Membership Mantra: Membership = Retention + Attraction
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Membership Mantra
Membership = Retention + Attraction
We are one month into our new Rotary year and we’re already celebrating Membership Month. In last year’s August article, I recall telling you that every month should be treated as Membership Month.
In the months to come you will be able to read articles from the highest growth performing clubs in our district where they will share strategies and success in growing their club. It’s not just about bringing in new members for many of these clubs; it’s about engaging existing members and consequently retaining Rotarians. These clubs are in the Exemplary Growth category which means they have increased their membership by at least 20% for year over year for a specific month (e.g. June 2014 over June 2013).
The June membership seminar continues to demonstrate the success of bringing together more than 50 Rotarians passionate and concerned about membership. Also, the enthusiasm is yielding increased focus on membership as my team and I have been invited to visit multiple clubs to share about membership and especially listen to the club members.
Even the clubs in the Exemplary category recognize that there is always room to improve in different areas of membership, especially retention. I have always stressed that a club must focus on both retention/engagement and acquisition/attraction of Rotarians. One area of focus does not cut it for long. With those clubs who have successfully launched a satellite initiative and whose numbers have skyrocketed (no pun intended), the need is even greater and enhanced for solid processes and initiatives surrounding keeping existing members engaged.
Before the end of this calendar year, I plan to share with you something you may have thought unimaginable – two clubs working together on their respective engagement and attraction strategies and using one another for a sounding board and advisor. Stay tuned!
Let’s make membership the flame to attract new Rotarians and engage our current Rotarians and light up our district to continue to be at the forefront of membership initiatives and growth.
Exemplary Membership Growth
(in alphabetical order)
- Aurora Fitzsimons
- Boulder Flatirons
- Breckenridge-Mountain
- Broomfield Crossing
- Castle Rock
- Denver Tech Center
- Gilpin County Peak to Peak
- Grand Lake
- Highlands Ranch
- Kremmling
- Longmont St. Vrain
- Mountain Foothills
- Northglenn - Thornton
- Westminster 7:10
- Winter Park-Fraser Valley
Jaydene Morrison, President of Peak to Peak Rotary, said "Our club's success can be summarized briefly as follows: We're attempting to become more relevant in our local area in order to achieve more visibility & attract members. We are publicizing our focus on local, as well as, international ventures."