ROTARY MESSAGING TOOLKIT May 2016
Rotarians are very much more favorably disposed toward action than they are toward words. Paul P. Harris, Founder 2
TABLE OF CONTENTS 1. OVERVIEW 5 4. TAILORING MESSAGES 19 5. BRINGING IT ALL TOGETHER 46 6 TO DRIVE ACTION 19 A. ABOUT THIS TOOLKIT 20 A. INSPIRING PROSPECTIVE MEMBERS 47 A. THE ROLE OF AUDIENCE-SPECIFIC 21 TO LEARN MORE 48 B. BRINGING ROTARY’S BRAND MESSAGING 25 STRATEGY TO LIFE 29 B. INVITING A PROSPECTIVE MEMBER 49 B. DEFINING THE STRUCTURE OF 33 TO A MEETING 2. WHAT WE SAY 8 EFFECTIVE MESSAGING 37 50 41 C. THANKING A FUNDER 51 A. WHAT IS MESSAGING? 9 C. OUR RELATIONSHIP-DRIVEN B. REFRAMING EXPRESSIONS FOR 10 APPROACH D. ENCOURAGING FUNDERS TO 52 11 MATCH A GIFT GREATER IMPACT 12 D. RECOGNITION 53 C. ACTIVATING OUR BRAND PILLARS 13 E. UNITING COMMUNITIES FOR D. WHY OUR AREAS OF FOCUS • GENERAL PUBLIC WORLD POLIO DAY E. CLARIFYING OUR AREAS OF FOCUS F. ROTARY’S MANIFESTO E. RECRUITMENT F. EVALUATING OUR CONTENT • PROSPECTIVE MEMBERS G. MAKING ROTARY’S STORY YOUR OWN F. RETENTION H. SHARING YOUR STORY • ROTARIANS WITH THE WORLD 3. HOW WE SOUND G. RECONNECTION A. WHAT IS BRAND VOICE? 15 • PROGRAM PARTICIPANTS + ALUMNI B. WHEN AND WHY SHOULD WE USE IT? 15 H. REVENUE C. ROTARY’S BRAND VOICE 16 • FUNDERS I. REACH • PARTNERS + PEERS D. WHAT ROTARY’S BRAND VOICE 17 SOUNDS LIKE 3
OVERVIEW
1. OVERVIEW This messaging toolkit provides simple guidance to help us tell Rotary’s story in a clear, compelling way — consistently. A. ABOUT THIS TOOLKIT Specifically, the toolkit: In 2011, Rotary embarked on a multi-year initiative of unprecedented scale to strengthen our brand. As part of • Demonstrates how to use our brand voice to guide word this effort, we crystalized our essence, defined our distinct choice and tone voice, activated our values and refreshed our visual identity. • Offers cohesive talking points about Rotary that you can build upon, adapt and make your own While we’ve made great progress in bringing our brand to life, there is still much to be done to close the gap between • Clarifies and connects our brand pillars and areas of our brand expressions and experiences. As we expand our focus as part of our story membership, reach and impact, it’s up to all of us to help people everywhere understand what Rotary stands for, how • Translates our brand strategy into audience-specific we’re different — and why and how they should engage. messages 5
1. OVERVIEW B. BRINGING ROTARY’S BRAND STRATEGY TO LIFE REINFORCE OUR REASON FOR BEING REFLECT OUR BELIEFS/BEHAVIORS DELIVER IN VOICE ESSENCE VALUES VOICE Rotary joins leaders from • We build lifelong relationships • Smart all continents, cultures and • Compassionate occupations to exchange • We honor our commitments • Persevering ideas and take action for • Inspiring communities around the world. • We connect diverse perspectives • We apply our leadership and expertise to solve social issues 6
WHAT WE SAY
2. WHAT WE SAY A. WHAT IS MESSAGING? Our messaging is what we say, both verbally and in written form. A unified set of messages can ensure that no matter who is speaking, and whom we’re communicating with, we always tell a clear, cohesive version of Rotary’s powerful story. Through clear principles and compelling talking points, our goal is not to provide copy that needs to be used verbatim under all circumstances. Instead, we want to establish a consistent starting place for key communications, which can be easily applied and adapted for different contexts and audiences. 8
2. WHAT WE SAY B. REFRAMING EXPRESSIONS FOR GREATER IMPACT FOCUS ON… INSTEAD OF… • Why I join Shift focus from what • How I join we do to why it matters • Joining together weekly to • Attending mandatory, exchange ideas and take action weekly meetings for our communities Redefine leadership • CEOs, doctors, • Problem-solvers, opportunity- from titles to actions lawyers, etc. creators, community-builders • Attaining status • Achieving impact • Helping people everywhere • Creating enduring impact in Clarify our impact, and changing the world communities around the world leading with communities • Advancing humanity • Solving our communities’ most persistent challenges 9
