Focus groups shed light on issues affecting membership recruitment

These are a few of the responses that non-Rotarians consistently gave in recent Rotary International focus groups when asked what they think of when they hear the words Rotary International or Rotary club. The participants were professional women ages 30 and above and men ages 30-45, prescreened by independent market research firms to include individuals who would satisfy the requirements for Rotary club membership.

The purpose of this research was to learn about attitudes regarding volunteerism and networking among men and women of this age demographic as well as to gain insight into their awareness and perception of Rotary. The results show that while general impressions of Rotary are positive, there is an overwhelming lack of understanding about what Rotary is and what Rotarians do. Most individuals did not view themselves as potential Rotarians even though they maintained the professional requirements for membership.  

Commitment to and interest in giving back to their communities through volunteerism was a common theme among participants. But what do you say to someone who says, “You don’t need to join Rotary to help your community”? Discuss this statement with your club, and come up with a strategy to showcase Rotary club membership as a flexible, unique, and valuable way for younger professionals to get involved in their communities.

Actively addressing the perception of an old, male, inflexible, elite, exclusive, and secretive club — whether any of these words describe your club or not — is an important part of educating the public about Rotary. Think about what this means for your club, and consider the following: