IMPROVING YOUR CLUB’S VISIBILITY • Talking to the public: build recognition • Talking to prospective members: aim to attract • Simple ways to create content and engagement • Resources available to you
TALKING TO THE PUBLIC: BUILD RECOGNITION AUDIENCE PROFILE • The public, including people who have little or WHO THEY ARE no knowledge of Rotary or whose knowledge is shaped by misconceptions or incorrect information • The media
TALKING TO THE PUBLIC: BUILD RECOGNITION AUDIENCE PROFILE WHAT MOTIVATES THEM • They want to understand what Rotary is, who Rotarians are, and how our approach to community needs is distinctive • They want to feel a personal connection • They want to be invited to contribute or participate • They want to see clear, compelling demonstrations of impact
TALKING TO THE PUBLIC: BUILD RECOGNITION AUDIENCE PROFILE WHAT HOLDS THEM BACK • Stretched attention and other demands on their time, money, and engagement in their community • Lack of information: 35% globally are unaware of any Rotary program, and only 41% are familiar with Rotary’s clubs • Those with limited knowledge may think Rotary is for people not like them — different educational or professional level, older, and male • View of Rotary as “exclusive”
TALKING TO THE PUBLIC: BUILD RECOGNITION AUDIENCE PROFILE • Help them understand who we are, how we’re OUR GOALS different, and why it matters • Spark their interest and inspire them to learn more about Rotary • Convince them that we’re worthy of their support, whether in time, money, or attention
Rotary personal promo video This is a new concept where Rotarians speak about why they joined, what keeps them involved and what they get out of it. Thanks to Isaac Vujich, PE, Kaikohe Rotary for allowing us to film him at the Whangarei membership seminar. These videos are easy to make – just filmed with a cellphone and then the subtitles and graphics edited on the computer. If you’d like to do this for your club, please speak to Matthew McLeod who can provide advice and assist with the editing if required. Isaac’s video: https://youtu.be/50t7AamR2VE
TALKING TO PROSPECTIVE MEMBERS: AIM TO ATTRACT - AUDIENCE PROFILE WHO THEY ARE • Business and community leaders of all ages and professions who want to use their expertise, connections, and influence to make a difference locally and globally • Rotarians’ friends, family, and colleagues, who may base their opinions on personal interactions
TALKING TO PROSPECTIVE MEMBERS: AIM TO ATTRACT - AUDIENCE PROFILE WHAT MOTIVATES THEM To join Rotary: To support Rotary: • Rotary’s positive impact • Our distinctive and effective approach on their community • Feeling part of something meaningful and • A sense of purpose having it reflect • Friendship and fellowship positively on them • Networking opportunities • Seeing clear, compelling improvement and a way to make an impact of their own
TALKING TO PROSPECTIVE MEMBERS: AIM TO ATTRACT - AUDIENCE PROFILE WHAT HOLDS THEM BACK • Lack of understanding about Rotary and our impact • Belief that Rotarians are not like them (different educational or professional level, older, and male) • View of Rotary as “exclusive” • Not knowing any members or how to become involved; not having been invited to join • Not having received a prompt response when they have demonstrated interest • Not having time • Financial constraints
TALKING TO PROSPECTIVE MEMBERS: AIM TO ATTRACT - AUDIENCE PROFILE • Help them understand who we are, how we’re different, and why it OUR GOALS matters • Counter misconceptions • Explain how and why they should engage • Inspire and invite them to learn more, contribute, or participate and, ultimately, join
Examples
Posting
Posting
Posting
Photography - editorial or reportage style (fly-on-the-wall) - candid poses or natural portraits - real, natural, sincere, endearing expressions - demonstrations of active leadership and impact - special moments of camaraderie, friendship, warmth, and celebration - movement and momentum - rich full colour, or black and white - short depth of field with selective focus (people shot through crowds) - wide angles - natural backgrounds and real context (not solid portraiture backdrops or studio photography)
Photo Review
Photo Review
Photo Review
Photo Review
Facebook pages/group
Rotaryoceania.zone
SNAPSHOT series • CLUB HOME PAGE CREATION (May2018) C Robinson • CLUBRUNNER (Aug2017) C Robinson • EASY PICTURE CAROUSELS IN CLUBRUNNER (Mar 2018) C Robinson • CREATING A CLUB BULLETIN (Mar 2018) C Robinson • TAKING A PHOTO (Aug2017) C Robinson • PERSONALISING PICTURES • STARTING WITH FACEBOOK (Sep 2017) C Robinson • WRITING AN ARTICLE (Aug2017) C Robinson • GOOD PUBLICITY (Nov 2017) C Robinson • USING EXTERNAL MEDIA (May 2018) C Robinson All available on our Zone website www.rotaryoceania.zone
BRAND CENTRE
Lunch Break 35 minutes Starting again at 12.50pm
Matthew McLeod Rotary Club of Henderson District Membership Chair
Flexible Clubs What does that mean?
