Rotary International is a global network of 1.2 million neighbors, friends, leaders, and problem-solvers who work together to unite and take action for lasting change worldwide and in their communities.
Multiple partnered with Rotary and their internal cross-promotional team to create a Toolkit to attract new and young professionals to local clubs around the world. The initiative was established to address the organization-wide concern that 70% of club members are 50 years of age and above and that only 21% of club members are women.
Objective—Create a Rotary Young Professional (YPC) Toolkit for clubs to download from rotary.org that will provide them with a series of resources they can utilize to attract young professional members.
Challenge—How do we take the work generated to-date and create a rollout package that clubs can use to attract young professionals and court them through social media, promotion, events, meetings, research, and training.
Goal—Communicate why joining a local Rotary club is important and valuable for young professionals.
Toolkit deliverables include:
- Content framework and file format for support deliverables (e.g. PDF, PPT, video, digital assets, etc.)
- Toolkit narrative and online user experience
- Planning tools for club assessment
- Event and meeting coordination guidelines
- Onboarding and integrating new members guidelines
- Case studies highlighting successful initiatives that engage young professionals
- Ready-to-post social media campaign assets for club-level distribution (including a library of digital tiles, banner ads, and in-depth PDF guidelines for posting to social media platforms)
- Videos demonstrating success and insights from club leaders
- Annotated design files to RI web team for final development of online Toolkit
