2020

1 SETTING THE SCENE
2 OVERVIEW
2.1 Speakers identified the following key success factors.
2.2 Delegates identified the following key success techniques.
3 SPEAKERS – KEY POINTS
3.1 Rotary Strengths
3.2 Rotary Weaknesses
3.3 Rotary Opportunities
3.4 Intergenerational change
3.5 Volunteering
3.6 Marketing
3.7 Suggestions
4 DELEGATES – KEY POINTS
4.1 Demographics
4.2 Structure
4.3 Management
4.4 Meetings
4.5 Membership
4.6 Foster future membership
4.7 Marketing
4.8 Activities
4.9 Techniques
5 CONFERENCE RECOMMENDATION
6 MEDIA RELEASES
7 REFLECTIONS ON CONFERENCE
8 RESOURCES

A New Model for Rotary

Held at Rydges Lakeside, Canberra, Australia
11 – 13 July 2008

THE REPORT

Chairman's Introduction

THE CHALLENGE: Rotary International President 2008-09 Dong Kurn (DK) Lee asked RI Director Australia, New Zealand; Philippines and Pacific Islands, John Lawrence, to convene an Australian ‘Presidential Membership Conference’ and I was appointed Chairman, Organising Committee. RI Membership Development and Retention Chairman, PRID Ron Beaubien, USA also attended

OFFICIAL MEETINGS: were also arranged with the Prime Minister; Parliamentary Secretary for International Development Assistance and the Acting Director General of AusAID. The Korean Ambassador to Australia accorded DK an official dinner in honour of his visit.

THE CONFERENCE, 11-13 July in Canberra, aimed to motivate and inspire Rotarians to membership development and retention - continuing Rotary’s growth since formation in 1905 - and focusing on:-

THE CONFERENCE THEME: “Rotary 2020: The Next Generation” - Moving Forward to Build a New Model for Rotary. This to give effect to President Lee’s International Theme “Make Dreams Real” through his 10% increase target - recognising that “Real Rotarians Make Dreams Real”.

This was Rotary’s first open ended Australian Conference, arranged as a one off participatory opportunity to plan for the future, based on potential membership imperatives presented by eminent, national non-Rotary and Rotary speakers

MARKETING/PROMOTION: The entire PMC was ‘marketed’ by monthly RDU articles, website and emails direct to DG, DGE and DGN’s - and progressively to participants as they registered on line

THE ACTION PLAN was to Model the Rotary Club of the future - to attract the next generation of busy, switched on business and professional young men and women - personal and corporate:

A REPRESENTATIVE CORE of 600 attended from around the nation to “have their say” - club and district members; officers and leaders - past, present and future; experienced, new and potential Rotarians - younger members were encouraged; Alumni of Rotary International programs - Foundation Scholars, GSE and Youth Exchanges’.

THE FORMAT WAS FOR:
Keynote, celebratory speakers - inspirational, challenging;
Selected Rotarians telling of plus and minus experiences;
With Maximum Plenary and Workshop Sessions -
Culminating with “How to Action a New Model”

TOP and TAILED by a leadership seminar for District and Club Membership Chairmen, conducted by the three Australian Rotary International Regional Membership Coordinators a) to review needs and b) future planning to give effect to the newly developed PMC model

THE FOLLOWING REPORT is a comprehensive Summary of presentations, challenges, animated discussions and outcomes. My own summary was printed in RDU of September 2008 - “The WOW Factor!” (See Section 6 ‘Media Releases’). All have been included and relevant parts may be extracted and downloaded as resource for membership program purposes - including a model club presentation and future action plans by Australians through Rotary International Regional Membership Coordinators.
NB: This Report website created courtesy of a Rotarian member of the Organising Committee

A USB was provided for all District Governors, Governors Elect and Membership Chairs on Sunday morning - with Conference Recommendations, synopsis of major presentations and discussions and Media Releases for local use. On Sunday evening all participants received email letters with website links to the above and national Media Releases - with a follow up next day. All have been personally advised about access to this Report

THE SUCCESSFUL OUTCOME was driven by a dynamic and motivated Organising Committee - and the PMC balanced its $135,000 cash and kind turnover, thanks to Rotarians committing personally to attend and to sponsors, substantial support in kind and a ready team of volunteers.

