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Club Growth – It's A Matter of Service!!

By Gary Fletcher

It’s not a secret that many individuals join Rotary because they know they are getting next to the decision makers of organizations. This new “member of Rotary” knows that the local Rotary club is a terrific network of community leaders and should be a great opportunity to get connected. Sure, they have heard that Rotary is a “service club” but often times they hear it as “service CLUB” and not “SERVICE club”.

Frequently, those who join for the networking get discouraged when they discover that they can’t spend the meeting selling their wares. If this person does not get connected and involved early, we often hear that “circumstances have changed” and “it is too difficult to make meetings” on a regular basis. Soon, they are gone.

By contrast, there are new Rotarians who joined because they want to give back something to their community or help others around the world. They know that Rotary will help them be part of that group of individuals who definitely understand “SERVICE”. While often leaders in their own right, when they join they don’t know the routines and often don’t know how to get connected to one of the avenues of service committees. It’s usually because the club leadership fails to find out immediately where that new member might have an interest.

Sadly, when these individuals, who have the spirit of Rotary in their heart, do not get connected into the club “service” network, they can get discouraged, do not feel like they are accomplishing anything and they too will get too busy for regular attendance.

I have heard Past RI President Cliff Dochterman talk about the difference between a “member of Rotary” and a “Rotarian.” Over the years I had used that same comparison in conversations, and did not realize that it had come from Cliff, but I suspect he must have referenced it when he was the charter night guest speaker at my own Rotary club, Smoky Hill, twenty-one years ago.

As I have looked at Cliff’s comparison, what I believe it means is the member who gets involved in Rotary SERVICE and one that does not. So, how does this have anything to do with club growth? I believe we can agree that, typically, our best members and those that stay the longest are usually someone that our members know very well and asked to join.

If one of your members is not actively engaged in SERVICE is it likely that s/he will ask someone else to join? On the other hand, if your club is very active with service projects, and a member is involved in something that provides them warm and fuzzy feelings on a regular basis, isn’t it more likely that they want to share that with friends?

Fact is, when someone is proud of their club and what it does in the way of service to others, at least two things result…they remain a member and they are more likely to ask someone else to join. Not only is retention improved, but when new people join it results in real growth. How many clubs meet their new member goal each year, but the loss of other members result in a net loss? How many of those lost members gave as their reason, “it is too difficult to make meetings” when they really meant, “I’m not really needed here.”

Here are some ideas on helping turn that new “member of Rotary” into a Rotarian that will be anxious to invite another into your club:

• Don’t just assign a new member to a committee! Have someone assigned to interview that new member, explain the various avenues of service and what they do, and then ask the member where they might have a passion of their own. Then ASK them to be of SERVICE to a committee or group that will make that new member feel needed.

• New members should be actively engaged within a few weeks of joining. This immediate involvement in a committee meeting helps to build some personal relationships.

• Explain to a new member how to bring a project idea to a committee or board. Explain how the budget works related to projects and how the money that s/he helps raise is spent.

• When funds are spent for a project or something the club supports, be sure to recognize the avenue of service involved and acknowledge each member of that committee or group that provided SERVICE to make it happen. Spread the “warm fuzzies” frequently!

• For those in the club who are “check writers” (which each club needs, in addition to those who prefer to be “hands-on”), make sure that they are also acknowledged as important in making a SERVICE project possible. Without their checks, there might not be any projects to complete!

• Use every possible opportunity to remind the membership how important it is to be directly involved in an avenue of service and ensure that the message is one that helps build the individual pride in what they do. A member that is proud of their own efforts and that of their Rotary club will ask others to join!

The Four Avenues of Service (Community Service, Club Service, International Service and Vocational Service) are a roadmap to involved members! Involved members are happy members. Happy members share their pride with others. Membership growth is a direct result!

It's a simple formula…MEMBER SERVICE = PROUD MEMBERS = CLUB GROWTH!!

About the Author

Gary Fletcher is a Charter Member of the Rotary Club of Smoky Hill (Aurora Colorado USA), a Past President, a Paul Harris Fellow, and has held many positions both in his club and District 5450. He is webmaster for his own club, District 5450 and eClub One. He spent 30 years with a Fortune 500 company and upon retirement he started Solution Services Inc, a website design, web hosting, and other internet bases services.

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