ClubRunner shares best practices for implementing a District Communication Strategy. This presentation covers: - How to set your strategy - The key elements of a good database - How CASL applies to district communications - Communication approaches to take - Website best practices

1. Best Practices for
Implementing a District
Communication Strategy
Zones 24 – 32 Institute
October 16 2014

2. This Session
• High level overview of the system
• Best practices on how to build a strong and cohesive
communication strategy with your District team.
– Build multiple streams of communication based on club leadership,
district leadership, or all Rotarians.
– Discover the capability of the online directories and how to customize
and adapt to your own needs.
• Showcase how other districts have setup their online
strategy to involve multiple teams and committees to
accomplish the District’s goals
• Invite participants to share what has worked for them.
Slide 2

3. Agenda
• Membership Database
• District Communication Strategy
• Your website presence
• What’s New in ClubRunner
• Q&A
Slide 3

4. Set your goals
• Assess any weak points or gaps in service
E.g. Ask immediate past presidents
– Club surveys (anonymous)
– Unbiased critique of existing resources
• Determine end result and deliverables
E.g. Proactively inform key club executives of District strategy
in each area
– Guide all AGs in promoting DG goals within clubs
– Inform every Rotarian of news and available opportunities
within District
– Promote Rotary to general public within geographical area
of District
Slide 4

5. Plan your strategy
• Starting with each goal, set a strategy within
that area:
– Club Support (Presidents, Secretaries and other
Execs/Directors such as Foundation chairs)
– AG Support
– All Rotarians
– General public relations
Slide 5

6. The Membership
Database and Directory
Slide 6

7. Key elements of a good database
• ClubRunner’s features rely on certain aspects
of a good membership database
Slide 7

8. RI Integration
• Very important that clubs opt-in to have their
membership integrated with RI
• The club does not need to have ClubRunner
in order to opt-in for integration
• The District cannot opt-in all their clubs
(Rotary needs it on a per-club basis)
• Note: RI Integration flows up to RI, but not
the other way back down
Slide 8

9. RI Integration
• Integration icon in the club list:
Slide 9
• Integration status box:

10. Compare & Synch
Slide 10

11. Dashboard
Slide 11

12. District Directories
Slide 12

13. Download Member Data
Slide 13

14. Anti-Spam Legislation
• Canada’s CASL law went into effect July 1
2014 and affects all communication from
clubs and districts to non-members
• You need express consent (unlike the implied
consent in the United States)
• 3 year grace period to get consent
Slide 14

15. Communication Approaches
Slide 15

16. Set your goals
Slide 16

17. Communication Approaches
• Many ways to do this, some better than
others
• Here are some examples of what various
Districts have done in the past.
Slide 17

18. The Bird’s Nest
Slide 18

19. The Funnel
Slide 19

20. The Ambassador
Slide 20

21. The Bull’s Eye
Slide 21

22. Which is best?
Slide 22

23. Email / ClubRunner / Bulletin?
Slide 23
Regular
Email
ClubRunner
Email Service
ClubRunner
Bulletin
Why It’s Great Quick
Great if dialogue is
expected and all
recipients need to
receive the replies
Lots of recipients
Centralized lists
Efficient way to
send a lot of
information
without
overwhelming
people
Good for repeated
info and reminders
Watch out for… Address book is
perpetually out of
date
Easy to have too
many recipients
Can be risky to
allow access
Perceived as less
urgent

24. Why have a bulletin?
• Traditionally a club feature
• Districts can have more than 1 channel:
– District Officers (once a month)
– All Presidents (once a month)
– All Rotarians (once per quarter)
• A very under-utilized concept and is great for
sharing information
• Esp. for repeated content (upcoming events)
Slide 24

25. Communication / PR Committee
• In the past, there was a “Webmaster” role in
the District
• Over the years, this has changed to a
“Communications Chair” or committee
– Handles website (PR)
– Handles emails and newsletters (Comm.)
Slide 25

26. Ex. District 7820 Policy
Slide 26

27. Your Website
Slide 27

28. Leaders Support
• Dedicate a page to each leader with full
resources
• Commit to a monthly or quarterly newsletter
sharing ideas (e.g. Membership News)
Slide 28

29. Information
Slide 29

30. District Org Chart
Slide 30

31. Slide 31

32. Slide 32

33. Slide 33

34. Slide 34

35. Post Good, Current Content
• Keep content current
• Post events and content, even if it has been emailed
or sent in a bulletin
• Keep prospective members in mind and invite people
to experience Rotary with membership guidelines –
many people think you can’t get into Rotary!
• Include news from your local clubs, district, and
internationally to increase visitor’s perception of
Rotary’s scope
• Add the Rotary International RSS Feed widget
• Don’t assume your visitor knows about Rotary!
Slide 35

36. What’s New
• Volunteers Module
– Released September 2014
• Attendance Module (Beta)
– Currently in Beta
– Can be added on request
– General release approx. Nov/Dec 2014
• Grants Module
– Released last year for Districts
Slide 36

37. Open Discussion and Q&A
• Do you have a great strategy that worked?
• How do you motivate clubs to keep their
membership and officer information up to
date?
Slide 37

38. Discussion Groups
• To discuss CR features with other users, join a
LinkedIn group!
Slide 38
ClubRunner Users Group
• Started by a Rotarian, and not
official
• We participate but don’t
moderate
• Great for best practice topics
and sharing knowledge
ClubRunner Beta and Early
Access Participants
• Owned by us
• For discussions related to new
features in beta before general
release

39. Thank You
Slide 39
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