Membership: It’s Now or Never
Membership Development
Moderator - Jennifer Deters
Presenters – Nikki Walker & RID Mary Beth...
Membership: It’s Now or Never | 2
Meet our Moderator
Jennifer Deters
Manager
Membership Research and Survey
Rotary Interna...
Membership: It’s Now or Never | 3
Welcome to the webinar
• Welcome to the first webinar in the
Membership Matters! webinar...
Membership: It’s Now or Never | 4
Let’s Get Started
Membership: It’s Now or Never | 5
What We Will Review Today:
• Where does Rotary’s membership stand?
• What are the global...
Membership: It’s Now or Never | 6
Why Membership Matters
Most donors are members
Declining membership =
fewer donors
Fewer...
Membership: It’s Now or Never | 7
Where is Rotary Growing/Decreasing Around the Globe
1.207 million30 June 2014
Membership: It’s Now or Never | 8
Rotary Fact
Age 29 &
Younger
1%
Age 30-39
9%
Age 40-49
20%
Age 50-59
27%
Age 60-69
25% A...
Membership: It’s Now or Never | 9
Rotary Fact
70% of Rotarians worldwide are over the age of 50!
Age 29 &
Younger
1%
Age 3...
Membership: It’s Now or Never | 10
Perceptions about Rotary from non-members
Membership: It’s Now or Never | 11
Meet our panelist
Panelist: Nikki Walker
• Multi-lingual/multi-cultural
• Continues to ...
Reinventing Membership:
The New Dynamics
Rotary International
August 13, 2014
13
There is nothing more certain
about the future
than the fact
that it is
not entrenched in the past
14
What’s changing
?
MY everything
Mass customization
Customer-centric
focus
WIIFM
ROI
Instant and
multi-channel
communications
Word of
mouth influence
Merging of on-
and off-line
Demographic expectations
Glob...
17
?One Size DOES NOT Fit All
The rules of ENGAGEMENT
must change
18
Members, Customers or
Community?
19
Who are your target
segments?
Students, young/old
professionals,
women/men?
What parts of the world are you targeting?
Each segment
long term strategy
/short term
business plan
20
Developed
Mature
E...
Our Research
Understanding the
trends, challenges,
opportunities
affecting associations
Global Customers are more satisfied than
Members
23
Products and programs drive tangible value
Know their needs,
understand how they
rate value
Local relevance,
application and
accessibility are key to
value
More will...
10
Consumer
Trends
10
Association
Trends
Enhance/adapt current management
structures and programs to
better answer new expectations
Generate more interactive ways ...
27
There is nothing more certain about the future
than the fact
that it is
not entrenched in the past
ACTION
is needed
28
Do you know / understand their needs?
Is your value proposition relevant in
today’s world?
RELEVANCE
REINVENT
REDEFINE
The 3 Rs
30
“Action is the foundational key
to all success”
Pablo Picasso
“In any moment of decision, the
best thing you can do is ...
Nikki Walker
Global Vice President
Association Management & Consulting
www.mci-group.com/associations
www.growglobally.org
Membership: It’s Now or Never | 32
Thank You Nikki!
Membership: It’s Now or Never | 33
Third Party Industry Research
• The most effective marketing channel for
individual mem...
Membership: It’s Now or Never | 34
Top 3 Challenges for Membership Organizations
1) Difficulty in communicating the value ...
Membership: It’s Now or Never | 35
What Can We Do?
Membership: It’s Now or Never | 36
Meet our Panelist
RI Director Mary Beth Growney Selene
• Joined Rotary in 1987 as a you...
Membership: It’s Now or Never | 37
How is Rotary Supporting Your Membership Goals?
Membership: It’s Now or Never | 38
What If?
• Your goal of 1.28
million members by
2015
• Current membership is
1.207 mill...
Membership: It’s Now or Never | 39
One Size Does Not Fit All
Membership: It’s Now or Never | 40
What’s In It For Me?
• Find the Regional Membership Plans at
www.rotary.org/membershipp...
Membership: It’s Now or Never | 41
Rotary Membership Committee is Focused on You!
Created the Membership Committee to aid ...
Membership: It’s Now or Never | 42
How is Rotary Supporting Membership?
•Developing Pilot programs to test new
membership ...
Membership: It’s Now or Never | 43
How Can You Change Rotary to Support Membership?
Membership: It’s Now or Never | 44
Thank You Mary Beth!
Membership: It’s Now or Never | 45
Questions?
