Why Organization's Fail

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

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Friday, November 2, 2012

One way to prevent Rotary Leaders from hesitating or blah-blahing when asked "What is Rotary?"

Should an R.I. President or Director, T.R.F. Trustee, District Governor, Zone Coordinator, or any other Rotary leader Blah-Blah-Blah when asked "What is Rotary?"

Why not have every North American District Governor-Elect and Zone Coordinator (Rotary, Public Image, and TRF) come to the International Assembly and Coordinator Seminar prepared to present a fifteen to thirty second response to, "What is Rotary?"  Every trainee should deliver their response to breakout session attendees.  Attendees should question and discuss each response, and the trainee should be able to defend it, keeping these fundamentals in mind:

1.  Does the response appeal to one or more common characteristics or emotions a local Rotary club's target audiences might have?
2.  Does the response trigger one or more desires the target audiences may have that membership in a local Rotary club could and should satisfy?
3.  Does the response differentiate membership in a local Rotary club from other local and/or international organizations in ways that a local club's target audiences would find beneficial?   
The most important factors in this exercise will most likely center on identifying local clubs' target audiences and discussing how membership is, or would be, worth the audiences' time, talent, and treasure.

Beware!  It will take an average of five minutes for each trainee to deliver and defend their response.  The major job of the session's facilitator will be to make sure that the presenter does not get a whitewash from compassionate attendees.