Bridging The Gap & Growing The Family Presentation
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This document discusses strategies for Rotary and Rotaract clubs to bridge the gap between them and grow their membership. It proposes two objectives: 1) fostering collaboration between Rotary and Rotaract clubs on meaningful joint projects to benefit the local community, and 2) expanding membership by implementing an integrated communications strategy using social media, advertising, and branding. This strategy would be managed by a District Communications Committee and involve activities like supporting new Rotary club models, using various digital marketing channels, and clarifying Rotary's value proposition to differentiate it from other organizations.
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Bridging The Gap & Growing The Family Presentation
- 2. Rotary & Rotaract Bridging the Gap & Growing the Family DISTRICT 5040
- 3. Hi Why are we here? 3
- 4. ROTARY
- 6. • 8 Clubs Numbers • 19-30 years old • Rotary Rules sponsored • Autonomous • Individual Projects • District
- 14. THE VISION Bridging the Gap & Growing the Family
- 15. What is Rotary? 90 80 70 60 50 40 90 30 20 50 5 10 20 0
- 16. What is Rotary? 90 80 70 60 50 40 90 30 20 50 5 10 20 0
- 17. What is Rotary? 90 80 70 60 50 40 90 30 20 50 5 10 20 0
- 18. What is Rotary? 90 80 70 60 50 40 90 30 20 50 5 10 20 0
- 19. Movie 19
- 20. THE CURRENT SITUATION
- 21. Internal Analysis Strengths Threats Weaknesses Opportunitie s
- 22. Target Youth Market Target Market: Service & Creative Industries Technological • 25-45 years old Shifts • Gen X and Gen Y
- 24. Great Place to BE! Prevailing Issues Objective 1: Bridging the Gap
- 25. Great Place to BE! Great Place to BE! Objective 1: Bridging the Gap Objective 2: Grow the Family
- 27. BRIDGING THE GAP
- 28. Meaningful Joint Projects INVOLVEMENT Joint Social Benefits LOCAL Social Innovation Benefits LOCAL Meaningful COLLABORATION INVOLVEMENT Community Planning Social Benefits together Innovation LOCAL Joint Creativity COLLABORATION Impact Impact Community Local CHALLENGING Planning Joint together Joint Social Benefits Creativity Innovation Social Joint Meaningful Benefits Creativity INVOLVEMENT CHALLENGING
- 29. NewGen Clubs • Creating a temporary net • Offer more flexibility • Span wider geographic area • Lower financial barriers • Hands-on focus
- 30. Great Place to BE! Objective 2: Grow the Family
- 31. GROW THE FAMILY
- 32. Growing the Family Bringing in new members requires communicating value. Who? What? When? How? Where?
- 33. Who Connecting Existing & Past Members • Lead tracking database (SalesForce) • Keep in contact (newsletters, RSS) Targeting Potential Members • Media exposure • Word of mouth • Advertising
- 34. What Integrated Communications Strategy Social Media Search Engines Local Media Outreach Business Community
- 35. When & Where • Cost-per-click advertising Online • Facebook Ads • Google Ads/Adsense • Craigslist
- 36. How • Landing page is very important! • Ad text is very important.
- 37. Branding Rotary does everything. What’s our elevator pitch?
- 38. builds leaders Rotary who champion local community and international initiatives for the betterment of humankind.
- 39. Elevator Pitch Differentiate Rotary from competitors on principle of building leadership.
- 40. District Communications Membership management Committee Public Advertising Relations How it Will Work • Joint venture Social Media • External volunteers • Funded by each Club • $100-200 annual cost per Club
- 42. Objective 1: Bridging the Gap Big Local Impact Project Supporting NewGen Rotary Clubs
- 43. Objective 2: Grow the Family Integrated Communications through New Media Channels District Communications Committee
- 45. Q&A Thank you
Editor's Notes
- Visionary slideThis is the slide we’ll have up while we’re getting ready.
