RI research validates RIBI’s own findings
RI research validates RIBI’s own findings
Recently released results of Rotary International focus group research, carried out over the last three years, backs up our own research, carried out by in 2008, which formed the basis of RIBI's strategic approach to marketing in order to attract new, particularly younger members.
The RI research, carried out in Buenos Aires, Johannesburg, Sydney, Tokyo and several cities in the United States, was designed to help address declining membership trends by gaining an insight into public perceptions of Rotary and Rotarians and to identify the barriers younger people have to joining.
Annemarie and I presented RIBI's own research findings, from six focus groups in London, the Midlands and Scotland, and the subsequent membership marketing strategy to RI's Membership and Marketing teams in Evanston in autumn 2008.
Both studies reveal that men and women in their fifties, forties and younger have serious reservations about joining Rotary, because they believe that Rotary is more in tune with their fathers' generation than their own.
Which is why our membership-attraction ‘tool kit' of materials - including leaflets, DVDs, flyers, posters and pull-up displays - as well as the regional marketing campaigns - with press and online advertisements, radio commercials and direct marketing - is designed to overcome those negative perceptions and show that Rotary really is for men and women just like them.
Click to see RI's ‘Membership Minute' newsletter and the research report, and to see the similarities with RIBI's own findings in a presentation.
It's good to know our findings and conclusions are echoed by other parts of the Rotary world.
David Bryant
RIBI Head of Marketing & Communications
Thursday, 9 December 2010