District Membership
by Lorine Parks
The term young professional originally narrowly referred to recent graduates of professional schools serving in professional careers. Generally speaking it meant young people in their 20s and 30s who were employed in a profession, or white-collar occupation. But the age limit has eased up toward 40 and a professional can be a small business entrepreneur as well.
Ken Chong, the District’s Senior Assistant Governor for Membership, offered himself as an example. “I’m 40, have 2 kids, and am a fourth generation American. And I joined Rotary twelve years ago for very selfish reasons.” As Ken explained it, “I joined first to get new business, then discovered service, and now I keep coming back each week to see my friends.”
Stereotypically, Young Professionals can be viewed as having an "obsession with success" and "plagued with loneliness." Alternatively, young professionals can be seen as highly spiritual and "seeking a spiritual outlet to balance their hectic working lives."
Young professionals are strongly attached to technology and media and are targeted by makers of those products.
Networking in Rotary was originally a two-edged sword, because young professionals want to network. This is an important factor in deciding whether to join Rotary or not. From a club point of view, offering networking opportunities is also a great selling point. But some Rotarians felt that networking was taboo at meetings and this was holding back Rotary’s potential (The Fine Master has usually reinforced this disapproval of self-aggrandizement as an ego trip).
Ken may have joined to grow his business in the field of real estate, but he soon found out that that is not the biggest benefit that being a Rotarian can bestow. “I joined for selfish reasons,” Ken says. “As a 28 year old, I wanted business contacts and several people who I respected told me I should join. I didn’t necessarily have the discretionary income to join LA5, but I saw the $3000 annual cost as an investment in myself.” Young Professionals tend to ask, “What is the value in it for me?”
“There were not many young professionals in LA5 when I joined, so I did not join for social reasons. But when I saw the type of people in the room, I knew I needed to be part of the club.” Thus, Service became an added value in Ken’s life.
What else was it about Rotary that inspired you? “As a Bruin, I had fun and made friends helping to organize the annual UCLA vs USC Football Luncheon. I eventually found the Scholarship committee where LA5 gives $150k+ every year to the best and brightest scholars who overcome extreme adversity from low income neighborhoods to go to the best universities in the country. I had my Rotary moment and then I was hooked.”
As a Senior Assistant Governor, Ken is responsible for recruitment and retention of members district-wide, and our vast District 5280 includes 2,600 members in 65 different Rotary Clubs from Calabasas to San Pedro.
So what plans does he have to get the attention of Rotarian potentials? Ken comments, “We don’t need to reinvent the Rotary Wheel. Every club has their signature event, project or meeting that everyone looks forward to, the crowd favorite. Clubs should focus on putting their best foot forward and focus on inviting prospective guest-members to only these events.”
“Clubs need to create a sense of urgency where guests feel they need to be members or they are missing out on something.”
What about meeting styles that suit the time budget and pocketbook of the YP? “I encouraging clubs to question how they meet and why they do what they do,” says Ken. “Young professionals may not see the benefit of being required to pay to eat at every meeting or singing the national anthem. Being respectful to tradition is important but clubs have to consider what signals their meeting format is sending to potential members.
In clubs like the Westwood Village Club and Westchester, Young Professionals pay lower dues and only pay for lunch when they come.
Retaining members is another concern for Ken. It’s hard for new members to get acquainted right away. “Give everyone a job.” Ken says. “But,” he adds, “don’t make it ‘Work.’ Find something they like to do.”
“And have a really exciting signature event. Rock it, and they will feel themselves supporting it, and supporting each other.” LA 5 gives a party for underprivileged kids. That’s how they got Dodger General Manager Ned Coletti to join, on a memorable day for Ken.
One thing Ken really liked about our club: the tradition of everyone circulating the room and greeting each other during the Welcome Song. Since women came into the club, there’s hugging and kissing too. Our cardiovascular systems get a good workout. We have the reputation of being a “fun” club. Maybe that’s part of the Downey mystique.