Recent research commissioned by Rotary International throws new light onto the attributes that Australians look for when they consider joining non-profit organisations. ‘Giving (me) a sense of purpose’ tops their list, followed closely by ‘Causes that are important to me’.

Article by Jessie Harman, currently co-chair of the Rotary International Communications Committee and an immediate Past Director of Rotary International.

These findings beg the following questions – How does your club enable individuals to achieve their sense of purpose? What are the causes your club supports? How (and how effectively) are you communicating this information to members of the public?

There are a host of things that clubs can do to appeal to Australians seeking a sense of purpose:

• Firstly, work with your existing members to clearly identify your club’s purpose (not the ‘what’ you do, but rather, the ‘why’ you do it)

• Write down your club’s purpose. Make it short and snappy and then use it in your external communications to the public – and internally to your members as well 
• Use stories and images that clearly illustrate how you are benefitting others (when you deliver on your purpose)
• Tell these stories on all your channels of communication
• Whenever you can, clearly communicate how your club’s activities link directly to your purpose
• Communicate to inspire - with energy, positivity and enthusiasm - but make sure it’s more than hype; purpose must be real and integrated into the member experience.

Understanding and communicating your club’s purpose is critical to attracting and retaining members. It will enable you to deliver a more meaningful experience for existing members (who are excited and motivated to be part of the journey) and attract new members, who share your purpose and are looking to connect with purposes that are important to them.

Author’s note - Rotary’s 2023 research findings about Purpose accord closely with the views of leadership expert Simon Sinek, who argues that people sign up (to jobs, organisations…clubs) not for ‘What they do’, but rather ‘Why they do it’. For this reason, Sinek says, organisations need to understand and communicate their ‘Why’ - because it is alignment with this sense of organisational purpose, this ‘Why’, that inspires people to action. If you want to learn more from Sinek, watch this short seven minute YouTube video: Bing Videos