2. WHAT WE SAY C. ACTIVATING OUR BRAND PILLARS Rotary’s brand pillars clarify what Rotary does, and more importantly, the ways in which people can engage with us, our communities and the world around us. Taken together, they summarize Rotary’s distinct approach and invite people to learn and do more. JOIN LEADERS EXCHANGE IDEAS TAKE ACTION With Connect with leaders Celebrate diverse Create enduring Definitions from all continents perspectives change in and cultures. and build lifelong communities As Calls- to-Action friendships. around the world. Join leaders. Exchange ideas. Take action. In a Sentence Rotary joins leaders from all continents and cultures to exchange ideas and take action for communities around the world. 10
2. WHAT WE SAY Promoting peace Fighting disease D. WHY OUR AREAS OF FOCUS Providing clean water Saving mothers and children While every community faces its own challenges, Supporting education Rotarians believe that we have a shared responsibility Growing local economies to address our world’s most persistent issues, together. Rotary’s six areas of focus define our global priorities, harnessing our collective strength to improve the health and livelihood of communities worldwide. They’re intentionally framed as active, impact-oriented statements, which capture our ongoing commitment to enduring change and transformational progress. 11
2. WHAT WE SAY E. CLARIFYING OUR AREAS OF FOCUS Rotary may not be the only nonprofit focusing on these issues, but our unwavering commitment, innovative approach, on-the-ground presence and global network are unique. When describing each focus area, the benefit to individuals, families, and ultimately, communities, should be front and center. Highlight how we’re addressing the challenge and why it matters in a way that feels smart, compassionate, persevering and inspiring. Promoting peace We encourage conversations to foster Fighting disease understanding within and across cultures. We educate and equip communities to stop the spread of life-threatening diseases. Providing clean water We build local solutions to bring clean water to more people, every day. Saving mothers and children We expand access to quality care, so mothers Supporting education and their children can live and grow stronger. We empower educators to engage and inspire more children to learn. Growing local economies We create more opportunities to help individuals and communities thrive financially and socially. 12
2. WHAT WE SAY F. ROTARY’S MANIFESTO Our brand manifesto captures Rotary’s greatest points of difference in our distinct voice. It serves as a rallying cry for Rotarians and staff, unifying us around a common understanding and purpose. It also invites others to join in, clarifying the kind of leaders we attract and type of impact we create. This is just one example of how we can build upon our strategic foundation to create clear, compelling and cohesive expressions. However, driving action with specific audiences often requires a more targeted approach. 13
HOW WE SOUND
3. HOW WE SOUND FOR EXAMPLE: A. WHAT IS BRAND VOICE? Amnesty’s voice is… • Real Effectively communicating is about more • Audacious than what we say. It’s how we say it. • Inspiring Our brand voice is the unique tone and style GE’s voice is… in which we communicate both visually and • Imaginative verbally. It reflects our personality and • Responsible distinguishes us from our peers. • Inspirational B. WHEN AND WHY SHOULD WE USE IT? Mini’s voice is • Cheeky Always, and everywhere. A unified brand • Open voice helps us strengthen recognition, create • Energetic an emotional connection and set clear expectations around what people will experience with Rotary. We can modulate our tone, volume and language to address different audiences and contexts. But our voice should always reflect our distinct character and defining strengths. 15
