Stregnthening Rotary's Brand


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Presented at the Rotary International Convention in Lisbon, Portugal on Tuesday 25 June, 2013.

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  • So glad to have had the opportunity to view this excellent presentation as I unfortunately missed it in Lisbon. The session was full. Well worth viewing.
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  • JENNIFERThank you for joining us for today’s workshop, Strengthening Rotary.I’m Jennifer Jones [BRIEF INTRO].PAULAnd I’m Paul Hydzik [BRIEF INTRO].Together…we’re going to help you Strengthen your club…and Strengthen Rotary…worldwide.
  • JENNIFERA little more than two years ago our Board of Directors and Foundation Trustees decided to take advantage of an opportunity to strengthen Rotary. Today we’ll exploreWhy our Boards undertook this effortWhat our research tells usPAULWe’ll also look at the answers we found to the key questions every brand must answer…What we stand for. How we’re different from other nonprofits. And why it matters.We’ll take a look at our communications and how these discoveries impact our message.And finally, Jennifer will share 3 ways to put our learnings to work in your own clubs and districts…to Strengthen Rotary where you live.
  • PAULLet’s start with why our Boards decided to undertake a initiative to strengthen Rotary in the first place. Jennifer…
  • JENNIFERThe fact is…people do not know Rotary.Rotary’s own Public Image Surveys* that reached a wide cross section of the globe…we surveyed prospective members in 2006 and again in 2010…people much like you, except they just don’t happen to be Rotarians, yet…and we found:Four in 10 have never heard of us.Another four in 10 have heard of our “name only.”Only two in 10 claim to have “some familiarity” with Rotary. Unfortunately what much of this group knows is often colored by misperceptions and half-truths. Let me ask you this…are enjoying the opportunity here at Convention to connect with other Rotarians?...are your clubs great places to exchange ideas with fellow Rotarians…and take action for your local community? These misperceptions would have you believe otherwise![FOR REFERENCE ONLY.]*Research: Rotary Public Image Surveys completed 2006 and 2010. Responses received from six nations: Argentina, Australia, Germany, Japan, South Africa, United States. Surveyed approximately 1,000 individuals in each of six nations by phone and online. Survey has a +/- 4% margin of error.
  • JENNIFERAs a result…Rotary is not earning full credit for the good work you do in your home town and in communities around the world. This is important…not because we all want credit. It’s important because it makes it harder for every Rotarian…harder for you…to attract new members and volunteers to your club. It makes harder for Rotary overall to attract partners and major contributors. In short it makes it harder for us all to achieve our full potential. Our combined boards saw this information as an OPPORTUNITY to ASSOCIATE our STRENGTHS and the good works you do WITH ROTARY. In support of the Strategic Plan they launched an initiative to Strengthen Rotary.TODAY WE BEGIN!
  • JENNIFERThe process OF strengthening Rotary started with research…the most unprecedented ever undertaken…
  • JENNIFERWe obtained responses from…over 20,000 Rotarians, Rotaractors, prospects and staff in 167 countries on six continents. We reviewed macro trends in social and business sectorsAnd our first-ever research to explore the underlying motivators of giving time…andmoney—globallyConducted 160+ interviews, club visits and visits to Rotary Institutes and our 2012 convention.The findings provide a wealth of practical, actionable information you can put to work starting the day you return to your districts and clubs.
  • JENNIFERResearch determined that Rotary has four core strengths that truly differentiate us from other nonprofits.First, we see differently. Our multidisciplinary perspective enables us to see challenges in ways others can’t.Second, we think differently because we apply our leadership and expertise to social issues.Third, we act responsibly, with the passion and perseverance necessary for lasting change. There is no better example than polio.Fourth, Rotary is a grass roots organization that impacts communities globally.
  • JENNIFEROne of the most important findings from our research. We found out the top two reasons people join Rotary…To positively impact our communities.And for the friendships…and connections we enjoy.
  • JENNIFERWhat makes this even more essential is that these are also the same two reasons people stay with Rotary year after year.For “community” and “connection.”Look at this again…[CLICK BACKWARD ONE SLIDE]We join for community and the friendships and connections we make…[CLICK FORWARD ONE SLIDE]And we stay for community and the friendships and connections we make! Ask me to describe “What is Rotary?” I can do it in two words? Rotary is about community and connection! Simple.
  • JENNIFERWe have more than 200 pages of research…all of it interesting. Happily, I can distill it down to one slide for you…with three key implications.First, Rotarians are responsible leaders, both socially and ethically.In Rotary we define leadership by mindset, not title. Of course, some of us hold senior titles, CEO…partner…business owner…school principal. Others are leaders because we step forward to tackle some of our communities’ toughest challenges. When people step forward as Rotarians, they ARE leaders. Second. Connecting always will be a driving force behind RotaryWe are a membership organization.Connecting celebrates our membership and the friendships and bonds we form.Third. Rotary is not just about global impact. Rotary creates community impact on a global scale.
