This is the joint presentation of James Martin, District Communications Chair and David Rankin, District Governor covering the year ahead for the Club Communications & PR Officers and also outlining the changes and developments that have been undertaken over the last 12 months.
2. Update from RIBI Assembly 2009
RIBI Restructure – David Rankin
New “branding” – David Rankin
Social networking & Rotary – Rene Looper
Question & Answer session
Summing up – Geoff Sampson
Rotary District 1010 - Scotland
North
3. James Martin – Communications Chair
Mike Phimister – Webmaster & Mag Editor
Communications Specialists
◦ Geoff Sampson
◦ Bob Black
◦ Margaret Vernon
Communications will also incorporate the
new Events Team which will look after the
various session run by District
Rotary District 1010 - Scotland
North
4. RI President Elect John Kenny‟s theme
The new membership promotion
“Thanks for Life” Day 2010
Personal view on D1010 in comparison to
other districts in RIBI
Rotary District 1010 - Scotland
North
6. An internal Rotary
theme?
Should we use it
externally?
Changing face of
Rotary every year...
Supplying the image to
the press & media
Ensure your club
members understand
Effectively for internal use
Rotary District 1010 - Scotland
North
7. As presented by David Bryant
RIBI Marketing Manager
Rotary District 1010 - Scotland
North
8. AGE PROFILE OF MEMBERS
20,000 2008
15,000
10,000
5,000
0
30-40 40-50 50-60 60-70 70-80 80+
9. AGE PROFILE OF MEMBERS
20,000 2018
15,000
10,000
5,000
0
30-40 40-50 50-60 60-70 70-80 80+
10. AGE PROFILE OF MEMBERS
20,000 2028
15,000
10,000
5,000
0
30-40 40-50 50-60 60-70 70-80 80+
15. Low awareness
Confusing
Time & commitment
Inflexible
Distant… intimidating
„But Rotary does a lot of
good charity work…‟
But not rejected for these reasons
16. What do they currently
2.
think about ROTARIANS?
Male
65+ years old
Retired, or soon-to-retire
„Old in mind‟
Stuffy, slightly elitist
…but helpful
“A 60-70 year old man who
isn‟t much fun… a bit like
the less-fun granddad”
19. SHOW more Rotarians aged 30-55
FOCUS on the great things they do
COMMUNICATE the passion and dedication
Allow the target market to IDENTIFY with
them
TESTIMONIALS
SURPRISE them
26. Autumn 2009 – 23 February 2010
Rotary District 1010 - Scotland
North
27. 1,860 Rotary clubs and 56,000 Rotarians
in Great Britain & Ireland
◦ Links with schools
◦ Meet a celebrity
◦ Window of Opportunity
◦ National Immunisation Day
◦ Business-to-Business Dinner
◦ Media coverage
28. Enhanced national profile for Rotary:
◦ New contacts and new members
Teachers, parents, business and professional
people
Funds to meet Gates $200M challenge
Long term opportunity
29. RIBI Marketing, PR & Communications
Committee Member
Rotary District 1010 - Scotland
North
30. Presented by David Rankin
District Governor District 1010 Scotland North 2008-9
RIBI Communications PR & Marketing Team Member 2009-10
Rotary District 1010 - Scotland
North
31. •Communications, PR & Marketing pivotal role.
•RIBI Membership Initiative.
•Some hard hitting facts.
•Your role in new RIBI initiative.
•RIBI Tool Kit.
•Using These Tools.
•Other Tools.
•Your Team.
Rotary District 1010 - Scotland
North
32. Membership Foundation Communications Projects
Chairman
Web Manager
Suggested possible team structure
Editor
PR
Rotary District 1010 - Scotland
North
33. •Why are we doing it?
•What will it cost?
•Where will we be doing it?
•Who will be involved?
•How can you help?
•What role will you play?
•How long will it take?
•What is the target audience?
Rotary District 1010 - Scotland
North
34. AVERAGE AGE AVERAGE JOINING AGE
65
59
45 55
1998 2008
1997 2008
Rotary District 1010 - Scotland
North
37. 64,206
62,024
55,410
38,900
21,800
1990 1998 2008 2018 2028
Rotary District 1010 - Scotland
North
38. The findings from both areas did
not come as a surprise…….
Rotary District 1010 - Scotland
North
39. •Low awareness
•Confusing
•Time & commitment
•Inflexible
•Distant… intimidating
•Rotary does a lot of good charity work…
But not rejected for these reasons
Rotary District 1010 - Scotland
North
40. •SHOW more Rotarians aged 30-55.
•FOCUS on the great things they do.
