Patrick Galvin has an MBA in international marketing and has worked for years at building relationships, both in business and as a Rotarian. He’s something of a guru in the field, having co-founded a company devoted to word-of-mouth marketing and public relations.
But as Galvin served as membership chair of the Rotary Club of Portland, Oregon, he realized that pitching a spirit of service and camaraderie to would-be members wasn’t enough. He came up with a new set of strategies for recruiting, which he shared in both a 2020 TEDx Talk and his book The Trusted Way, which applies Rotary’s Four-Way Test to business relationships. Galvin urges readers to consider the questions that have long guided Rotarians in their decision making, namely, will their actions foster goodwill and better friendships, and will they be fair and beneficial to all parties.
Lead by example.
Galvin recommends that club officers be especially active in outreach. When members see the president and other leaders inviting guests, they are more likely to follow suit. He also recommends finding a fun way to recognize the member who recruits the most guests, such as dinner at the president’s house.
Make a good first impression, then follow up.
First-time guests to your Rotary club are entering unknown territory. They should be greeted by friendly members, introduced, and invited to take a seat of honor. The member who invited them should call them after the meeting to ask what they thought and invite them to return. There’s no need to give anyone a hard sell, Galvin says, but it is crucial that your club offer a warm welcome.
Flip your pitch from altruism to enlightened self-interest.
Galvin’s central revelation as membership chair was that stressing Rotary’s ethos of service didn’t appeal to potential members who already felt overscheduled and stressed. Instead, he urges Rotarians to share benefits such as friendships with people you otherwise might never meet; the chance to build professional relationships, offer and receive referrals, and grow business opportunities; and a way to model the spirit of service for your children.
Focus on a niche.
Galvin’s Portland club launched a U40 program seven years ago, specifically to recruit members under 40. The result? More than 40 enthusiastic new members who are, in Galvin’s words, “the lifeblood of our club.” He recommends the same kind of targeted outreach in seeking to diversify club membership. “Partner on projects and events with ethnic chambers of commerce,” he suggests. “Have Rotarians set up info booths at street festivals and community events.”
Don’t overlook the usual suspects.
Galvin points to organizations that are likewise rooted in their communities: the chamber of commerce, Business Network International, and the PTA. If members of these groups “were enthusiastically asked to come to a meeting or participate in a service project,” Galvin says, “they would show up.”
Zoom doesn’t spell doom.
Galvin acknowledges that Rotary clubs have faced unique challenges during the COVID-19 pandemic. After all, Rotary thrives on the connection and camaraderie of in-person events. Virtual meetings may not offer the same intimacy as a live gathering, but they have an advantage that particularly appeals to younger generations: a lower barrier to entry. There’s no commute, parking, or cost. When hosting virtual meetings, Galvin recommends inviting as many potential new members as possible and making sure they have a chance to introduce themselves to the club. He also suggests creating a virtual “breakout room” before or after the meeting, so that the membership chair and other interested Rotarians can get to know guests and answer their questions in an informal setting.
Flip your pitch from altruism to enlightened self-interest.
Galvin’s central revelation as membership chair was that stressing Rotary’s ethos of service didn’t appeal to potential members who already felt overscheduled and stressed. Instead, he urges Rotarians to share benefits such as friendships with people you otherwise might never meet; the chance to build professional relationships, offer and receive referrals, and grow business opportunities; and a way to model the spirit of service for your children.