The sixth free ebook in the Rotarian Economist Short Books series has been released. The book tells the story of an initiative by a Rotary club to improve its public image by writing articles in the local media about volunteering opportunities for residents to make a difference in their community. The articles feature great local nonprofits, some of which the club is partnering with in order to implement service projects. The initiative appears to have been a success. To download your free copy, please go here.
The first ebook in the Rotarian Economist Short Books Series has just been published. It provides 10 simple lessons for Rotary clubs to grow. The book is based on the success of the Rotary Club of Capitol Hill in doubling its membership in six months. The book is free and available here in multiple formats. Please share this link widely for others to benefit from this resource. And if you like the book, please consider writing a quick review!
No, Rotary International did not suddenly get 720,000 or so more members, or at least not yet! I am talking about the membership growth in my club – the Rotary Club of Capitol Hill in Washington, DC, from July to October.
Let’s admit it: a high growth rate (negative or positive) is more likely with a small club than a large club. Still, after more than five years of almost continuous decline in membership, my club is excited to report a 60 percent growth in membership from July to October. We had 18 members on July 1. Now we have 29, with 11 new members inducted in the first trimester of the new Rotary year. We are still a small club, and we have a lot more to do to gain strength, but we are on the right track.
How did we do it? Let me share our recipe:
Ingredient 1: Less meetings, more service and public events. Rotary’s Council on Legislation has given a lot of freedom to clubs on how they organize their meetings. So we decided to reduce our regular meetings from four to two per month, which gives us more time for service work and organizing public events.
Ingredient 2: Better service opportunities. Many Rotarians are professionals and business leaders, yet most do not use their skills when they volunteer with their club. We changed that in our club by creating teams of Rotarians and non-Rotarians combining their skills to provide free advice to local nonprofits on the strategic issues they face. This is not only more interesting in terms of volunteer work, but it is also more impactful to create positive change in the community.
Ingredient 3: Lower cost. By the standards of Washington D.C., our membership dues are not very high, at $600 per year. But this is too much for many. So we created two new membership types – a membership at half the regular dues for young professionals under 35 years of age, and a spouse/partner membership at one third of the dues. I hope we will be able to reduce dues further in the future.
Ingredient 4: Stronger public image. We are organizing better and more regular public events. One of our recent events was a seminar at the World Bank with great speakers on education for peace and social change. That same week we also had a stand at the main festival in our neighborhood. In addition, we have been writing posts for a local blog, a series of articles on volunteering for the local magazine (Hill Rag) for our neighborhood in Washington, D.C., and another article for a free weekly newspaper (Current Newspapers).
Ingredient 5: Strategic planning. We now have a strategic plan, our first since the club’s creation in 2003. The plan gives us a vision, and clear milestones and targets that we are trying to achieve.
Ingredient 6: Luck. Part of our gain in membership was just luck. For example, two new members transferred from other clubs due to changes in jobs and the location of their workplace. What’s great is that they bring with them a lot of experience in Rotary.
It remains to be seen whether we will continue on the path of membership growth for the rest of the year. We expect some members to relocate, so we will need to recruit more members simply to compensate for that.
We also have a lot of work to do to achieve our goals in terms of impact in the community, which matters even more than membership growth. But we are making progress, and we have exciting initiatives coming up that should help us become better known and make a larger difference in the life of the less fortunate.
This post is reproduced with a few changes from a post published by the author on Rotary Voices on Friday November 4, 2016.
As readers of this blog may be aware, my Rotary club launched last month a number of partnerships with key nonprofits in our community as part of a “pro bono initiative”. These partnerships bring several benefits: 1) better service opportunities for our members and larger impact in the community; 2) more visibility for our partners and our club; and 3) new members. Let me briefly explain these three benefits in case they may inspire other clubs to adopt a similar model.
Better service opportunities and larger impact: Most Rotarians are professionals and/or business leaders. We are building on these skills in our club by providing pro bono strategic advise with small teams of 4-5 individuals (both Rotarians and non-Rotarians) that support local nonprofits. This makes our club more interesting for our members in terms of the service opportunities we provide, and it also increases the impact that we have on the community through local nonprofits. I mentioned this pro bono initiative in previous blog posts, so let me focus here on the other two benefits.
More visibility for our partners and our club: This higher visibility is achieved is several ways. First, we are sharing our work on social media using some of the better known blogs in our community. The main blog for our community is “The Hill Is Home”. So we started writing posts for that blog, not directly about our club, but about the great work of our nonprofit partners … and the fact that we are working with them. We also started writing short articles about our partner nonprofits in the main monthly magazine for the community. Again, the stories are about our partner nonprofits but they mention in passing that our club works with them. These efforts should give us more visibility, and they also help our nonprofit partners who truly appreciate the visibility they get with this initiative. Finally, we have started placing small posters in local cafes, libraries, and other locations to advertise the fact that our nonprofit partners are invited as speakers to our club meetings. We indicate when they are speaking, which can bring us more visitors.
More members: Our club has been losing members for quite a few years. As mentioned in a separate post on this blog in which I shared our club’s strategic plan, our top priority this year is to attract new members and revitalize the club. It is too early to assess whether we will be successful, but the last few weeks have been promising. On July 1, we had 18 members, down from 31 a few years ago. Right now, we are back to 26 members thanks to 8 new members who joined in the last three weeks. Our pro bono initiative and our partnerships with local nonprofits have helped us in recruiting some of these new members and we have a number of other potential members we are in contact with thanks to the initiative. We will loose a few members in coming weeks/months due to relocations (Washington DC is for some a temporary location), but we are hopeful that we will achieve a substantial net gain in membership this year thanks in large part to the pro bono initiative and the benefits it brings not only to the club, but more importantly to local nonprofits and the community.
There are multiple ways for Rotary clubs to partner with local nonprofits in a strategic way, and some clubs have a long history in doing so. Our new model emphasizing pro bono consulting teams working closely with local nonprofits may not be the right model for all clubs, but it appears to be working for us, and it ties in nicely with our efforts at improving our public image and recruiting new members. If you would like to know more about our new model, please do not hesitate to post a comment on this post, or to email me through the Contact Me page of the blog.