3. HOW WE SOUND C. ROTARY’S BRAND VOICE Our voice attributes guide how we speak, write and design. By using a unified voice across all points of interaction, our communications will look, feel and sound unmistakably like Rotary. Smart We look at problems from different angles and apply our We are… But not… expertise to solve social issues in ways others cannot. Our Knowledgeable Obscure Disconnected communications are insightful and discerning. Perceptive Arrogant Confident But not… Compassionate Tackling the world’s toughest challenges requires empathy. We are… Lofty Our communications champion real people, stories and Thoughtful Sentimental Weak conversations that are relatable and universal. Sincere Engaging But not… Reckless Persevering We find lasting solutions to systemic problems at home and We are… Close-minded abroad. Our communications express our commitment Bold Stubborn when we speak with clarity and conviction. Purposeful But not… Courageous Hyper Zealous Inspiring Motivated by the enduring connections and positive change We are… Impractical we bring to communities and the world, we encourage Upbeat others to take action. Our communications convey hope, Hopeful enthusiasm and passion. Visionary 16
3. HOW WE SOUND D. WHAT ROTARY’S BRAND VOICE SOUNDS LIKE AFTER IMPROVEMENTS BEFORE Our positive impact • Reframe language to be more welcoming, active and inspiring Projects At Rotary, we work together to find innovative solutions to our communities’ • Use personal pronouns to feel Rotary clubs participate in a broad range of most persistent challenges. Through our more compassionate and humanitarian, intercultural, and educational enduring connections and commitments, collaborative activities designed to improve the human condition. we’re making a real, lasting impact on Rotary’s humanitarian grants support club projects people’s lives — in all corners of the globe. • Highlight our persevering spirit that provide health care and medical supplies, clean • Focus on impact over technical water, food, job training, youth development, and With the help of more than 200 Rotary education to millions of people in need, particularly grants each year, our volunteers apply descriptions of projects in the developing world. their distinct expertise to help those in need and inspire others to exchange ideas • Reframe passive self-descriptors In addition Rotary provides more than 200 grants and take action. to inspiring benefits each year to fund the work of Rotary volunteers, who travel to parts of the world where their technical • Elevate Rotary’s acumen and expertise and knowledge are most needed to perseverance alleviate hardship and solve problems. • Use “our” to humanize and suggest Projects Our positive impact a collective Peace Our pursuit of peace Polio Our promise to end polio 17 Progress Our history of progress People Our community of leaders
TAILORING MESSAGES TO DRIVE ACTION
4. TAILORING MESSAGES TO DRIVE ACTION B. DEFINING THE STRUCTURE OF EFFECTIVE MESSAGING A. THE ROLE OF AUDIENCE-SPECIFIC MESSAGING • Key message: Simple, action-oriented messages tailored for a specific audience • Translates Rotary’s brand story into foundational talking points for key • Supporting message: Add depth to and audiences support the key message • Reflects key motivators that compel • Proof points: Reasons to believe, or audiences to action tangible evidence that what we say is true • Addresses barriers that hold them back • Serves as a guide for communications development 19
4. TAILORING MESSAGES TO DRIVE ACTION C. OUR RELATIONSHIP-DRIVEN APPROACH Audiences have different levels of D. RECOGNITION knowledge and experience with Rotary. What motivates them, how they can GENERAL PUBLIC engage — and the benefit of doing so — can vary. I. REACH E. RECRUITMENT To strengthen understanding and PARTNERS + PEERS PROSPECTIVE MEMBERS inspire action, we need to consider whom we’re targeting, what we want H. REVENUE F. RETENTION them to know, and how and why they should deepen their relationship with FUNDERS ROTARIANS Rotary. That’s why we’ve developed a messaging approach that is all 20 about building and strengthening relationships. This approach helps us tailor communications to meet audiences’ distinct needs while advancing our goals (i.e., recruiting prospective members, retaining Rotarians, etc.). G. RECONNECTION PROGRAM PARTICIPANTS + ALUMNI Note: The following pages include strategic brand messages, which will serve as the foundation for communicating about Rotary to specific audiences. These messages are intended to be directional only. They are not intended for use as advertising or web copy.
