Page 3 - 2021-02-Rotary-on-the-Move-Newsletter-Zone-8

‘MEMBERSHIP AND MARKETING: TWO SIDES OF THE SAME COIN’

Article by RI Director-Elect, Jessie Harman

Many of you will associate me with the membership roles I’ve held in Rotary. Yet in my professional

life, outside Rotary, much of my career has focused on marketing and communications. For almost a
decade, I taught Marketing Principles to undergraduate and postgraduate students at University.
Later, when I moved into University management, I put those principles into practice - marketing the
University’s programs to business, government and international students.
My marketing experience has centred almost exclusively on services (as distinct from goods) and I’ve experienced
first-hand many of the challenges related to their unique characteristics. The fact that services are intangible
experiences makes them challenging to communicate to would-be buyers; the fact that customers are integrally
involved in producing the experience means they are difficult to standardise and quality is difficult to control. For
all these reasons – and more - it can be difficult to demonstrate value.
Rotary ‘membership’ is a classic example and, like other services, promoting Rotary comes with inherent challenges.
Fortunately, there are some tried and true tips which can help us promote our organisation more effectively. Here
are five tips for services marketing that have always resonated with me and are directly relevant to Rotary:
1. Connect with your customers on a personal level - to ensure you understand their needs and wants. In
the end, members perceive quality and value when their volunteering needs and wants are met through Rotary.
We need to really understand our members’ needs.
2. Ensure the brand projects confidence and credibility - because a strong brand helps reduce the risk
associated with buying an experience. Make sure your internal and external communications reinforce the
message that Rotarians are People of Action creating positive change in their communities and themselves.
3. Use people to promote the brand. When it comes to purchasing services, would-be customers definitely
prefer recommendations, testimonials and referrals from trusted sources. Educate and support your members
to be great ambassadors for Rotary.
4. Post regular, high quality content to build awareness and understanding. Make sure the content captures
Rotary’s brand essence, is credible and upbeat. Above all, be consistent.

5. Find ways to continuously improve the customer experience - to enhance perceived value and
satisfaction. Like other customers, our members’ expectations continue to rise; so too do their options for
volunteering. We need to find new ways to increase member engagement, improve retention and build loyalty.

This last tip reminds me that membership and marketing/public image are two sides of the same coin when it comes
to strengthening Rotary. It may also go some way to explaining why I’ve held membership, rather than public image
roles within the organisation. Despite that, as I prepare for the role of RI Director, I am looking forward to working
with our Public Image and Membership leaders throughout our zone. You have an incredibly important role to play
in strengthening the present and the future of Rotary – you can count on my support.

‘HINCHINBROOK ROTARY'S FAMILY FUN NIGHTS’

By PP (RC of Ingham) Madeleine D'Urso, Rotary Club of Hinchinbrook, District Newsletter
Editor, from the December - January 2020-21 edition of the Rotary District 9550 Governor's (DG
Merewyn Wright) Newsletter.

The Rotary Club of Hinchinbrook holds a dinner meeting - "Family Fun Night " - on the last
Wednesday evening of each month. This dinner meeting is open to partners
and guests of club members, who are important contributors and supporters
of the club. These meetings are used to invite relevant and topical guest
speakers and to host representatives of the club's community partners
(presentation of donations, reports in relation to community events, etc.).
This is an important forum for fellowship within the club.
Attending Rotary Club of Hinchinbrook Family Nights have always been
something I enjoyed immensely. However, over the last couple of months I
have had new cause to celebrate. Olivia and Elizabeth Briggs (twin daughters
of Rotarian Damien Briggs) have taken a shine to attending our meetings. It
is so nice to put the family in Family nights! Unlike so many other visitors to
our club, they don't turn up just for the food.

Rotary on the Move February 2021 Page 3