Why Join a Rotary Club?

Innovation is a Key to Rotary International's Future

Creating Rotarians is the most important expression of the Object of Rotary, yet this detail is seldom discussed.  I wonder why, because if one critically analyzes successful organizations, it is obvious that they understand and deliver desired value to Them - supporters i.e. those who fund operations.  Supporters make it possible for Rotary clubs and Rotary International (RI) to thrive.  Both must continually be innovative.  Both must understand Rotary's value proposition and how it applies to Them in their realities.
     For example, when IBM decided it wanted to change direction, its president said it needed to get back in touch with Them - its supporters (customers).  The top 50 executives had to visit five customers a week and deliver a write-up to the president. This eyeball-to-eyeball action gave IBM insight into its customers' realities which helped IBM find innovative ways to deliver an enhanced value proposition.  Apple broke out of the mature desktop computer industry by listening to people express the desire to take their computers with them.  Apple found innovative ways to deliver this value and ultimately became the world's largest mobile devices company.
     On the other hand, Kodak, the company that invented cameras, including the digital camera, thought its business was producing and developing film because that is what generated most of its income.  What Kodak supporters were actually buying was the ability to preserve memories.  Not understanding why supporters were buying Kodak products resulted in it filing for bankruptcy.  RI, an association that grew in local Rotary clubs and membership because its objective was to help local business, professional, and community people improve their personal, business, and community lives, began thinking that its purpose was to be an association of charitable service organizations.  Membership began declining in mature major markets, a result of RI not understanding why its supporters joined and stayed in local Rotary clubs.  Many Rotary leaders have come to understand this reality, and that RI should be devoting more resources to delivering its original value proposition to clubs and Rotarians.

Advancing the Object of Rotary is the bedrock upon which RI's international network was founded and grew.  Many Rotary leaders have opened their minds to innovative ideas.  They should continue to do so with eyeball-to-eyeball conversations centering on the realities and needs of clubs and their members - Rotarians.  That is the only way RI will innovate new ways to deliver enhanced value propositions. Rotary clubs are not service organizations.  They are by definition civic welfare organizations. Rotary clubs create Rotarians who advance the Object of Rotary, beginning locally and spreading globally.  Charitable services are a result of Rotarians advancing the Object of Rotary. It begins with developing acquaintances - regardless of generations, genders, or ethnicities - and encouraging them become Rotarians.  Rotary's value proposition - The Object of Rotary - encourages Rotarians to better their personal, business, and community lives starting right where they live, work, and play.  And that is why . . .

Rotary Cannot Exist Without

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

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[1] Rotary Manual 226b, Leading Your Club Membership Committee 2016-2019 Edition, page 5, "Attracting New Members"

Being a Rotarian Means?

A recent Facebook public announcement, referencing a potential update in an organization's web page, said "We believe these changes will more clearly show that our organization is making the world a better place — and will persuade potential members and donors to support our work by joining a club, volunteering on a project, or donating to a cause."  (The organization's name has been deliberately omitted.) If the changes in the web page follow the philosophical concept of this public announcement, the web site will fail miserably.  This philosophical approach is clearly from the organization's point of view, and readers could receive the message that the organization is desperate for members and donors.  Suppose the announcement was from readers' points of view, and went something like this: "We believe these changes will clearly show potential members and donors how they can help make the world a better place." 

     The subject organization could have been Rotary several years ago. Thankfully many Rotary leaders now realize that Rotarians, using attributes created by Rotarians, are making the world a better place.  This is because being a Rotarian is more than just joining a club; is more than volunteering on projects; is more than donating to a cause.  Almost any human can do any or all of these things.  Being a Rotarian means networking with the few who, by advancing the Object of Rotary, are applying the Ideal of Service in their personal, business and community lives and are making the world better, one community at the time.  They are not just anybody. . . they are Rotarians, and