Presentation given by Rotary International Staff Member Nicole Hayden Jones, Senior Coordinator, Membership Resources.

1. YOUNG PROFESSIONALS CAMPAIGN
Youth Exchange Officer Preconvention-Sydney
31 May 2014
Nicole Jones

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Background
• The Young Professionals Campaign provides a
unique opportunity to:
– learn more about young professionals and their perceptions of
Rotary
– identify the challenges that clubs have attracting young
professionals
– develop new ideas and innovative strategies to increase this
important membership segment in Rotary clubs

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Phase 1: Exploring Social Media and Modifying Existing Service Projects

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Phase 1: Key Findings
• Clubs must change their culture
– Social media, marketing and advertising efforts are important,
but clubs must be open and willing to make changes necessary to
attract younger members
• Focus on engagement, not just recruitment
– Engaging prospective members and current members in a club is
an ongoing process
– Clubs should build the relationship before asking prospective
members to join
• Open service projects
– Invite non-Rotarians (including Rotaractors, Interactors, and
Rotary alumni), family, and friends to participate in club events
to maximize impact and expand community awareness

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Phase 2: Focus Groups
• Conducted focus groups
– Organize 12 focus groups in six markets:
• Chicago, Illinois and New York, New York (large markets)
• Omaha, Nebraska, and Salt Lake, Utah (medium markets)
• Raleigh, North Carolina, and Appleton, Wisconsin (small markets)

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Phase 2: Key Findings
1. Young professionals are
similar to older prospects in
attitudes but not in needs.

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Phase 2: Key Findings
2. The image
of Rotary is
outdated and
uninviting.

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Phase 2: Key Findings
3. Rotary’s
identity is
unclear.
4. Rotary’s value
proposition is unclear.

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Phase 2: Key Findings
5.Overall interest in joining
Rotary was low, even after
seeing the advertisements.

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• Understanding Young Professionals webinar
– In depth information about the focus groups conducted during the
campaign
– 7 steps you can take now
– How to conduct focus groups in your community guide
Want to hear more?

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• Young Professionals Appreciative Inquiry
– What does Rotary do well and where are there opportunities to
improve?
– How can Rotary clubs make changes that better attract and engage
young professionals?
What’s next?

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Thank you!
Email RotaryYPC@rotary.org for
questions regarding the Young
Professionals Campaign