrity Leadership Service
5. What Does Our Market Want Action-oriented clubs focused on service Meaningful programs and communications Growing, vibrant, and innovative clubs Public awareness of accomplishments Supportive Rotary leadership with focus on local clubs and communities Fun and fellowship 4
6. What Is Our Product? 5 AN ACTIVE CLUB Interesting meetings Meaningful programs Participation events Community involvement Empowered members Business opportunities
7. “…it is important to reach large numbers – non-Rotarians as well as Rotarians – and you cannot reach large numbers privately.“– Paul Harris, founder of Rotary Reaching Our Target Market
15. 9 Rotary is a remarkable organization filled with hardworking and generous people. Thank you Rotarians for all your support!
16. Live Presentation Time!A look at some key tools we use Social Media and Public Relations Protect the men in our lives
17. Putting it all together - Create a plan Public Relations is a regular activity forAvenues of Service
18. Retention 12 Begins the Moment the Prospective Member is First Introduced to Rotary Most Members Leave Rotary…… “Because they don’t know what they don’t know about the organization they joined”
19. Identify: Rotary Fills A Need Does your club look like your community Look at classifications where your club has voids Find prospective members in other aspects of your life Welcome people who seek you out Referrals from Rotary International People dropping in
20. WIIFM? Business Networking Customers Expertise Giving back to the community Fellowship and Friendship International experience Resources for a favorite cause Making a Difference
21. Inform: Maintain Contact Develop and distribute a club brochure or handbook Don’t let a prospective member leave your meeting empty handed Follow up with each visitor to the club – including speakers Maintain contact with prospective members Keep in touch with members who have left your club but are still in your area
22. Invite: Involvement Precedes Membership Educate club members regarding the procedures for extending an invitation to a prospective member. Develop a plan for inviting prospective members Build supportive membership teams Recognize members who invite & propose members Invite prospects to service projects and special events
23. Orient: Prepare Prospects for Rotary Establish a formal pre-induction process Understand the prospective new member’s interests Ensure that new members understand what is expected of them as a member of your Rotary Club Provide a process that enables new members to provide feedback
24. Induct: Make It Memorable Make induction an important event Sufficient time Welcoming and enthusiastic Invite family members and colleagues Recognize New Member’s Sponsor Remind them of their commitment to share their skills and resources Permit new member to speak to the club Present a New Member Information Kit RI Materials: Four Way Test Plaque/Badge/Literature/Member Access Club Materials: Club Shirt/Mentor/Web Site Info Certificate of Membership
25. Educate: About Rotary and the Club Utilize the Rotary Web Site Section for New Members Implement a formal Rotary and Club orientation program STAR (Special Training for Action in Rotary) Use a Mentoring Program with specific responsibilities and time lines Establish an effective red badge program to introduce new members to different aspects of your club and of Rotary Include continuing Rotary education as a part of your club meeting agendas and programs
26. Involve: Meet the Member’s Needs Get the new member active in the club: committees, fundraisers, community events, social activities Ensure that time spent at meetings is productive and meaningful Provide opportunities to learn about members’ business and passions Follow up with new members to see if their expectations are being met. Good idea for members that you haven’t seen for a while
27. Rotary is Your Family Involve family members Schedule family-friendly events Consider replacing your fifth-Xday meeting with a hands-on project or a social event Help your members – they are your family Your club has members with expertise in a multitude of areas. Make this knowledge available so that members experiencing challenges have an initial source of diverse knowledge and experiences. 21
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29. One size does not fit all: membership programs must be tailored for local needs
Go to live links – CLICK TO FADE IN EACH IMAGE. EACH IMAGE IS HYPERLINKED TO ACCESS LIVE LINK.Our club web page – demo (brief)GoldMail. What we use for audio slideshow messages. – demo – Click on PlayFacebook – demo – show page and type of updates sharedTwitter – Demo – show page, then type in #Rotary in Search field to show what comes up.We are still in our early days using Facebook and Twitter and our # goal is to increase our number of viewers. We want to get more Facebook readers to “Like” our page, and more followers on Twitter. This will require it’s own strategy to get the word out so people can find us. This is definitely not a tool that everyone will use, and while it may seem that it is geared more towards younger folks, don’t count out the fact that one of the fastest growing user audience of Facebook are baby boomers. So, don’t dismiss it!
Be at the center of it all. The PR person or committee should be the hub of all things happening in the club. To be effective you need to operate from a plan, otherwise you end up with scattered approach, or at best an inconsistent effort. How will you stay connected to the chair persons—what are they focusing on, how can you help them achieve their goals through communications?What media will you use? How frequently will you communicate through the various media channels?This is an example of the PR plan for Westlake Village Sunrise. It is broken out by day of the week to ensure something is being done regularly, and who is responsible for that activity.
