HOW MEMBERSHIP IN YOUR CLUB CAN EXPLODE
DG Dan Himelspach
June 2014
Let’s consider our struggle to attract new members to Rotary. To be successful all Rotarians and Rotary Clubs need to rethink their approach to membership.
Over the past several years in the face of dwindling membership we have tried multiple initiatives. They have all been similar with a focus on keeping track of our membership, giving out awards, and encouraging Rotarians to talk to everyone about joining Rotary. While these are laudable efforts, they miss the point and as a result have had limited success - in North America you could say in the aggregate no success. Albert Einstein said, “The definition of insanity is doing the same thing over and over and expecting different results.”
Dr. Albert Bandura, the renowned psychologist and originator of the social learning theory, and Dr. Walter Mischel both from Stanford, have given us a hint on how to increase membership in Rotary. Their research on influencing behavior demonstrates that people will not attempt a new behavior unless:
1) They think it’s worth it – Does it has value to them? and
2) They think they can do what is required – Do they have the money, time, schedule, or energy to be successful in the new behavior?
When we ask someone to join Rotary we are asking them to attempt a new behavior.
Rotary is slowly becoming aware of the first principle. The current conversation through-out Rotary is that we have to convince prospective new members that belonging to Rotary has value. This is a welcome change. In years past the attitude seemed to be: Rotary does good in the world, if you don’t know Rotary is valuable, you probably lack the “service above self” attribute and don’t qualify to be a Rotarian.
The second principle has not been fully considered by Rotary. Even if a prospective member believes Rotary is the best organization in the world, to join Rotary that same member must be confident that they can afford it, have the time for it, and have the energy to fully participate. In other words, “Does Rotary fit my lifestyle?” If not, why bother? How many friends and colleagues do you know agree Rotary is a wonderful organization, but “I just don’t have the time.” or “It’s too expensive”, or (the worst) “You mean you have to attend a meeting every week?” as they scrunch their face.
Rotary must accept that to attract and retain members Rotary will have to change to meet the lifestyle and needs of others rather than expect others to change to meet Rotary’s requirements. This does not mean Rotary should blindly accept everyone. We should continue to screen prospective members for ethics and a willingness to help others. It does means we have to accommodate the legitimate needs of others if we expect to grow.
The Rotary satellite initiative is a wonderful start and is enjoying huge success in our District. Satellite teams and alternative memberships offer the opportunity to accommodate the needs of wonderful individuals who could contribute greatly to Rotary and fulfill their personal goals. With a Satellite group, your Club can be flexible and can modify the financial requirements (for example, by not having a meal with the meeting), the meeting regiment, or focus on more direct service opportunities. Satellite groups are not just for the young. This misperception will limit and retard creative membership opportunities for a wide variety of prospective Rotarians.
I strongly encourage every Rotarian and especially Club leadership to objectively consider what prospective members need and how to accommodate those needs. Several Clubs in our District have done just that and the result has been huge increases in membership which will lead to an infusion of energy and fresh ideas. Be creative but logical, and watch the membership in your Club rise to a new high.
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Rotary District 5450 ♦ June 2014 ♦ Issue 6