- ^Claudia
- so we have a bit of a story to tell you. last year, a couple rotaractors attended the district conference last year and were inspired by the amazing things that rotarians were doing in this world. we discovered the journey of philanthropy and rotary's passion for youth. we were surprised when some rotarians came to ask what rotaract is and what we do. so bob and dean encouraged us to give a presentation on rotaract this year at this presentation and as you know, sometimes one thing can lead to another and before you know it. here we are...
- names & roles...and we'll all here because of Rotary
- Let’s review some of the amazing things that you do in our community.From international relations to human rights, Rotary has been creating leaders in almost every aspect of philanthropy.One huge objective of Rotary is to provide opportunities to youth.Some of these youth initiatives include RYLA, Interact, Rotaract, Youth exchange, peace scholarships.In addition to hundreds of other programs (like GSE, ambassadorial scholarships, paulharris fellowships)Let’s look at one of these initiatives in more depth, Rotaract: Besides being Rotary in action, Rotaract in District 5040 has also achieved these amazing things
- Roundtrip
- Big Give
- Zenith conference: A conference to empower youth and engage them in organized by Rotaractors with the support of Rotarians.
- As well as countless local events that support Rotary events
- By the end of this presentation we want to give you the answers to these questions and how were going to break these stereotypes.Stand every please stand up. Please sit down if you think at least
- By the end of this presentation we want to give you the answers to these questions and how were going to break these stereotypes.Stand every please stand up. Please sit down if you think at least
- By the end of this presentation we want to give you the answers to these questions and how were going to break these stereotypes.Stand every please stand up. Please sit down if you think at least
- By the end of this presentation we want to give you the answers to these questions and how were going to break these stereotypes.Stand every please stand up. Please sit down if you think at least
- Rotary Review & Competitive Analysis We have just heard how Rotary can inspire youth and we want to help Rotary continue to do this. Let’s take a look at the competitive environment of service Clubs and where Rotary stands.Greying Membership& Membership decline in Canada
- Strengths:International & localWell RespectedHistory & TraditionCan do attitudeHuman capitalWeaknesses:Resistance to changeLack of focusAging membershipHidden accomplishmentsIntimidating, time consumingOpportunities:What is the next polio plus?New youth programsBetter communication toolsThreats:Competing NGOs/CausesDemographic changeLess attachment to local communityDonor fatigue
- Target Market: 25-45 yr old, community minded, career-oriented men & womenMarket Profile: Gen X and Gen Y (echo boom)Trends: Jobs weighted to service, creative and knowledge industries. Starting families later. Less rooted in communities – high % of renters. Changes jobs frequently.Technological Shifts: much more tech savvy – higher expectations*This has why there has been new styles of Rotary clubs emerging in our District. I am part of NewGen which is based in downtown Vancouver where most of my peers work. The organizational structure is more flexible and we alternate physical and virtual meetings. Membership fees are also more expensive
- Thanks Aaron.
- As Aaron was talking about previously, Rotary is a great place to be. You can gain great skills, do good for the community and find support for your passionate causes. But we also talked about a lot of the challenges we face such as growing competition and changing demographics. We imagined this barrier for stopping people from joining Rotary as a giant chasm. These people can be total strangers to the Rotary Organization but also those currently part of the numerous youth clubs and initiatives we have.
- The first objective we want to accomplish is bridging the gap. It’s about making sure those that have participated in rotary activities in the past continue to do so in the future. That after we’ve attracted youth into Interact and Rotaract that they will want to take that next step into Rotary when they’re ready.The second objective we want to accomplish is attract new blood to the Rotary Organization. This objective is to capture the kings of people we saw in the opening video. Those that have no idea what Rotary is. This topic includes issue such as brand awareness and what new advertising channels we should be looking at.
- This is the end result we’re looking for.
