“Retention is Key” A membership System

““Retention is Key”Retention is Key”

• A TOTAL MEMBERSHIP SYSTEMA TOTAL MEMBERSHIP SYSTEM

• ADAPTED FROM A RI RETENTION ADAPTED FROM A RI RETENTION PILOTPILOT

• CAN BE TAILORED TO MEET YOUR CAN BE TAILORED TO MEET YOUR CLUB’S NEEDSCLUB’S NEEDS

• SEVEN BASIC STEPSSEVEN BASIC STEPS

• SUGGEST IMPLEMENTATION BY SUGGEST IMPLEMENTATION BY MEMBERSHIP COMMITTEE AND CLUB MEMBERSHIP COMMITTEE AND CLUB PRESIDENT-ELECTPRESIDENT-ELECT

Seven Basic StepsSeven Basic Steps

1.1.IdentifyIdentify

2.2.InformInform

3.3.InviteInvite

4.4.OrientOrient

5.5.Induct Induct

6.6.EducateEducate

7.7.InvolveInvolve

IdentifyIdentify qualified qualified community memberscommunity members

• Establish a specific procedure to Establish a specific procedure to identify professionals, and leaders identify professionals, and leaders with a commitment to service.with a commitment to service.

• Classification surveysClassification surveys

• Work with other organizationsWork with other organizations– Chambers of CommerceChambers of Commerce– Cultural OrganizationsCultural Organizations– Professional and Business organizationsProfessional and Business organizations

InformInform Prospective Members Prospective Members

• Develop and “Club Profile”Develop and “Club Profile”

• Add it to:Add it to:– This is RotaryThis is Rotary (001- EN) (001- EN)– Rotary basics Rotary basics (595-EN)(595-EN)

• Present to all visitors Present to all visitors

• Gather contact Information (Follow-up letter Gather contact Information (Follow-up letter from Club President) and a call of appreciation.from Club President) and a call of appreciation.

• Continually inform general public via PRContinually inform general public via PR

• Send prospect newsletters and web siteSend prospect newsletters and web site

InviteInvite Prospective MemberProspective Member

• Educate club members on the procedures Educate club members on the procedures ((How to Propose a New MemberHow to Propose a New Member 254-EN) 254-EN)

• Board approval for prospective memberBoard approval for prospective member

• Make an invitation visit by the proposer and Make an invitation visit by the proposer and another memberanother member

• Invite to service projects, fundraisers and Invite to service projects, fundraisers and special eventsspecial events

• Track Sponsors and give creditTrack Sponsors and give credit

• Track the percentage of those that join.Track the percentage of those that join.

OrientOrient Potential Members Potential Members

• Establish a formal pre-induction Establish a formal pre-induction orientation programorientation program– Community service projectsCommunity service projects– International service ScopeInternational service Scope– High standard of RotaryHigh standard of Rotary– Attendance requirements and dues structureAttendance requirements and dues structure– Check list of opportunities for knowledge and Check list of opportunities for knowledge and

involvement.involvement.– Feed back process for prospective membersFeed back process for prospective members

InductInduct New Members New Members

• Induction ceremony: invite spouses and Induction ceremony: invite spouses and familyfamily

• Effective membership ceremony includes:Effective membership ceremony includes:– Enthusiasm (Enthusiasm (a memorable eventa memorable event))– Recognition of sponsorRecognition of sponsor– Basic member obligationsBasic member obligations– Commitment to share skills and resourcesCommitment to share skills and resources– Assignment to a club committeeAssignment to a club committee– Responsibility to bring in new membersResponsibility to bring in new members

EducateEducate Rotarians Rotarians

• Establish a formal education program Establish a formal education program with a checklist of things that with a checklist of things that educate the new Rotarianeducate the new Rotarian

• Establish a Mentoring Program (not Establish a Mentoring Program (not the sponsor)the sponsor)

• Establish a Rotary education plan for Establish a Rotary education plan for current members along with new current members along with new membersmembers

InvolveInvolve Rotarians Rotarians

• Club activitiesClub activities– Club Committees, fundraisers, board Club Committees, fundraisers, board

meetings, social activitiesmeetings, social activities

• Club meetings Club meetings – Business and personal developmentBusiness and personal development– Business forum open to business communityBusiness forum open to business community

• Members can talk about their businessMembers can talk about their business– Vocation service fostered by Paul HarrisVocation service fostered by Paul Harris

““Retention is Key”Retention is Key”• Membership Committee and Club Membership Committee and Club

President-elect review and President-elect review and implement.implement.

• Adapt the “System” to your clubAdapt the “System” to your club

•Implement Implement NowNow: Don’t : Don’t delaydelay..

“Membership is Everyone’s Job”

Success: District 5230Success: District 5230

• 2006-07 District 5230 grew 4% (120 2006-07 District 5230 grew 4% (120 members) using “Membership is members) using “Membership is Everyone’s Job”Everyone’s Job”– Introduced in October 2006. Introduced in October 2006. – First club use January, 2007First club use January, 2007

A Sad Membership FactA Sad Membership Fact

•Only 10-15% of Rotarians Only 10-15% of Rotarians recruit new membersrecruit new members..

•Why is that?Why is that?

They don’t askThey don’t ask

•Why don’t they Why don’t they ask?ask?

Why don’t they ask? Why don’t they ask?

– Fear of Fear of RejectionRejection– Prospect might ask a question they Prospect might ask a question they

can’t answercan’t answer– Not convenient Not convenient – Unsure of the process or think it is a Unsure of the process or think it is a

burdenburden– Could mean I will have to mentor the Could mean I will have to mentor the

new member and I don’t have time. new member and I don’t have time.