  • JENNIFERWhat can you do with this knowledge? We know the top two reasons people join…and stay Rotarians...1) to give back to your community as responsible leaders…and 2) for the opportunity to connect and develop friendships.While we have you all here…let’s share…tell us…How do you…Create leadership opportunities for new members…right from the start…to recognize the knowledge and leadership skills these new members bring to Rotary…and get them active and involved immediately? Please step up to one of the microphones. [VAMP] I’m certain there are plenty of you who are putting new members right to work…right away in your clubs………………Yes…on the left. How do you engage new leaders right from the start…[ALT., IF NO ONE STEPS FORWARD: JEN TELLS A PERSONAL EXAMPLE FROM HER CLUB.][OPEN THE FLOOR TO AUDIENCE RESPONSES.][END DISCUSSION ON THIS TOPIC AND CLICK TO BUILD]Can anyone tell how they use their service projects as an opportunity to attract prospects to volunteer their time in service…and learn what it is to be a Rotarian? Do your clubs open up their service projects to people outside of Rotary several times a year? Tell us…the microphones are open…[OPEN THE FLOOR TO AUDIENCE RESPONSES.][END DISCUSSION ON THIS TOPIC AND CLICK TO BUILD]Do club members and leaders look beyond a prospect’s title to see if they have the mindset for leadership—and an especially strong desire for community service? Does someone in the audience have a story for us of how they “discovered” a new member with real potential…someone who is a leader, not because of their title, but because they step forward in their community as a Rotarian?[OPEN THE FLOOR TO AUDIENCE RESPONSES.]
  • PAULThank you Jennifer…thank you everyone. I have a question for you…When someone asks you, “What is Rotary?” How do you answer?Are you ready? Can you give your “elevator speech” at a moment’s notice?In our research we found the number 1 response of Rotary members…even those who have been Rotarians for years…is…
  • PAULUM.There’s a pause. A hesitation. Uncertainty and a bit of unsteadiness. We got answers like, “Rotary is different things to different people.” …“Rotary is what you make of it.” …and “Rotary is really, really great.” …I think you’ll agree that these are all really, really poor answers. So let’s make a commitment today. You and me. Right now. That we are not going to be one of those people who answers…”UM.”…that we’ll respond with confidence. Think about it…an elevator ride between floors lasts only a handful of seconds. So it should be easy to construct a statement that defines how you see Rotary.
  • PAULAnd our research can help again…because it helped us define three core ideas about Rotary. And they’re perfect for creating our elevator speech. It’s our essence...our core. Rotary…JOINS LEADERS…Rotary is a catalyst for improving our communities.We EXCHANGE IDEAS…bringing our expertise and our diverse perspectives to bear on community problems.Then…because ideas are only the first part of the solution…Rotarians TAKE ACTION.And we do this community-by-community around the world. Let me give you an example of how I constructed my own elevator speech…around the ideas: JOIN LEADERS…EXCHANGE IDEAS…TAKE ACTION. And perhaps I can inspire you to create your own…
  • PAULWhen someone asks me, “What is Rotary?” here’s what I tell them…“Rotary brings together the kind of people who step forward totake on important issues forlocal communities everywhere.It’s crisp, short and clear. And I can an answer their question quickly and confidently.…”Rotary brings together the kind of people who step forward.” We are a catalyst that JOINS LEADERSWe EXCHANGE IDEAS and TAKE ACTION…”we step forward to take on important issues.And we do this in your community…in my community…”in communities everywhere.”
  • PAULIf your elevator ride will take you forty stories instead of five, and your new elevator speech has attracted someone’s interest, share your Rotary story…what makes Rotary so important in your life. Jennifer and I have two brief stories…from a Rotarian in Norway…and another from a Rotarian form Uganda. They tell how Rotarians all over create new connections and make new friends. And that has made their communities better places to live…stories of connection and community.Please roll clip.[ROLL VIDEO CLIP]…AMAZING TRUE STORIES! And if you think about it…there are hundreds more just like them in this room alone!
  • PAULThink for a moment…how will you answer the question, “What is Rotary?” Start today…Remember…our research shows that Rotary is about COMMUNITY…AND CONNECTION. At Rotary…we JOIN LEADERS…EXCHANGE IDEAS…TAKE ACTION. Use those core ideas to construct your answer.
