Rotary didn't stop developing membership because people were not interested in joining local Rotary clubs. Recent membership metrics have proven that. It stopped growing because Rotary and its member clubs became product oriented instead of member oriented. They marketed the results of the Object of Rotary instead of its value to its member clubs and Rotarians - its customers - those who fund its operations.
Red Text Note
==============Red text has a link to a previous Rotatorial or referenced document.==============
Last year RC Jim Henry published a series of eight articles on Reversing our Membership Freefall. After this year's Zone 34 Seminars, both regional and local, we believe that the thoughts and concepts discussed can shed light on steps clubs and districts should take. The easy-to-read articles could be most useful to all levels of 2011-12 Rotary leaders.
Before understanding the complexities of Public Relations comes defining Rotary's Distinctive Position, or Brand. Before defining Rotary's Distinctive Position comes identifying Rotary's Target Audience. These simple steps make it easy to understand that EVERYTHING a Rotary club does is Public Relations and should broadcast its Distinctive Position to its Target Audience, without which the entire Rotary organization would not exist.
Here are the links to the PowerPoint and Notes Pages of Zone 34 Rotary Coordinator Jim Henry's presentation before a large Pre-Florida PETS audience.