Market your members and make them matter!

You want to expand your Rotary club’s reach and exposure on social media, right? Have you ever thought about involving ALL your members?

Your club’s social media reach can grow dramatically if all your club members are helping to spread your club’s message, but including everyone in your efforts is more complicated than just telling your members to like the club Facebook page.

Marketing and promoting your club on social media is getting even harder these days. So how can you get your club seen a little bit more? Easy – by getting your whole club talking about your club on social media!

Member satisfaction is also likely to rise, when you showcase your members on your club’s social media channels; things like celebrating a member’s birthday or even a short profile will give a real face to the club.

As a bonus, the club’s Facebook page engagement is sure to increase, because your members will like, comment and re-share the updates that feature them.

So, post lots of pictures from club events, club meetings and the like, and especially take the time to tag and tell those members in those updates so they’ll be notified that they’re featured.

Getting your members to buy into helping promote the club on social media can take time, particularly if some of them are new to Facebook. But by following some of these tips, it’s never been easier to start including your marvellous members in promoting the great things your club does.

Article by Evan Burrell

Stand up: Be a Rotary club ambassador

Think about the last time someone gave you a “word-of-mouth referral” that influenced your decision in doing something.

Maybe a friend shared their love of a new restaurant over Facebook, or your neighbour recommended their plumber of choice. Or maybe it was as simple as a friendly suggestion to come along to a Rotary club meeting all that time ago. Regardless, you probably acted on the referral, in part, because it came from someone you trust!

So, with that in mind, are you interested in helping showcase Rotary and your club, but you don’t know how?

Well, if you are passionate about Rotary like I am, I encourage you to become an ambassador for your own club and, more importantly, for Rotary. 

Here are a few things you can do.

1. Be active online and offline. Being active online means posting, commenting and sharing positive Rotary stories via social media. Being active offline means you’ll need to be able to have meaningful conversations about Rotary to anyone and everyone.

2. Wear the Rotary brand. Wear the Rotary logo on your hat, or your club shirt out in public. You never know the conversations that may be sparked.

3. Post, Share & Tweet. Share information about your club’s upcoming events; retweet or share content from Rotary International and tweet about your own personal involvement with Rotary.

4. Invite a friend. Next time you volunteer at one of your club service projects or attend your club meeting, invite a friend along and/or invite them to like your club Facebook page.

5. Share on Facebook. Go beyond just liking your club’s Facebook page and share posts, enabling your friends to learn about Rotary.

6. Tell people. Tell your family, your work colleagues, your Facebook friends, or anyone you meet, about your involvement with Rotary.

Your support as an ambassador helps not only your club, but Rotary itself to maximise the reach and increase awareness of all the good we are doing in the world!

So, STAND UP and make yourself a Rotary ambassador.

Article by Evan Burrell

What is the Relevance of Rotary in the Future?

The future, the great unknown…

There are always lots of questions about the future. What will the future be like? What will be there in the future? Now these are really good questions. But I think the more appropriate question would be is there going to be a future left for us, Rotary?!

In a message to the 1914 Houston convention, Paul Harris said “The future of Rotary is shrouded in expectant mystery. It will be for you, my Rotarian friends, to aid in the unfurling of the Rotarian destiny. Whatever Rotary may mean to us, to the world it will be known by the results it achieves.”

Paul’s words may well have been addressed to that great convention in Texas 106 years ago, but even more so now, his words are more relevant than ever! But there is still “an expectant mystery” about the future of Rotary - it is still up to us, as Rotarians to be a part of the unfurling of Rotary’s future destiny.

So that question must be asked in 2020, is Rotary relevant? Are we facing an opportunity with that question or do we frame it as a challenge?  Let’s consider Rotary’s situation as an opportunity because we have so much to offer.

The Greek philosopher Aristotle once said that the essence of life is “to serve others and do good,” and it seems there is an increasing number of people starting to wake up to that philosophy and see why volunteering is important now. People are starting to understand how serving and helping each other and different communities benefits not just others but themselves too, so the ethos of Rotary and our motto of “Service Above Self” is still relevant and will be relevant into the future. 

As an organization we need to capitalize on that feeling of good will and importance because those people who rely on Rotary now will still need to rely on us for help in 30 years’ time and will we be here to keep fulfilling that need?.

These very same people are looking to organisations like Rotary to mend the societal divide and facilitate connections they are so desperate for.