BUT FOR ROTARY - THE DIVIDENDS of individual Rotarians’ investment in attending will only be as good as their determination to take the lead back at club and district levels - personally and corporately.

MAY AUSTRALIAN ROTARIANS prove RIP DK’s 10% membership growth challenge to be but a minimum - and be both achievable and indeed an imperative?

“If it is to be, it’s up to (you and) me”! Real Rotarians Make Dreams Real.

len_goodman

Len Goodman, PDG
Chairman, Organising Committee

Click to view Len's opening address (YouTube video)

Conference Organising Committee

Convenor: RID John Lawrence, OAM
Chairman: PDG Len Goodman, AO
Treasurer: Rtn Gail Kinsella
Chief Sergeant: PDG Mick Mewling
District Support, Registrations: DG Bernie Rodgers D9710 (PDG from 01/07)
2008-09 Liaison: DGE Phil Mewett D9710 (DG from 01/07)
Media and Web page: PDG Bob Aitken, AM - “Rotary Down Under”
Media and Publicity:PP Richard Griffiths
Home Hosting: PDG Ian Sayers

EX-OFFICIO
2009-10 Liaison: DGN Michael Pedler, D9710 (DGE from 01/07)
Strategic support: PP Bruce Calder
Registrations: Rtn Brian Goldstraw
Web Master & Registrations and IT: PP John Leach

MEDIA. PROMOTIONS, AUDIO VISUALS
Chair: PP Richard Griffiths
Media Liaison: PP Mark Wallace, “Rotary Down Under”
Conference Audio Visuals’ and IT: PP Bill Pearson and PP Chris Gray
PP David Marshall

REGIONAL ROTARY INTERNATIONAL MEMEBRSHIP COORDINATORS
PDG Sylvia Byers, AM
PDG Noel Trevaskis, OAM
PDG Rob Wylie

SECRETARIAT SUPPORT
Mrs Joyce Goodman
Mrs Lori Newling

CONFERENCE REPORTERS
Rtn Lindsay King
Rtn Jillian Piza
Rtn Andrew Donaldson

CONFERENCE REPORT - WEBSITE DESIGN AND PRODUCTION
PP Bill Pearson

CONFERENCE SERGEANTS
Chief Sergeant: PDG Mick Newling, D9710
PDG’s - Class of 1995/96:
Henry Gardiner, Geoff Grenfell, Howard Grigor,
Don Haberecht, Henry Hudson.
Rotary Club of Canberra City members

HOST DISTRICT
D9710 (ACT and South East New South Wales)

HOST CLUB
The Rotary Club of Canberra City

The Organising Committee acknowledges support by Ms Jennifer Deters, Manager Membership Development Research & Programs from Rotary International Headquarters, Evanston, USA - and the provision of Membership Development Resource material.

Sponsorship Appreciation

ACT Government: Reception Sponsors
Jim Murphy Airport & Market Cellars: Reception & Dinner Beverages
Bottles of Australia: Souvenir Water Bottles
The Canberra Times: Program Printing
Canberra Convention Bureau: Advice and Assistance
University of Canberra and Canberra Institute of Technology: Audio Visual Equipment Support
“Sing Australia Choir” and the Six Blokes: Inspirational interlude music
Rydges Lakeside Hotel: Venue support and assistance
Rotary Down Under: Web page and Media assistance
ARHRF: Convention Satchels and fillers
Burgmann College: Committee venue and refreshments
Hallstudio.com.au and Spincreative.com.au: Information Technology; Sound & Audio
visuals; vodcast
Hallstudio: Conference Report Website Design and Production
RI District 9710: Host District and back up support
Rotary Club of Canberra City: Host Rotary Club
Rotary International - Membership Development: Resource materials
Rotary International: Public Relations Media and Promotions support

