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Young Professionals Campaign


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Presentation given by Rotary International Staff Member Nicole Hayden Jones, Senior Coordinator, Membership Resources.

Presentation given by Rotary International Staff Member Nicole Hayden Jones, Senior Coordinator, Membership Resources.

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  • 1. YOUNG PROFESSIONALS CAMPAIGN Youth Exchange Officer Preconvention-Sydney 31 May 2014 Nicole Jones
  • 2. YOUNG PROFESSIONALS CAMPAIGN | 2 Background • The Young Professionals Campaign provides a unique opportunity to: – learn more about young professionals and their perceptions of Rotary – identify the challenges that clubs have attracting young professionals – develop new ideas and innovative strategies to increase this important membership segment in Rotary clubs
  • 3. YOUNG PROFESSIONALS CAMPAIGN | 3 Phase 1: Exploring Social Media and Modifying Existing Service Projects
  • 4. YOUNG PROFESSIONALS CAMPAIGN | 4 Phase 1: Key Findings • Clubs must change their culture – Social media, marketing and advertising efforts are important, but clubs must be open and willing to make changes necessary to attract younger members • Focus on engagement, not just recruitment – Engaging prospective members and current members in a club is an ongoing process – Clubs should build the relationship before asking prospective members to join • Open service projects – Invite non-Rotarians (including Rotaractors, Interactors, and Rotary alumni), family, and friends to participate in club events to maximize impact and expand community awareness
  • 5. YOUNG PROFESSIONALS CAMPAIGN | 5 Phase 2: Focus Groups • Conducted focus groups – Organize 12 focus groups in six markets: • Chicago, Illinois and New York, New York (large markets) • Omaha, Nebraska, and Salt Lake, Utah (medium markets) • Raleigh, North Carolina, and Appleton, Wisconsin (small markets)
  • 6. YOUNG PROFESSIONALS CAMPAIGN | 6 Phase 2: Key Findings 1. Young professionals are similar to older prospects in attitudes but not in needs.
  • 7. YOUNG PROFESSIONALS CAMPAIGN | 7 Phase 2: Key Findings 2. The image of Rotary is outdated and uninviting.
  • 8. YOUNG PROFESSIONALS CAMPAIGN | 8 Phase 2: Key Findings 3. Rotary’s identity is unclear. 4. Rotary’s value proposition is unclear.
  • 9. YOUNG PROFESSIONALS CAMPAIGN | 9 Phase 2: Key Findings 5.Overall interest in joining Rotary was low, even after seeing the advertisements.
  • 10. YOUNG PROFESSIONALS CAMPAIGN | 10 • Understanding Young Professionals webinar – In depth information about the focus groups conducted during the campaign – 7 steps you can take now – How to conduct focus groups in your community guide Want to hear more?
  • 11. YOUNG PROFESSIONALS CAMPAIGN | 11 • Young Professionals Appreciative Inquiry – What does Rotary do well and where are there opportunities to improve? – How can Rotary clubs make changes that better attract and engage young professionals? What’s next?
  • 12. YOUNG PROFESSIONALS CAMPAIGN | 12 Thank you! Email for questions regarding the Young Professionals Campaign