RECOGNITION GENERAL PUBLIC
4. TAILORING MESSAGES TO DRIVE ACTION D. RECOGNITION – GENERAL PUBLIC AUDIENCE PROFILE WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • General public, They want to… • Stretched attention and • Help them understand including people • Understand our competing priorities who we are, how we’re with limited or no different and why it knowledge of Rotary approach — and how it’s • Overwhelmed with matters distinctive and effective information • Media • Spark their interest and • Feel a personal • Those with limited inspire them to learn connection, and be knowledge may view more about Rotary invited to contribute/ Rotary as exclusive participate or “not for them” • Convince them that we’re worthy of their support — • See clear, compelling whether it’s time, money demonstrations of impact or attention Source: EyeOpener Quantitative Research, 2011. Public Image Survey and Segmentation Study, 2015. 22
4. TAILORING MESSAGES TO DRIVE ACTION D. RECOGNITION – GENERAL PUBLIC LEARN ABOUT, AND SUPPORT, ROTARY’S IMPACT IN YOUR COMMUNITY CONTEXT PRIMARY MESSAGES SUPPORTING MESSAGES • Every day, in our communities and around the world, our • At Rotary, we know that no two communities or challenges are the same. neighbors face tough challenges — conflict, disease and lack of access to clean water, quality care, education and economic • We approach every community and challenge with fresh thinking and new solutions, owned by those directly opportunity. affected. ROTARY’S APPROACH • For more than a century, leaders from all continents and • Rotary is a global network of 1.2 million problem-solvers, opportunity-creators and community-builders. cultures have joined together through Rotary to solve tough challenges, open opportunities and strengthen communities. - We are passionate about using our skills to serve others. • We represent our local communities but tackle projects of - We work as cross-functional teams to bring innovative approaches to every project. every scale — and on every continent — and inspire friends, neighbors and partners to join in and do the same. - We’re action-oriented in our work and relentless in our goals. • We do this by bringing together different points-of-view, • Together with our partners, neighbors and friends, we’re: sharing innovative ideas and taking bold actions. - [Promoting Peace] Encouraging conversations to foster understanding within and across cultures • Rotary is where leaders come together to move each other, - [Fighting Disease] Educating and equipping communities to stop the spread of life-threatening diseases our communities and the world forward. - [Providing Clean Water] Building local solutions to bring clean water to more people, every day - [Saving Mothers and Children] Expanding access to quality care, so mothers and their children can live and grow stronger - [Supporting Education] Empowering educators to engage and inspire more children to learn - [Growing Local Economies] Creating opportunities to help individuals and communities thrive financially and socially - [Eradicating Polio] Uniting the world to end polio, once and for all CALLS-TO-ACTION • With Rotary, you’ll find countless opportunities to create • With the strength of 1.2 million members in more than 200 countries, there’s no limit to the good we can do. meaningful change in your community and around the world • Share an idea for your community. • Volunteer on a project that hits home. • Support a cause close to your heart. • Learn more about how you can strengthen your community, with Rotary. 23
4. TAILORING MESSAGES TO DRIVE ACTION D. RECOGNITION – GENERAL PUBLIC LEARN ABOUT, AND SUPPORT, ROTARY’S IMPACT IN YOUR COMMUNITY CUSTOMIZABLE PROOF POINTS • Clear, compelling demonstrations of Rotary’s growing impact in each area of focus, and our progress towards eradicating polio • Stories of Rotarians connecting and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figures that highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projects that establish Rotary’s credibility 24
RECRUITMENT PROSPECTIVE MEMBERS
4. TAILORING MESSAGES TO DRIVE ACTION E. RECRUITMENT – PROSPECTIVE MEMBERS AUDIENCE PROFILE WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Leaders of all ages To join • Believe that Rotarians are • Help them understand and in all fields • Positively impact my at a different professional who we are, how we’re who embrace and education level, or different and why it responsibility and community “not like them” matters want to apply their • A sense of purpose expertise for good • Friendship/Fellowship • View Rotary as “exclusive” • Clarify how and why they should engage • Friends and To support (want to…) • Don’t understand how to colleagues of • Understand our become involved, and have • Counter misconceptions Rotarians, who not yet been invited to join head-on may base their approach — and how it’s impressions on distinctive and effective • May have demonstrated • Inspire them to learn more personal interactions interest, but didn’t receive and, ultimately, join • Feel part of something a prompt response meaningful — and have it reflect positively on them • Have time and financial constraints • See clear, compelling impact — and leave their own marks Source: EyeOpener Quantitative Research, 2011. Public Image Survey and Segmentation Study, 2015. 26
