rotary club 13: why is your membership declining? · within these zip codes, club 13 will find the...
TRANSCRIPT
![Page 1: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/1.jpg)
Rotary 13: Why is your membership declining?
Eric Buselt ▫ Aaron Francis ▫ Marcia Kelley ▫ Stephen Nichols
Journalism 829 ▫ Marketing Research
Bob Basow, Professor
Rotary Club 13:Why is your membership declining?
![Page 2: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/2.jpg)
Rotary 13: Why is your membership declining?
Table of Contents
Project Researchers ......................................................................................................................... 1 Problem to be Solved ...................................................................................................................... 1
Proposed Groups and How to Reach Them................................................................................. 1 Current Membership .................................................................................................................... 2
History ............................................................................................................................................. 2 Why Rotary? ................................................................................................................................ 3 Rotary, Kiwanis and Lions Comparisons .................................................................................... 3
Research .......................................................................................................................................... 4 Sources and Findings ................................................................................................................... 4 Qualitative Research .................................................................................................................... 4
CityData.com ........................................................................................................................... 5 Prizm Research ........................................................................................................................ 5
Quantitative Research .................................................................................................................. 5 Rotary Chapter 13 Research .................................................................................................... 5 Focus Groups ......................................................................................................................... 10 In-depth Interviews ................................................................................................................ 12 LinkedIn Discussion .............................................................................................................. 14 Survey .................................................................................................................................... 15
Slide Show ................................................................................................................................. 21 Recommendations ......................................................................................................................... 30 Conclusion ..................................................................................................................................... 31
Marketing Campaigns ............................................................................................................... 31 Review of Meetings ................................................................................................................... 31 Member Opportunities for Service ............................................................................................ 31 Database of Interests ................................................................................................................. 31 Student Initiatives ...................................................................................................................... 32
Appendix ......................................................................................................................................... 1 References ................................................................................................................................... 1
![Page 3: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/3.jpg)
Rotary 13: Why is your membership declining?
List of Figures
Figure 1: Club 13 Membership Declines Over the Last 25 Years .................................................. 2 Figure 2: Breakdown by Gender, Race and Age of Current Members .......................................... 4 Figure 3: Years as Rotary Member ................................................................................................ 6 Figure 4: Membership by Gender ................................................................................................... 6 Figure 5: Membership by Age ........................................................................................................ 7 Figure 6: Perceived Weaknesses of Chapter 13 ............................................................................. 7 Figure 7: Core Values of Chapter 13 .............................................................................................. 8 Figure 8: Rotary Youth Camp ......................................................................................................... 8 Figure 9: Financial Generosity of Members ................................................................................... 9
![Page 4: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/4.jpg)
Rotary 13: Why is your membership declining?
1 1
Project Researchers The following four people conducted the research for this project:
Eric Burselt
Aaron Francis
Marcia Kelley
Stephen Nichols
Eric Buselt spent several years working in Kansas City advertising agencies after he obtained his
undergraduate degree from KU, but missed the Lawrence community – including its great
running trails. He currently lives in northwest Lawrence, where he serves in several leadership
roles including Marketing Consultant for Lawrence Free Methodist Church.
Aaron Francis has 15 years of military experience in the Army and the National Guard and has
worked for the past six years in Strategic Communications where he is currently a Military
Analyst at Fort Leavenworth. Francis received his undergraduate degree in Aerospace
Engineering from Westpoint. He is the married father of three.
Marcia Kelley works full-time for an energy management company in Lenexa. She has two
undergraduate degrees from KU in Journalism and English. She is a published author, and she
has also been a speaker through the Susan G. Komen Breast Cancer Speakers’ Bureau in Atlanta,
Georgia. She is married and the mother of two teenage boys.
Stephen Nichols is the owner of Boswell Small Business Marketing Inc., a company that
specializes in helping businesses form revenue-producing connections with their target
audience. Nichols is from Lenexa, Kansas and a current Rotary member.
Problem to be Solved Rotary International, Chapter 13 in Kansas City, Missouri, is our client. This Rotary Club is
trying to change its current image of old Caucasian male members and bring in more females and
members from diverse ethnic backgrounds. Additional issues include retention of current
members and a lack of marketing efforts to boost Rotary awareness.
The marketing goal for this group is to reach younger people and people from diverse
backgrounds, and to increase public awareness of the Rotary group to boost club memberships.