You see people inherently want to be brought together, we all crave human connection, and this is where Rotary has positioned itself for 115 years. We give the offer of friendship, the offer of help, the offer of making a tangible difference. We carry out service, we help communities and Rotary has so many opportunities for someone to make a real difference in so many different ways that it makes Rotary appealing. To me, this is still what makes Rotary relevant, this is what makes it special.

For us to stay relevant we need to keep up with what is going on in the changing world around us, because if the changes in the world outpace our organisation, then the end is nigh my friends.  It is true that we must recognize the importance of tradition and the past that came before us and Rotary’s established history that is so full of rich examples of service around the world is definitely a draw for people.

But clubs must be adaptable going into the future in order to stay relevant and in order to attract new members or partnerships. We need to be adaptable and flexible in terms of the projects we choose to become involved with, who we help and how we contribute. We have to make sure that what we are doing is important and relevant in our local community, and actually fills the need that the local community wants instead of the attitude of “this is something we’ve always done so we’re going to keep doing it”.

You see, I find most Rotarians, certainly those from the “Western World”, think of the relevance of Rotary from the perspective of helping the poor, disadvantaged, and all the humanitarian work we do in developing countries. There is no doubt our work in these areas is relevant and needed. The problem is when we ONLY talk about the things like Polio eradication, clean water, basic health care or the humanitarian work to a local audience who doesn't see Polio, and takes clean water or basic health care for granted - because we have all of that in the “Western World”

As such these stories, as important as they are, fail to gain traction with a non-Rotary audience. So if we want to appear relevant into the future we have to change the narrative. Sure we can talk about our humanitarian work overseas, but we also need to talk about things that matter to a local community audience, such as youth development programs, mentoring, business networking, ethical business practices, relationship building, friendship, personal and professional development, etc, the list is endless.

If Rotary is seen as being out of touch with current trends or shifts in the local community dialogue, then this will eventually impact on our relevance not only in the local community but also the world.

If Rotary is no longer considered relevant as seen by the world around it, then it is time to take change seriously. Charles Darwin once observed that “It is not the strongest that survive, nor the most intelligent. Rather, it is those who are most responsive to change.”

The change does not need to be big, change does not need to happen fast, but change is the impetus that will help us grow into the future and to stay on the path of relevance!. Of course we shouldn’t just change for changes sake, we need to stay true to our core beliefs our DNA so to speak, but we can take steps to make sure we can stay relevant in this ever changing world. Take COVID19 as an example. With the COVID-19 pandemic, many Rotary clubs and similar community based groups have had to postpone or cancel their in person meetings, projects, conferences and training etc.

Clubs have looked towards a new online future and embracing what that prospect has to offer. There will of course be people that look at technology as a threat to the status quo, but can I suggest it can be a phenomenal opportunity to leverage and enlarge our influence to re-engage people in our community and to attract people who might otherwise never join our organisation. Clubs may even find the combination of online and in person meetings suits and they use that to help grow.

Rotary clubs need to continue to realise the need for both evolution, and from time to time a peaceful revolution, if it is to survive into the future. I believe this very same mandate is more important today than ever before. Will we be willing to change, diversify, adapt and re-invent ourselves as the world around us changes? Will we be the evolutionary and even revolutionary organisation our communities are crying out for?

If we can keep identifying the big, audacious goals that motivates us and mobilizes our supporters; our organisation is likely to not only survive but thrive in the years to come.

The future of our organization relies on our ability to pass our evolutionary commitment to service and our belief in the value of volunteerism on to those who will take up the mantle when we are no longer here to serve.

Whatever the year, whatever the time, the future is always going to belong to the next generation.  It is in the next generation that we pack our hopes and dreams, our plans and ideas for a better tomorrow.

The future of Rotary will depend on these future members, if those Rotarians of the future live up to the ideals and opportunities and face the world with a devotion to service then the future of Rotary will be secure, the future of Rotary will still be relevant because Rotary still is relevant, Rotary still is necessary now and will be for the future.  

Be in no doubt that Rotary will still continue to be needed more than ever before, because there is a greater need for Rotarians and Rotary clubs to help with the problems that humanity faces.

You see the key to our longevity has been getting the community involved. And that means not just selling sausages or seeking donations, but building meaningful partnerships with our community and being seen in their eyes as still needed and still relevant.

Going into the future we undoubtedly will face challenges, but as long as we are able to remain needed and relevant to our communities and look for ways for new members from a wide variety of backgrounds and experiences who, like us want to join and make a contribution to the community then our relevance and or need into the future is assured.