Post PMC Reflection - Convenor RID John Lawrence

john_lawrence

Click below to download file

Post Conference Article - Rotary International Director John Lawrence (Word Document)

CONFERENCE SUMMARY

1 Setting the Scene

Our core values are not negotiable. Our commitment to international service and our world wide network place us well in our increasingly global world but internationally Rotary membership has plateaued.
In Australia overall numbers have continued to fall, but there are signs of a turn around. The year ended 30/6/2008 showed the lowest net loss in 5 years, with 12 of 23 Districts actually producing a net gain for the year.
Our average age continues to rise.
Clubs and districts are usually controlled by long time members who have served with distinction.
Rotary’s relevance for the future is being challenged.
We need to refresh and revitalise.

Setting the Scene - Click below to download files

The Program (pdf 7meg)
Ngambri Welcome (pdf)
RID John Lawrence “A new model for Rotary” (YouTube video)
Chairman PDG– Len Goodman “This one’s for you” (Word Document)
PRID Ron Beaubien “Worldwide Trends – Shifts in Membership” (Powerpoint)
Rotary International President’s Opening Address – DK Lee (Word Document)
Perceptions of Rotary – Survey Results (Powerpoint)
“Regional Membership Trends” - RRMIC, PDG Rob Wylie (Powerpoint)
At Risk Clubs” – RRMIC, PDG Rob Wylie (Powerpoint)

Video of DK Lee's Opening Address

Click here for more videos

2 Overview

2.1 Speakers identified the following key success factors.

1. Modernise meetings
2. Reduce average age
3. Improve gender balance
4. Enhance vocational coverage
5. Reflect community ethnicity
6. Recruit and develop quality leadership
7. Strategic promotion of Rotary’s image

2.2 Delegates identified the following key success techniques.

1. Increase awareness of motivations of target members
2. Support younger members’ objectives and ideas
3. Be flexible on attendance, subscriptions, meeting formats etc
4. Cultivate the culture of hospitality
5. Adapt to less long term and more episodic commitment from members
6. Reduce “obligatory” fund raising from members
7. Focus community service on areas of preference to target members
8. Engage, resource and empower public image marketing capability
9. Adopt new technologies
10. Manage procrastination and resistance

3 Speakers – Key Points

3.1 Rotary Strengths

Rotary’s infrastructure
Rotary’s image of middle class and conservative is reassuring

3.2 Rotary Weaknesses

It is natural to want to invite our friends to be new members. We are more inclined to invite people of the same age, same background or even the same profession. This is not the way to build a strong Rotary Club.
“That’s the way we have always done it” – sacred cows take a long time to die
Outdated habits & routines, reluctance to change
Rotary is considered to be relevant to younger people
80% of Rotarians have not sponsored a new member
Rotary’s image is not apolitical - a branch meeting of the Liberal Party
Rotary’s image of middle class and conservative is a major concern to some

3.3 Rotary Opportunities

Foster Australian youth innovation - document and develop ideas. The infrastructure is already available in Rotary clubs. Imagine if the ideas of our youth were fostered in a strategic way.
Do what is necessary to help schools and community. If there is a place where young people are growing up, schools and universities are where they will find their place to connect. (Brisbane uni is a great example of a hub for ideas and communities.)
Tap into corporate volunteering. Rotary is well positioned to do this- we understand both business and the non-profit sector. (When we talk about corporate volunteering, we tend to think of large companies, but it’s really more small and medium enterprises - as is the traditional basis of Rotary membership.)
Stay in touch with alumni of The Rotary Foundation and youth programs.

