Regional Membership Plan Executive Summary and Action Plan Region: Europe Zones 15 & 16

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1 Profile 20- Regional Membership Plan Executive Summary and Action Plan Region: Europe Zones & Region Europe Zones & Director Per Høyen Project Lead Veli-Matti Heinijoki, Zone Jens Erik Rasmussen, Zone Rotary Coordinators Veli-Matti Heinijoki, Zone Jens Erik Rasmussen, Zone Executive Summary Goals/Objectives A. Strengthen Clubs Build Dedicated District and Club Membership Teams Utilize and Understand Rotary Club Central and other Rotary Resources Club Assessment and Strategic Planning Improve Awareness of Rotary Clubs in Communities B. Member Attraction Club Growth Age/Gender/Ethnic Diversity C. Member Engagement Member Satisfaction Retention Key Performance Indicators 100% of districts have a designated District Membership Committee Chair Ensure 30% of clubs set and track at least goals in Rotary Club Central. Each district will charter at least one new Rotary club. Improve the gender diversity rate of our members by at least 2 percentage points. Improve the age diversity rate of our members by increasing the number of Rotarians under the age of 40 by at least 2 percentage points. Increase new member sponsors by at least 1 percentage point. Improve the member retention rate by at least 1 percentage point Increase the number of members registered in My Rotary by encouraging clubs to have 50% of their club members registered. 20- Regional Membership Plan: Europe Zones &

2 20- Action Plan Goals & Tactics A. Strengthen Clubs A.1- Ensure districts have a designated District Membership Committee Chair Many districts already have membership committees, but for those that do not: o Cover the best practice district organization at GETS and maintain newsletter or write inserts to Governor s newsletter to argue for the idea Contact all districts to ensure a membership committee established by July 1 st 20. A.1- Ensure districts have a designated District Membership Committee Chair All districts should have active contact in in Zone membership communication line. (Membership Task Force) Develop the idea of Membership Task Force to unite the resources of coordinators and DG s. Develop a trained membership committee to A.2- support clubs; Provide templates and job descriptions for various Membership positions within district and clubs Plan workshops for five districts (those likely to not have a DMC) on how to organize a Membership and a PR committee and facilitate job descriptions, templates etc. Recommend best practice from strategy and RI publications. Report it to Rotary Club Central Arrange one seminar and/or webinar per country (5-6) for membership and PR chairs and committees A.2- Develop a trained membership committee to support clubs; Provide templates and job descriptions for various Membership positions within district and clubs Membership training seminars and further modules (The whole syllabus every second year in Sweden and Finland) During the incoming year develop continuous education systems for membership responsibilities. Create materials and webinars to support 20- Regional Membership Plan: Europe Zones & Director, s Director, +RPIC, A 1 July 1 October 20 Start in November Ongoing the whole year s 100% of districts have a designated District Membership Committee Chair Districts we know have a DMC: 1360,1440,1450,1461,1 470,1480, % of districts have a designated District Membership Committee Chair Some districts in the zone have extensive logistical and financial challenges towards committees in districts management, for instance 1360, 2275, 2280, 2230 and Reach at least 2/3 of DMCC s and half of the AG s

3 A.3- A.3- A.4- Goals & Tactics the training in cooperation with RPICS. Webinars to secure the action Special support to Russian, Estonian and Latvian rotary Find and nominate cooperation contacts from those countries Organize training seminar or webinar in those countries Assist clubs in setting and tracking goals in Rotary Club Central Select specific goals that makes sense in this part of the world Get acceptance from DG s to conduct seminars or webinars for AG s and to contact AG s directly Write precise guideline for AG s to use with clubs and make them have clubs in PEgroups or areas. That will make it easier for PE s og appointees to get started than if sitting all alone at home Assist clubs in setting and tracking goals in Rotary Club Central 2 webinars/each A Evaluation (Skype, phone) meetings with districts Promote the use of Presidential Citation Support clubs in updating website, social media and public image assets. Arrange a joint meeting for all zone s coordinators to plan common activities Districts must be encouraged to conduct seminars on PR and Social Media for clubs. My own does already and it s a success. Distribute best practices, videos and booklets to districts on how to use social media Encourage clubs to change all their stationery, business cards and printed matter to the new logotype by helping them and perhaps find a printing house who s willing to give a discount on this task, provided that it happens before x/y/20 Encourage multiple districts and districts that have not already done so, to initiate a replacement project for their web-site (DK and SE have already, Norway on the ladder). Provide platform access Talk to project groups and suppliers behind +RID + MC s A +RPIC+RFC s +RPIC+DG RPIC++MD +DG s +RPIC, Q3, Q4 s 30% of Clubs set and track at least goals in Rotary Club Central 30% of Clubs set and track at least goals in Rotary Club Central 30% of all cubs will have rejuvenated website, social media and public image assets. 20- Regional Membership Plan: Europe Zones &

