January is Rotary Awareness Month
Three reasons to strengthen Rotary’s image
by Jennifer Jones, a member of the RI Communications Committee
Over the past two years, Rotary has undertaken an
unprecedented amount of research to study the
effectiveness of how we communicate with each
other and also to look at perceptions about the
organization from the community at large.
What’s likely not surprising is that we determined we
have all of the strengths necessary for greatness in
our second century of service. However, when we
looked at awareness about our organization in the
greater public arena, they quite simply don’t know
about us. It is very easy to ask the question – how
can this be true?
Global research shows that when asked – four in 10
people have never heard of us, another four know us
in name only, and the remaining two only have some
familiarity, which is often colored by misconceptions.
How can we attract and engage new members and
partners when they don’t know who we are?
Personally, I think that in order to keep Rotary relevant and enticing for the next 100 years, we need
to be innovative, forward thinking, and adaptable to
ensure that the rest of the world views us the way we
view ourselves. Here’s what I like most about the
Strengthening Rotary initiative:
1. It helps us explain who we are, what we do, and
why we matter.
Through this process, we have introduced a new
framework to help Rotarians better define who we are
when asked the inevitable question – what is
Rotary? Of course each Rotarian’s story is
different but if we could highlight the common
ground, it begins to form a compelling call to action.
We are leaders who act responsibly and take action
to tackle some of the world’s most pressing
challenges. When we are all singing off the same
song sheet our message is amplified and it becomes
much easier to engage people in Rotary.
2. It helps us present a strong, unified image to the
public
For so long we did our good work quietly and not for
recognition. While this was noble it made it difficult for
people to understand the good work of Rotarians. Now
that “telling our story” has become a priority, we need
to make sure that we have a united voice.
An exciting new visual identity kit and guidelines have
been launched and they provide tools for individuals,
clubs, and districts to create a look that begins to
introduce continuity across the globe. Of course, there
remains room for personal creativity but a unified look
and feel will propel Rotary into a very bright future.
Everyone will know who we are, what we do and why
it matters!
If you’ve visited rotary.org within the past few months,
you’ve probably noticed evidence of this initiative in
the form of simpler, more action-oriented words and
visuals. I am also so heartened to see the materials
that Rotarians are creating with these new tools. They
are stunning and I have heard from countless
Rotarians that they love the fresh new look and feel.
3. It will help us attract new members and supporters
Strengthening Rotary is essential to Rotary’s future. As
we share our story in a more clear and compelling
way, like-minded people are going to want to be part
of our great organization. This really is one of our best
membership opportunities. In the end, if we can
elevate awareness and attract and engage new
members and partners, our good work will spread and
“doing good in the world” will not only remain our
organizational compass but it will help us soar to new
heights.
From The Olympian THE OFFICIAL NEWSLETTER OF THE ROTARY CLUB OF MAKATI – OLYMPIA
VOL. 03 NO. 176 ● JANUARY 2014