Make no mistake, people want to do something that makes a difference and making a difference will always be relevant.

The very future and relevance of Rotary depends on it!

Article by Evan Burrell

How to make meetings virtually enjoyable

When people first started to embrace online communication, it was only possible to do a few things at once. But the possibilities of online communication have since been transformed by technologies that allow us to speak, listen, write, share screens, to see each other and hold private group conversations – all at the same time.

This new form of technology has revolutionised the way we do Rotary, and you don’t even have to be an e-club to see the benefits. Rotarians have started to use programs like Zoom and Goto meeting to watch Rotary-specific webinars or to conduct meetings, or even to invite others to watch a traditional club meeting being streamed live!

Not only can we do far more than was previously possible, we can do it with fantastic quality.

The benefits of online meetings for Rotary clubs in economic and human terms is potentially massive – so why are many clubs still slow to explore what an online meeting can offer? It could be a combination of factors, like fear of a tech failure or a sense that an online meeting can represent a poor “second best” option to a face-to-face equivalent.

One of the biggest mistakes is when clubs take the traditional Rotary meeting format and just try to replicate it online. An effective online meeting requires an interactive atmosphere and engaging style of encouraging contributions from everyone.

Helping people to understand what’s expected of them before the online meeting starts is pretty critical; without that, people may sit quietly and not contribute. So, stating the “rules of play” – how to interact; whether to interrupt freely or indicate your wish to speak; how to join and leave the meeting – is crucially important to make it a successful outcome for everyone participating.

So, maybe your next board meeting you can do it online and be comfortable in a pair of pyjamas, following the action from behind your computer screen.

You never know, it may just become the norm.

Article by Evan Burrell

You can help your community During The Coronavirus crisis

This is an idea that Rotary clubs across the world can do right now for people in their own communities.

The elderly and those with underlying health conditions that are isolated at home in most normal circumstances or having to self isolate themselves as a result of being confirmed as having the coronavirus, may not have enough food, living essentials or have enough money to provide for electricity, gas and other services.

Rotary clubs can spring into action to provide funds or able bodies to help assist those who are needing it during this time. Even just a simple welfare check on those in your community can do wonders. There are lots of non profit organizations like Meals on Wheels for example that are providing assistance to the elderly or incapacitated and Rotarians can help to lend them a hand. It's true Rotary isn't a first responder but we could assist with the logistics, purchase and perhaps delivery of emergency type packs.

It's just an idea but these packs could consist of canned food, microwave meals, packets of non perishable food and personal care items e.g hard to source toilet paper for example. It's true the Coronavirs is serious and I get some people can be hesitant to help, but perhaps to reduce the risk of passing the virus or contracting the virus the Rotary volunteers can take necessary precautions such as contacting the home owner before arrival and placing the parcel at the door to minimize the risk. They could use necessary sanitary products like gloves and hand sanitizer gels at each delivery. These are just some of my thoughts. Some people are alone, scared and some need assistance, and as I said even a simple phone call or a welfare check could be enough.

So Rotarians can step up to the plate and try and help in anyway during this crisis. Check with other local community/outreach and welfare agencies to see what assistance can be provided.

Now is the time to "Be The Good"

Bridging the great divide

People today feel more divided than ever, and with social media rapidly spreading opinions, it is easy to see why.

If you look across your social media news feed, you will see posts you absolutely love and then there will be posts you absolutely hate! Political, social and religious discussions drive opinions to what is “right” compared to what is “wrong” and can create an “us” versus “them” environment.

And if you share your opinion too often online, you could see it rapidly descending into a spate of name-calling and fighting among friends who do not see eye to eye. Every day, heated discussions fill social media feeds and negativity dominates the news cycle. You only have to look in the Facebook comments section on stories about vaccinations to see the descent into chaos.

People are looking to organisations like Rotary to mend the current societal divide and facilitate connections in person and on social media.

People want to be brought together, we crave human to human connection, and this is where Rotary clubs can help; we carry out service projects and help communities in so many different ways that it makes Rotary appealing to a diverse range of potential new members.

But how can your club use social media to connect people? Well, create engaging interactive social content on your Facebook page, highlight common interests that appeal to your community and promote offline events like your fun runs, bike classics, market stall days, etc.

Social media has made it easy for Rotary to talk about our “product” to large groups of potential new members. But these people want to have more than just the same old boring selling points and information from clubs.

