Podcast Summary: Rotary Voices – "Welcome In: How to Enhance Club Culture"

Release Date: July 16, 2025
Host: Jarrell McDonnell
Guests: Nick Taylor (Rotary International Staff, Americas), Brianne Haxton (Senior Manager of Membership Development, Rotary International)

Introduction

In the July 16, 2025 episode of Rotary Voices, hosted by Jarrell McDonnell, the focus centers on enhancing club culture within Rotary International. The discussion features insights from Nick Taylor and Brianne Haxton, both pivotal figures in Rotary’s membership development and club support. The conversation delves into membership trends, challenges in member retention, and actionable strategies to foster a vibrant and inclusive club environment.

Understanding Rotary’s Current Landscape

Membership Stability Amidst Global Shifts

Brianne Haxton opens the dialogue by addressing the stability of Rotary’s membership numbers over decades, despite significant global shifts. She notes, “We have not had that much change in decades. We've hovered around the same membership number, but if you take a deeper dive, it is constantly churning” (04:12). This churn is influenced by regional economic changes, with growth in areas like Africa, India, and Brazil, contrasted by declines in traditionally strong regions such as Europe, Australia, and North America.

The Challenge of Member Retention

High Attrition Rates in Developed Regions

Jarrell McDonnell highlights a concerning statistic: Rotary loses half of its new members within three years of joining. This trend is particularly pronounced in developed regions where societal shifts have led to declining interest in traditional club memberships. Brianne expands on this, emphasizing the competition Rotary faces from the digital age: “People are tired of connecting online... they see Rotary as a way to make really genuine connections” (04:38).

Adapting Tradition to Modern Needs

Shifting from Online to In-Person Connections

Both guests acknowledge the impact of digital connectivity on Rotary’s traditional model. Brianne observes a pendulum swing back towards valuing in-person relationships, a core strength of Rotary. Nick Taylor adds, “there is a culture, whether we know it or not... that play into this club culture that we can do actively to create inclusive and welcome environments” (00:17).

Strategies for Enhancing Club Culture

1. Know Your Club’s Identity

Defining and Embracing Unique Characteristics

Nick Taylor emphasizes the importance of each club’s unique identity: “You have to be aware that they are a specific type of club” (14:55). He illustrates this with his experience joining the Rotary Club for Global Action, an E-club with international membership, highlighting how its distinct identity attracted him.

2. Develop a Tailored Club Experience

Aligning Activities with Club Identity

Building on identity, Nick advises clubs to “provide a product that reflects that identity” (15:25). This means structuring meetings and activities that align with the club’s core focus, whether it’s global connections, local service projects, or professional development.

3. Set Unifying Goals

Harnessing Collective Objectives to Foster Unity

Setting ambitious, shared goals can unify members and create a sense of purpose. Nick likens Rotary clubs to successful sports teams, stating, “they have a really close-knit locker room... working towards that goal of winning” (18:28). This collective striving enhances camaraderie and retention.

4. Listen and Adapt to Member Needs

Engaging Members Through Feedback and Flexibility

Listening to members is crucial for adapting to their evolving needs. Brianne highlights the importance of understanding members’ life changes: “we need to continue to adapt and change around our members” (10:25). Tools like biannual surveys help clubs gather and act on member feedback, as seen with a Pennsylvania club that adjusted its projects based on survey results, leading to growth and improved retention (22:29).

5. Consistent Communication

Maintaining Regular and Transparent Communication Channels

Effective and regular communication is vital for member engagement. Nick points out that consistent newsletters and updates can significantly boost membership: “a Rotary club in Ohio... consistent newsletters that highlighted the service projects and the activities of the club” (22:43). Clear communication helps prospective members understand what to expect and feel welcomed.

Embracing Community Diversity

Mirroring and Serving the Local Community

Reflecting the community’s diversity ensures Rotary clubs remain relevant and welcoming. Brianne urges clubs to open doors to diverse members who might not have traditionally considered Rotary: “we have a tremendous opportunity to think about opening our doors to members in the community that maybe they wouldn't have thought of typically for membership” (25:32). Nick reinforces this by stressing that clubs must serve the community to authentically reflect it: “how can we serve the community if we are not the community?” (25:33).

Onboarding and Retention Best Practices

Creating a Welcoming and Engaging Onboarding Process

Effective onboarding sets the tone for new members. Brianne underscores the importance of personalized engagement from the onset: “make sure that they know that they're welcomed into the club and that if they're interested in coming back, follow up with them” (28:05). Nick adds that setting clear expectations and aligning member interests from the beginning helps prevent early attrition.

Measuring Success and Fostering Growth

Retention as a Key Metric and the Ripple Effect of Small Changes

Retention is a primary indicator of a club’s health. Nick asserts, “retention is a really key metric” (30:03), linking it directly to the effectiveness of the club’s offerings. Both guests advocate for incremental changes that collectively create significant impact, akin to “throwing a pebble with the large ripples going out” (13:02).

Conclusion

Enhancing club culture within Rotary International requires a multifaceted approach that embraces each club’s unique identity, fosters genuine connections, and adapts to members’ evolving needs. By setting unifying goals, maintaining consistent communication, and reflecting community diversity, Rotary clubs can improve member retention and attract new members. The insights shared by Nick Taylor and Brianne Haxton provide a roadmap for club leaders aiming to create an inclusive, engaging, and sustainable Rotary experience.

Notable Quotes:

• Nick Taylor: “We have to make sure that what we provide as far as value, it's at least worth their time to be there.” (08:23)
• Brianne Haxton: “We need to create a home and a space that works for everyone.” (10:25)
• Nick Taylor: “Consistently communicate. It's one of the things that... Rotary's biggest problem is not doing good in the world. It's telling people that we do good in the world and doing it consistently.” (22:43)
• Brianne Haxton: “I can see myself in a Rotary club. So I think that's a question a lot of clubs need to ask themselves.” (25:32)

This summary encapsulates the key discussions and insights from the "Welcome In: How to Enhance Club Culture" episode of Rotary Voices, offering actionable strategies for Rotary clubs worldwide to strengthen their community and membership.