An ancillary goal is to increase diversity in this group’s membership. Marketing efforts would
go outside the current primary demographic profile of current members.
Students from the Journalism 829 Marketing Research class volunteered to help the organization
work on this problem.
Proposed Groups and How to Reach Them
The following are several diverse groups for the Rotary Club to consider for future membership
and suggestions on how to contact them:
![Page 5: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/5.jpg)
Rotary 13: Why is your membership declining?
2
High school and college students. The Kansas City metro area, and as far away as
Lawrence and Columbia, has a large number of colleges, and junior colleges. Contact
counselors or scholastic groups at each of these schools to invite the best and brightest
students to a meeting to expose them to Rotary. Many of these students will later move to
the Kansas City Metro area for employment after college. Rotary has a group called
Interact to get high school students interested in Rotary. For college-aged students, Rotary
has a group called Rotoract.
Women. Contact groups such as the Women's League or other women's groups where they
have the resources and similar philanthropic interests to get more women exposed to
Rotary.
Hispanic and Asian. Contact each group's Chamber of Commerce to invite them to
meetings. African-American. The heart of the African-American community is the
church.
Retirees. Many people have been displaced because of their jobs and retired early, but they
are still looking for ways to stay active and help others in their community and many have
the resources. Rotary may just need to change their marketing message to attract these
people who fall into their average age group.
Current Membership
Membership has steadily declined over the last 25 years, (1985-2010). Over the next five years,
an even more rapid decline in membership of nearly 32% may occur as the men in the 71-100
group ages.
Figure 1: Club 13 Membership Declines Over the Last 25 Years
To understand Rotary International, and particularly Chapter 13 has evolved over the years, we
need to take a closer look at the history of Rotary.
History According to the Rotary International web site (http://www.rotary.org), Rotary started February
23, 1905 as the world’s first service organization by Paul
Harris, an attorney in Chicago. He started Rotary because
he wanted a professional club filled with individuals like
those that had influenced his life as a youth. The Rotary
name came from the fact that meetings were rotated
Club 13 Membership
0
100
200
300
400
500
600
700
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
Year
Mem
bers
![Page 6: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/6.jpg)
Rotary 13: Why is your membership declining?
3
between the members’ offices. By July, 1925, Rotary had more than 2,000 members and more
than 108,000 members, including presidents, prime ministers and other dignitaries. Today, the
organization has more than 1.2 million members in 32,000 chapters in over 200 countries.
Why Rotary?
Over the years, members began pooling resources and helping communities in need and the
organization developed his motto: Service above self. Members we interviewed said they joined
Rotary because of:
Commitment to service
Networking
Rotary International has supported such causes as illiteracy, the environment, the world’s hunger
crisis and helping children at risk, and today’s focus of ending polio. Some of the international
service projects have originated and expanded in countries such as Nigeria, Afghanistan, Pakistan
and India. Projects for these areas include clean drinking water, Polio Plus and Shoes for Orphan
Soles.
Rotary, Kiwanis and Lions Comparisons
In order to establish background data useful to Rotary 13 in Kansas City, our group developed the
following qualitative comparison of similar service clubs represented by chapters in the
immediate area. Beginning at major organizational level, the data is not specific to individual
chapters, but based on the parent, international club. The goal is to better define and frame the
specific Rotary 13 club’s stated triple problem of “declining, aging and non-diverse membership”
for further quantitative analysis.
Rotary Lions Kiwanis
Motto “Service above Self” “We Serve” “Serving the Children
of the World”
Founding 1905 Chicago 1917 Chicago 1915 Detroit
Founding
Principles
The “Object of Rotary” is
to encourage
and foster the ideal of
service as
a basis of worthy
enterprise
-Promote the principle of
good government and
good citizenship.
-Take an active interest in
the civic, cultural, social
and moral welfare of the
community.
“Exchange business
between members and
to serve the poor”
Key
Tenets/Values
-Development of
acquaintance as an
opportunity for service,
-The “Four Way Test”
-Hold friendship as an end
and not a means.
-Accept no profit or
success at the price of my
own self-respect or
because of questionable
acts
“Six permanent Objects
of Kiwanis
International”
Flagship
Projects
PolioPlus/“End Polio
Now”
-Eradicating Preventable
Blindness (Helen Keller
1925)
-Iodine deficiency
disorders worldwide
-HIV and AIDS in
![Page 7: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/7.jpg)
Rotary 13: Why is your membership declining?