4. TAILORING MESSAGES TO DRIVE ACTION E. RECRUITMENT – PROSPECTIVE MEMBERS JOIN LEADERS, EXCHANGE IDEAS AND TAKE ACTION FOR YOUR COMMUNITY CONTEXT PRIMARY MESSAGES SUPPORTING MESSAGES • Every day, in our communities and around the world, our • At Rotary, we know that no two communities or challenges are the same. neighbors face tough challenges — conflict, disease and lack of access to clean water, quality care, education and economic • We approach every community and challenge with fresh thinking and new solutions, opportunity. owned by those directly affected. ROTARY’S APPROACH • For over a century, Rotary has united leaders of all ages, • If you’re looking to better yourself, professionally and personally. If you’re driven to better CALLS-TO-ACTION continents and cultures around a shared purpose: to strengthen your community, now and for the future. Rotary is the place. If you have the will, we have the way. the communities in which we live. • We apply our expertise to see and solve social issues like no one else. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelong friendships — and by taking action. • We’re problem-solvers, opportunity-creators and community-builders, rolling up our sleeves to create real, lasting change in people’s lives. • We’re people of action, tackling our communities’ most persistent problems with fresh thinking and enduring solutions. • Together with our partners, neighbors and friends, we’re: - [Promoting Peace] Encouraging conversations to foster understanding within and across cultures • We represent our local communities but tackle projects of - [Fighting Disease] Educating and equipping communities to stop the spread of life-threatening diseases every scale — and on every continent — and inspire friends, - [Providing Clean Water] Building local solutions to bring clean water to more people, every day neighbors and partners to join in and do the same. - [Saving Mothers and Children] Expanding access to quality care, so mothers and their children can live and grow stronger • With Rotary, you’ll find countless opportunities to create - [Supporting Education] Empowering educators to engage and inspire more children to learn meaningful change in your community and around the world. - [Growing Local Economies] Creating opportunities to help individuals and communities thrive financially and socially - [Eradicating Polio] Uniting the world to end polio, once and for all • Rotary is where leaders like you come together — to move each other, our communities and the world forward. • Every Rotarian brings something distinct and indispensible to • With the strength of 1.2 million members worldwide, there’s no limit to the good we can do. our community — whether it’s their perspective, personality or • Join leaders, and apply your skills in service of others. • Exchange ideas, and share your perspective. passion. • What will you bring? • Take action, and leave your mark. • Lead with your head, heart and hands. 27
4. TAILORING MESSAGES TO DRIVE ACTION E. RECRUITMENT – PROSPECTIVE MEMBERS JOIN LEADERS, EXCHANGE IDEAS AND TAKE ACTION FOR YOUR COMMUNITY CUSTOMIZABLE PROOF POINTS • Clear, compelling demonstrations of Rotary’s growing impact in each area of focus, and our progress towards eradicating polio • Stories of Rotarians connecting and innovating approaches to meet the distinct challenges of their communities • Rotarians sharing their personal “moments” when they realize the power of our impact • Testimonials and impact figures that highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projects that establish Rotary’s credibility 28
RETENTION ROTARIANS
4. TAILORING MESSAGES TO DRIVE ACTION F. RETENTION – ROTARIANS AUDIENCE PROFILE WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Our 1.2+ million To stay • As leaders in their • Elevate their crucial role members from all • To positively impact my respective fields, their in defining, and delivering continents, cultures attention and time are on, our distinct approach and occupations community stretched and impact • A sense of purpose • Our greatest • Friendship/Fellowship • For some, the experience • Clarify how and why they champions and doesn’t always align with should become more catalysts for change To support (want to…) their expectations involved • Understand our • Increasingly have new, • Help them inspire others approach — and how it’s lower-commitment to join in and take action distinctive and effective options to connect and create impact directly • Feel part of something meaningful and set a positive example • See clear, compelling impact — and leave their own marks 30 Source: EyeOpener Quantitative Research, 2011. Public Image Survey and Segmentation Study, 2015.