3.4 Intergenerational change

People are not joining organisations – prefer more loosely woven relationships
People don’t want to go to meetings that are outcomes inefficient
People don’t want to pay membership subscriptions
Young people turn to online communities because they can’t feel connected to their real community. There are millions of users on Facebook and Second Life.
New community styles are built on affiliation around issues rather than geography
Resentment towards the developed world will increase if extreme poverty is not addressed.
Half of the world’s poor live in the Asia Pacific region
Young people will not join organisations to meet and eat
Young people are busy and poor – but will take time to serve

3.5 Volunteering

Never before have Australians been so willing to volunteer – 17% to30% increase in young volunteers from 1995 to 2006.
Informal volunteering- transport, errands, childcare, coaching around 75%of formal volunteering.
Age group that volunteers most is 35 to 44 years.
Many traditional membership-based organisations are struggling to attract members
Traditional volunteer groups are having issues attracting volunteers
Motivation of volunteers - different reasons including personal satisfaction, learning new things, and sense of community
Trend toward “episodic volunteering”- temporary, interim, occasional, project based
Rise in “spontaneous” volunteering – can cause resource management difficulties
Volunteers are no longer staying with one group forever. This doesn’t mean volunteers aren’t committed to the organisation for a long period of time they do but on an episodic basis. Non-profit organisations are trying to integrate this in their matrix.
Increase “grey nomads” - mutual support with other grey nomads, helping out in towns they visit – regularly using email to communicate.
Retiree programs - encourages retirees to participate beyond their working life

3.6 Marketing

Rotary must sell itself to attract new members – throw aside comforts of anonymity and start talking up Rotary and your club
But first, Rotarians need to have confidence that their club will appeal to potential members before they invite them to attend meetings. We cannot market an unappealing or “comfortable” club.
Building trust through the community is the best way to promote Rotary
How Rotary clubs voice their intentions cannot be overstated in importance. It’s a race with similar organisations for members and support, both physical and financial. Rotary needs to sell itself, and one of the best ways to do that is through the media.
Promote programmes – most people have no idea youth exchanges etc are happening
Internet is the fastest growing marketing tool e.g. facebook
Rotarians need to become more media savvy
- Brief & to the point
- Timeliness is the key
- It is an instant news world – e.g. mobile phones reporting medium including photographs
- Respond instantly to approaches from the media
- Be available
- Editors and journalists constantly battle with over supply of stories – don’t be discouraged if yours is not picked up – keep plugging away
- Never able to compete with bad news stories but there are opportunities in “kickers” (good news to finish bulletins) category
- News needs to be “unusual” – take opportunities when you have a good “unusual” story

3.7 Suggestions

We must find new ways to make Rotary relevant, attractive and meaningful. Rotary has to fit in with potential members not the reverse.
Be aware that young people are motivated by different things and factor it in.
Motivations may change e.g. initially to know people – evolving into satisfaction.
Market the personal benefits of volunteering- training, networking, experience etc.
Rotary needs to find ways of engaging young people in ways they find welcoming.
Consider offering project work to youth.

Speaker Presentations - Click below to download files

“Working the Model” RID John Lawrence (YouTube video)
“The Need to Change” - Ron Beaubien, 2007-08 Chair of the Rotary International Membership Committee (Word Document)
“Australian Society: Where to Now”-Hugh Evans – Oak Tree Foundation (pdf)
”Volunteering 21st Century” – Cary Pedicini – CEO Volunteering Australia (Word Document)
PRID Ron_Beaubien-Address (Word Document)
“Rotary’s Image: The Big Branding Challenge” - Natalie Forrest – Prime TV, GSE Alumnus and Peter Ruehl – Australian Financial Reveiw (Word Document)
“Rotary: Broadening Horizons”- The Hon Jenny Macklin MP (Word Document)
“Rotary Perception and Profile” – Hon Sir William Deane AC KBE (Word Document)

4 Delegates – Key Points

4.1 Demographics

Clubs need to cover whole community demographics
Australia is a good community which is socially empowered
Rotary is looked upon as Anglo-Celtic background

4.2 Structure

Needs to be national (stronger than District)
Improve communication between clubs.
Look for opportunities to create beneficial relationships with other clubs – e.g. project sharing.
Set up new look satellite clubs meetings or associated groups (either within or spinning off clubs)
Connect with multi cultural associations
Develop ongoing relationships with businesses, councils, volunteers etc
Review club by laws to suit preferences of future membership target groups (e.g. friends of Rotary Club of _______, attendance requirements, frequency of meetings etc.)