4
-Diabetes Awareness Kenya and Swaziland
Geographic
Scope
>130 Countries 206 countries >80 countries
Miscellaneous
Major
Changes
Persecuted by Nazi Party
in 1930s
Became international in
1920
1924 “Six permanent
Objects” adopted,
became service-
focused
Raw Size 34M clubs,1.22MM
members
45M clubs, 1.35MM
members
7.7M clubs, 240M
members Sources: www.rotary.com, www.lionsclubs.org¸ and www.kiwanis.org.
When conducting our research for this project, we found that the Rotarians had put a lot of
thought into the groups to whom they would be associated. In addition to Lions and Kiwanis, the
additional groups included Optimists, Sertoma, Jaycees, and Odd Fellows.
Research
Sources and Findings
Rotary research
Rotary web site
2 Focus Groups
2 In-depth Interviews
1 LinkedIn Discussion
Surveys
Qualitative Research
Chapter 13’s membership is aging and is dominated by Caucasian males. The average age of
current members is 58.5 years as shown in Figure 2.
Figure 2: Breakdown by Gender, Race and Age of Current Members
![Page 8: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/8.jpg)
Rotary 13: Why is your membership declining?
5
CityData.com
More than 120 zip codes are part of Jackson and Clay Counties in Missouri, and Johnson and
Wyandotte counties in Kansas. Within these zip codes, Club 13 will find the vast majority of its
members. A closer look at the zip codes around Club 13 provides more precise data. According
to a 2009 estimate from CityData.com, 404,526 people live in the 23 zip codes surrounding Club
13, primarily within Johnson County in Kansas and Jackson County in Missouri, and 338 of these
people make up the membership of Club 13.
Prizm Research
Part of our demographic research came to us through Claritas’ PRIZM New Evolution
geodemographic segmentation system, which uses household and geographic data meshed with
demographic and lifestyle information to place customers into descriptive segments. We used
PRIZM segmentation to identify which segments are most frequently found in current Rotary
Club membership. We also used PRIZM to identify key segments largely missing from current
membership which would increase diversity in the club.
Demographic information provided by Club 13 shows that 85% of current members are over the
age of 45, with an average age of 58.5. Certainly, a large portion of these members fit into
PRIZM’s Mature Years Lifestage Groups in which membership to fraternal orders and
community leadership organizations is a common characteristic.
Analysis of zip codes surrounding Club 13 shows that several key segments of the Mature Years
Lifestage Group are repeatedly represented in the population, including Urban Elders, Old
Glories, and Domestic Duos. Further analysis of individual zip shows where more members of
this segment are likely to be found, such as 66207 in Johnson County, Kansas, which contains
significant numbers of the Gray Power, New Empty Nests and Upper Crust groups. Using this
data, Club 13 can more accurately target any marketing initiatives in those areas.
PRIZM date also shows which areas can be targeted for improving Club 13 diversity. Prime
segment targets for club membership include Boomtown Singles, City Start-Ups¸Close-in
Couples, Urban Achievers and Multi-Culti Mosaic. For example, 64123 in Jackson County,
Missouri, contains several of those segments according to PRIZM data.
Quantitative Research
Rotary Chapter 13 Research
In November, 2010, Chapter 13 of the Rotary International started a campaign to attract a
younger and more diverse group of members to the organization. This survey was sent to the 345
members in Chapter 13. The following charts show the key findings from the 83 people who
responded to this survey.
The first slide looks at how long people have been members of Rotary. Those who have been
members 1-5 years and those who have been members 11-20 years comprise the largest amount
of members with 24 and 20, respectively, and 51% of the respondents.
The rest of the respondents make up memberships of 6-10 year s(15), 21-30 years (15) and those
over 30 years (7).
![Page 9: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/9.jpg)
Rotary 13: Why is your membership declining?
6
Figure 3: Years as Rotary Member
Men have historically been the prominent members in Rotary and in Chapter 13. In, 1989, the
group voted to add women. Even in as recent as 2010, women lag behind in the membership
numbers.
Figure 4: Membership by Gender
24
15
20
15
7
1-5
6-10
11-20
21-30
30+
Number of years that you have been a Rotarian:
66
14
Male
Female
Please indicate your gender:
![Page 10: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/10.jpg)
Rotary 13: Why is your membership declining?
7
Age is another area of concern. Of the respondents who answered this question, the majority of
members are over 66 years of age.
Figure 5: Membership by Age
Chapter 13 has recognized that they have four weaknesses: diversity, age, gender and ethnicity:
Figure 6: Perceived Weaknesses of Chapter 13
4
9
13
24
32
25-35
36-45
46-55
56-65
66+
Please indicate your age:
7, 9%
32, 40%
22, 27%
19, 24%
What are the perceived weaknesses of Club 13:
Diversity of members - age, race, gender, ethnicity
Definitely, could be deadly
Weighs us down
Yes but no big deal
Not really
![Page 11: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/11.jpg)
Rotary 13: Why is your membership declining?
8
Secondary weaknesses that were identified included:
meeting at noon (72.88%)
fellowship opportunities (66.81%)
singing at meetings (61.74%)
business networking/development with/or through members (45.55%)
frequent financial requests made to members (39.48%)
minimal time availability of members (35.43%)
Yet,, Rotary 13 is doing some things right. A healthy 43% think that members exemplify the core
values of Rotary:
Figure 7: Core Values of Chapter 13
Additional attributes at Chapter 13 include:
just over 37% think that the current diversity (age, race, gender and ethnicity) among
members is good.
67% are happy that Chapter 13 is 100 years old
A combined 73% think that time availability of member is definitely important or
important
38% enjoyed partnering with local organizations such as Literacy
Kansas City
71% say that being involved with the camp for children with
physical, mental or emotional needs was very satisfying
Figure 8: Rotary Youth Camp
43, 54%34, 42%
3, 4% 0, 0%
What are the perceived strengths of Club 13:
Members exemplify the core values of Rotary International
Definitely, rock solid
Important, yes
Maybe
Not really
![Page 12: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/12.jpg)
Rotary 13: Why is your membership declining?
9
The perceived threats to Rotary Chapter 13 are:
Work demands on prospective members are unprecedented creating a smaller potential
member pool
Tough economic environment constrains member generosity pushing Club 13 to need to
raise more money
Lunches are not created with member health in mind
Social networking among under 45 demographics minimizes the need to join and attend
meetings
Rotary’s motto is “Service above self.” Rotary members have a reputation of being very
generous:
Figure 9: Financial Generosity of Members
And 61% of members feel that providing financial support for operating the Rotary Youth Camp,
financial and/or volunteer support for district programs and initiatives and other volunteer
activities strategies is important.
Rotary offers members the chance to go on Volunteer Vacations to locations around the globe.
The most famous of these is Ten Thousand Villages, a fair trade partnership with underprivileged
nations:
Rotary has several international initiatives including
Clean water
Polio Plus (a partnership with the Gates Foundation to end polio)
Shoes for Orphan Soles
Over the next 3-5 years, Chapter 13 has identified several items as part of their strategic plan:
Expand Club 13's International Service and promote it as volunteer vacations partnering
more with Rotary International
44, 55%30, 37%
6, 8% 0, 0%
What are the perceived strengths of Club 13:
Financial generosity of members
Definitely, rock solid
Important, yes
Maybe
Not really
![Page 13: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/13.jpg)
Rotary 13: Why is your membership declining?
10
"I really love my hometown and it's
nice to have an organization so
committed to it."
Strengthen our swat team (5-15 people) approach to offering short-term (hours not days)
service to benefit organizations and publicize Club 13's service in the community
Become a member of the Downtown Council and actively participate in meetings
Identify and commit to one education focused organization to provide volunteers (not
money) for 5 years
Continue to publicize the Rotary Youth Camp and the benefits of the camper's experience
Partner with organizations buying and selling products created by artists and crafts -
people in underdeveloped countries, e.g., Ten Thousand Villages
Continue to support the Youth Camp through dues, fundraising, work days and grow the
Foundation to the $5 million goal
Promote luncheon speakers in the Kansas City Star event, Pitch and KC Business Journal
- charge non-member s $25 with reservation required
Continue fellowships through YORO, bowling and other groups
Expand the KC Rotary Golf Classic to promote camaraderie and publicize Rotary in the
Community
Focus Groups
Two focus groups were conducted on April 21 and April 28. The following questions were
asked:
1. How did you first hear about Rotary?
2. What type of Rotary activities do you like best?
3. What was a reason that turned you from considering Rotary to beginning the application
process?
4. Why did you choose to join Rotary versus other service organizations?
5. Have you ever thought of recruiting your friends into your Rotary club? What do you
think might stop them from joining?
6. are you still as committed to Rotary as you were when you first joined?
a) If so, what are some reasons that has helped you sustain that level of
commitment?
b) If not, what could be done to get that level of commitment back?
c) Do you feel you have an effective mentor in Rotary?
7. Would increased diversity (age, race, gender) among the Rotary membership help its
mission to serve the community?
a) How?
The following questions were prepared and asked as time permitted:
1. Why does Rotary continue to exist? If it ceased to exist, who would lose?
2. What have you seen Rotary currently doing to attract new membership or retain current
membership?
3. Do you have any suggestions to improve Rotary meetings?
The first focus group included two participants, XXXX. The participants agreed that more
information must be given to prospective members about the time and financial commitments
required once they become members. Additionally, the membership of Rotary should look like
the communities in which they live and serve by attracting diverse members. Both participants
felt that the time had come to become a more diverse
organization.
![Page 14: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/14.jpg)
Rotary 13: Why is your membership declining?
11
"Facilitating ideas about how to move the
city forward. That's probably the most
valuable impact Club 13 has is being a
forum for ideas that might start off in
these walls and continue out of them."
An informal mentorship program seems to be a method that
would be embraced by a large number of the current
members. The target audience for this type of program
would be high school and college students.
As far as the actual meetings, the participants felt that the
meetings provided time to connect with others for a purpose
of serving their community and not just a social meeting.
One suggestion was a database of members information and
interests such as family activities, occupation of the member
and member interests outside of Rotary.
Both participants felt that Chapter 13 had a significant
legacy because of the longevity of the chapter and its
location. One participant said that he wanted to pass that
legacy down to his son. He felt that connecting on a
regular basis with prominent business leaders was
extremely important. The other participant took that point a step further by saying that by
interacting with prominent business leaders could help that member voice opinions that
facilitate“…ideas that could move the city forward.”
As far as retention of members, one participant felt that it was important to know why people
were leaving and suggested that some members that left didn’t feel that they were getting what
they expected. The other participant suggested other ways to keep members engaged if they can’t
make it to the current noon meetings would be to offer evening meetings.
The second focus group consisted of XXXX
![Page 15: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/15.jpg)
Rotary 13: Why is your membership declining?
12
…there’s an opportunity, we think, for
anybody with any particular interest to
find a way to get involved.
In-depth Interviews
The following questions were used for the in-depth interview:
1. Favorite things about Rotary?
2. Do Rotary members have great experiences and sense of fulfillment?
3. First involvement in Rotary?
4. Main challenge in future for Rotary retaining and recruiting
5. Overall direction Rotary is headed
6. To what do you attribute the atrition rate? Is it necessarily a bad thing?
7. More about Youth Camp
8. Networking? Important things to highlight
9. Mentorship programs?
10. Official structure for assigning mentors to new members?
11. Member Minute
12. Tyro points, description
13. Attract new members?
14. Did you have good ideas but couldn't get them supported well enough?
15. Outreach to churches, other organizations?
16. Benefits from diversity?
17. Service aspect helps retain/attract members
18. Confidence in Rotary projects for younger folks?
One of Rotary Chapter 13’s elected officers, Ford Nelson, a Senior Partner with Armstrong Teasdale
LLP law firm agreed to an in-depth interview. He listed the service theme as one of his favorite
things about being a Rotary member. He has been involved in the local summer camp, including
the dedication of a hall at the camp, and an international experience of putting in a well and other
water projects in Africa. He says that getting volunteers involved is not always easy, once they
are involved, the like being part of an organization that “does good.”
Another aspect of Rotary that he likes is the fact that there are 40 committees, so that people have
a variety of options to get involved in what interests
them.
He concedes that retention of members at Chapter 13 has
always been a problem. The average attrition rate has been around 10 percent with recruitment
being around 7 percent which accounts for some of the retention problems. New members wear a
red ribbon on their button and must accumulate 100 tyro points, a way to get introduced to
members and explore committees they are interested in.
Members don’t always come to meetings. Some of the reasons given for not coming to the
meetings including:
the drive to downtown
the need to dress up for the meeting
He feels, going forward, that Chapter 13 needs to do a better job of communicating with members
and prospective members under the age of 45. The chapter is looking at holding classes on how
that group communicates. Changes have come slowly, but he says that they do have podcasts
available for each meeting.
![Page 16: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/16.jpg)
Rotary 13: Why is your membership declining?
13
"It's a different style of
communication, and we've gotta
basically adapt to it."
"One of the beautiful things about Rotary is that in an era where everyone wants to be specialized, here we have an organization that accomplishes a huge breadth of things, both locally and internationally, and there aren't a lot of organizations that have that wide of an approach to service."
He suggested an “interact” group for high school student
that would prepare them for membership in Rotary. He
envisions having scholarships available for this group.
He also feels that diversity is important to pursue because it can bring in “new people with fresh
ideas.” And he admits that the chapter’s public relations efforts are a weak element.
The second in-depth interview is with the Rotary Chapter 13’s President-elect, Marc Horner.
Horner is also District Manager at Crescent Electric Supply. He was first introduced to Rotary when
he was a Cub Scout and later
joined at the request of a co-
worker. He has been a
member since 1994.
He really likes the service
aspect of Rotary. He had a
list of projects that he named
off quickly including international projects such as drinking water, sanitation, Polio and Haiti and
local projects such as
![Page 17: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/17.jpg)
Rotary 13: Why is your membership declining?
14
LinkedIn Discussion
![Page 18: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/18.jpg)
Rotary 13: Why is your membership declining?
15
Survey
The information below is from a survey we conducted using Survey Monkey. This email was
sent to the Chapter 13 membership of 345 members. The information below shows the
percentages followed by the number of respondents.
1. What type of Rotary activities do you like best?
Meetings
77.5% 55
Community service activities
18.3% 13
Mentorship activities within Rotary
2.8% 2
Club improvement campaigns
1.4% 1
2. How many Rotary activities (meetings, events, etc.) do you
usually attend each month?
Count
0-1
12.7% 9
2
16.9% 12
3
16.9% 12
4
29.6% 21
5 or more
23.9% 17
3. Rate on a scale of 1 to 5, where 1 is low opinion and 5 is a
high opinion.
1 2 3 4 5 Response
How well do you feel the club follows through in its mission to
help the community?
0.0% (0) 1.4% (1) 7.0% (5) 40.8% (29)
50.7% (36) 71
How committed are you to Rotary and its mission?
0.0% (0) 7.0% (5) 19.7% (14) 42.3% (30)
31.0% (22) 71
![Page 19: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/19.jpg)
Rotary 13: Why is your membership declining?
16
How committed do you feel the average Rotarian is toward Rotary
and its mission? 0.0% (0) 7.0% (5)
39.4% (28) 46.5% (33) 7.0% (5) 71
4. On a scale of 1 to 5, where 1 is strongly disagree and 5 is
strongly agree:
1 2 3 4 5 Response
I want to see increased diversity (age, ethnicity, etc.) among
Rotary membership.
2.8% (2) 8.5% (6) 19.7% (14) 25.4% (18)
43.7% (31) 71
I would be willing to take part in a program that emphasized
increasing diversity (age, ethnicity, etc.) in Rotary.
12.9% (9) 11.4% (8) 31.4% (22) 24.3% (17)
20.0% (14) 70
I would be willing to take part in a mentorship program for
younger Rotarians.
8.7% (6) 21.7% (15) 23.2% (16) 36.2% (25)
10.1% (7) 69
The current dues structure is fair and acceptable.
2.9% (2) 14.5% (10) 27.5% (19) 33.3% (23)
21.7% (15) 69
I am satisfied with the direction in which the club is headed.
2.8% (2) 9.9% (7) 22.5% (16) 39.4% (28)
25.4% (18) 71
![Page 20: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/20.jpg)
Rotary 13: Why is your membership declining?
17
5. What were primary reasons you joined Rotary? (Select all that
apply)
Community Service
70.4% 50
Career Networking
47.9% 34
Making new friends/connections
69.0% 49
Joining friends already in Rotary
28.2% 20
You wanted something new to do with your time
9.9% 7
It has a more convenient location than other organizations
1.4% 1
Other (please specify)
6. Where do you think your Rotary club could make the biggest
improvement?
More convenient meeting times/places
12.7% 9
More diversity in membership (age, ethnicity, etc.)
62.0% 44
Activities that do more to improve the community
35.2% 25
Listen closer to members
9.9% 7
Other (please specify)
7. How many nonmembers have you brought to Rotary events in the
past?
0
7.1% 5
1-3
40.0% 28
4-6
34.3% 24
7-9
7.1% 5
10 or above
11.4% 8
8. What is the most effective way for Rotary leadership to
contact you?
