Rotary Member
Loyalty Valerie L. Scanlan, PDG
Regional Rotary International
Membership Coordinator
Zone 25
scanlan@dakotacom.net
Today’s Topics
Loyalty Concepts
The Steps to Earning Member
Loyalty
Ideas for Building Member Loyalty
@ Rotary Clubs
Why Is Member Loyalty
So Important?
Because today Members have so many
choices.
Because it costs 6x more to get a new
member than it does to keep an existing
one.
It sets you apart, and generates
priceless WOMA.
Because Member lifetime value (LTV) is
a compelling justification.
Vision Statement
EVERY MEMBER IS TREATED
IN SUCH A MEMORABLE WAY
THAT WHEN THE
INTERACTION IS COMPLETE
THE MEMBER
TELLS SOMEONE ELSE HOW
GREAT
IT WAS!!!
Loyalty Concepts
Member Loyalty Comes From
Stronger Member Relationships…
The quality of club meetings is
important.
The quality of the projects also attracts
members.
but
It’s the relationship that really ties
members to the club.
Loyalty Concepts
Loyalty is Built…
…One Member at a Time
Each Member…
…is DIFFERENT and UNIQUE
Loyalty Concepts
Human nature is not
changing…everything else is.
People do things to feel good
or to not feel bad.
Loyalty Concepts
Members Seek…
Solutions Good Feelings
Good Meetings Relationships
Social Interaction Convenience
Lunches/Breakfasts Feeling of importance
Feeling of belonging
Ease of communicating
Loyalty Concepts
A Loyal Member…
Attends Meetings
Today and Tomorrow
Stays Involved
Gets involved in many committees (if you invite
and make it easy).
Loyalty Concepts
A Loyal Member…
Multiplies
A delighted Member tells 6 others about their
experiences, creating positive WOMA.
Refers Friends and Others to become Rotarians.
And comes back again and again
Costs less to serve, because he knows Rotary,
and you know about him.
Volunteers more money, time, and expertise.
Won’t switch to Kiwanis/Lions…easily
Forgives Mistakes
Loyalty Concepts
Complaints Are GOLDEN
Of 100 Members who are dissatisfied with
some aspect of the Club........
96 will just leave, not come back, and stop
being your Members.
Only 4 Members will take the time to
complain to you.
Be aggressive in gathering complaints
Earning Member Loyalty
Build learning relationships with your
members that add value for them through…
IDIC
Identify who they are
Differentiate by value and needs
Interact frequently
Customize your meetings and your
projects to add member value
Identify Who They Are
Learn and remember who they are,
and everything about them.
Don’t ever ask them the same thing
twice.
How do I start?
Builda Member profile database,
accessible by all Rotary
members.
Rotary Member Profile
Database
Personal Data
Name, address, contact info, birthday, birth place
Education
HS, College, Military
Degrees, Military rank
Fraternity/Sorority
Family
Spouse/Spouse data
Anniversary date
Children:--names, ages, data
Family interests
Rotary Member Profile
Database (cont)
Business
Previous employers/locations
Current employer/responsibilities/title
Business contact information
How I/my business can be a resource to other Rotarians
Special Interests
Service Clubs
Political Party
Rotary Committee Involvement
Lifestyle
Favorites: food, restaurants, hobbies, books, vacations,
sports, cars, etc.
Differentiate
by Value and Needs
Differentiate Members by their needs
and wants.
How do I start?
Categorize by A,B,C…
Interact With Them Frequently
Teach them who you are, and what you
offer.
Learn all you can about them and their
needs and wants.
How do I start?
Customize Your Club and Projects
to the needs of your members.
Customize (Personalize) your
Club to Your Members’ Needs
“One size fits one”
Call them by name
Interact with them frequently
Recognize them for everything
Give them helpful information
Thank Them !
Underpromise and overdeliver
Why I-D-I-C Works
It adds value for the Member.
It is easier and more convenient.
It “feels good” and builds
relationships.
It makes Members feel special.
Monitor Success
How do you know if what you are doing is
adding value for your members?
ASK Them!!!!!
Use the Membership Satisfaction
Questionnaire (Resource Guide)
The Member’s Loyalty
Pyramid
WOW
Factor
Feeling Special
Club Meetings and Projects
How “Member Focused” Are
We?
How often do we ask our members
How are we doing? What could we do
better?
Do we know why members join our Club? Why
they leave?
How often do we ask for referrals?
How many member’s pictures and stories are
shown / told at our meetings?
How often are members at our podium?
Do we “recognize” EVERY member?
What Do You Have That Is
Valuable to Your Members?
Learn from Wal-Mart
Publicity, compassion, service opportunities,
recognition, business contacts.......
Use these to add value for your members
Some IDIC Ideas for
Building Member Loyalty
Bulletins with pictures and stories
Newsletters – printed / electronic
E-mail notifications
Member biographies and interests in roster/Internet
Programs featuring Members and Members’ families
Form Member Communities
Celebrate the Members’ Rotary Anniversary
Thank you calls / notes
Member Surveys
“Celebrate a Member(s)” at every meeting
Invite Members to attend a Board Meeting
Questions ?