4.3 Management

Need for strategic plans – at club, district, and national level
Adapt to change within society
Have one active / skilled person to deal with the media
Provide for flexibility in attendance
Use current technology
Conduct regular surveys of member satisfaction
Member fatigue
Poor communication
Focus on engagement rather than attendance
Service projects should be - a balanced program of local and international projects.
4.4 Meetings
Meetings must be businesslike. The chair must cut people off if necessary.
Meetings should be flexible and include a variety of times, locations and guests.
A Rotary Club should have the ability to decide on the frequency of its regular meetings.
Ensure warm welcome and subsequent friendly briefing, support & mentoring
Interesting, friendly, fun meetings matching preferences of target (non committed) attendees
Invest more resources in planning speaker schedules, planning and running meetings
Have a dedicated greeter – for both visitors and members
Make welcoming guests a responsibility of all at the club – not just a few
Reduce formalities
Stop “grandstanders”
Think about the need for meals
Discontinue traditions that may discourage membership targets
- Grace
- Toasts
- Sergeant
- quaint words (such as fellowship)
- Acronyms (RAWCS, RYLA etc)

4.5 Membership

Setting a membership target without a plan on how to achieve it will be unproductive.
First focus on changing to become more attractive to desired potential members, then implement an effective recruitment plan to achieve the club’s desired growth target.
Look for good leaders – quality of members will lead to better performance and future of Rotary
Provide leadership training
People want value for their money and time.
Provide for lower cost memberships
- Subsidise membership fees
- Join “Friends of Rotary Club of ___”, “Young Rotarians”, shared memberships (e.g. partners, corporate – reduced membership fees)
- cost of meals optional
- Sergeant - fun not fundraising
(Note Friends of Rotary should be at club level only …”Friends of the Rotary Club of ……” is the most appropriate term)
Target uncommitted members – joining does not make commitment – getting involved does
Develop clubs to truly reflect community demographics (cultural, professional, tradespeople, gender, age (otherwise Rotary loses relevance & respect) – connect with multi cultural associations
Approach parents of youth that Rotary has helped e.g. RYPEN, RYLA, Summer Science School
Systematically invite GSE and other Alumni, parents & partners
Identify and use potentials of members (particularly of those not demonstrating them)
Don’t have a set goals for membership numbers – focus on changing to become more attractive to target member groups – them after changes have been made
Need to check out members to check suitability of potential new members (unsuitable members can damage the club or the image of Rotary)
Preferences change throughout life – be accepting and prepared for some (particularly younger) to move out – hopefully to return later
Long standing members too comfortable and reluctant to change
Young members must be given regular opportunity for input, should not feel intimidated by longer term members.
Bring young people in as a group.
History of emphasis on professional people – need to replace with emphasis on right people – heart, attitude & leadership skills
Member education is an important part of strong clubs
Working females- different priorities, children etc
Survey members, find out what they want and report back
Diversity of society- we are a multicultural society and we need to be non-judgemental to others who are different to us.
Don’t make assumptions about whether or not someone will accept an invitation to consider joining a Rotary Club.

4.6 Foster future membership

Take opportunities to foster future Rotarians amongst young people – follow them up to keep in touch
Put more planning into developing relationships with Businesses / Professions (Council Directory a good start)
Fireside chats
Rotary education in small interactive groups, beginning before induction and continuing throughout a member’s time in Rotary.
Sponsor new clubs – easier for them to fit new demographics / technologies
Make your club vibrant – attractive to new members

4.7 Marketing

Rotary image needs to be promoted nationally
Cards to advertise club and what it does
Advertise website if you can ensure website is kept up to date

