The Vancouver Metropolitan-Area Membership Strategy
By Gayle Knepper, Rotary Coordinator, Z24W
When District 5040 (BC) leaders held the annual strategic planning meeting for the 2014-15 year, a topic discussed in depth was the health of clubs and the membership decline which had occurred over time.
In fact, when completing the SWOT (strengths, weaknesses, opportunities, threats) analysis at the session, two of the top-ranking threats were identified as:
- Not dealing with aging membership
- Not turning around the declining membership
It was critical to the future of the clubs, they determined, to focus action on these issues now, looking at new methods to turn around this troubling trend.
“Grow membership 15% over 5 years,” was the goal, to be reached through a combination of retention and new member/club development. While they had already identified the WHAT — the issue, determined the HOW MUCH – the goal, and the WHEN to do it (now), the real job was just beginning. Leaders now faced the bigger task — HOW. Read more