Valerie L. Scanlan, PDGRotary International Zone 25 Membership

Coordinator

RotaryMember Loyalty

Today’s Topics

Loyalty Concepts The Steps to Earning Member

Loyalty Ideas for Building Member Loyalty

@ Rotary Clubs

Why Is Member Loyalty So Important?

Because today Members have so many choices.

Because it costs 6x more to get a new member than it does to keep an existing one.

It sets you apart, and generates priceless WOMA.

Because Member lifetime value (LTV) is a compelling justification.

EVERY MEMBER IS TREATEDIN SUCH A MEMORABLE WAY

THAT WHEN THEINTERACTION IS COMPLETE

THE MEMBERTELLS SOMEONE ELSE HOW

GREATGREATIT WAS!!!

Vision Statement

Loyalty Concepts

Member Loyalty Comes From Stronger Member Loyalty Comes From Stronger Member Relationships…Member Relationships…

The quality of club meetings is important. The quality of the projects also attracts

members.but

It’s the relationship that really ties members to the club.

Loyalty is Built…

…One Member at a Time

Each Member…

…is DIFFERENT and UNIQUE

Loyalty Concepts

Human nature is not changing…everything else is.

People do things to feel good or to not feel bad.

Loyalty Concepts

Members Seek…

Solutions Good Meetings Social Interaction Lunches/Breakfasts

Good Feelings Relationships Convenience Feeling of importance Feeling of belonging Ease of communicating

Loyalty Concepts

A Loyal Member…

Attends Meetings Today and Tomorrow

Stays Involved Gets involved in many committees (if you invite

and make it easy).

Loyalty Concepts

A Loyal Member… Multiplies

A delighted Member tells 6 others about their experiences, creating positive WOMA.

Refers Friends and Others to become Rotarians. And comes back again and again

Costs less to serve, because he knows Rotary, and you know about him.

Volunteers more money, time, and expertise. Won’t switch to Kiwanis/Lions…easily Forgives Mistakes

Loyalty Concepts

Complaints Are GOLDENGOLDEN

Of 100 Members who are dissatisfied with some aspect of the Club........

96 will just leave, not come back, and stop being your Members.

Only 4 Members will take the time to complain to you.

Be aggressive in gathering complaints

Loyalty Concepts

Earning Member Loyalty

Build learning relationships with your members that add value for them through…

IDICIDIC IdentifyIdentify who they are DifferentiateDifferentiate by value and needs InteractInteract frequently CustomizeCustomize your meetings and your

projects to add member value

IdentifyIdentify Who They Are

Learn and remember who they are, and everything about them.

Don’t ever ask them the same thing twice.

How do I start? Build a Member profile database,

accessible by all Rotary members.

Rotary Member Profile Database

Personal Data Name, address, contact info, birthday, birth place

Education HS, College, Military Degrees, Military rank Fraternity/Sorority

Family Spouse/Spouse data Anniversary date Children:--names, ages, data Family interests

Rotary Member Profile Database (cont)

Business Previous employers/locations Current employer/responsibilities/title Business contact information How I/my business can be a resource to other Rotarians

Special Interests Service Clubs Political Party Rotary Committee Involvement

Lifestyle Favorites: food, restaurants, hobbies, books, vacations,

sports, cars, etc.

DifferentiateDifferentiateby Value and Needs

Differentiate Members by their needs and wants.

How do I start? Categorize by A,B,C…

InteractInteract With Them Frequently

Teach them who you are, and what you offer.

Learn all you can about them and their needs and wants.

How do I start? Customize Your Club and Projects

to the needs of your members.

Customize (Personalize) yourClub to Your Members’ Needs

“One size fits one” Call them by name Interact with them frequently Recognize them for everything Give them helpful information Thank Them ! Underpromise and overdeliver

Why I-D-I-C Works

It adds value for the Member. It is easier and more convenient. It “feels good” and builds

relationships. It makes Members feel special.

Monitor Success

How do you know if what you are doing is adding value for your members?

ASK Them!!!!!

Use the Membership Satisfaction Questionnaire (Resource Guide)

The Member’s LoyaltyPyramid

WOW Factor

Feeling Special

Club Meetings and Projects

How “Member Focused” Are We?

How often do we ask our members How are we doing? What could we do

better? Do we know why members join our Club? Why

they leave? How often do we ask for referrals? How many member’s pictures and stories are

shown / told at our meetings? How often are members at our podium? Do we “recognize” EVERY member?

What Do You Have That Is Valuable to Your Members?

Learn from Wal-Mart Publicity, compassion, service opportunities,

recognition, business contacts....... Use these to add value for your members

Some IDIC Ideas forBuilding Member Loyalty

Bulletins with pictures and stories Newsletters – printed / electronic E-mail notifications Member biographies and interests in roster/Internet Programs featuring Members and Members’ families Form Member Communities Celebrate the Members’ Rotary Anniversary Thank you calls / notes Member Surveys “Celebrate a Member(s)” at every meeting Invite Members to attend a Board Meeting

Questions ?