•COMMUNICATE the passion and dedication.
•Allow the target market to IDENTIFY with them.
•TESTIMONIALS.
•SURPRISE them.
Rotary District 1010 - Scotland
North
42. •Men and women
in business and professions
•Aged 30-55
•Interested in voluntary work
Rotary District 1010 - Scotland
North
43. •Work with your membership team to create a
database of target audience.
•Work with your club leadership team to initiate a
strong campaign.
•Utilise the Toolkit that will be provided by RIBI.
•Provide direction to the team on best media
options.
•Create a forward facing image.
Rotary District 1010 - Scotland
North
44. •Consult with your President and Membership team
now.
•Discuss the publicity opportunities.
•Plan well in advance.
•Consult with your appropriate District teams.
•Choose and consult with appropriate media.
•Getting the media support (get them on your side)
Rotary District 1010 - Scotland
North
45. Discuss the media opportunities.
•What media opportunity there would be?
•What would be the preferred media choice?
•Which avenues are open to you?
Local Press, National Press, Local Radio, National Radio,
Regional Television, National Television, Local Interest
Groups & Publications, Business Publications and many
more.
Rotary District 1010 - Scotland
North
46. •Decide which media options are best.
•Contact them well in advance.
•Think of what format will be appropriate i.e..
• Newspaper article, Press interview, Radio or TV interview, Press
photograph, TV filming.
Timing
•
Who should be there?
•
Write appropriate article in advance.
•
In interview, who should speak? what should be said?
•
Appropriate surroundings.
•
Publicity material.
•
Rotary District 1010 - Scotland
North
47. •Increases public awareness of our organisation.
•Totally front facing and will create a positive
impact on the general public.
•Supports the Club and District efforts in promoting
specific projects such as Polio
Plus, Foundation, Membership and International
projects.
•Encourages other organisations and businesses to
partner with Rotary.
•As well as recruiting new members.
Rotary District 1010 - Scotland
North
49. •A new more modern outward facing RIBI website.
•A new more modern outward facing RI website.
•Your club website.
•Social Networking sites.
•District 1010 Website.
•RIBI Magazine.
•1010 Rotarian Magazine.
•Business Partners.
Rotary District 1010 - Scotland
North
50. •225,000 people on Social Networking
websites (in Scotland)
◦ Linked In – for business professionals
•<2m members in UK; ave. age 42
◦ Friends Reunited
•>6m regular monthly users; ave. age 42
•Target specifically 35-55 year olds
Rotary District 1010 - Scotland
North
51. • Encourage the embracing of new technology and ideas.
• Encourage continual positive PR and Media coverage.
• Provide a central point of contact and assistance for all clubs
news and media coverage.
• Provide a quality web portal to publicise the club.
• Encouraging electronic communications where possible thus
making us Greener.
•Encourage interaction between clubs and District team.
Remember we are here to help you.
Rotary District 1010 - Scotland
North
53. Thank you for listening
Rotary District 1010 - Scotland
North
Notes de l'éditeur
The current age profile looks something like that, with between 8 and 9 of every 10 members aged over 55.I hasten to add, the problem is not with these amazing Rotarians who constantly amaze me with their hard work and dedication – it’s the vacuum that is left behind them. We are missing the new life-blood of Rotary.So what will this chart look like in ten years time? Well if you imaging each of those bars moving forward into the next age group, it looks like this...
So how do we overcome these barriers to membership?
Well, for a start, in order to change perceptions we need to show more images of younger men and women, with whom our target market can identify. This has already started on the new RIBI website...
And the website is ‘outward facing’, our shop window for potential Rotarians to see what sort of organisation we are.
And what does it look like in 2028?...
That doesn’t bear thinking about.And based on those projections, the membership decline looks something like this...
The decline accelerates, because we don’t have the younger age groups coming in to fill the vacuum.By 2018, based on an average membership decline of 33%, there will be as many as 550 clubs with 15 members or less, which accelerates the decline still further.There comes a point where, like the oil-tanker heading towards the rocks, we pass the point of no return. At which point we leave the building, and the last one out switches off the lights.OK – that’s the crisis that we face. What do we need to do to avoid it? First of all... We need to act now!
To fill the vacuum, we need... men and women, in business and professions, and community leaders, aged 30-55, interested in voluntary work. Are there many of them around?
Well, an extensive piece of research by the Cabinet Office, into ‘volunteering and charity giving’, reveals that there is, indeed, a rich vein of people in this age-group who are well suited to becoming the ‘new blood’ of Rotary!
What do they currently think about Rotary?Well we’ve carried out 6 focus groups which have revealed...