With the Strengthening Rotary initiative well underway, Rotarians are still looking for guidance on how to talk about Rotary to current members, prospective members, donors, and potential partners. If all members spoke in one voice, we would have a stronger, more unified message. Together, let’s learn to speak and write about Rotary with more consistency, clarity, and confidence.

1. SPEAKING IN ROTARY’S VOICE
Seoul Convention 2016

2. STRENGTHENING ROTARY | 2
TODAY YOU WILL LEARN:
 Why did Rotary look at it’s Brand
 What our research tells us
 How our strategy helps clarify and focus
 Who are are, what we do and why it matters
 How to speak in our new voice

3. STRENGTHENING ROTARY | 3
WHY WE’RE STRENGTHENING ROTARY

4. STRENGTHENING ROTARY | 4
OBJECTIVES
• Clarify what Rotary stands
for, how it’s different and
why people should care
• Elevate awareness and
understanding
• Motivate, engage and
inspire current and
prospective members,
donors, strategic partners
and staff

5. STRENGTHENING ROTARY | 5
SURVEY RESULTS
Never Heard
of Rotary
Know
Name Only
Some
Familiarity

6. STRENGTHENING ROTARY | 6
CHALLENGE
NOT EARNING
FULL CREDIT FOR
OUR GOOD WORK
Harder to reach our full potential

7. STRENGTHENING ROTARY | 7
WHAT OUR RESEARCH TELLS US

8. STRENGTHENING ROTARY | 8
Conducted
160+ interviews
Analyzed 20,162 surveys
Reviewed
400+
documents
institute
meetings
Participated in
5
Obtained comprehensive feedback
from Rotarians in 167 countries
Visited
20 clubs
and attended the
2012
International
Convention

9. STRENGTHENING ROTARY | 9
ROTARY’S STRENGTHS DIFFERENTIATE US
1. A multidisciplinary perspective
allows us to see challenges in
ways others can’t
2. The ability to apply leadership
and expertise to social issues
3. The passion and perseverance
necessary for lasting change
4. Community impact on
a global scale
See
differently
Think
differently
Act
responsibly
Impact
communities
globally

10. STRENGTHENING ROTARY | 1 0
PRIMARY REASONS PEOPLE JOIN ROTARY…
Why did you initially join Rotary?
To positively impact my community
Friendship and fellowship
Professional networking/
business development opportunities
To have a positive impact globally
Potential for personal/
professional recognition
Development and
training opportunities
10%
0%
30%
20%

11. STRENGTHENING ROTARY | 1 1
…ARE THE SAME REASONS THEY STAY ROTARIANS
Why do you stay with Rotary?
To positively impact my community
Friendship and fellowship
Professional networking/
business development opportunities
To have a positive impact globally
Potential for personal/
professional recognition
Development and
training opportunities
10%
0%
30%
20%

12. STRENGTHENING ROTARY | 1 2
FINDINGS
 Rotarians are
responsible leaders
– Define by mindset
 Connecting always
will be a driving force
behind Rotary
 Rotary creates
community impact
on a global scale

13. STRENGTHENING ROTARY | 1 3
SIMPLIFYING OUR MESSAGE

14. STRENGTHENING ROTARY | 1 4
ESSENCE VALUES VOICE
Our reason
for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY

15. STRENGTHENING ROTARY | 1 5

16. STRENGTHENING ROTARY | 1 6
ESSENCE STATEMENT
Rotary joins leaders from
all continents, cultures and occupations
to exchange ideas and take action
for communities around the world.

17. STRENGTHENING ROTARY | 1 7
Rotary joins leaders from
all continents, cultures and occupations
to exchange ideas and take action
around the world.
ESSENCE STATEMENT

18. STRENGTHENING ROTARY | 1 8
ESSENCE VALUES VOICE
Our reason
for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY

19. STRENGTHENING ROTARY | 1 9
ROTARY’S VALUES - WITH ACTIVE LANGUAGE
Diversity We connect diverse
perspectives.
Vocational expertise,
Service and Leadership
We apply our leadership
and expertise to solve
social issues.
Ethics and integrity We honor our
commitments.
Fellowship and
global understanding
We build lifelong
relationships.

20. STRENGTHENING ROTARY | 2 0
ESSENCE VALUES VOICE
Our reason
for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY

21. STRENGTHENING ROTARY | 2 1
• Smart
• Compassionate
• Persevering
• Inspiring
VOICE ATTRIBUTES

22. STRENGTHENING ROTARY | 2 2
SMART
We look at problems from
different angles and apply our
expertise to solve social issues
in ways others cannot. Our
communications are
insightful and discerning.
WE SOUND:
Knowledgeable
Perceptive
Confident
BUT NOT:
Obscure
Disconnected
Arrogant
OUR VOICE

23. STRENGTHENING ROTARY | 2 3
23
COMPASSIONATE
Tackling the world’s toughest
challenges requires empathy.
Our communications
champion real people, stories
and conversations that are
relatable and universal.
WE SOUND:
Thoughtful
Sincere
Engaging
BUT NOT:
Lofty
Sentimental
Weak
OUR VOICE

24. STRENGTHENING ROTARY | 2 4
OUR VOICE
PERSEVERING
We are relentless in our
pursuit of lasting solutions
to systemic problems at
home and abroad. Our
communications express
our perseverance when
we speak with clarity
and conviction.
WE SOUND:
Bold
Purposeful
Courageous
BUT NOT:
Reckless
Close-minded
Stubborn

25. STRENGTHENING ROTARY | 2 5
INSPIRING
Motivated by the enduring
connections and positive
change we bring to
communities and the world,
we encourage others to take
action. Our communications
convey hope, enthusiasm
and passion.
WE SOUND:
Upbeat
Hopeful
Visionary
BUT NOT:
Hyper
Zealous
Impractical
OUR VOICE

26. STRENGTHENING ROTARY | 2 6

27. STRENGTHENING ROTARY | 2 7
ROTARY SIGNATURE
®
NOTE:GRAPHICSARENOTFINALART.

28. STRENGTHENING ROTARY | 2 8
NEXT STEPS

29. STRENGTHENING ROTARY | 2 9
IMPLEMENTATION
Strategy
– Inform Rotarians and staff and make case
why strengthening Rotary is vital
– Inspire Rotarians and staff to embrace and live
the essence, values and voice
– Empower Rotarians and staff with tools
and resources

30. BE A
ROTARY
CHAMPION
INFORM | INSPIRE | EMPOWER

31. STRENGTHENING ROTARY | 3 1
OPPORTUNITIES TO CHANGE THE CONVERSATION
Only 35% of respondents agree with the statement that
Rotary is an organization for people like me

32. STRENGTHENING ROTARY | 3 2
PERCEIVED BARRIERS FOR JOINING

33. STRENGTHENING ROTARY | 3 3

34. STRENGTHENING ROTARY | 3 4
AUDIENCES WANT WHAT WE
OFFER; WE JUST NEED TO HELP
THEM UNDERSTAND.