Special meeting on membership
Posted by Stephen Rhodes
The Rotary Club of Brampton, over its history, has enjoyed tremendous success serving the principles of Rotary and the community of Brampton. Yet despite general club satisfaction with the role of our club in providing measurable community service, there is little public recognition for the service we contribute..
Since the late 80s there has been natural attrition, and club membership has declined from the high 90s to 60 members today. The club now has fewer members involved in a more active program than it did 15 years ago, and the potential to sustain this level of activity with a declining membership is questionable.
The purpose of this marketing and communication plan is to address declining membership.
Plan Outline It is important to establish a position for the Rotary Club of Brampton, How does the club see itself and more importantly how does it want to be seen by the community. Equally important is identifying the message it wants to deliver and to whom.
These basic principles of marketing are centered on the need to grow members; members that can help sustain and grow the club's contribution to community and members that can secure the future of the club.
In a series of meetings with members of the club we established a simple strategy to build membership to:
95 members by Dec 2005
115 members by Dec 2006
130 members by Dec 2007
The Strategy is:
1. Prepare the marketplace through advertising, marketing, publicity and public relations
2. Engage the membership in recruiting new members
3. Set our house in order so there is greater emphasis on membership growth and a better process for welcoming and inducting new members.
1. Preparing the marketplace
We need to actively tell our community about the good work of Rotary, advancing our position and message at all opportunities. Preparing the market will involve four sets of actions -advertising, marketing, publicity and public relations.
Advertising
We strike an advertising budget of $15,000 to promote the club in the Brampton Guardian and Brampton Board of Trade "Trade Talks"
Marketing
We develop a generic business cards, a new brochure, a new orientation kit, and purchase a popup kiosk for presentations. Budget $9,500.
Publicity
We develop a specific publicity plan for each event in concert with the event committee and ensure all club members are informed about all club activities.
Public Relations
We hold two open houses a year and we host a Brampton Board of Trade After Business annually.
2. Engaging the membership(Recruitment)
We share the marketing and communications plan with all club members
Form a special "Project 95" committee to monitor and be the catalyst for recruitment activities.
Set our house in order (Retention)
A survey of members identified where we need to improve:
1.Membership and orientation
2.Club public relations and internal communications
3.Fellowship and more family involvement
4.Better speakers and more program variety
Club Structure
Club structure is important to growing membership. Structure must support the objective and provide the resources necessary to implement the plan. To see the proposed club structure:Click here
The Project 95 committee will take on the key responsibility of ensuring this plan is implemented and developing and implementing recruitment.
A new membership committee will be responsible for working with proposer(s) to ensure that a successful new prospect is quickly proposed for induction, and that we make this a special event in club life. Proposers will be recognized.
Attendance tracking, monitoring and reporting will be re-instituted with clearly articulated guidelines so all members fully understand expectations, and so the club can measure active membership.
The membership committee assigns all club members to serve, in rotation, as greeters for our weekly meeting.
In light of concerns about program, club members will be asked to submit a list of possible speakers and four fellowship evenings will be held each year.
In Summary
This plan will be a challenge for a 60 member club, but the alternatives are worse. We need a one-year commitment from all club members to be actively involved in recruitment. On a positive note, the impact of 35 new members will help reduce the workload in year two and three of the campaign and provide support for other active committees.
The purpose of this marketing and communication plan is to address declining membership.
Plan Outline It is important to establish a position for the Rotary Club of Brampton, How does the club see itself and more importantly how does it want to be seen by the community. Equally important is identifying the message it wants to deliver and to whom.
These basic principles of marketing are centered on the need to grow members; members that can help sustain and grow the club's contribution to community and members that can secure the future of the club.
In a series of meetings with members of the club we established a simple strategy to build membership to:
95 members by Dec 2005
115 members by Dec 2006
130 members by Dec 2007
The Strategy is:
1. Prepare the marketplace through advertising, marketing, publicity and public relations
2. Engage the membership in recruiting new members
3. Set our house in order so there is greater emphasis on membership growth and a better process for welcoming and inducting new members.
1. Preparing the marketplace
We need to actively tell our community about the good work of Rotary, advancing our position and message at all opportunities. Preparing the market will involve four sets of actions -advertising, marketing, publicity and public relations.
Advertising
We strike an advertising budget of $15,000 to promote the club in the Brampton Guardian and Brampton Board of Trade "Trade Talks"
Marketing
We develop a generic business cards, a new brochure, a new orientation kit, and purchase a popup kiosk for presentations. Budget $9,500.
Publicity
We develop a specific publicity plan for each event in concert with the event committee and ensure all club members are informed about all club activities.
Public Relations
We hold two open houses a year and we host a Brampton Board of Trade After Business annually.
2. Engaging the membership(Recruitment)
We share the marketing and communications plan with all club members
Form a special "Project 95" committee to monitor and be the catalyst for recruitment activities.
Set our house in order (Retention)
A survey of members identified where we need to improve:
1.Membership and orientation
2.Club public relations and internal communications
3.Fellowship and more family involvement
4.Better speakers and more program variety
Club Structure
Club structure is important to growing membership. Structure must support the objective and provide the resources necessary to implement the plan. To see the proposed club structure:Click here
The Project 95 committee will take on the key responsibility of ensuring this plan is implemented and developing and implementing recruitment.
A new membership committee will be responsible for working with proposer(s) to ensure that a successful new prospect is quickly proposed for induction, and that we make this a special event in club life. Proposers will be recognized.
Attendance tracking, monitoring and reporting will be re-instituted with clearly articulated guidelines so all members fully understand expectations, and so the club can measure active membership.
The membership committee assigns all club members to serve, in rotation, as greeters for our weekly meeting.
In light of concerns about program, club members will be asked to submit a list of possible speakers and four fellowship evenings will be held each year.
In Summary
This plan will be a challenge for a 60 member club, but the alternatives are worse. We need a one-year commitment from all club members to be actively involved in recruitment. On a positive note, the impact of 35 new members will help reduce the workload in year two and three of the campaign and provide support for other active committees.