Top 10 perceptions of rotary for pi seminar

Top 10Perceptions of Rotaryin District 6690C. Lee SmithPresident/CEO, Ad-ology ResearchCharter President, Lewis Center/Polaris Rotary2012 District 6690 Public Image Seminar Peace through Service

What do people in District 6690think about Rotary? • You have to know your audience before you speak to your audience. • What are their misconceptions? Correct them. • What are their positive perceptions? Reinforce them. • To get the answers, we conducted a Brand Perception Study.2012 District 6690 Public Image Seminar Peace through Service

Rotary District 6690Brand Perception Study • Conducted October 26-28, 2012 by Ad-ology Research • 300 adults in Central, Southeast Ohio • Nearly 50/50 Male/Female • Must not be a current Rotarian • People must claim to know at least a little about Rotary to take full survey2012 District 6690 Public Image Seminar Peace through Service

Rotary is a Blank SlateMost know little or nothing about us How familiar are you Very familar with Rotary? 16% Not at all 31% 40% of those who know something about Rotary, know/knew a Rotarian Somewhat 24% Rotary District 6690 Brand Perception Study Central/Southeast Ohio USA Adults 18+ A little bit October 2012 29% Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception #1“Rotary is an old boys club” True or False: Rotary is an old boys club True False True 33% 1 of every 3 people think this about us False 67% Rotary District 6690 Brand Perception Study Central/Southeast Ohio USA Adults 18+ October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception #1“Rotary is an old boys club” We also asked “Which of these people would you expect to be members of a Rotary club?...2012 District 6690 Public Image Seminar Peace through Service

Perception #1“Rotary is an old boys club” 74% said this person - the #1 response by far When asked “Which of these people would you expect to be members of a Rotary club? Rotary District 6690 Brand Perception Study Central/Southeast Ohio USA Adults 18+ October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception #1“Rotary is an old boys club”• 40% expect Rotarians to be old, rather than young or middle-aged• 35% also expect Rotarians to be “rich” (in terms of income)• Almost 7 times as many think we are “old fashioned” than “cutting edge”2012 District 6690 Public Image Seminar Peace through Service

Misconception:“Rotary is an old boys club”Correction:• Avoid photos with only older men• Quote female members in media releases• Promote the involvement, activities of your younger members• Be as open and transparent as possible2012 District 6690 Public Image Seminar Peace through Service

Example: More of thisLess of this2012 District 6690 Public Image Seminar Peace through Service

Perception #2“Rotary is only for business people” The top 4 responses were people wearing business suits When asked “Which of these people would you expect to be members of a Rotary club? Rotary District 6690 Brand Perception Study Central/Southeast Ohio USA Adults 18+ October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception #2“Rotary is only for business people”• 3 times as many people think of Rotarians as “corporate” rather than “entrepreneurial”• More than 10% think Rotary is just a “business networking club”2012 District 6690 Public Image Seminar Peace through Service

Misconception:“Rotary is only for business people”Correction:• Don’t always show people in suits• Promote members who are educators, community leaders• Champion small business locally• Don’t oversell networking2012 District 6690 Public Image Seminar Peace through Service

Perception #3“Rotary is not very diverse” Excluding those under 25, The 4 bottom responses were people of color When asked “Which of these people would you expect to be members of a Rotary club? Rotary District 6690 Brand Perception Study Central/Southeast Ohio USA Adults 18+ October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Misconception:“Rotary is not very diverse”Correction:• Avoid group photos without diversity• Feature members and speakers of color on flyers, ads, website, social media• Promote the International part of Rotary International2012 District 6690 Public Image Seminar Peace through Service

Example: Dublin AM newspaper campaign, Lewis Center/Polaris brochure goes here.2012 District 6690 Public Image Seminar Peace through Service

Perception #4“Rotary isn’t much fun” True or False: Rotary is an endless amount of fund-raising False 26% True False Almost 3 of 4 believe this True Rotary District 6690 Brand Perception Study Central/Southeast Ohio USA Adults 18+ 74% October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception #4“Rotary isn’t much fun”• Only 19% say Rotarians are fun• 3 times as many think Rotarians are “formal” than “casual”• 55% believe Rotary has “strict attendance requirements”2012 District 6690 Public Image Seminar Peace through Service

Misconception:“Rotary isn’t much fun”Correction:• Don’t be afraid to inject some fun into every meeting and event• Feature social activities on your website, social media feeds• Avoid photos of people just standing around• Promote what you do with funds raised as much as the fund-raising events2012 District 6690 Public Image Seminar Peace through Service