4 A.4- A.5- A.5- Goals & Tactics Danish and Swedish platforms about an agreement on code- and image-sharing. Encourage districts that do not have websites to establish one by using an existing platform and translating it Conduct an on-line survey (Surveymonkey or similar) by 1 st January and 20 th June to measure result Support clubs in updating website, social media and public image assets. Phone surveys to club responsible (Task Force district level) Support line to getting started Social media seminars with RPICS Creating example You Tube clips with the help of RPIC Supports clubs in conducting Self Assessments and developing a written multi-year membership strategy Identify clubs in each district that has a written multi-year strategy and use them as best practices. Ask DG s to inspire PE s at PETS and District Assembly to make strategies by advocating the advantages hereof Make a learning package to AG s on how to assist clubs by conducting club selfassessments either on their own or with a dedicated district task force as facilitators Train AG s in this process at multi-district training sessions in DK, NO, SE and ICE Conduct an on-line survey (Surveymonkey or similar) by 1 st January and 20 th June to measure result as I don t expect Rotary Club Central to be exact. However, if this be made one of the parameters to track, no survey needed. Supports clubs in conducting Club Assessments and developing a written multi-year membership strategy Train the task force to support districts Develop example cases and material, both written and electric You Tube and web materials DMCC (RPIC) +DG +RPIC +RPIC A DMCC RPIC +Q4 Ongoing Q3 -Q3 Q3 +Q4 Q3 1 January Ongoing 20 s 30% of all cubs will have rejuvenated website, social media and public image assets. 30% of clubs will have conducted a Club Assessment and developed a written multi-year membership strategy 30% of clubs will have conducted a Club Assessment and developed a written multi-year membership strategy A.6- This is a part of membership training Schedule teleconferences, webinars, etc., to discuss strategies, challenges, and how to improve 20- Regional Membership Plan: Europe Zones &

5 A.6- Goals & Tactics membership development Establish teleconference group amongst DG s and possibly also DGE s and conduct conferences bi-monthly Use and perhaps translate or nationalize learning materials from RI website Produce webinar or similar on the Stop-the- Drain -strategy, primarily as a follow-up tool for districts who get the message carried over in a seminar Schedule teleconferences, webinars, etc., to discuss strategies, challenges, and how to improve membership development Membership task force organizes webinars, Skype meetings Start to train Trouble Shooters to support +RPIC +RPIC A Ongoing 20 s 20- Regional Membership Plan: Europe Zones &

6 B.1- B.1- B.2- B.2- Goals and Tactics B. Member Attraction Survey club members to determine levels of satisfaction among club members; educate DGNs, DGEs, and Presidents to assess and implement actions that can improve member satisfaction Develop a survey/questionnaire to use on members who have left Rotary and try to encourage districts and/or multi-districts to send it to all leavers promising that the answers will not get to the club (this is happening in Denmark now) Alternative to sending out the above is to ask Rotaractors to conduct telephone interviews with these persons and offering them money in exchange, ear-marked for projects As we don t have contact information for clubs, we need those from the DG s or centrally from RI Survey club members to determine levels of satisfaction among club members; educate DGNs, DGEs, and Presidents to assess and implement actions that can improve member satisfaction A s participate and council district level membership seminars Producing materials to support districts Encourage and support districts to charter new Rotary clubs Helping and encouraging districts to find the black spots on the maps that can sustain new clubs and initiate the gap-analysis. Marketing best practices on how to establish new clubs in populated areas without offending existing clubs, i.e. by suggesting different meeting times and venues and even specify club DNA-profiles such as International club, night club, young blood, centennial plus 10 -clubs etc. Though not a new club per se, special focus should be put on satellite clubs. There are so many possibilities for satellite clubs than can boost membership at a very low effort and without people knowing about it Encourage and support districts to charter new Rotary clubs Encourage districts to establish satellite clubs and local contacts and MDA s + MC s +DG/RI A DMCC AG Q3+Q4 s 1 February Creating ways to measure the temperature today so at one can evaluate the development in future Each district will charter at least one new Rotary club, A Ongoing Each district will charter at least one new Rotary club 20- Regional Membership Plan: Europe Zones &