- One of the biggest pools for recruitment of youth into Rotary is Rotaract. However not everyone will make this transitions. One of the reasons why is because even though we are part of the same organization, we act very independently of each other. I’ve met some Rotarians that do not even know what Rotaract is, thats one of the reasons for our presentation today. However, I have also met members of Rotaract that have no idea what the Rotary clubs in our district are like or what they are doing. One way we think is a great way to gain this insight and familiarity is by collaborating on a big project. If they know the people in Rotary and can see the benefits of being in the club first hand their desire to join will be higher and the familiarity will make their transition easier. And I don’t mean just coming to the projects or helping day of but working together in all the stages through visionary planning to logistics and operations. These projects need to be have jobs high in task identity and significance. And of course be meaningful.
- Of course developing these ties and creating a formal transition process will take time. Meanwhile we still have people who have outgrown Rotaract and don’t want to join Rotary and don’t know what to do. So a lot of them just fall off the face of the earth we never hear from or see them again. We need something to act as a safety net to capture any potential members that might have left the organization otherwise. We have recently made this net in the form of the New Generation Club. The New Generation Club started in _____, hold meeting at ____, and have ___ members. The club has been very successful at attracting the Gen Y(Echo Boom), our target market and here are some reasons why. First of all they offer more flexibility and one of the ways is through online meetings. Every other meeting is an online meeting. Which is also one of the reasons why the new-gen club covers a larger geographic area. Members also incur a much lower financial cost. Proposed membership fees of the New-Gen club is $200 annually. We want to attract more youth to Rotary but we have to understand that they’re not as established in their careers and high financial cost can be a barriers for them. That’s why the goal of the New-Gen club is to keep them in the loop until they’re ready to transition to rotary. Its not our place to say what Rotary membership fees should be or how your meetings should be run. We’re just giving an update and recommending that Rotary continues its support for the New-Gen club.
- The second objective we want to accomplish is attract new blood to the Rotary Organization. This objective is to capture the kings of people we saw in the opening video. Those that have no idea what Rotary is. This topic includes issue such as brand awareness and what new advertising channels we should be looking at.
- Existing, Past MembersLarge database with lead tracking (salesforce)Regular contact with former RI Scholars, Exchange Students, Interactors, Rotaractors, RYLA, Rotarians etcPublic in Target MarketMedia exposureWord of mouthAdvertising
- Claudia live blogged
- Broad exposure is wastefulTargeting & Results Tracking is valuableCPC - Pay only if ad is clickedFacebook AdsBC has high per capita Facebook usage, nearly 100% of Vancouver Gen YAds on right side of pagesDemographic control: age, location, sex, education level, profile keywords (volunteer, community etc), workplace, languages Google Ads/Adsense2002 afterthought - 95% of 21 Billion 2008 revenueChoose keywords + geographic areaShown above or beside search resultsCost determined by keyword auction/ popularityCraigslistFree! 20 Billion views/monthEasy to get lost in shuffle - post weeklyUse pictures, post for club and projects separately
- Landing page is very important!Sales oriented - key reasons to join rotary, basic club info Immediate membership formDon't make them hunt!Ad text is very important. Searched keywords in Google are highlightedA couple of words for title & dozen or so for bodyFacebook Lets you also have a small ad imageAd text should have a call to actionKeep Brand consistent online & offline
- Need to differentiate from competitorsMost NGOs compete on a cause e.g. some of the ones outlined belowBut Rotary does everythingHave you ever caught yourself being asked what Rotary is, and found that you have difficult explaining to friends or family in one sentence?Well we’ve come up with an elevator pitch. Competitors are specialized in a specific causeLions, Kiwanis etcIn the same boat, similar problemsGreenpeace, Suzuki, Sierra, WWFTopical, lots of coverage, appeals to cohortAmnesty, Red Cross, World Vision, Plan, Salvation Army, Engineers/Doctors without bordersInternational, focused, easy to explain, value per dollar, direct aidCancer Societies, Heart&Stroke, Other medicalEasy to relate to, easy to commit,
- Creating and maintain contact databaseOngoing member communicationsJoint venture between Rotary, Rotaract, InteractUse co-op students with new media expertiseYearly budget would be required to execute adsImportant to have detailed reporting on effectiveness of campaigns