77.5% 55
Phone call
5.6% 4
![Page 21: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/21.jpg)
Rotary 13: Why is your membership declining?
18
Social media (Facebook, Twitter, etc.)
4.2% 3
Newsletter or other direct mailing
0.0% 0
A combination of the above media.
11.3% 8
I don’t want to be contacted. If I want information, I will
contact them.
1.4% 1
9. How often do you access the Rotary Club website?
Never
1.4% 1
Rarely
31.4% 22
Occasionally
48.6% 34
Regularly
18.6% 13
10. How far do you usually travel to attend Rotary club meetings?
0-5 miles
40.8% 29
6-10 miles
31.0% 22
11-20 miles
28.2% 20
More than 20 miles
0.0% 0
11. Do you use any of these social media platforms to keep up
with Rotary activities? (Select all that apply)
Rotary Club on Facebook
25.0% 15
Rotary Club on Twitter
1.7% 1
Both Facebook and Twitter
5.0% 3
I don’t use social media
71.7% 43
![Page 22: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/22.jpg)
Rotary 13: Why is your membership declining?
19
![Page 23: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/23.jpg)
Rotary 13: Why is your membership declining?
20
12. Describe your experiences with Rotary in your own words:
![Page 24: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/24.jpg)
Rotary 13: Why is your membership declining?
21
Slide Show
This slide show is the one used in the final class presentation:
ERIC B U SELT ▫ A ARO N FRANC IS ▫M ARC IA K ELLEY ▫ STEP HE N NIC HO L S
J O U R N A L I S M 8 2 9 ▫ M A R K E T I N G R E S E A R C H
B O B B A S O W , P R O F E S S O R
Rotary Club 13:Why is your membership declining?
- L I N K E D I N D I S C U S S I O N
“Rotary is losing members.”
The Problem
![Page 25: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/25.jpg)
Rotary 13: Why is your membership declining?
22
Rotary International: Quick Facts
First club: Chicago (1905)
2011: 1.2 million members, 33,000 clubs worldwide
An organization dedicated to the practice of "Service above Self.”
The object of Rotary is to encourage and foster service as the basis of worthy enterprise.
Rotary Club 13: Quick Facts
Founded in 1910
Kansas City’s only downtown Rotary club
Meets Thursday afternoons in the Kansas City Marriott Muelbach Hotel
345 members, 40 committees
![Page 26: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/26.jpg)
Rotary 13: Why is your membership declining?
23
Club 13 Membership in Decline
0
100
200
300
400
500
1995 2000 2005 2010
Total Membership New Members
- Data provided by Rotary Club 13.
• ONLINE SURVEY TO CLUB 13 MEMBERS
• FOCUS GROUP S
• IN-DEPTH INTERVIE WS
• SECONDA RY RESEARCH
Methods of Research
![Page 27: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/27.jpg)
Rotary 13: Why is your membership declining?
24
Why are your numbers declining?
Aging membership
Declining number of new younger members
Retention problems with dissatisfied members
Lack of marketing efforts to boost awareness
Club 13: The New Members Are Older, Too
0
10
20
30
40
50
60
70
80
1995 2000 2005 2010
Average
New
- Data provided by Rotary Club 13.
![Page 28: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/28.jpg)
Rotary 13: Why is your membership declining?
25
Rotary Survey Key Findings: Diversity
More than 90% of Rotarians strongly agreed that they wanted to see increased diversity in Club 13.
In Rotarians’ words:
“Diversity is incredibly important. It is absolutely critical to keep Rotary going.”
- Focus Group, 4/20/11
Survey Key Findings: Lack of Awareness
Rotary isn’t getting the word out about its services.
In Rotarians’ words:
“I don’t remember seeing any Rotary marketing since I’ve been a member.”
- Focus Group, 4/20/11
![Page 29: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/29.jpg)
Rotary 13: Why is your membership declining?
26
Survey Key Findings: Direction
Only 55% of Rotarians strongly agree that they are satisfied with the direction Rotary is headed.
In Rotarians’words:
“We are very dependent on the strength and the passion of our committee chairs.”
- LinkedIn Discussion
Survey Key Findings: Commitment
More than 95% of Rotarians are still strongly committed to the service mission of Club 13.
In Rotarians’ words:
“Quote about commitment to Rotary.”
- Focus Group, 4/20/11
![Page 30: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/30.jpg)
Rotary 13: Why is your membership declining?
27
Rotary Survey Key Findings: Mentorship
More than 95% of Rotarians strongly agreed that they would be willing to take part in a mentorship program for younger members.
In Rotarians’ words:
“We need to offer a mentor program for new members.”
- LinkedIn Discussion
Other Survey Findings
Finding 1.
Finding 2.
Finding 3.
Finding 4.
![Page 31: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/31.jpg)
Rotary 13: Why is your membership declining?
28
• C U R R E N T M E M B E R S A R E C OM M ITTE D
• D IV E R S IT Y IS N E E D E D T O S T A Y S T R ON G
• Y OU N G A U D IE N C E IS N ’ T B E IN G R E A C HE D
• OP P OR T U N I T IE S A R E OU T T HE R E
Conclusions
• C O N S I D E R M A R K E T I N G T O C U R R E N T M E M B E R S T O B O O S T R E T E N T I O N
• C L A R I F Y C R I T E R I A F O R S E L E C T I N G N E W M E M B E R S A M O N G C U R R E N T M E M B E R S H I P
• I N I T I A T E M E N T O R S H I P P R O G R A M S
• C R E A T E M E M B E R S H I P D A T A B A S E O F I N T E R E S T S , T A L E N T S A N D F A M I L Y I N F O R M A T I O N
• M O V E F O R W A R D W I T H P L A N S F O R U N I V E R S I T Y- B A S E D R O T A R Y C L U B S A S S O C I A T E D W I T H C L U B 1 3
• C O M M U N I T Y A W A R E N E S S M A R K E T I N G
• P R O M O T I O N O F S P E A K E R S E R I E S
Recommendations
![Page 32: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/32.jpg)
Rotary 13: Why is your membership declining?
29
![Page 33: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/33.jpg)
Rotary 13: Why is your membership declining?
30
Recommendations
• Consider marketing to current members to boost retention
• Clarify criteria for selecting new members among current membership
• Initiate mentorship programs
• Create membership database of interests, talents and family information
• Move forward with plans for high school and university-based rotary clubs associated
with Club 13
• Review the meeting format including the food served to members
• Community awareness marketing
• Marketing Speaker Series to community
![Page 34: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/34.jpg)
Rotary 13: Why is your membership declining?
31
Conclusion
Marketing Campaigns
Rotary Chapter 13 needs to develop multiple marketing campaigns. The first campaign would be
aimed at helping members recruit new members. This plan would be in the form of an internal
communication such as a flyer that would spell out the need for younger members and those with
a diverse background such as race, religion, and other attributes.
New members need to come from the following groups:
High school and college honors students
Womens’ groups
Connections with ethnic groups such as churches, community groups and chambers of
commerce
New members could go through an informal mentorship program prior to actually becoming a
member to make sure that the time and financial commitments to Rotary are fully explained.
Examples need to be shown to prospective members so there is no misunderstanding and to cut
down on the dissatisfaction some members feel after joining. The rich history and downtown
location information should be included to show how Chapter 13 sets itself apart from other
chapters.
The second campaign would focus on Clay and Jackson counties in Missouri and Johnson and
Wyandotte in Kansas. These are counties where the prospective members live. Many of these
prospective members also likely work in areas close to Chapter 13’s location. Since one of the
chapter’s members works for the Kansas City Star newspaper, perhaps that member would be
willing to work on this campaign with other media members to create more community
awareness. This member said he would like to be involved more, but family obligations have
prevented him from doing so. This would give him a way be involved.
The third campaign would promote the Speaker Series. This campaign would invite business
leaders to a series of meetings at breakfast or lunch where nationally recognized speakers would
share business acumen. A fee of $25 would be assessed. The Kansas City Business Journal,
radio and TV would be the ideal outlets to get the word out to the community. As a result of the
marketing campaigns, interest in Chapter 13 should increase.
Review of Meetings
Member Opportunities for Service
Database of Interests
![Page 35: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/35.jpg)
Rotary 13: Why is your membership declining?
32
Student Initiatives
![Page 36: Rotary Club 13: Why is your membership declining? · Within these zip codes, Club 13 will find the vast majority of its members. A closer look at the zip codes around Club 13 provides](https://reader036.vdocument.in/reader036/viewer/2022071008/5fc63a382908640ded75efea/html5/thumbnails/36.jpg)
Rotary 13: Why is your membership declining?
1 1
Appendix
References