Rotary International (RI) and its member clubs producing
attributes that clubs and Rotarians value!
The sticky point for RI is that it doesn't determine the value of the
attributes it creates; clubs and Rotarians do.
The results of delivering what clubs and Rotarians value is reflected in
accurate, timely membership reports of clubs, districts, zones and regions i.e.
membership retention and attraction rates.
·
recognized that it is in the membership
development business,
·
acknowledged that membership is its top
operational priority,
·
authorized a standing membership development
committee, and
·
developed accurate membership reports (that are not yet readily available to clubs and Rotarians.)
These combine to make it much
easier to gauge the success of attributes and innovations. The missing link is determining the value
clubs and Rotarians receive from everything RI offers, does, requires,
recommends, and/or endorses. For
example, what value do clubs and/or Rotarians receive
·
by participating in Rotary Club Central?
·
by being required to subscribe to Rotary's
monthly magazines?
·
by RI sending president's representatives to
district conferences?
·
from district conferences?
·
by sending president-elects to training seminars?
·
from a district governor's visit?
Without continually evaluating all
connections from the viewpoint of clubs and Rotarians, RI has scant chance of optimizing
its membership. It must continually,
based on local clubs' and Rotarians' demographics, psychographics, values, realities,
and needs, maximize the value of every interconnecting relationship. And that is a prime responsibility of Marketing!