4. TAILORING MESSAGES TO DRIVE ACTION F. RETENTION – ROTARIANS JOIN LEADERS, EXCHANGE IDEAS AND TAKE ACTION — AND INSPIRE OTHERS TO DO THE SAME CONTEXT PRIMARY MESSAGES SUPPORTING MESSAGES • Every day, in our communities and around the world, our • At Rotary, we know that no two communities or challenges are the same. neighbors face tough challenges — conflict, disease and lack of access to clean water, quality care, education and economic • We approach every community and challenge with fresh thinking and new solutions, opportunity. owned by those directly affected. ROTARY’S APPROACH • Rotary is where leaders from all continents and cultures come • Together with our partners, neighbors and friends, we’re: together to move each other, our communities and the world - [Promoting Peace] Encouraging conversations to foster understanding within and across cultures forward. - [Fighting Disease] Educating and equipping communities to stop the spread of life-threatening diseases • We do this by connecting diverse perspectives, exchanging fresh - [Providing Clean Water] Building local solutions to bring clean water to more people, every day ideas, forging lifelong friendships — and by taking action. - [Saving Mothers and Children] Expanding access to quality care, so mothers and their children can • Rotarians are people of action, applying our personal live and grow stronger commitment and professional expertise to see and solve - [Supporting Education] Empowering educators to engage and inspire more children to learn issues differently. - [Growing Local Economies] Creating opportunities to help individuals and communities thrive • At Rotary, we roll up our sleeves to make an enduring impact on financially and socially people’s lives — and inspire others to join in. - [Eradicating Polio] Uniting the world to end polio, once and for all • With Rotary, you’ll find countless opportunities to create • With your leadership and the ongoing support of our membership — 1.2 million strong — meaningful change in your community and around the world there’s no limit to the good we can do. CALLS-TO-ACTION • Connect with Rotarians beyond your club, and inspire a new • Invite friends, family and colleagues to see, and join, us in action. generation of leaders to join in. • Spread the word about our impact in your community. • Share your inspiring story with the world. • Discover new perspectives, and share your own ideas. • Explore countless opportunities to positively impact your community — and the world. 31
4. TAILORING MESSAGES TO DRIVE ACTION F. RETENTION – ROTARIANS JOIN LEADERS, EXCHANGE IDEAS AND TAKE ACTION — AND INSPIRE OTHERS TO DO THE SAME CUSTOMIZABLE PROOF POINTS • Clear, compelling demonstrations of Rotary’s growing impact in each area of focus, and our progress towards eradicating polio • Stories of Rotarians innovating approaches to meet the distinct needs of their communities • Rotarians sharing their personal “moments” when they realized the power of our impact • Examples of Rotarians uniting diverse perspectives across clubs to solve challenges and scale solutions • Testimonials and impact figures that highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projects that establish Rotary’s credibility 32
RECONNECTION PROGRAM PARTICIPANTS + ALUMNI
4. TAILORING MESSAGES TO DRIVE ACTION G. RECONNECTION – PROGRAM PARTICIPANTS AND ALUMNI AUDIENCE PROFILE WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Members and To join in • Lose touch with Rotary, • Excite them about alumni of our • To positively impact my and aren’t invited to opportunities for personal 12,300 Interact re-engage growth and impact clubs in 133 community countries • Friendship/Fellowship • Increasingly have new, • Celebrate their crucial role • Development/Training lower-commitment in creating real change in • Members and options to connect and communities around the alumni of our 8,800 opportunities create impact directly world Rotaract clubs in 167 countries • Older Rotaractors may be • Clarify how and why they confused or put off by should become more To engage (want to…) why they’re not engaged engaged and involved with • Understand our directly by Rotary Rotary approach — and how it’s distinctive and effective • Feel part of something meaningful and have it reflect positively on them • See clear, compelling impact — and leave their own marks Source: EnGage Quantitative Research, 2011. 34
4. TAILORING MESSAGES TO DRIVE ACTION G. RECONNECTION – PROGRAM PARTICIPANTS AND ALUMNI DEFINE YOUR OWN PATH TO GREATNESS CONTEXT PRIMARY MESSAGES SUPPORTING MESSAGES • In our increasingly interconnected world, the challenges • At Rotary, we know that no two communities or challenges are the same. communities face — in our backyards and across the globe — affect us all. • We approach every community and challenge with fresh thinking and new solutions, owned by those directly affected. • Rotary is a membership of 1.2 million problem-solvers, opportunity-creators and community-builders, who step forward and take action for our communities and world. ROTARY’S APPROACH • Rotary unites leaders of all ages, continents and cultures around • If you’re looking to better yourself, professionally and personally. If you’re driven to better your a shared purpose: to solve persistent challenges, open new community, now and for the future. Rotary is the place. If you have the will, we have the way. opportunities and strengthen the communities in which we live. • At Rotary, you can apply your expertise to see and solve issues differently. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelong friendships — and by taking action. • Together with our partners, neighbors and friends, we’re: - [Promoting Peace] Encouraging conversations to foster understanding within and across cultures • At Rotary, we’re people of action, rolling up our sleeves to make - [Fighting Disease] Educating and equipping communities to stop the spread of life-threatening diseases an enduring impact on people’s lives and empowering a new - [Providing Clean Water] Building local solutions to bring clean water to more people, every day generation of leaders to shape their own future. - [Saving Mothers and Children] Expanding access to quality care, so mothers and their children can live and grow stronger • Rotary is where leaders like you find countless opportunities — - [Supporting Education] Empowering educators to engage and inspire more children to learn to move each other, our communities and the world forward. - [Growing Local Economies] Creating opportunities to help individuals and communities thrive financially and socially - [Eradicating Polio] Uniting the world to end polio, once and for all • With your involvement, together with the strength 1.2 million members in more than 200 countries, there’s no limit to the good we can do. CALLS-TO-ACTION • Define your own path to greatness. • Every Rotarian brings something distinct and indispensible to our community — whether it’s their • Join us for good. perspective, personality or passion. • What will you bring? 35
4. TAILORING MESSAGES TO DRIVE ACTION G. RECONNECTION – PROGRAM PARTICIPANTS AND ALUMNI DEFINE YOUR OWN PATH TO GREATNESS CUSTOMIZABLE PROOF POINTS • Compelling statistics that demonstrate Rotary’s growing impact in each area of focus, and our progress towards eradicating polio • Inspiring testimonials from lifelong Rotarians who started their journeys as volunteers or program participants • Stories of standout Rotaractors, Interactors and Rotarians working together and innovating approaches to meet the distinct challenges of their communities • Rotarians sharing their personal “moments” when they realized the power of our impact • Testimonials and impact figures that highlight communities’ experiences with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projects that establish Rotary’s credibility 36
REVENUE FUNDERS
4. TAILORING MESSAGES TO DRIVE ACTION H. REVENUE – FUNDERS AUDIENCE PROFILE WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Rotarians at all Want to… • Receive too many requests • Emphasize why their levels • Understand our approach and not enough thank support matters, and you’s what it makes possible • Foundations — and how it’s distinctive and effective • Rotarians may not feel • Make them feel • Rotary’s extended compelled to give beyond appreciated as investors community • Feel a personal their club dues and active participants, (including current connection, and be not just “funders” and former RCCs invited to contribute/ • Prospective funders may and other non- participate be confused about the Rotarians who have Rotary Foundation’s role supported Rotary- • See their gift in action and how funds are sponsored service and clear, compelling disbursed projects) demonstrations of impact • “Invest in” versus donate 38 Source: EyeOpener Quantitative Research, 2011.
4. TAILORING MESSAGES TO DRIVE ACTION H. REVENUE – FUNDERS SUPPORT REAL, LASTING CHANGE IN YOUR COMMUNITY — AND AROUND THE WORLD CONTEXT PRIMARY MESSAGES SUPPORTING MESSAGES • In our interconnected world, the challenges communities face • Every community’s challenges are different — and so are its strengths. — in our backyards and across the globe — touch us all. • Tackling the most persistent problems call for fresh thinking and new solutions, • We can sit back and observe from afar. owned by those directly affected. • Or we can step forward and take action, here and now. ROTARY’S APPROACH • Rotary unites more than a million great minds around a shared • If you have a vision for change, Rotary can make it real. With the strength of 1.2 million purpose: to strengthen the communities in which we live. members in every corner of the globe, we’re moving our communities and the world forward. • We do this by connecting diverse perspectives, exchanging fresh • We’re problem-solvers, opportunity-creators and community-builders, ideas, forging lifelong friendships — and by taking action. applying our diverse expertise to see and solve social issues differently. • At Rotary, we’re people of action, rolling up our sleeves to make • Together with our partners, we’re: an enduring impact on people’s lives and inspiring our friends, - [Promoting Peace] Encouraging conversations to foster understanding within and across cultures neighbors and partners to join in here at home, and around the - [Fighting Disease] Educating and equipping communities to stop the spread of life-threatening diseases globe. - [Providing Clean Water] Building local solutions to bring clean water to more people, every day - [Saving Mothers and Children] Expanding access to quality care, so mothers and their children can • With Rotary, you’ll find countless opportunities to create real, live and grow stronger lasting change in your community — and around the world. - [Supporting Education] Empowering educators to engage and inspire more children to learn - [Growing Local Economies] Creating opportunities to help individuals and communities thrive financially and socially - [Eradicating Polio] Uniting the world to end polio, once and for all • Without your personal commitment and leadership, we would never have made it this far. And with your ongoing support, there’s no limit to the good we can do. CALLS-TO-ACTION • Fund a project that hits home. • Explore countless opportunities to positively impact your community — and the world. • Support a cause close to your heart. 39
