2. STRENGTHENING ROTARY |
2
TODAY YOU WILL LEARN:
Why we’re strengthening Rotary
What our research tells us
How our strategy helps clarify and focus
5 things you can do
6. STRENGTHENING ROTARY |
6
OBJECTIVES
• Clarify what Rotary stands
for, how it’s different and why
people should care
• Elevate awareness and
understanding
• Motivate, engage and inspire
current and prospective
members, donors, strategic
partners and staff
7. STRENGTHENING ROTARY | 7
SURVEY RESULTS
Never Heard
of Rotary
Know
Name Only
Some
Familiarity
8. STRENGTHENING ROTARY | 8
CHALLENGE
NOT EARNING
FULL CREDIT FOR
OUR GOOD WORK
Harder to reach our full potential
10. Visited
20 clubs
and attended the
2012
International
Convention
STRENGTHENING ROTARY |
1 0
Conducted
160+ interviews
Analyzed 20,162
surveys
Reviewed
400+
documents
Participated in
5
institute
meetings
Obtained comprehensive feedback
from Rotarians in 167 countries
11. ROTARY’S STRENGTHS DIFFERENTIATE US
STRENGTHENING ROTARY |
1 1
1. A multidisciplinary perspective
allows us to see challenges in
ways others can’t
2. The ability to apply leadership
and expertise to social issues
3. The passion and perseverance
necessary for lasting change
4. Community impact on
a global scale
See
differently
Think
differently
Act
responsibly
Impact
communities
globally
12. 30%
20%
STRENGTHENING ROTARY |
1 2
PRIMARY REASONS PEOPLE JOIN ROTARY…
Why did you initially join Rotary?
To positively impact my community
Friendship and fellowship
Professional networking/
business development opportunities
To have a positive impact globally
Potential for personal/
professional recognition
Development and
training opportunities
10%
0%
13. 30%
20%
STRENGTHENING ROTARY |
1 3
…ARE THE SAME REASONS THEY STAY ROTARIANS
Why do you stay with Rotary?
To positively impact my community
Friendship and fellowship
Professional networking/
business development opportunities
To have a positive impact globally
Potential for personal/
professional recognition
Development and
training opportunities
10%
0%
14. STRENGTHENING ROTARY | 1 4
IMPLICATIONS
Rotarians are
responsible leaders
– Define by mindset
Connecting always
will be a driving force
behind Rotary
Rotary creates
community impact
on a global scale
15. PUT THESE FACTS TO WORK FOR YOUR CLUBS
STRENGTHENING ROTARY |
1 5
Do your clubs:
• Find leadership roles
for new members
right from the start?
• Open service projects to
prospects at least 4 times a year?
• Look beyond title to a prospect’s mindset
for membership potential?
16. HOW OUR STRATEGY HELPS
CLARIFY AND FOCUS
STRENGTHENING ROTARY | 1 6
17. BUILDING BLOCKS OF OUR BRAND STRATEGY
ESSENCE VALUES VOICE
STRENGTHENING ROTARY | 1 7
Our reason
for being
Our beliefs Our expression
19. STRENGTHENING ROTARY |
1 9
ESSENCE STATEMENT
Rotary unites leaders from
all continents, cultures and
occupations
to exchange ideas and take action
for communities around the world.
20. STRENGTHENING ROTARY |
2 0
ESSENCE STATEMENT
Rotary unites leaders from
all continents, cultures and
occupations
to exchange ideas and
take action
around the world.
21. STRENGTHENING ROTARY |
2 1
BRINGING OUR ESSENCE TO LIFE
Rotary brings together the kind of
people who step forward to
take on important issues for
local communities everywhere.
23. BUILDING BLOCKS OF OUR BRAND STRATEGY
STRENGTHENING ROTARY |
2 3
ESSENCE VALUES VOICE
Our reason
for being
Our beliefs Our expression
24. Ethics and integrity We honor our
commitments.
STRENGTHENING ROTARY |
2 4
ROTARY’S VALUES - WITH ACTIVE LANGUAGE
Diversity We connect diverse
perspectives.
Vocational expertise,
Service and Leadership
We apply our leadership
and expertise to solve
social issues.
Fellowship and
global understanding
We build lifelong
relationships.
25. BUILDING BLOCKS OF OUR BRAND STRATEGY
STRENGTHENING ROTARY |
2 5
ESSENCE VALUES VOICE
Our reason
for being
Our beliefs Our expression
26. STRENGTHENING ROTARY |
2 6
SMART
We look at problems from
different angles and apply our
expertise to solve social issues
in ways others cannot. Our
communications are
insightful and discerning.
WE SOUND:
Knowledgeable
Perceptive
Confident
BUT NOT:
Obscure
Disconnected
Arrogant
OUR VOICE
27. STRENGTHENING ROTARY |
2277
COMPASSIONAT
E
Tackling the world’s toughest
challenges requires empathy.
Our communications
champion real people, stories
and conversations that are
relatable and universal.
WE SOUND:
Thoughtful
Sincere
Engaging
BUT NOT:
Lofty
Sentimental
Weak
OUR VOICE
28. STRENGTHENING ROTARY |
2 8
OUR VOICE
PERSEVERING
We are relentless in our
pursuit of lasting solutions
to systemic problems at
home and abroad. Our
communications express
our perseverance when
we speak with clarity
and conviction.
WE SOUND:
Bold
Purposeful
Courageous
BUT NOT:
Reckless
Close-minded
Stubborn
29. STRENGTHENING ROTARY |
2 9
INSPIRING
Motivated by the enduring
connections and positive
change we bring to
communities and the world,
we encourage others to take
action. Our communications
convey hope, enthusiasm
and passion.
WE SOUND:
Upbeat
Hopeful
Visionary
BUT NOT:
Hyper
Zealous
Impractical
OUR VOICE
48. STRENGTHENING ROTARY | 4 8
BRANDING COMMITTEE
Fulfilled its charter
Makes final report to Board in June
Brings final decision item
Identifies items outside charter, transition to
other Committees and Secretariat
49. STRENGTHENING ROTARY | 4 9
IMPLEMENTATION
Strategy
– Inform Rotarians and staff and make case
why strengthening Rotary is vital
– Inspire Rotarians and staff to embrace and live
the essence, values and voice
– Empower Rotarians and staff with tools
and resources
50. STRENGTHENING ROTARY | 5 0
INFORM | INSPIRE | EMPOWER
1. SHIFT YOUR THINKING
FROM “BRAND” TO
STRENGTHENING ROTARY.
51. STRENGTHENING ROTARY | 5 1
INFORM | INSPIRE | EMPOWER
2. SHARE THE RESEARCH
AND STRATEGY.
52. STRENGTHENING ROTARY | 5 2
INFORM | INSPIRE | EMPOWER
3. LIVE THE BRAND…AND
INSPIRE CLUBS TO
TRULY LIVE IT AS WELL
53. STRENGTHENING ROTARY | 5 3
INFORM | INSPIRE | EMPOWER
4. WORK TO IMPROVE
MEMBER ENGAGEMENT.
