The Rotary Club of Fern Tree Gully is one of the 48 Clubs located in District 9810 and meets on Monday evenings. This evening I was invited to speak to members of the Club to discuss marketing and membership strategies.
It was great to see a member being inducted during the evening, which provided a great introduction into my session on marketing strategies and membership development.
The Rotary Club of Fern Tree Gully website utilises the District 9810 theme, with their website incorporating the ability to automatically dispatch the club bulletin to members. This approach will enable the Club to easily incorporate social media, such as Facebook to provide additional communication tools.
Individual Rotary Clubs provide local opportunities for service as part of the broader Rotary International. At a Club level members need to identify the key strengths they bring to Rotary and how this can be utilised to develop key marketing messages.
For example, the Rotary Club of Ringwood used the key Rotary themes of Community Service, Professional Development and Networking to develop a corporate membership program. This approach enabled the Club to introduce sessions that included topics relevant to the business community.
Clubs need to consider the types of members they wish to attract into Rotary and the messages that are likely to resonate with the identified target markets. Once the messages have been identified, consideration can be made into the communication tools that should be utilised to reach the prospective members.
Individual members should be equipped with an understanding of the key messages to ensure word of mouth referrals. Statistics for community participation clearly show the prevalence of word of mouth referrals when encouraging people to participate in volunteering. Rotary Clubs are similar and networks are often useful to demonstrate the benefits of Rotary and its service to local and global communities.