Speaking in Rotary's Voice

SPEAKING IN ROTARY’S VOICESeoul Convention 2016

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TODAY YOU WILL LEARN:

Why did Rotary look at it’s Brand What our research tells us How our strategy helps clarify and focus Who are are, what we do and why it

matters How to speak in our new voice

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WHY WE’RE STRENGTHENING ROTARY

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OBJECTIVES

• Clarify what Rotary stands for, how it’s different and why people should care

• Elevate awareness and understanding

• Motivate, engage and inspire current and prospective members, donors, strategic partners and staff

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SURVEY RESULTS

Never Heard of Rotary

Know Name Only

SomeFamiliarity

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CHALLENGE

NOT EARNING FULL CREDIT FOR OUR GOOD WORKHarder to reach our full potential

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WHAT OUR RESEARCH TELLS US

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Conducted

160+ interviews

Analyzed 20,162 surveys

Reviewed

400+ documents

institute meetings

Participated in

5Obtained comprehensive feedbackfrom Rotarians in 167 countries

Visited

20 clubsand attended the

2012 International Convention

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ROTARY’S STRENGTHS DIFFERENTIATE US

1. A multidisciplinary perspective allows us to see challenges in ways others can’t

2. The ability to apply leadership and expertise to social issues

3. The passion and perseverance necessary for lasting change

4. Community impact on a global scale

See differently

Think differentlyAct responsibly Impact communities globally

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PRIMARY REASONS PEOPLE JOIN ROTARY…

Why did you initially join Rotary?To positively impact my community

Friendship and fellowship

Professional networking/business development opportunities

To have a positive impact globally

Potential for personal/professional recognition

Development and training opportunities

10%

0%

30%

20%

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…ARE THE SAME REASONS THEY STAY ROTARIANS

Why do you stay with Rotary?To positively impact my community

Friendship and fellowship

Professional networking/business development opportunities

To have a positive impact globally

Potential for personal/professional recognition

Development and training opportunities

10%

0%

30%

20%

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FINDINGS

Rotarians are responsible leaders– Define by mindset

Connecting always will be a driving force

behind Rotary Rotary creates

community impact on a global scale

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SIMPLIFYING OUR MESSAGE

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ESSENCE VALUES VOICE

Our reason for being

Our beliefs Our expression

BUILDING BLOCKS OF OUR BRAND STRATEGY

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ESSENCE STATEMENT

Rotary joins leaders fromall continents, cultures and occupations

to exchange ideas and take actionfor communities around the world.

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Rotary joins leaders fromall continents, cultures and occupations

to exchange ideas and take actionaround the world.

ESSENCE STATEMENT

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ESSENCE VALUES VOICE

Our reason for being

Our beliefs Our expression

BUILDING BLOCKS OF OUR BRAND STRATEGY

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ROTARY’S VALUES - WITH ACTIVE LANGUAGE

Diversity We connect diverse perspectives.

Vocational expertise, Service and Leadership

We apply our leadership and expertise to solve social issues.

Ethics and integrity We honor our commitments.

Fellowship and global understanding

We build lifelong relationships.

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ESSENCE VALUES VOICE

Our reason for being

Our beliefs Our expression

BUILDING BLOCKS OF OUR BRAND STRATEGY

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• Smart• Compassionate

• Persevering• Inspiring

VOICE ATTRIBUTES

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SMARTWe look at problems from different angles and apply our expertise to solve social issues in ways others cannot. Our communications are insightful and discerning.

WE SOUND:KnowledgeablePerceptiveConfident

BUT NOT:ObscureDisconnectedArrogant

OUR VOICE

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COMPASSIONATETackling the world’s toughest challenges requires empathy. Our communications champion real people, stories and conversations that are relatable and universal.

WE SOUND:ThoughtfulSincereEngaging

BUT NOT:LoftySentimentalWeak

OUR VOICE

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OUR VOICE

PERSEVERINGWe are relentless in our pursuit of lasting solutions

to systemic problems at home and abroad. Our communications express our perseverance when we speak with clarity and conviction.WE SOUND:BoldPurposefulCourageous

BUT NOT:RecklessClose-mindedStubborn

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INSPIRINGMotivated by the enduring connections and positive change we bring to communities and the world, we encourage others to take action. Our communications convey hope, enthusiasm and passion.WE SOUND:UpbeatHopefulVisionary

BUT NOT:HyperZealousImpractical

OUR VOICE

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ROTARY SIGNATURE

®

NO

TE: G

RA

PH

ICS

AR

E N

OT

FIN

AL

AR

T.

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NEXT STEPS

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IMPLEMENTATION

Strategy– Inform Rotarians and staff and make case

why strengthening Rotary is vital– Inspire Rotarians and staff to embrace

and live the essence, values and voice– Empower Rotarians and staff with tools

and resources

BE AROTARYCHAMPION

INFORM | INSPIRE | EMPOWER

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OPPORTUNITIES TO CHANGE THE CONVERSATION

Only 35% of respondents agree with the statement that Rotary is an organization for people like me

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PERCEIVED BARRIERS FOR JOINING

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AUDIENCES WANT WHAT WE OFFER; WE JUST NEED TO HELP THEM UNDERSTAND.