Our brief, two-week series featuring internal speakers on the subject of club membership, stimulated thought and conversation on this very important topic. Rotary in general, and our District and Club have all experienced more or less stagnant membership for a number of years. As I began trying to learn more, I found that membership is much larger and more complex subject than I had realized.
We have all been asked to invite friends and colleagues to join, and some have done that and continue to do it. “Thank you” to those who have brought new members into our club. I am one of those who was invited and responded, so I know that channel works and should continue to be encouraged and supported.
Gradually, however, it has become clear to me that there are many facets to the membership topic. Each of them touches on other aspects of club life, and each requires its own strategy if we are to be successful in growing our club.
For example, other than camaraderie, what are new members looking for in a service organization? How could our meeting schedule, format, dues structure, and overall club experience be tailored to make our club more attractive to new members?
What means, other than personal invitation, can we utilize to attract the attention of prospective members? What is our “marketing area?” Why doesn’t the Arden Hills – Shoreview club have more members from Arden Hills? What are we doing to attract residents of North Oaks or northwestern Vadnais Heights? Why, with large corporations located nearby, don’t we have multiple members from each? And what strategies could we employ to address these questions?
Looking beyond initial identification, what needs to be done to make visitors and prospective members feel more welcome from their first contact with us? How can the on-boarding process be made more meaningful and enjoyable? What kind of mentorship and guidance do new members need, and for how long? Do some members specialize in mentoring? How do we determine an area of service that will be appropriate to and rewarding for each new member? And what path will take a new member from participant to leader?
And oh yeah, who’s orchestrating all this?
There is no shortage of answers available from RI or the 5960 Membership Team. We can develop strategies to address every issue presented here and more. And when we do, I am convinced that our club will experience improved growth and prosperity.
Please watch for your opportunity to contribute to the development of our club’s membership strategy.