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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Sunday, March 17, 2013

Is Rotary International on the Verge of Rediscovering the Rotary WHY Factor?

   This graphic, according to its source, emphasizes the primary reasons Rotarians and Rotaractors joined their clubs.  These are the same reasons people support other non-profits, so this is not a breakthrough discovery – except perhaps for some Rotary International (R.I.) Associates.  Effective Rotary clubs already know this and differentiate themselves from other local organizations.  This differentiation is their WHY factor, the core element around which all activities orbit.  
   The Rotary WHY factor seems to be as evasive to R.I. Associates and many clubs as the Higgs Boson has been to physicists.  But indications are that R.I. may be on the verge of rediscovery, thanks to outside professional help, caring staff, concerned Rotarians, and Open Leadership,   and successful clubs who attract and retain those who are already making a positive impact in their community – local business, professional, and community leaders of all genders, ethnicities, and generations.  
   Organizations’ WHY factors (brands, differences, distinctive positions) are authenticated by target audiences, and only target audiences!  R.I.'s target audience is present and future clubs.  Clubs’ target audience is present and future Rotarians – not the general public – and the only true measure of an effective club is its ability to retain and attract Rotarians.  They are Who Rotary is!

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