PDG Euan Miller, Rotary Club of Norwood — Feb 27, 2023

With most of our members in the last quarter of their age profile, it is even more important to focus on attracting new members.

Article by PDG Euan Miller, Rotary Club of Norwood

"Think about it. The root cause of Rotary's lack of membership growth is Rotarians. Rotarians who are complacent. Rotarians who are satisfied with the status quo. Rotarians who will only work hard enough at attracting members to (almost) replace their clubs' attrition and then quit right after that. Rotarians who don't "get" that the single best performance metric in a membership organization is consistent, moderate annual membership growth.

We simply don't have enough Rotarians who care enough about or believe enough in Rotary to bring their friends, neighbors and business associates into the club. We need to make Rotary so exciting, so fulfilling, so top-of-mind that Rotarians will spread the word and work of Rotary the same way they share their enthusiasm about a great movie they saw or the great restaurant where they just ate. We have to reinvigorate that passion!

The bottom line is really chilling -- that our own members are not passionate enough about Rotary to ensure its sustainability".

This a quote from Terry Weaver, Rotary Coordinator for Zone 33 (East Coast USA)

Terry has done a lot of work measuring club attraction and attrition rates since 2017 in the USA and Canada and comparing these to other membership-based organizations. By using statistical analysis, his findings suggest that we are not fighting the right battles by focusing on retention. I am hopeful that he will be presenting at a breakout session at the Melbourne Convention. Look out for it - it will be a must to attend!

Back in the South Pacific the membership statistics at the halfway point of the year are looking sad again. Only six districts have recorded any membership growth to the end of January but none have sufficient growth to offset the inevitable tranche of resignations at 30 June.

Terry’s analysis suggests most membership organizations, whether they be community or business based, have an attrition rate of 15% a year. Rotary is no different. While some resignations may be caused by disputes or lack of vibrancy in a club, business and life changes are by far, the major reason, members leave. With most of our members in the last quarter of their age profile, it is even more important to focus on attracting new members.

Vibrant clubs recognize this and have active recruitment plans in place to first, offset the expected attrition and second, to grow. Based on Terry’s analysis, between 25 and 40% of clubs in our Zone will have a continuing record of year-on-year growth. These clubs see membership growth as important as community projects and fellowship and fun, because if we don’t have membership growth, we will quickly lose the others.

So how do our other clubs join these growers?