Perception #5“Rotary must invite you to participate” True or False: You have to wait to be invited to participate in Rotary False True False 46% True 54% Rotary District 6690 Brand Perception Study Central/Southeast Ohio USA Adults 18+ October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Misconception:“Rotary must invite you to participate”Correction:• So, invite them! Use your website, flyers, social media to make people feel welcome• Make it easy for your members to invite people to be a guest at meetings• Publicly welcome non-Rotarians to help with service projects in the community2012 District 6690 Public Image Seminar Peace through Service

Example:2012 District 6690 Public Image Seminar Peace through Service

Perception #6“Rotarians care about the community” What phrase best describes what you think a Rotary club is? 9% 5% Civic/Community Service Club Business/Professional Volunteer Group 11% Business Networking Club Charity 54% Other Rotary District 6690 Brand Perception Study 21% Central/Southeast Ohio USA Adults 18+ October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception #6“Rotarians care about the community”• 52% consider Rotarians to be caring for others vs. self-serving (8%)• 7 times as many think Rotarians are “humble” rather than “arrogant”• 70% know Rotary sponsors service clubs in high schools and colleges2012 District 6690 Public Image Seminar Peace through Service

Perception:“Rotarians care about the community”Reinforcement:• Ask those who benefit from your work to tell the story• Make community service projects the centerpiece of your brochures, website• Make sure people see it’s “Rotarians at Work” during your projects2012 District 6690 Public Image Seminar Peace through Service

Example: Would like to get the Olentangy Rotary brochure here.2012 District 6690 Public Image Seminar Peace through Service

Perception #7“Rotarians are honest” True or False: Rotarians pledge to False always tell the truth 24% True False Less than 3% expect Rotarians to be dishonest True Rotary District 6690 Brand Perception Study 76% Central/Southeast Ohio USA Adults 18+ October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception:“Rotarians are honest”Reinforcement:• Include the 4-Way Test on your website, brochures - it’s who we are• Promote District Ethics Conference, 4-Way Test Speech Competition• But remember, honest people don’t have to tell people they’re honest2012 District 6690 Public Image Seminar Peace through Service

Perception #8“Rotarians are social and outgoing” True or False: False Rotarians like to 9% socialize True False Only 1% expect Rotarians to be shy Rotary District 6690 Brand Perception Study True Central/Southeast Ohio USA Adults 18+ 91% October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception:“Rotarians are social and outgoing”Reinforcement:• Give members a simple, easy to remember message about your club• Encourage members to share their “Rotary Moment”• Encourage members to Like, Retweet• Make introverts feel welcome2012 District 6690 Public Image Seminar Peace through Service

Perception #9“Rotarians are leaders” Followers 1% What type of people would you expect to be Rotarians? Leaders Somewhere in Between Somewhere in Between 32% Followers Leaders Rotary District 6690 Brand Perception Study 67% Central/Southeast Ohio USA Adults 18+ October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception:“Rotarians are leaders”Reinforcement:• Promote the ways your club develops leadership in our youth (Interact, RYLA, Rotaract, Scholarships)• Recognize other leaders in the community who may not be Rotarians2012 District 6690 Public Image Seminar Peace through Service

Perception #10Many would consider Rotary, if asked If you were asked Yes 4% to join a Rotary club, what would be your initial response? Willing to Try It 32% Yes Want More Info No Willing to Try It Want More Info 40% 1 in 3 are Yes/Potential Yes Rotary District 6690 Brand Perception Study No Central/Southeast Ohio USA Adults 18+ 24% who are Non-Rotarians, October 2012 Ad-ology Research www.ad-ology.com2012 District 6690 Public Image Seminar Peace through Service

Perception:Many would consider Rotary, if askedReinforcement:• Target the people who would be good Rotarians• Reinforce the positive perceptions• Address the misconceptions visually without calling attention to them verbally• Ask yourself: Do your public image efforts speak to existing members... or to those who COULD BE Rotarians?2012 District 6690 Public Image Seminar Peace through Service

What do people in District 6690think about Rotary? • For most, it’s a blank slate. If you don’t fill it, others will. • What are their positive perceptions? Reinforce them with your public image efforts. • What are their misconceptions? Correct them with your public image efforts.2012 District 6690 Public Image Seminar Peace through Service

Top 10Perceptions of Rotaryin District 6690C. Lee SmithPresident/CEO, Ad-ology ResearchCharter President, Lewis Center/Polaris Rotary2012 District 6690 Public Image Seminar Peace through Service

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Top 10 perceptions of rotary for pi seminar

by Rotary coordinators on Nov 06, 2012

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