7 B.3- B.3- B.4- B.4- B.5- Create Resource and best practice pool how to find opportunities Improve the gender diversity rate of club members Encourage districts to appoint female outreach officers in their management and let them conduct activities solely for women across the district. BP is to attract women in bundles Plan open-house type of meetings especially designed for women (Wine tasting, safe driving etc.) Improve the gender diversity rate of club members Support clubs to overcome the traditions with new tactics Convince them that every decision to take female members has been a success Improve the age diversity rate of club members Encourage clubs to contact local Rotaract Clubs and clubs from the other service organizations such as JCI and RT/LC. Make a roadshow to introduce their members to life above 40. Start by establishing friendly relations and common meetings. Then later talk membership Suggest districts to appoint a Service Clubs Ambassador (Re: DI1470) in their district management s Youth Services Committee, because contacts at club level do not work from year to year. Improve the age diversity rate of club members Encourage clubs to concentrate in service and doing good themes to get younger members (the idea of ten years younger than the medium age in in club) Help them to locate the potential candidates via new medias In Finland use the membership scorecard Improve the racial/ethnic diversity rate of our members Such data must not be registered in databases according to laws in the Nordics. However, clubs know very well what it covers and many clubs are aware of this issue already Thus we cannot in writing make plans for this initiative but of course we and districts can address to clubs at meetings that to obtain credibility from the outside world, we must reflect the community around us regardless of parameter Clubs must learn to focus their recruitment +DG (GETS) +Q3+Q4 Improve the gender diversity rate of club members by at least 2 percentage points, A, DMCC Ongoing Improve the gender diversity rate of club members by at least 2 percentage points +DRR (GETS) Improve the age diversity rate of club members by increasing the number of Rotarians under the age of 40 by at least 2 percentage points, A Ongoing Improve the age diversity rate of club members by increasing the number of Rotarians under the age of 40 by at least 2 percentage points -- +DG+RPIC (GETS) Improve the racial/ethnic diversity rate of our members by at least 2 percentage points. 20- Regional Membership Plan: Europe Zones &

8 B.5- B.6- B.6- on more specific parameters and not look for all members all the time. Improve the racial/ethnic diversity rate of our members Encouraging districts and clubs to be more international Host one large project/event to involve both Rotarians and non-rotarians to appeal to young professionals like a service project, networking event, fundraiser, etc. Must be made at district level and could be a Rotary Day-type of event focusing on entrepreneurs or company-dating Establish business networks within the frameworks of Rotary after the model from Sweden, Denmark and Norway Host one large project/event to involve both Rotarians and non-rotarians to appeal to young professionals like a service project, networking event, fundraiser, etc. Support district and club level to combine this to Rotary Day activities Involve Rotaractors and alumni to join the action A Ongoing Improve the racial/ethnic diversity rate of our members by at least 2 percentage points. + RPIC + DG + DG A s in cooperation with RPICS Q4 Ongoing Feedback discussion with the organizers how many non- Rotarians participated 20- Regional Membership Plan: Europe Zones &

9 C.1- C.1- C.2- C.2- Goals and Tactics C. Member Engagement Increase new member sponsors This focus point must refer to the use of the sponsor pins because all new members already have sponsors and so the number cannot be increased in isolation! This is not easy in the Nordics where this kind of incentive doesn t work. Many members don t even wear their usual pin outside of meetings even less a sponsor pin. However clubs can be encouraged to highlight members who do create members by attracting them to the club Help RIP to create knowledge of this program Talking to the effect of celebrating successes Increase new member sponsors By social media campaign touch all the Rotarians Lifting up successful sponsors in medias Improve the member retention rate in each district Focus on the Stop the Drain -strategy in all districts and try to make all districts who haven t heard the message arrange a district membership seminar where the message can be spread to clubs Register data on Rotary Club Central Improve the member retention rate in each district Support to districts and clubs Encourage clubs to discuss and develop the vision for the club +DG +DG (GETS) (GETS) s Increase new member sponsors by at least 1 percentage point A Ongoing Increase new member sponsors by at least 1 percentage point +DG+AG Improve the member retention rate by at least 1 percentage point A, DMCC Ongoing Improve the member retention rate by at least 1 percentage point C.3- C.3- Publish membership and retention numbers in zone newsletter and Zone Membership/Public Image Newsletter. Report membership increases at Zone Institute Again a very specific goal not leaving much room for creativity and with the current membership report coming from RI frequently, I believe that delivering input to Governor s Newsletter is better than issuing our own, but the result remains the same Publish membership and retention numbers in zone newsletter and Zone Membership/Public Image Newsletter. Report membership increases at Zone Institute Study to organize this activity Collect information from districts +RPIC+RFC -- 1 January 20 We don't have reliable statistics to measure 20- Regional Membership Plan: Europe Zones &

10 C.4- C.4- C.5- C.5- C.6- C.6- Focus in Good news and Best practices Utilize the Club Viability Report to identify clubs with retention rates below The Membership Plan benchmark We contact districts to find out if we can do anything to assist them in teaching clubs to Utilize the Club Viability Report to identify clubs with retention rates below The Membership Plan benchmark In Finland encouraging use of membership scorecard Increase My Rotary registration and usage By what incentive? Too little advantage for members to enter. Marketing task Increase My Rotary registration and usage Create easy access help to A, DMCC follow up Assist clubs and Rotarians at creating their Rotary story Focus DG s to Storytelling as a part of the big meetings Assist clubs and Rotarians at creating their Rotary story Encourage clubs and Rotarians by examples tell their stories Help to spread out interesting stories (social media) Working as examples (coordinator stories in you tube) Project stories +DG --- We don t have reliable statistics +RPIC A DMCC A DMCC 1 January (GETS) + contd. 1 December 20 Increase the number of members registered in My Rotary by encouraging clubs to have 50% of their club members registered 20- Regional Membership Plan: Europe Zones &

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