These potential new members want to learn about the people who make up their local Rotary clubs. If your club wants to foster a genuine connection with the people in your community, then you will need to think beyond what your club “sells” and consider the needs and desires of the people who may want to get involved with Rotary.

Rotary can bridge the divide between groups that wouldn’t otherwise communicate with one another.

We can use our social media presence to raise awareness around important issues, we can invite people to join meaningful conversations and even build communities that spark long-term connections both online and off.

The ways and means are there -- clubs just need to use them to really connect with their audience, and if we do it well, we will heal divisions and bring people together; in fact, it’s what we have been doing for well over 100 years.

Article by Evan Burrell

Building brand YOU!

The idea of having a personal brand is relatively new, but it’s an important thing to develop today, especially when it comes to promoting Rotary. Even more so if you are a community leader like a district governor, because building a personal brand becomes just as important to build trust and credibility with your own audience.

Now, while the good old club brochures or Rotary business cards given out at the sausage sizzles are still used as good promotional tools, people who are looking to join or be affiliated with you or your club find out a lot more just by googling you.

This means the internet is now all about YOU! In the past few years, the importance of personal branding has grown dramatically as social media sites have enabled anyone to easily express themselves online, so it’s important to project a positive image.

Your individual personal brand is created by the personal values you believe in and how you build upon Rotary’s professional reputation by your contributions to your communities, both online and offline. For me personally it was the creation of the “Rotary Hero" branding, this tied into my passion for comic books and superheroes and a love for Superman. I used the well known concept of superheroes doing good in the world to make the connection between Rotarians who also do good and branding Rotarians the modern day superheroes. For me now, it has made me recognizable across the Rotary world as a Rotary Hero and bring positive vibes and energy because of it.

Once you’ve identified your own passion, style and message, you’re ready to start developing a meaningful conversation.

When defining your own personal Rotary public image online, consider these elements:

• Your image should be in line with Rotary’s culture of tolerance, respectability and peace; your personal brand image must suit the audience you are serving.

• Your smile, gestures, tone of voice and writing style need to be authentic to who you are and support your need to make your audience comfortable in relating to you.

• A positive image and appearance is crucial to acceptance by potential members and the community at large.

Having a personal brand is about differentiating yourself by expressing your own unique view, creativity, opinion and personal style. We all have natural talents and gifts, so let us use them to tell the Rotary story.

Article by Evan Burrell

What is your image of Rotary?

If you are a member of Rotary like me, you probably already know that it’s one of the largest and oldest service organisations, that we try to attract good people and equip them to be even better, and that we are all about doing good works in our local communities. But what does the general public think about Rotary?

Surveys suggest that a majority of non-members see the organisation as mostly old, mostly male, and mostly white. Now, I know I have been to the “Rotary Club of Jurassic Park” once or twice before, but I also know we are so much more than that.!

So how do we best counter this common perception of our great organisation?

The importance of a good photo

Simple. We absolutely have to be out in the community showing the public the many different diverse faces of Rotary.

Smart public relations is integral to sharing the story of Rotary. When we do any publicity for our club – press releases to media, social media posts, stories on our club website – we have to make sure the photos we select show off our diversity. We need to look for images of people of different ages, of different gender, of a mixture of ethnic and cultural backgrounds. It is up to us to accurately reflect the diversity in our clubs.

But even more importantly, it is up to us to make sure our membership does indeed reflect that diversity. (If you do not know if your club reflects the diversity of your community, the Club Assessment Tool is an excellent place to start)

Recognizing women in Rotary

Here in Australia, there is an unofficial movement called “Women in Rotary” spearheaded by Rotary member Kerry Kornhauser to recognize those women who are achieving more and more within Rotary.

Their website puts it this way:

“Women in Rotary was created by The Rotary Club of Albert Park in order to initiate and support a dynamic Rotary culture where men and women work together to expand and build on existing strengths with the benefits of diversity to improve the lives of individuals and communities in a way consistent with the RI Strategic Plan”

Clubs also need to get more involved with our youth programs — Rotaract, RYLA, Interact, and Youth Exchange – and be seen by the community interacting with these future leaders. When people see Rotary members and Interactors involved together in a service project or when they see experienced club members mentoring beginning professionals, this will go a long way in changing the way the public views us.

And if that doesn’t break a few stereotypes, I don’t know what will! What is your image of Rotary?

Article by Evan Burrell