This document outlines strategies for Rotary clubs to grow their membership. It discusses setting clear membership goals and plans, being active in community service projects, maintaining strong public visibility, and ensuring member engagement. The key to membership growth is having strong leadership focused on these five attributes: leadership, goals and plans, service, public image, and engagement. Clubs that demonstrated growth in the prior year were found to emphasize membership as a priority, set goals, conduct outreach events, and engage members through various activities and formats. Alternate meeting experiences can also attract new members.

2. A PAGE FOR BIG BOLDBULLET ITEMS

3. Building Your Club-Specific Membership Growth Plan
Terry Weaver (Zone 33 Coordinator 2022-25)
Herb Klotz (Zone 32 Coordinator 2021-24)
June 6, 2022

4. • We’re a MEMBERSHIP Organization – our Product is
Community Service
• A Membership Organization’s ONE metric of success?
• If you get Membership right, the rest is easy
• Expand Our Reach – How about +10, +20 or +30?
• New members = Future leadership, new talents, new
energy, new ideas
• Data helps identify our best growth opportunities
Why Grow Rotary Membership?

5. • Attrition is REAL – Clubs lose members every year
RI Avg. = 15.0% N.A. Avg. = 15.3%
• Have to plan on replacing those
• Attrition Rates are remarkably consistent (y/y)
• Retention is essential, but highly over-rated as a
Growth Strategy
What are the REALITIES of a Membership Organization?

6. • Attrition – How many members, on average, do we
lose each year? (and need to replace?)
• Growth Rate – Consistent, Moderate (5% - 10%)
• Attract enough members to grow PLUS replace Attrition
• We need to KNOW both of those numbers
• We need to KNOW what problem we’re trying to solve
What are the METRICS of Membership Growth?

7. • Retention Rate = % of members staying each year
• Attrition Rate = 100% - Retention Rate
• Attrition Rate = % of members leaving each year
• Attraction Rate = % of new members added each year
• Allows us to compare one against the other
• To grow, Attraction Rate must exceed Attrition Rate
Why Attrition and Attraction?

8. Agenda

9. Agenda
DIAGNOSE:
UNDERSTANDING
WHAT MAKES YOUR
CLUB UNIQUE
01 02 03

10. Agenda
DIAGNOSE:
UNDERSTANDING
WHAT MAKES YOUR
CLUB UNIQUE
01
PLAN: BUILDING ON
THE 5 ATTRIBUTES OF
GROWING CLUBS
02 03

11. Agenda
DIAGNOSE:
UNDERSTANDING
WHAT MAKES YOUR
CLUB UNIQUE
01
PLAN: BUILDING ON
THE 5 ATTRIBUTES OF
GROWING CLUBS
02
ACT: USING YOUR
UNIQUE DATA TO
MOVE FORWARD
03

12. Common Rotary Club Patterns
Attrition Rate (%)
Attraction
Rate
(%)
Growth
Culture Growing Membership
Steady Membership
Declining Membership
Key
Low
(<10%)
Low
(<10%)
High
(>18%)
High
(>18%)

13. Common Rotary Club Patterns
Attrition Rate (%)
Attraction
Rate
(%)
Growth
Culture
Danger
Zone
Growing Membership
Steady Membership
Declining Membership
Key
Low
(<10%)
Low
(<10%)
High
(>18%)
High
(>18%)

14. Common Rotary Club Patterns
Attrition Rate (%)
Attraction
Rate
(%)
Growth
Culture
Danger
Zone
Growing Membership
Steady Membership
Declining Membership
Key
Aging
Out
Low
(<10%)
Low
(<10%)
High
(>18%)
High
(>18%)

15. Common Rotary Club Patterns
Attrition Rate (%)
Attraction
Rate
(%)
Growth
Culture
Danger
Zone
Growing Membership
Steady Membership
Declining Membership
Key
Aging
Out
High
Turnover
Low
(<10%)
Low
(<10%)
High
(>18%)
High
(>18%)

16. Common Rotary Club Patterns
Attrition Rate (%)
Attraction
Rate
(%)
Growth
Culture
Danger
Zone
Growing Membership
Steady Membership
Declining Membership
Key
Aging
Out
High
Turnover
Fragile
Balance
Low
(<10%)
Low
(<10%)
High
(>18%)
High
(>18%)

17. • Retention Rate = % of members staying each year
• Attrition Rate = 100% - Retention Rate
• Attrition Rate = % of members leaving each year
• Attraction Rate = % of new members added each year
• Allows us to compare one against the other
• To grow, Attraction Rate must exceed Attrition Rate
Reminder -- Attrition and Attraction

18. Membership Goal Setting Worksheet

19. Membership Goal Setting Worksheet

20. X
6.4
Membership Goal Setting Worksheet

21. • Low Attraction? (<10% or < Attrition)
• High Attrition? (> 15%)
• Both?
• Neither?
WHAT IS THE MOST IMPORTANT PROBLEM
FOR YOUR CLUB TO SOLVE?

22. • Low Attraction
• Club Culture? (Is your Club Attractive?)
• Active in the Community?
• Visibility in the Community?
• Members Asking Friends and Colleagues?
• High Attrition
• Club Culture? (Why are so many leaving?) Hint: Club Experience
• Member Engagement?
• Both?
• Neither (Build on Your Club’s Growth Culture)
WHERE SHOULD WE FOCUS FIRST?

