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Enhancing Rotary Membership: A Beta Test on Customer Satisfaction and Retention Strategies

This document presents insights from a beta test aimed at redefining Rotary membership strategies. Conducted in January 2012, the survey involved 1,104 clubs and over 53,000 members, capturing feedback from 14,557 respondents. The survey results highlight strengths, such as high member pride and satisfaction, while revealing opportunities for improvement in communication and diversity. The goal is to address retention challenges and attract new members through a paradigm shift in how clubs perceive their members as customers. Ongoing evaluation plans seek to measure the effectiveness of these initiatives.

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Enhancing Rotary Membership: A Beta Test on Customer Satisfaction and Retention Strategies

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  1. Paradigm Shift Multi District PETS MEMBERSHIP Beta Brad Howard, Member Membership Development & Retention Committee

  2. NA Membership Trend

  3. Membership Growth Challenge Family Career TIME Health Moved Club Issues Financial Concerns Rotary Membership not fulfilling our members’ needs!!

  4. Beta Test Objectives • Paradigm Shift – Change the Conversation • Define Who Are The Club’s Customers • Survey Customer Satisfaction • Strengthen Clubs – Increasing Retention Attracting New Members

  5. Survey Overview • Online • Approximately 35 Questions • Focused on Customer Satisfaction • “Fielded” by PETS Groups

  6. Survey Overview • Notified Clubs in December • Fielded in January 2012 • Club Leadership Could Monitor • Results Received Prior to PETS • Results Shared With: DG, DGE, RC, RPIC

  7. Metrics • 1,104 Possible Clubs • 53,000 + Members • 14,557 Respondents (27.4%) • 868 Clubs (78.6%) • 680 Clubs with 5+ Respondents

  8. PETS Session • Standardized Lesson Plan • Briefed PETS Teams • Each Tailored Sessions • 50 to 90 Minute Session

  9. PETS Learning Objectives • Establish Members are Our Customers • Understand How To Read Results • Discuss Some of the Findings • What To Do With Information

  10. “Survey Says” Strengths • High Levels of Pride • Overall Satisfaction • Clubs Cares and Welcomes • Rotary Makes a Difference

  11. “Survey Says” Opportunities • Number of Service Projects • Poor Communication • Clubs Lack Diversity • Fragile Loyalty • Low Benefits to Family • Invite Friends/Colleagues

  12. How Used in Field • Clubs • Districts • Zones

  13. Evaluation • High Levels of Satisfaction • Should Be Repeated, Annually • Effective Way to Address Membership • Challenges Adopting to Different PETS Formats • PE’s Had Hard Time Tracking Paradigm Shift

  14. What Now? • Need to Measure Effect on Membership • Limited Staff Resources • Would Like to Repeat in Beta Test Group • If Available Next Year, Who Is Interested? • Reporting to Membership Development and Retention Committee

  15. Thank You!

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