Membership.Questions@rotary.org
Membership: It’s Now or Never | 46
Membership Best Practices Discussion Group
Membership: It’s Now or Never | 47
Upcoming Webinars in the Membership Matters! series
 Perception vs. Reality: Club Eval...
Membership: It’s Now or Never | 48
Thank you!
Register for upcoming webinars and
access recordings of past webinars at
www...
Webinars- www.rotary.org/webinars
Membership.Questions@rotary.org
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Membership: It's Now or Never

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Slides from a webinar held on 13 August 2014 featuring international membership expert Nikki Walker from MCI group to speak about new ways of approaching and thinking about membership and innovative tactics to address changes in people’s attitudes towards joining clubs and associations. This is the first of five sessions in the “Membership Matters” webinar series. View a recording at https://vimeo.com/103365589

Published in: Government & Nonprofit

Membership: It's Now or Never

  1. 1. Membership: It’s Now or Never Membership Development Moderator - Jennifer Deters Presenters – Nikki Walker & RID Mary Beth Growney Selene 13 August 2014
  2. 2. Membership: It’s Now or Never | 2 Meet our Moderator Jennifer Deters Manager Membership Research and Survey Rotary International Jennifer Deters
  3. 3. Membership: It’s Now or Never | 3 Welcome to the webinar • Welcome to the first webinar in the Membership Matters! webinar series • 5 part series dedicated to discussing the fundamentals of Rotary club membership • Each webinar will focus on steps you can take in your club to improve and grow members’ experience with Rotary
  4. 4. Membership: It’s Now or Never | 4 Let’s Get Started
  5. 5. Membership: It’s Now or Never | 5 What We Will Review Today: • Where does Rotary’s membership stand? • What are the global trends and challenges for membership organizations? • What is Rotary doing to help grow and strengthen club membership?
  6. 6. Membership: It’s Now or Never | 6 Why Membership Matters Most donors are members Declining membership = fewer donors Fewer donors = Bigger contributions required to avoid funding shortfalls Unfunded or poorly funded programs and projects = Reduced public image Low(er) public image = Reduced interest in joining, and declining membership
  7. 7. Membership: It’s Now or Never | 7 Where is Rotary Growing/Decreasing Around the Globe 1.207 million30 June 2014
  8. 8. Membership: It’s Now or Never | 8 Rotary Fact Age 29 & Younger 1% Age 30-39 9% Age 40-49 20% Age 50-59 27% Age 60-69 25% Age 70 & Older 18% Worldwide Age Detailed Breakdown of Age Demographics
  9. 9. Membership: It’s Now or Never | 9 Rotary Fact 70% of Rotarians worldwide are over the age of 50! Age 29 & Younger 1% Age 30-39 9% Age 40-49 20% Age 50-59 27% Age 60-69 25% Age 70 & Older 18% Worldwide Age
  10. 10. Membership: It’s Now or Never | 10 Perceptions about Rotary from non-members
  11. 11. Membership: It’s Now or Never | 11 Meet our panelist Panelist: Nikki Walker • Multi-lingual/multi-cultural • Continues to live and work internationally • Over 20 years experience in international marketing, PR, and communications • Assists U.S. based groups take their brands global and penetrate new markets Global Vice President Association Management & Consulting MCI Group
  12. 12. Reinventing Membership: The New Dynamics Rotary International August 13, 2014
  13. 13. 13 There is nothing more certain about the future than the fact that it is not entrenched in the past
  14. 14. 14 What’s changing ?
  15. 15. MY everything Mass customization Customer-centric focus WIIFM ROI
  16. 16. Instant and multi-channel communications Word of mouth influence Merging of on- and off-line Demographic expectations Globalization
  17. 17. 17 ?One Size DOES NOT Fit All The rules of ENGAGEMENT must change
  18. 18. 18 Members, Customers or Community?
  19. 19. 19 Who are your target segments? Students, young/old professionals, women/men?
