Membership: It's Now or Never

Membership: It’s Now or NeverMembership DevelopmentModerator - Jennifer DetersPresenters – Nikki Walker & RID Mary Beth Growney Selene13 August 2014

Membership: It’s Now or Never | 2

Meet our Moderator

Jennifer DetersManagerMembership Research and SurveyRotary International

Jennifer Deters


Welcome to the webinar

• Welcome to the first webinar in the Membership Matters! webinar series

• 5 part series dedicated to discussing the fundamentals of Rotary club membership

• Each webinar will focus on steps you can take in your club to improve and grow members’ experience with Rotary


Let’s Get Started


What We Will Review Today:

• Where does Rotary’s membership stand?

• What are the global trends and challenges for membership organizations?

• What is Rotary doing to help grow and strengthen club membership?


Why Membership Matters

Most donors are membersDeclining membership = fewer donors

Fewer donors = Bigger contributions required to avoid funding shortfalls

Unfunded or poorlyfunded programs and projects = Reduced public image

Low(er) public image = Reduced interest in joining,and declining membership

Membership

Public Image

Foundation Giving and Programs


Where is Rotary Growing/Decreasing Around the Globe

1.207 million30 June 2014


Rotary Fact

Age 29 & Younger

1%

Age 30-39 9%

Age 40-4920%

Age 50-5927%

Age 60-6925% Age 70 & Older

18%

Worldwide Age

Detailed Breakdown of Age Demographics


Rotary Fact70% of Rotarians worldwide are over the age

of 50!

Age 29 & Younger

1%

Age 30-399%

Age 40-4920%

Age 50-5927%

Age 60-6925% Age 70 & Older

18%

Worldwide Age


Perceptions about Rotary from non-members


Meet our panelist

Panelist: Nikki Walker• Multi-lingual/multi-cultural• Continues to live and work

internationally• Over 20 years experience in

international marketing, PR, and communications

• Assists U.S. based groups take their brands global and penetrate new markets

Global Vice PresidentAssociation Management &

ConsultingMCI Group

Reinventing Membership: The New Dynamics

Rotary International

August 13, 2014

13

There is nothing more certain about the future

than the fact that it is

not entrenched in the past

14

What’s changing

?

MY everything

Mass customization

Customer-centric focus

WIIFM

ROI

Instant and multi-channel

communications

Word of mouth influence

Merging of on- and off-line

Demographic expectations

Globalization

17

?

One Size DOES NOT Fit All

The rules of ENGAGEMENT must change

18

Members, Customers or Community?

19

Who are your target segments?

Students, young/old professionals, women/men?

What parts of the world are you targeting?

Each segment long term strategy /short term business plan

20

Developed Mature

EconomiesUSA

Western Europe

Australia/NZ

Japan

Canada

Emerging Markets

High Growth Economies

Asia

Middle East

South America

Developing Economies

Low Income Little

InfrastructureAfrica

Products, programs and membership offerings match market needs, at a suitable pricing point (eg World Bank Index)

≠ a one size fits all approach

.

-Traditional membership offer-Print publications -Annual convention

-Certification-Training & live CPD - -Regional/national conferences-Modified membership offerings

-Capacity building -Humanitarian programs- Certification-Digital membership

Our Research

Understanding the trends, challenges,

opportunities affecting associations

Global Customers are more satisfied than Members

23

Products and programs drive tangible value

Know their needs, understand how they rate value

Local relevance, application and

accessibility are key to value

More will increase their value and your revenues

10 ConsumerTrends

10 AssociationTrends

Enhance/adapt current management structures and programs to better answer new expectations

Generate more interactive ways to communicate and engage with target audiences

Redefine the unique value proposition according to members and stakeholders

European associations’ priorities

27

There is nothing more certain about the future

than the fact that it is

not entrenched in the past

ACTION is needed

28

Do you know / understand their needs?

Is your value proposition relevant in today’s world?

RELEVANCE

REINVENT

REDEFINE

The 3 Rs

30

“Action is the foundational key to all success”

Pablo Picasso

“In any moment of decision, the best thing you can do is the right thing. The worst thing

you can do is nothing.” Theodore Roosevelt

“The future is always beginning now.”

Mark Strand

Nikki WalkerGlobal Vice President

Association Management & Consulting

www.mci-group.com/associationswww.growglobally.org

http://www.mci-group.com/associations

http://www.growglobally.org/


Thank You Nikki!


Third Party Industry Research

• The most effective marketing channel for individual memberships is word-of-mouth

Just Ask!

• The #1 reason people drop membership is lack of engagement with the organization


Top 3 Challenges for Membership Organizations

1) Difficulty in communicating the value of benefits

2) Difficulty attracting and/or maintaining younger members

3) Economy/cost of membership

From 2014 Membership Marketing Benchmarking Report – Marketing General Inc.


What Can We Do?


Meet our Panelist

RI Director Mary Beth Growney Selene

• Joined Rotary in 1987 as a young professional

• District Governor 2000-2001

• Regional Rotary Foundation Coordinator 2006-2009

• Rotary Coordinator 2010-2013

• Board of Directors 2013-2015Rotary Club of Madison West Towne-MiddletonDistrict 6250Club Website: http://www.mwt-mrotaryclub.org/

http://www.mwt-mrotaryclub.org/


How is Rotary Supporting Your Membership Goals?


What If?

• Your goal of 1.28 million members by 2015

• Current membership is 1.207 million members

• Only 2.3 New Members Per Club


One Size Does Not Fit All


What’s In It For Me?

• Find the Regional Membership Plans at www.rotary.org/membershipplans

• Strategies have been incorporated to allow you to be creative and innovative

• Review the tactics identified for strengthening membership in your region

• Develop plans in your club to support these strategies

http://www.rotary.org/membershipplans


Rotary Membership Committee is Focused on You!

Created the Membership Committee to aid in the development of resources and tactics to grow membership

Your feedback is critical


How is Rotary Supporting Membership?

•Developing Pilot programs to test new membership models

•Conducting research to learn what younger professionals want and receive from Rotary

•Updating resources and materials to help club presidents and club leaders prepare their club for the future

•Rotary Club Central


How Can You Change Rotary to Support Membership?


Thank You Mary Beth!


Questions?

[email protected]


Membership Best Practices Discussion Group


Upcoming Webinars in the Membership Matters! series

Perception vs. Reality: Club Evaluation and Visioning - 8, October 2014

Simple Steps to Innovate Your Club - 4, February 2015

Membership Engagement: The Key to Retention - 25, March 2015

How to Recruit New Members and Strengthen Your Club - 6, May 2015

Webinars - www.rotary.org/webinars

http://www.rotary.org/webinars


Thank you!

Register for upcoming webinars and access recordings of past webinars at www.rotary.org/webinars

Webinars - www.rotary.org/webinars

[email protected]

http://www.rotary.org/webinars

Government & Nonprofit

Membership: It's Now or Never