4.8 Activities

Need a diversity of projects – things that excite different people
Adopt projects that are attractive to recently joined and future members
Ongoing evaluation of projects, preparedness to change.
International service should be focused on Asia Pacific regions
Provide opportunities and encourage networking – particularly amongst future club leaders
Valuable members need to have “worthwhile” benefit - members (particularly new) need to know they are wanted – have some ownership of what their club is doing
Rotary needs to be innovative in finding opportunities for those who want to contribute time and money, and a rewarding experience for those who continue their involvement

4.9 Techniques

Set up a system for direct phone line to District for enquiries
Make sure you are promoting Rotary projects and when you do use young vital images
Invite persons from membership target group and ask them to give an opinion of the meeting afterward
Two minute presentations on what Rotary is or means
Two minute presentations on attractive stories from Rotary Downunder or your club’s activities
Need more training and development at club level
Potential Classifications need to be on local membership sites (NB: There is a list already on www.membership.rotary.org.au/ - click on “Find a recruitment plan” then on “District 9710 Beyond 2000 Manual”)
Citizenship ceremonies each year – catalyst to invite people
New member sponsor pins
Search web for potential corporate volunteers
Take opportunities to market Rotary at Rotary activities (community service work, fundraising etc)
Get District’s young Rotarians together to develop suggestions for changes to make Rotary more attractive to younger people
Have younger members manage meetings
Follow up on recruitment through newsletters etc.
Program to introduce 22 – 32 year olds (e.g.)
The orientation and mentoring of new club members needs to be done better

Delegates Key Points – Click below to download files

PMC - Trevaskis Breakout Session 1.pps.ppt (Powerpoint)
Setting New Model for Rotary 2 (Rob Wylie).ppt (Powerpoint)
Setting New Model for Rotary 3 (S Byers).ppt (Powerpoint)
Workshop Questions (Word Document)

5 Conference Recommendation

“We, the Rotarians attending the Presidential Membership conference in Canberra in July 2008 are committed to building stronger Rotary clubs.
We recommend that the Regional Rotary International Membership Coordinators, in collating the responses from the breakout workshops, prepare a series of recommended protocols, practices, and procedures that will provide a coordinated national approach to:
(i) Membership growth and retention
(ii) Enhancing the public profile and awareness of Rotary
(iii) Strengthening our clubs to be more relevant.
We further request that the above recommendation be disseminated to allow time for discussion by District personnel prior to the Institute in Christchurch in November.
We request that the Membership Coordinators identify the sections of Rotary International Bylaws that would require amendment at Council of Legislation in 2010 in order that the recommendations can be formally adopted as Rotary practice.”

Report - Click below to download file

Report on motion and Membership Website (pdf)
RRIMC Action Schedule (Word Document)

6 Media Releases

Media Release - Click below to download files

Stop Press (Word Document)
Day 1 press release (Word Document)
Day 2 press release (Word Document)
Media Release RI_meets_PM (pdf)
Press release1 (pdf)
RDU article July (Word Document)
RDU May 2008 (Word Document)
June RDU Article (Word Document)
RDU for December- January 2009 (Word Document)
RDU Article September (Word Document)
RDU March Article (Word Document)

7 Reflections on Conference

Reflections on Conference - Click below to download files

Conference Closing Address – Rotary International President DK Lee (Word Document)
Post conference email feedback Delegates’ (Word Document)

8 Resources - Have your say

Resources - Click below to download files

RRMIC-Role of District Teams.ppt (Powerpoint)
Club Presentation-Rotary 2020-(Template)V0-1.ppt (Powerpoint)
Public Relations-Enhancing Rotary.ppt (Powerpoint)
1300 4 Rotary (Word Document)
Strengthening Clubs - Rob Wylie.ppt (Powerpoint)
Camden Young Rotarians Project (Powerpoint)
Forming NewClubs-Euan Miller.ppt (Powerpoint)
PMC Club Visioning - Rob Wylie.ppt (Powerpoint)
Have Your Say-Paul Street (Word Document)
Have Your Say-Nick Pelham (Word Document)
John Burns Have Your Say (Word Document)
Ian Yarker-Forming new clubs (Word Document)
RRIMC Membership recommendations for Australia (Word Document)