  • Rotary’s communications materials will be affected as well. These are just rough concepts…but they suggest a direction born out of our research.In the past, Rotary’s materials were often more concerned with the “Hows”…for example, the process and mechanics of becoming a member. As a result of our branding effort we are refocusing our communications on the “Whys”…the benefits of becoming a member…with action-oriented headlines and a compelling benefit story.If we look inside that brochure we might find our story told with infographics—which communicate faster across languages than the long paragraphs of text we use today.
  • A club service project poster might look like this…with an action-oriented headline:“No one in our community should go hungry. With our help, no one will.” Again, the large Rotary Gold wheel…a proud Mark of Excellence…ensures that the message…”This is Rotary”…comes through.
  • JENNIFERAt the beginning of the workshop we said we would share three ways you can strengthen Rotary.
  • JENNIFERFirst. Share what you learned in this workshop with others on your team. With your fellow club members. And your membership chairs. Then ask how these insights impact how you’re going to approach everything from your next club meeting…to your next visit with a new membership prospect…to your club’s next service project.
  • JENNIFERTwo. Living the Rotary brand means asking the right questions…Begin by taking an honest assessment of your own club…and the clubs in your district. If you were a prospective member today, what would make you want to join? Think about how you make your club vibrant. Fun. Involving. Think about how you might invite your best friend to join? What would you say to them? How would you share your Rotary moment?Think about how your club can be more appealing to younger professionals. How you could involve them more…right from the start.Think about why existing members leave? And what changes or improvements might have kept them?Again, Rotary’s Membership department can help you. Give them a call.
  • JENNIFERHere’s a question. How many of you asked your spouse to get married on your first date? None.Because that would be silly.But many Rotarians do almost the same every day in Rotary. We ask someone to join our club the first time we meet them. Wouldn’t it be smarter to “date” first before we ask someone to get married? Invite a prospect to a service project. Find out their area of expertise. And connect them with a project for which they would be well suited. Let them see how much fun it is to give back to their community. Experience suggests that clubs and members who try this approach are more often successful.What about your existing members? Are you club presidents doing enough to keep them involved and engaged?
  • If you remember only two words from our workshop today…remember… COMMUNITY. & CONNECTION.Then you can describe what Rotary is about in two words….”Community” and “Connection.”Because we know this is why you join…and stay with Rotary. Because we know that we CONNECT LEADERS. We EXCHANGE IDEAS. And we TAKE ACTION give back to our communities. And we do this in every COMMUNITY everywhere in the world.
  • When you get back home…share what you’ve learned with your fellow Rotaractors…and your fellow Rotarians as well. Share it with your friends…people who are not Rotaractors…and do not yet know what you know…how amazing Rotary is…get out there and continue your mission…BE ROTARY CHAMPIONS!Thank you.
  • Stregnthening Rotary's Brand

    1. 1. 2013 RI CONVENTION STRENGTHENING ROTARY Jennifer Jones Paul Hydzik 25 June 2013
    2. 2. 2013 RI CONVENTION  Why we’re strengthening Rotary  What our research tells us  “What is Rotary?”  3 ways you can strengthen your club TOGETHER WE EXPLORE
    4. 4. 2013 RI CONVENTION Never Heard of Rotary Know Name Only Some Familiarity PUBLIC IMAGE SURVEY
    5. 5. 2013 RI CONVENTION OPPORTUNITY NOT EARNING FULL CREDIT FOR OUR GOOD WORK Harder to reach our full potential
    7. 7. 2013 RI CONVENTION Conducted 160+ interviews Analyzed 20,162 surveys Reviewed 400+ documents Zone Institutes Participated in 5 Obtained comprehensive feedback from Rotarians & prospects in 167 countries Visited 20 clubs and attended the 2012 International Convention
    8. 8. 2013 RI CONVENTION OUR STRENGTHS DIFFERENTIATE US 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
    9. 9. 2013 RI CONVENTION 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% 30% 20% Why did you initially join Rotary? PRIMARY REASONS PEOPLE JOIN ROTARY…
    10. 10. 2013 RI CONVENTION …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% 30% 20%
    11. 11. 2013 RI CONVENTION 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
    12. 12. 2013 RI CONVENTION PUT THESE FACTS TO WORK How do you: • Find leadership roles for new members right from the start? • Use service to create opportunities for prospects to connect? • Look beyond title to a prospect’s mindset for membership potential?
    13. 13. 2013 RI CONVENTION HOW DO YOU ANSWER? What is Rotary?
    14. 14.
    16. 16. 2013 RI CONVENTION Rotary brings together the kind of people who step forward to take on important issues for local communities everywhere.
    18. 18. 2013 RI CONVENTION “What is Rotary?”
    20. 20. 2013 RI CONVENTION
    25. 25. 2013 RI CONVENTION Community & Connection