““Membership is Everyone’s Membership is Everyone’s Job” is a process.Job” is a process.

• By-passes those excuses. By-passes those excuses. HOW?HOW?• A member’s only responsibility is to A member’s only responsibility is to

identify people who have the Rotary identify people who have the Rotary qualities we expect: qualities we expect: Those who Those who should be Rotarians but are not.should be Rotarians but are not.

• The Membership Committee and board The Membership Committee and board take it from there.take it from there.

Membership Committee and Membership Committee and Board ResponsibilitiesBoard Responsibilities

• Set goals for the processSet goals for the process

• Remove duplicates form prospect listsRemove duplicates form prospect lists

• Screen for Screen for qualityquality prospects prospects

• Develop a “Special Event”Develop a “Special Event”

• Personal letter of invitation to prospects Personal letter of invitation to prospects and spouses to the Special Eventand spouses to the Special Event

• Follow up with phone call or personal Follow up with phone call or personal contact.contact.

Special Event Special Event CharacteristicsCharacteristics

• Fact: most people join Rotary for Fact: most people join Rotary for FellowshipFellowship and to give back to their and to give back to their Community, therefore,Community, therefore,

• The Special event will be fun, promote The Special event will be fun, promote fellowship, display the club’s community fellowship, display the club’s community service projects and demonstrate pride.service projects and demonstrate pride.

• Short on Short on Rotary facts and figures. Rotary facts and figures. Long on Long on fun, projects and bonding with prospective fun, projects and bonding with prospective members.members.

Additional thoughts for the Additional thoughts for the “Special Event”“Special Event”

• Member testimonials Member testimonials

• Induct a new memberInduct a new member

• Specific FocusSpecific Focus– Gender balanceGender balance– Younger membersYounger members– ClassificationsClassifications– DiversityDiversity

Follow up for successFollow up for success

• After the event contact prospects.After the event contact prospects.

• Invite them to a meetingInvite them to a meeting– Pick them up at their officePick them up at their office– Have a good program that shows Rotary at its Have a good program that shows Rotary at its

bestbest– Treat them like honored guestsTreat them like honored guests– Discuss Rotary with them on the way back to the Discuss Rotary with them on the way back to the

office and ask them to attend next weeks meetingoffice and ask them to attend next weeks meeting

– Follow-up and Follow-upFollow-up and Follow-up

““Membership is Everyone’s Membership is Everyone’s Job” is a simple and fun Job” is a simple and fun

processprocess

•Make a listMake a list

•Throw a partyThrow a party

•Gain members.Gain members.

•Have funHave fun

““Membership is Everyone’s Membership is Everyone’s Job” KitJob” Kit

• Provides 7 WORD documents:Provides 7 WORD documents:– OverviewOverview– President’s letter introducing the programPresident’s letter introducing the program– Basic presentation for a club meetingBasic presentation for a club meeting– Action Steps to be takenAction Steps to be taken– Prospect list (completed by members)Prospect list (completed by members)– Sample prospect invitation letterSample prospect invitation letter– How to recruiting members from diverse cultures How to recruiting members from diverse cultures

using the processusing the process

Success: Visalia County Success: Visalia County CenterCenter

• Visalia County Center RotaryVisalia County Center Rotary– 2007 = 86 members2007 = 86 members– 2009 = 104 members2009 = 104 members– 18 members net 18 members net – Used several types of eventsUsed several types of events

•Membership “RUSH” NightMembership “RUSH” Night

•Special speaker at lunch meetingSpecial speaker at lunch meeting

•Smaller events at a members home.Smaller events at a members home.

Success: Visalia Breakfast Success: Visalia Breakfast RotaryRotary

• Expanded regular breakfast meetingExpanded regular breakfast meeting– Well known local speaker who had Well known local speaker who had

climbed the tallest mountain in each of climbed the tallest mountain in each of the seven Continents.the seven Continents.

– Expanded the room because of over Expanded the room because of over flow crowdflow crowd

– Inducted 8 new members over the next Inducted 8 new members over the next monthmonth

Success: East Fresno RotarySuccess: East Fresno Rotary

• Wine and cheese at a members houseWine and cheese at a members house– 12 prospective members12 prospective members– 5 became members5 became members

• Special event dinner (informal)Special event dinner (informal)– District Governor as speaker (brief)District Governor as speaker (brief)– Power Point display of community and Power Point display of community and

international projectsinternational projects– Poster display of community projectsPoster display of community projects– Gained 8 membersGained 8 members

Success Monterey Peninsula Success Monterey Peninsula Sunrise RotarySunrise Rotary

• Event held at popular Wine Tasting Event held at popular Wine Tasting Room on Cannery Row.Room on Cannery Row.– TestimonialsTestimonials– Short talk by the Club PresidentShort talk by the Club President– Projects displayed on postersProjects displayed on posters– 3 new members3 new members

Try it you’ll like itTry it you’ll like it

• 10 to 30% membership gain if 10 to 30% membership gain if implemented correctly.implemented correctly.

• Treat like a successful fundraiser: Have Treat like a successful fundraiser: Have once or multiple times during the year once or multiple times during the year using different venues. using different venues.

• Not meant to replace existing successful Not meant to replace existing successful membership recruitment. Just a new way membership recruitment. Just a new way of thinking about recruiting.of thinking about recruiting.

““Retention is Key” and Retention is Key” and “Membership is Everyone’s “Membership is Everyone’s

Job”Job”

The Total Membership The Total Membership Recruiting and Recruiting and

Retention Retention SystemSystem

Remember“Membership is Everyone’s Job”