  20. 20. What parts of the world are you targeting? Each segment long term strategy /short term business plan 20 Developed Mature Economies USA Western Europe Australia/NZ Japan Canada Emerging Markets High Growth Economies Asia Middle East South America Developing Economies Low Income Little Infrastructure Africa Products, programs and membership offerings match market needs, at a suitable pricing point (eg World Bank Index) ≠ a one size fits all approach . -Traditional membership offer -Print publications -Annual convention -Certification -Training & live CPD - -Regional/national conferences -Modified membership offerings -Capacity building -Humanitarian programs - Certification -Digital membership
  21. 21. Our Research Understanding the trends, challenges, opportunities affecting associations
  22. 22. Global Customers are more satisfied than Members
  23. 23. 23 Products and programs drive tangible value
  24. 24. Know their needs, understand how they rate value Local relevance, application and accessibility are key to value More will increase their value and your revenues
  25. 25. 10 Consumer Trends 10 Association Trends
  26. 26. Enhance/adapt current management structures and programs to better answer new expectations Generate more interactive ways to communicate and engage with target audiences Redefine the unique value proposition according to members and stakeholders European associations’ priorities
  27. 27. 27 There is nothing more certain about the future than the fact that it is not entrenched in the past ACTION is needed
  28. 28. 28 Do you know / understand their needs? Is your value proposition relevant in today’s world?
  29. 29. RELEVANCE REINVENT REDEFINE The 3 Rs
  30. 30. 30 “Action is the foundational key to all success” Pablo Picasso “In any moment of decision, the best thing you can do is the right thing. The worst thing you can do is nothing.” Theodore Roosevelt “The future is always beginning now.” Mark Strand
  31. 31. Nikki Walker Global Vice President Association Management & Consulting www.mci-group.com/associations www.growglobally.org
  32. 32. Membership: It’s Now or Never | 32 Thank You Nikki!
  33. 33. Membership: It’s Now or Never | 33 Third Party Industry Research • The most effective marketing channel for individual memberships is word-of-mouth Just Ask! • The #1 reason people drop membership is lack of engagement with the organization
  34. 34. Membership: It’s Now or Never | 34 Top 3 Challenges for Membership Organizations 1) Difficulty in communicating the value of benefits 2) Difficulty attracting and/or maintaining younger members 3) Economy/cost of membership From 2014 Membership Marketing Benchmarking Report – Marketing General Inc.
  35. 35. Membership: It’s Now or Never | 35 What Can We Do?
  36. 36. Membership: It’s Now or Never | 36 Meet our Panelist RI Director Mary Beth Growney Selene • Joined Rotary in 1987 as a young professional • District Governor 2000-2001 • Regional Rotary Foundation Coordinator 2006-2009 • Rotary Coordinator 2010-2013 • Board of Directors 2013-2015 Rotary Club of Madison West Towne-Middleton District 6250 Club Website: http://www.mwt-mrotaryclub.org/
  37. 37. Membership: It’s Now or Never | 37 How is Rotary Supporting Your Membership Goals?
  38. 38. Membership: It’s Now or Never | 38 What If? • Your goal of 1.28 million members by 2015 • Current membership is 1.207 million members • Only 2.3 New Members Per Club
  39. 39. Membership: It’s Now or Never | 39 One Size Does Not Fit All
  40. 40. Membership: It’s Now or Never | 40 What’s In It For Me? • Find the Regional Membership Plans at www.rotary.org/membershipplans • Strategies have been incorporated to allow you to be creative and innovative • Review the tactics identified for strengthening membership in your region • Develop plans in your club to support these strategies
  41. 41. Membership: It’s Now or Never | 41 Rotary Membership Committee is Focused on You! Created the Membership Committee to aid in the development of resources and tactics to grow membership Your feedback is critical
  42. 42. Membership: It’s Now or Never | 42 How is Rotary Supporting Membership? •Developing Pilot programs to test new membership models •Conducting research to learn what younger professionals want and receive from Rotary •Updating resources and materials to help club presidents and club leaders prepare their club for the future •Rotary Club Central
  43. 43. Membership: It’s Now or Never | 43 How Can You Change Rotary to Support Membership?
  44. 44. Membership: It’s Now or Never | 44 Thank You Mary Beth!
  45. 45. Membership: It’s Now or Never | 45 Questions? Membership.Questions@rotary.org
  46. 46. Membership: It’s Now or Never | 46 Membership Best Practices Discussion Group
  47. 47. Membership: It’s Now or Never | 47 Upcoming Webinars in the Membership Matters! series  Perception vs. Reality: Club Evaluation and Visioning - 8, October 2014  Simple Steps to Innovate Your Club - 4, February 2015  Membership Engagement: The Key to Retention - 25, March 2015  How to Recruit New Members and Strengthen Your Club - 6, May 2015 Webinars - www.rotary.org/webinars
  48. 48. Membership: It’s Now or Never | 48 Thank you! Register for upcoming webinars and access recordings of past webinars at www.rotary.org/webinars
  49. 49. Webinars- www.rotary.org/webinars Membership.Questions@rotary.org
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