Bring emerging leaders into your club
New leaders are always emerging. They live in your community. They are eager to contribute. Younger professionals could make great Rotary members, but to bring them into our clubs, we first have to understand them. This is essential for Rotary. Understanding younger generations means understanding how changes in society affect them. .........
Technology has given them the opportunity to customize nearly everything in their lives. But possessions don’t sit at the top of their wish list. Rather, many share a unifying trait: a desire for experience. When young people invest time and money into something, it’s with organizations that do good in the world.
That’s Rotary.
Younger generations are eager. They’re motivated to change their communities and hope to move quickly along their career paths. They want to build a solid network and learn from mentors, from people with clout and experience.
That’s us.
Few organizations span generations and professions and build personal connections the way that Rotary does. We blend tradition with innovation and use trust and respect to close the generation gap.
This toolkit will help you rethink membership, from a broad perspective down to a tactical level, that you can adapt to your area. Topics include characteristics of your audience, your club’s culture, ideas for outreach and engagement, and the long-term benefits of becoming a Rotarian.
Know your audience : Many of us have been able to get younger generations to visit a meeting or participate in a project, but getting them to join our clubs has been more difficult. And yet, only 5 percent of Rotary’s members are under the age of 40. How can we get younger professionals to join and stay? We can start by changing our perception of them. Many are interested in helping others. Yes, a lot of them are busy. But people make time for the things that add value to their lives. 77% of millennials are involved in a charity or cause. 37% of millennials have canceled an association membership because of cost. 61% of millennials and 57% of Gen Xers say becoming a leader is important to them
The pace of younger professionals: Today’s world is one of constant change. So many things arrive immediately — news, texts, status updates. For younger generations, that’s normal life. Shifts in technology and culture have allowed them to enjoy instant gratification and customize their experiences. To do things their way. Today. At the same time, they crave connections. A network of more experienced professionals. Mentors with insight, with clout. They also crave experiences. They want to do good. And that’s Rotary. People of action who come together to make positive change.
Know the motivators and drivers : A whole generation of passionate and talented people in your community is looking for inspiration. Inspire them. Bridge the generational divide. You can start by learning more about younger professionals in your region. Just remember that they aren’t all the same. Do market research in your community and connect with local young professional networks and organizations. Ask them what inspires them and listen attentively to their answers.
Gen X (1965-1980) :
- Loyal to good leadership
- Use traditional media (such as TV), but are increasingly active on social media
- Prioritize spending on families (children, housing)
- Seek work-life balance
- Realistic and pragmatic
Millennials (1981-1998):
Expect immediate access to product information and peer reviews
Grew up with smartphones and internet
Seek access to products without the burdens of ownership
Dedicated to wellness, including exercise, eating smarter, and smoking less
Optimistic and idealistic
Enhance your club’s culture : There’s a disconnect between how we see ourselves and how we’re seen by others. To the outside world, Rotary is viewed as an exclusive "old boys' club" that lacks diversity. We need to change that perception to attract younger professionals. We’re not old-fashioned. We need to talk about ourselves as we are: a modern membership organization that creates social change. We also need to give ourselves a reality check: Are our clubs delivering on this promise? Are they vibrant and energetic? Or dull and stagnant? Are your members happy and fulfilled? Or dissatisfied or just complacent? Maybe your club needs to be a bit more like the leaders you want to attract and engage. You may need to make changes.
How to improve your club’s culture: Evolution is inevitable. It might be time to revisit how your club operates. But don’t discredit what your club is doing well. Show off what you’re proudest of so you can attract others who will help you do more of it. If you aren’t satisfied with the way it is now, or if you worry what it will be like if it continues its current course, you can change its direction.
10 action items to consider for your club
1. Remake traditions. Some traditions, like singing songs, ringing a bell, or reciting the Four-Way Test to start a meeting may be confusing and unwelcoming to guests. Try playing music in the background as members and guests arrive and socialize.
2. Update your lingo. Consider changing the way you talk about Rotary. You’re more than just a Rotary “club.” Show prospective members that you are more than meetings -- tell them about your service projects, networking and leadership development opportunities, and social events.
3. Don’t be afraid of social media. It’s where younger generations live and where they check in every day, if not every hour. If you haven’t already, create and maintain a social media presence for your club that shows prospective members what you’re doing and how they can get involved.
4. Reduce the cost of membership. The expense of Rotary can be a big turnoff. Be transparent about the breakdown of dues to the club, the district, and Rotary International and costs such as meals. Lower your expenses by rethinking your venue or meal. Instead of an expensive lunch, offer a la carte options or meet at a local pub. For more information, visit rotary.org/flexibility.
5. Provide flexible attendance. People are busy. Instead of requiring your members to attend make-ups, encourage them to attend a meeting online or count their participation in a service activity. Take advantage of flexible meeting policies so members can participate even when their calendars are full. For more information, visit rotary.org/flexibility.
6. Make it personal. Acknowledge and celebrate family and personal events like weddings, children coming into families, and big professional milestones or personal achievements. Make your club family-friendly: consider offering childcare or welcoming families to your club events.
7. Assign mentors. Connect younger professionals with club members that match their interests, skills, or professional background. Mentors also benefit by staying engaged, honing their leadership skills, and building meaningful connections with other members.
8. Meet and don’t repeat. Clubs have the flexibility to meet how and when they want so it’s not the same get-together week after week. Make it a unique experience, something exciting that can’t be missed. Change up your meeting location, pique members’ interest about a new, exciting topic, and people will pay attention.
9. Go mobile. Younger professionals are more likely to communicate by text message than a phone call or email. After you’ve connected, stay in touch by text. Everyone texts. You need to, too.
