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.

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Sunday, September 11, 2016

Rotary's Membership Development Plan Made Easy

WHY DO PEOPLE JOIN LOCAL ROTARY CLUBS?  Members are clubs' customers!  They believe membership will satisfy a needed utility that usually involves developing relationships for personal and/or business reasons.  
WHY DO ROTARIANS REMAIN IN LOCAL ROTARY CLUBS?  Rotarians are clubs' customers! Membership continues to satisfy personal and/or business utilities, which usually change over time.
WHY DO ROTARIANS NOT RENEW THEIR MEMBERSHIPS IN LOCAL ROTARY CLUBS? (other than health or relocating.)  Rotarians are clubs' customers!  Those who do not renew choose this action because membership no longer satisfies one or more of their personal and/or business utilities.
WHAT IS THE MOST ACCURATE METHOD OF MEASURING THE ROTARY NETWORK'S EFFECTIVENESS AT SATISFYING ROTARIANS' UTILITIES?  Like any business, first is the percentage of Rotarians that renew their membership, i.e. their Retention Rate.  Next is the number of new people that join clubs during the time period, expressed as a percentage, i.e. their Growth Rate.  When combined, these rates become their Retention Growth Index (RGI).  The RGI measure of success not only applies to clubs, it also applies to districts, zones, regions, and Rotary International itself.
     Once everyone understands that RGIs are the only accurate measures of how effective Rotary International (RI) and its member clubs are at advancing the Object of Rotary, then, like any successful business, leaders from clubs to the RI president, including RI's professional staff, should be continually searching for answers to these simple questions:
             Clubs:            
                        How can we improve our Retention Rate?
                        How can we improve our Growth Rate? 
            RI and its administrative divisions
                        Where should we be chartering new clubs?          
                        How can we help clubs improve their Retention Rates?
                        How can we help clubs improve their Growth Rates?
                         


ROTARIANS ARE INTELLIGENT PEOPLE.  If asked these simple questions, they will pursue answers because they believe that