Rotary is what its 34,000+ member clubs represent it to be in each of their local social fabrics. This is important simply because the sum of local Rotary is global Rotary.
At the local level, Rotary is not what club leaders think or say it is; Rotary is what each club’s local target audience says it is when Rotary leaders are not present.
Strategic Planning and Visioning are a waste of time
unless the organization identifies its target audience and understands what their wants and needs are. Why? Simply because it is the local club’s target audience that ultimately defines what Rotary is and whether or not the club will succeed or fail. Without question, the fuzziest element in virtually all strategic planning, visioning, and membership sessions I have facilitated is the organization’s identification of its target audience and what the organization can or has to do to satisfy their wants and needs. Until clubs clearly understand these issues, the club (and/or Rotary International) will be wandering in a fog without a compass. So let’s get elemental: any organizations’ target audience must be those that fund the organization’s purpose for existing. A Rotary club’s target audience is present and future members. Rotary International’s target audience is present and future member clubs.