10. More than brochures. Brochures and print materials are only part of your promotional plan. Digital communications are inexpensive, fast, and reach a wide audience.
Make connections: Often, we are focused on just getting people in the door and providing a list of things they can be involved in. We rarely ask, “What do you want see in your community? What are you most passionate about?” We need to open the door and allow them to offer new ideas. To show them that Rotary is a place to learn how to solve important social issues. That your club is where they can share skills across generations. A place to find themselves.
Leverage social media: Today, social media is thoroughly integrated with our personal and professional lives. A website alone isn’t enough; you need to be active on social media, where younger audiences are already spending their time. Social media is a vibrant, active community for your club members to meet prospective members and community leaders — it’s an extension of your club online.
Engage young leaders — and youth champions: Rotary’s programs for young leaders empower the next generation through leadership, exchange, and skill-building experiences, showing them the value of Rotary locally and globally. Getting involved in youth service does more than benefit young leaders — it is also a unique member engagement strategy that lets members use their skills, interests, and connections to help young people in your community. But how do you develop relationships that encourage young people to become Rotarians one day? And how does youth service expand your club’s network of prospective members while making your club experience appealing?
Engage younger professionals through Rotaract. Connect with them through professional mentoring, invite them to join Rotary before leaving their Rotaract clubs, and promote community-based Rotaract clubs as Rotary club partners that can expand and diversify service in the community.
Talk to local school administrators, parents, teachers, and community leaders who are looking for opportunities to serve young people. Invite them to see how your Rotary club offers Interactors service and leadership development activities.
No matter how you engage young people, it is important to build effective, ongoing relationships with Rotaractors and Interactors. Put their leadership skills into action through Rotary service projects that tap into their interests and build their skills.
Engage emerging leaders : You’ve done your research. You've found emerging leaders in your community, set the narrative, and gotten their attention. Now you have to keep it. Make sure Rotary stays interesting to them — through what you say but, more important, through what you do in your Rotary club.
How to engage prospective members :
- Ask potential members about their ideas, passions, and ideal service projects. Don’t just tell them about yours. See how their interests and strengths can benefit your club.
- Connect on a personal level. Instead of saying, “You need to join,” try, “Rotary is amazing, and I think you might like it because ...”
- When potential members express an interest in Rotary, help them find the right fit. Discuss what they want to accomplish, then reinforce how Rotary can help them achieve it. Don’t push them to join your club; maybe a different club is the right fit for them. Log into myrotary and download Creating a Positive Experience for Prospective Members for ideas on how to attract the members your club wants and needs
How to engage new members :
Invite new members to participate in meetings, service projects, and other events, and see what interests them. Because mentorship is important to younger professionals, identify established members who would be great connections and make introductions.
When new members join your club, connect with them and find out what inspires them. Create a new member orientation strategy to keep them active and engaged. Engagement leads to retention. Log into myrotary and download Introducing New Members to Rotary: An Orientation Guide.
Ask your members to share their ideas. Show them respect, encourage them to make suggestions, and encourage others to take them seriously.
As new members take on leadership roles and start projects, it’s OK to ask if they need help. Check in regularly to make sure they’re finding their place in your club.
Deliver continued value : Our members — including emerging leaders — need a clear understanding of how they benefit from being part of Rotary. Research shows that Rotarians are at the highest risk for leaving their clubs in the first two years, so it’s critical to engage new members early. But don’t assume that members are content after those first few years — their personal and professional lives are going to evolve. Successful clubs provide new and different ways of engaging members over time so they continue finding value in their membership experience. When there are so many organizations, causes, and priorities that people could devote their time to, what’s the unique value of Rotary? Rotary is an ideal mix of neighbors who are also community leaders with integrity, purpose, and experience. The interaction of older and younger members nurtures personal growth and professional development. We bring ordinary people together in extraordinary circumstances — and that’s when new thoughts, opportunities, and friendships thrive. With clubs in 200 countries and geographical areas, Rotary transforms local neighbors into global citizens. This transformation has a ripple effect. Members will tell their friends about their incredible experience, and those friends will have an inspiring picture of the journey that is Rotary.
Return on membership checklist: Your club’s experience is a product. Are you providing a good product? Are you giving your members the opportunities for development that they want and need? Ask yourself the following questions to determine your club’s value and to ensure your members experience a significant return on their commitment to Rotary.
Community service and impact: Does your club offer local service opportunities? How about global service opportunities?
Business development: Does your club invite local business and community leaders to speak at meetings and events? Create opportunities for members to showcase their professional skills? Provide opportunities for members to make connections with fellow Rotarians and members of the community? Offer opportunities for mentoring, leadership development, and skill-building?
Professional development: Does your club offer opportunities for members to form new friendships and establish cross-generational memberships? Does your club facilitate connections both within the club and internationally for members based on their interests and hobbies?
TIPS:
- Encourage your members to long into myrotary and download Connect for Good, a resource to help Rotarians discover ways to get involved and make a difference.
- Bring people together — your members and other community and business leaders — to strengthen their skills, and to strengthen your club. Log into myrotary and download the Leadership in Action Guide.
- Develop service projects that use your professional skills to address a need in your community.Log into myrotary and download An Introduction to Vocational Service.
- Companies continually strive to improve their products, operations, and environments to keep not only their customers happy but also their employees. Lon into myrotary and use our Membership Assessment Tools (PDF) to do the same for your club.
- If you’re looking for ways to connect and welcome new members, log into myrotary and download Introducing New Members to Rotary: An Orientation Guide.