Sheila Bethel
District 7020 Public Image Chair & Zone 34 Assistant Rotary Public Image Coordinator
District 7020 Public Image Chair & Zone 34 Assistant Rotary Public Image Coordinator
For years, we described Rotary by the numbers: 1,220,115 members in 34,558 clubs in 200 countries and regions. Impressive figures, for sure, but they only tell part of our story. What numbers can't convey is the essence of Rotary –- what sets us apart and inspires people to get involved.
So we interviewed members around the world to discover why they're passionate about Rotary. What we found was a new way of talking about Rotary that focuses on three core ideas. Through Rotary, you can:
• Join leaders from all continents, cultures, and occupations
• Exchange ideas, bringing our expertise and diverse perspectives to help solve some of the world's toughest problems
• Take action to bring lasting change to communities around the world
• Join leaders from all continents, cultures, and occupations
• Exchange ideas, bringing our expertise and diverse perspectives to help solve some of the world's toughest problems
• Take action to bring lasting change to communities around the world
It's not a new story but it is a new way of telling our story, one that conveys the top two reasons people join Rotary: for friendship and to make a difference in their communities. When you share your passion for Rotary, you have the power to change a stranger into a volunteer, a colleague into a donor, and a family member into a Rotarian.
To help us deliver the message more concisely and cohesively, over the past two years, Rotary has undertaken an unprecedented amount of research to study the effectiveness of how we communicate with each other and also to look at perceptions about the organization from the community at large. What’s likely not surprising is that we determined we have all of the strengths necessary for greatness in our second century of service. However, when we looked at awareness about our organization in the greater public arena, they quite simply don’t know about us. Global research shows that when asked – four in 10 people have never heard of us, another four know us in name only, and the remaining two only have some familiarity, which is often colored by misconceptions. How can we attract and engage new members and partners when they don’t know who we are?
The Strengthening Rotary initiative:
1. It helps us explain who we are, what we do, and why we matter.
Through this process, we have introduced a new framework to help Rotarians better define who we are when asked the inevitable question – what is Rotary? We Join Leaders – Exchange Ideas and Take Action. Of course each Rotarian’s story is different but if we could highlight the common ground, it begins to form a compelling call to action. We are leaders who act responsibly and take action to tackle some of the world’s most pressing challenges. When we are all singing off the same song sheet our message is amplified and it becomes much easier to engage people in Rotary.
Through this process, we have introduced a new framework to help Rotarians better define who we are when asked the inevitable question – what is Rotary? We Join Leaders – Exchange Ideas and Take Action. Of course each Rotarian’s story is different but if we could highlight the common ground, it begins to form a compelling call to action. We are leaders who act responsibly and take action to tackle some of the world’s most pressing challenges. When we are all singing off the same song sheet our message is amplified and it becomes much easier to engage people in Rotary.
2. It helps us present a strong, unified image to the public
For so long we did our good work quietly and not for recognition. While this was noble it made it difficult for people to understand the good work of Rotarians. Now that “telling our story” has become a priority, we need to make sure that we have a united voice.
For so long we did our good work quietly and not for recognition. While this was noble it made it difficult for people to understand the good work of Rotarians. Now that “telling our story” has become a priority, we need to make sure that we have a united voice.
3. It will help us attract new members and supporters
Strengthening Rotary is essential to Rotary’s future. As we share our story in a more clear and compelling way, like-minded people are going to want to be part of our great organization. This really is one of our best membership opportunities. In the end, if we can elevate awareness and attract and engage new members and partners, our good work will spread and “doing good in the world” will not only remain our organizational compass but it will help us soar to new heights.
The Brand Center at rotary.org
An exciting new visual identity kit and guidelines have been launched and they provide tools for individuals, clubs, and districts to create a look that begins to introduce continuity across the globe. Of course, there remains room for personal creativity but a unified look and feel will propel Rotary into a very bright future. Everyone will know who we are, what we do and why it matters! Join in the initiative and bring your club up to date with the new improved look and feel of Rotary. Visit the Brand Center, where you’ll find templates, images, radio and TV commercials to promote our message - our gift - to the world.