Rotarians, pure and simple.
This is why membership committees/departments
should be the most important and prestigious in Rotary clubs, Rotary districts,
Rotary zones, and Rotary International (RI).
But are they?
Rotary's approach to membership development
should come of age and set the worldwide standard for marketing membership. Verbiage such as ". . your club's members should talk to business and community leaders, young
professionals, recent retirees, and women . . . "[1]
reflects a Jurassic-age membership development - public relations mentality, as
does having membership and public relations in different silos. Public relations (only one element of marketing) initiatives directly affect
membership retention and attraction and should be an integral part of
membership development.
Past RI President Chris Dochterman's
theme, "Real Happiness is Helping
Others" is true. Happiness benefits
those who help others. But the benefit
of experiencing real happiness helping others can be enjoyed by anyone,
anywhere without paying dues to any organization. Rotary's marketing task is to help Rotarians emotionally feel the
benefit of being called, and referred to, as Rotarians. Referring to Rotarians as "our members" doesn't penetrate to the personal or emotional level. Marketing must continually communicate
verbally, non-verbally, and subliminally why Rotarians are Rotarians; why Rotarians are members of Rotary clubs. This would be membership development at its
finest.
Rotary has made significant headway
prioritizing membership, and will continue to do so. It is important that Rotary continues to break
down mental and organization silos, including, but not limited to, selecting
leaders. Clubs, districts, and zones must select leaders who understand and are
committed to retaining, attracting, and developing Rotarians and clubs. Every Rotary leader must demonstrate in words
and deeds that creating Rotarians is their highest priority; that membership is
their most important committee. That will take a continuous, monumental,
coordinated, and professional internal education initiative. Is that in RI's strategic plan, or will RI
continue to reflect a Jurassic-age membership development and public relations mentality?
WHY am I a Rotarian? Because, with the ideal of service embedded in our personal, business, and community lives, we
WHY am I a Rotarian? Because, with the ideal of service embedded in our personal, business, and community lives, we
[1] Rotary Manual 226b, Leading Your Club Membership
Committee 2016-2019 Edition, page 5, "Attracting New Members"
