By perfecting the Rotary image, the Rotary brand, retaining and attracting target audiences will become much easier.
Rotary Zone 34 Membership Coordinator 2008-2010 Jim Henry
Once we recognize our unique club services and benefits, we can seek those men and women in our communities who share similar characteristics.
Rotary International Director
2011 International Assembly Speech
In Rotary Zone 34, and throughout
North America, indications are that Rotary still
has credibility but many clubs have ceased perfecting the name Rotary and have become a Rotary in name only club (RINOC). In the five years from 2005 through 2009,
Zone 34, with over 34,000 Rotarians, inducted 22,467 new members and lost 23,053. Between 2003 and 2010, Rotary clubs worldwide inducted and lost 1.1 million members. This
indicates that, after decades of building respect and credibility, the name Rotary
still attracts members to local Rotary clubs but many, because they have become
RINOCs, cannot retain members.
Let’s examine why this is important. Successful Organization History 101 tells us that when organizations begin, they offer something different than others competing for their target audience’s time, talent, and treasure. This difference is the organization's brand; its identity. If any organization wants long-term success, it is critical that it adheres to, perfects, and jealously guards its identity.
How about a little self-examination by all present and incoming Rotary leaders, including all senior Rotary and staff leaders? Consider completing a list similar to the one pictured. In the first column list the ways your Rotary club offers something different to local business, professional, or community leaders that other 'service' or 'civic' organizations offer. In the second column list what other local 'service' or 'civic' organizations offer that is similar to what your club offers.
If the differences outnumber the similarities, your club most likely does not have a membership problem, is not a RINOC, and you are or soon will be a Rotary leader. If similarities outnumber the differences then your club probably has membership problems, is a RINOC, and you most likely should know more about Rotary.