23. X
6.4
Membership Goal Setting Worksheet

24. 3
8
40
37
Membership Goal Setting Worksheet

25. How Do You Compare?
3-Year Average Attrition/Attraction Rates
Area Attrition Attraction Net Gain
Rotary International 15.0% 14.1% -0.9%
North America 15.3% 11.8% -3.5%
Germany/Switzerland 3.4% 4.1% 0.7%
Asia 17.6% 21.7% 4.1%

26. How Do You Compare?
3-Year Average Attrition/Attraction Rates
Area Attrition Attraction Net Gain
Rotary International 15.0% 14.1% -0.9%
North America 15.3% 11.8% -3.5%
Germany/Switzerland 3.4% 4.1% 0.7%
Asia 17.6% 21.7% 4.1%

27. How Do You Compare?
3-Year Average Attrition/Attraction Rates
Area Attrition Attraction Net Gain
Rotary International 15.0% 14.1% -0.9%
North America 15.3% 11.8% -3.5%
Germany/Switzerland 3.4% 4.1% 0.7%
Asia 17.6% 21.7% 4.1%
Club Success Targets (for North America)
Attrition less than 15% (10% optimal)
Attraction 5% greater than Attrition

28. • Attrition is REAL – Clubs lose members every year
RI Avg. = 15.0% N.A. Avg. = 15.3%
• Low Attrition (<10%)? Work on Attraction
• Attrition Rates >15% need attention
• Retention is essential, but highly over-rated as a Growth
Strategy
• Attraction Rate must exceed Attrition Rate
• Need to know what problem you’re solving
Takeaways

29. Keys to Club Membership
Growth Herb Klotz
Zone 32
Rotary Coordinator 2021-24
tinyurl.com/MembershipWorksheets >>>

30. Criteria: > 5 net growth during year
● 11 Question Survey sent to 2020-21 Presidents of
these clubs (90 clubs)
● 55 Past Presidents Responded (61% Response rate)
SURVEY (Rotary Zones 28 & 32: NE USA, Canada & Michigan)
Clubs that Grew Appreciably During the 2020-21 Rotary Year

31. 5 ATTRIBUTES OF SUCCESSFUL CLUBS

32. 5 ATTRIBUTES OF SUCCESSFUL CLUBS
Leadership
• STRONG LEADERSHIP

33. 5 ATTRIBUTES OF SUCCESSFUL CLUBS
Leadership
Goals & Plans
• STRONG LEADERSHIP
• CLEAR MEMBERSHIP GOALS AND A
GROWTH PLAN

34. 5 ATTRIBUTES OF SUCCESSFUL CLUBS
Leadership
Goals & Plans
Service
• STRONG LEADERSHIP
• CLEAR MEMBERSHIP GOALS AND A
GROWTH PLAN
• ACTIVE IN THE LOCAL COMMUNITY /
MANY EVENTS AND SERVICE PROJECTS

35. 5 ATTRIBUTES OF SUCCESSFUL CLUBS
Leadership
Goals & Plans
Service
Public Image
• STRONG LEADERSHIP
• CLEAR MEMBERSHIP GOALS AND A
GROWTH PLAN
• ACTIVE IN THE LOCAL COMMUNITY /
MANY EVENTS AND SERVICE PROJECTS
• VISIBILITY IN THE COMMUNITY /
STRONG PUBLIC IMAGE

36. 5 ATTRIBUTES OF SUCCESSFUL CLUBS
Leadership
Goals & Plans
Service
Public Image
Engagement
• STRONG LEADERSHIP
• CLEAR MEMBERSHIP GOALS AND A
GROWTH PLAN
• ACTIVE IN THE LOCAL COMMUNITY /
MANY EVENTS AND SERVICE PROJECTS
• VISIBILITY IN THE COMMUNITY /
STRONG PUBLIC IMAGE
• ACTIVE, INTENTIONAL MEMBER
ENGAGEMENT

37. The
Key
Attribute

38. video
3
8

39. Attracting New Members
Start with a Goal and a Growth Plan

40. CLEAR MEMBERSHIP GOALS AND PLAN

41. CLEAR MEMBERSHIP GOALS AND PLAN
• 88% Stated That Membership Growth was a Top
Priority

42. CLEAR MEMBERSHIP GOALS AND PLAN
• 88% Stated That Membership Growth was a Top
Priority
• 83% Uploaded Their Membership Goals in Rotary Club
Central

43. CLEAR MEMBERSHIP GOALS AND PLAN
• 88% Stated That Membership Growth was a Top
Priority
• 83% Uploaded Their Membership Goals in Rotary Club
Central
• 85% had a Club Membership Committee

44. CLEAR MEMBERSHIP GOALS AND PLAN
• 88% Stated That Membership Growth was a Top
Priority
• 83% Uploaded Their Membership Goals in Rotary Club
Central
• 85% had a Club Membership Committee
Active attraction by Members was a Key Strategy

45. video

46. Active in Their Local Community
Many Highly Visible Service Projects – often monthly or more!
67%
Held Events
Targeted at New
Member Attraction

47. Visibility in the Community
Strong Public Image
It’s not just doing, it’s
being seen doing!

48. Active, Intentional
Member Engagement
• Consistent meetings with
mixed formats
• Strong Meeting Programs
• Friendly, Fun, Inclusive
• New Member Onboarding
• Engage members in
committees/projects
• Recognize all contributions
by participants

49. video

50. ALTERNATE EXPERIENCE
(SATELLITE CLUBS)
• Alternate Meeting Time
• Adjacent Community
• Young Professionals
• Service Group
• Common Cause
• Common Culture
• Rotary Alumni
• What Else???

51. Video

52. 5 ATTRIBUTES OF SUCCESSFUL CLUBS
Leadership
Goals & Plans
Service
Public Image
Engagement

53. Questions?

54. THANK YOU!
Herb Klotz (herbk.rotary@gmail.com)
Terry Weaver (DG2015@Rotary7750.org)
tinyurl.com/MembershipWorksheets >>>