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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Tuesday, June 23, 2015

Perception Attracts; Performance Retains. Part I - Rotary International and the Clinton Global Initiative

According to Rotary's Position Statement on the Clinton Global Initiative (CGI), quote, "The Rotary International president and other senior Rotary leaders have participated in several CGI events since 2011.  They have taken advantage of these events - and many others - as a very effective opportunity to establish relationships with potential corporate and foundation partners, as well as to promote Rotary and our causes." unquote.

    In attending CGI (and similar) events, Rotary International (RI) leaders are networking with - building relationships with - leaders of other international organizations, which is a good thing.  That simple action brings about two interesting observations:
  1. Aren't Rotary leaders simply carrying out the First Object of Rotary on the international stage?
  2. By recognizing the importance of other international organizations, aren't Rotary leaders demonstrating the value of the Second Object of Rotary?
    This exemplifies the value of Rotary's Differentiating Value - The Object of Rotary - particularly the importance, in order of priority, of the first two.  But let us further examine this issue from a managing perception and performance point of view to see what Marketing Rotary fundamentals Rotary and its member clubs could learn:
  • Rotary apparently was invited to attend a CGI event.  It was not recruited!
  • Rotary perceived that it would receive value and paid to attend a CGI event (perception attracts.
  • Rotary attended a CGI event.  It delivered the value Rotary perceived it should.
  • Rotary continues to attend CGI events (performance retains.) 
     The Marketing lessons are so simple that I shouldn't have to say this, but I will. 
  1. Rotary leaders demonstrated the value of the Object of Rotary.  Rotary and its member clubs should be emphasizing the Object of Rotary as a differentiating value.
  2. Perception attracts (but it can also detract.)
  3. Performance retains (but it can also reject.)    

Perception Attracts: Performance Retains Part II will discuss the perception Rotary's districts and member clubs are receiving regarding the priority Rotary places on retaining and attracting members.