The Rotary Shoe Store analogy Up until recently Rotary only offered one style and one size of shoe. It didn’t fit most people and limited what kind of customers we could sell to.
The Rotary Shoe Store analogy We now have permission to be flexible with what we’re offering. We can sell any kind of shoe, in any size. This means we can appeal to a much wider variety of customers – we can offer a product that suits their requirements. Some examples…
Flexible Clubs • Making your Rotary ‘product’ appeal to your target audience • Adapting your existing club or setting up a satellite club – which option is best for your club? • E-Clubs or hybrid clubs • Corporate Clubs or Corporate Members • Clubs around a theme eg ecology • Family friendly clubs
Flexible Clubs Rotary Club of Maidenhead Bridge https://www.youtube.com/watch?v=-YR9YQTUaW4
Corporate Clubs • Rotary Club of Bentley Cheshire • Formed as a satellite club in 2016 and charted as a full Rotary Club in May 2017. • The club continues to have support from Bentley Motors – the initial members were all employees of Bentley, however the membership has now expanded to include people from the surrounding area.
Corporate Club Rotary Club of Bentley Cheshire https://www.youtube.com/watch?v=YFVZR2vMf0M&t=1s
Clubs set up around a theme • Rotary E-Club of WASH – District 9980 • An electronic club bringing together people who are interested in working on Water, Sanitation and Hygiene projects around the world, but based out of Dunedin.
ECO Clubs: Rotary with an Eco Spin Rotary Clubs or Satellite Clubs which focus • specifically on environmental projects. • Why not work with an existing group of environmentally minded people and turn them into a Rotary Club. They can work within the Rotary system to maximise their results. Rotary Eco Club of Los Osos (on right) meet • monthly for hands on eco-projects. No meals, no fines, no fundraising. Partner with other local Rotary clubs.
Should we make our existing Club more flexible, or look to set up something separate like a satellite club? Each Club is different – you need • to assess your club’s position, consult your members, discuss the options and bring them along on the journey – however it is clear that Clubs which don’t evolve soon won’t have a secure future – so you need do something!
Missy Ditchburn Rotalite - Satellite Club of Henderson Joining us via Skype
Club Assessment Tools: Club Health Check, Membership Engagement Survey
Exercise: Get into pairs. Each person should complete the: Club Health Check Membership Satisfaction Survey documents. • Once complete, discuss what you thought of these surveys. Were they worthwhile? Could you see them used in your Rotary Club? • Were the questions relevant for your Rotary Club or would you need to modify them for your Rotary Club’s particular circumstances? • Did you learn anything interesting about your own opinion of your Rotary Club as a result of completing the surveys? • Please share with the group something you learned from this exercise.
Useful Resources Information on Club Flexibility from Rotary International: https://my.rotary.org/en/club- flexibility Also see the 2018-2019 District Membership Plan document – at the rear there is a large list of Rotary International resources including a large number of webinars which may be of use to you. View the Club Development page on the D9910 site for lots of ideas: http://www.rotarydistrict9910.o 417-EN 245AUNZ-EN rg/50156/Page/Show?ClassCode= Page&Slug=club-development-1
Membership Plan • Why do you need one? • Need for buy-in and input from all the club • Incentive for submitting one to us
Help from the District • Assistant Governors • District Membership Committee • Public Image Committee • Membership Mentors • Specialist help and training: • Change management • Satellite Clubs • Social Media • Websites • Video Editing • New member orientation programmes
Do you have skills that could be useful? Let us know!
Membership Incentive Programme
2018-2019 Incentives: • Start at new satellite club: $1000 to the Satellite group and $1000 to the sponsoring club. • Net growth of 5 or more members at the end of the 2018-2019 year - $100 per member gained (max $1000 per club) • Start a new Interact Club - $500 to the sponsoring Rotary Club • Add at least 3 new members under the age of 40 - $500 paid to the Rotary Club. (Excludes Satellite clubs)
Upcoming Events
Rotary Learning & Information (RLI) 22 & 23 September 2018, Auckland
National Membership Seminar 27 October 2018 Auckland
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