4. TAILORING MESSAGES TO DRIVE ACTION H. REVENUE – FUNDERS SUPPORT REAL, LASTING CHANGE IN YOUR COMMUNITY — AND AROUND THE WORLD CUSTOMIZABLE PROOF POINTS • Clear verbal and visual demonstrations of gifts in action • Simple data visualizations that emphasize change created, not just money raised • Compelling statistics that demonstrate Rotary’s growing impact in each area of focus, and our progress towards eradicating polio • Stories of Rotarians connecting and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figures that highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projects that establish Rotary’s credibility 40
REACH PARTNERS + PEERS
4. TAILORING MESSAGES TO DRIVE ACTION I. REACH – PARTNERS + PEERS AUDIENCE PROFILE WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Nonprofits and Want to… • May not view Rotary as • Clarify the benefits of purpose-driven • Define a distinct, nimble or responsive collaborating with Rotary organizations of all sizes who partner flexible approach that • Don’t understand how • Highlight how Rotary can with us on both aligns with their brand Rotary can complement help them achieve their local and global • Collaborate, rally or help them deliver on vision/goals levels around and invest in a their mission/purpose shared purpose • Showcase Rotary’s • Foundations that • Encourage innovation distinct strengths as a enhance and extend and responsible risk- partner of choice our efforts taking • Support local work • Corporations • Sustain and scale looking to advance change globally corporate social • See clear and responsibility or measurable impact shared value initiatives 42
4. TAILORING MESSAGES TO DRIVE ACTION I. REACH – PARTNERS + PEERS JOIN FORCES TO MOVE EACH OTHER, OUR COMMUNITIES AND THE WORLD FORWARD CONTEXT PRIMARY MESSAGES SUPPORTING MESSAGES • Tackling persistent problems requires new solutions, • [For corporate partners] The smartest companies realize that scaling these owned by those directly affected. solutions globally isn’t just good for communities — it’s good for business. • Scaling these solutions globally calls for business ingenuity, • Every community’s challenges are different — and so are its strengths. empathy, a sense of responsibility — and a bias toward action. ROTARY’S APPROACH • Rotary unites more than a million great minds around a shared • If you have a vision for change, Rotary can help make it real. With the strength of 1.2 million purpose: to strengthen the communities in which we live. members in every corner of the globe, there’s no limit to the good we can do, together. • We do this by connecting diverse perspectives, exchanging fresh • We’re problem-solvers, opportunity-creators and community-builders, ideas, forging lifelong friendships — and by taking action. applying our diverse expertise to see and solve issues differently. • At Rotary, we’re people of action. Rolling up our sleeves on • Together with partners like you, we’re: projects and working alongside our partners to make an enduring - [Promoting Peace] Encouraging conversations to foster understanding within and across cultures impact on people’s lives. - [Fighting Disease] Educating and equipping communities to stop the spread of life-threatening diseases • Rotary is where partners of all types and sizes can join forces — - [Providing Clean Water] Building local solutions to bring clean water to more people, every day to move each other, our communities and the world forward. - [Saving Mothers and Children] Expanding access to quality care, so mothers and their children can live and grow stronger - [Supporting Education] Empowering educators to engage and inspire more children to learn - [Growing Local Economies] Creating opportunities to help individuals and communities thrive financially and socially - [Eradicating Polio] Uniting the world to end polio, once and for all CALLS-TO-ACTION • Partner with leaders from all continents and cultures. • Collaborate with Rotary to advance conversations, causes and communities. • Share your expertise and discover new perspectives. • Amplify your impact with a force, 1.2 million strong. • Learn more about how Rotary and its partners are leading meaningful change in communities and around the world. 43
4. TAILORING MESSAGES TO DRIVE ACTION I. REACH – PARTNERS + PEERS JOIN FORCES TO MOVE EACH OTHER, OUR COMMUNITIES AND THE WORLD FORWARD CUSTOMIZABLE PROOF POINTS • Visual and verbal proof of Rotary’s deep local presence and global scale • Compelling statistics that show Rotary’s growing impact in each area of focus, and our progress towards eradicating polio • Inspiring testimonials from partners who have successfully advanced their mission/purpose and amplified their impact with Rotary • Stories of Rotarians and partners working together and innovating approaches to meet the distinct challenges of their communities • Clear before/after demonstrations of partners’ impact (e.g., achieved x before joining forces with Rotary; achieved y after joining forces with Rotary) • Examples of local solutions, successfully scaled with partners • Notable programs, press, recognition, partnerships and projects that establish Rotary’s credibility as a partner of choice 44
BRINGING IT ALL TOGETHER
5. BRINGING IT ALL TOGETHER A. INSPIRING PROSPECTIVE MEMBERS TO LEARN MORE (BROCHURE) BEFORE AFTER IMPROVEMENTS WE ARE ROTARY WE ARE PEOPLE OF ACTION • Use personal pronouns Rotary brings together people like you — For more than 100 years, Rotary has united leaders of all ages, continents consistently in sub-headlines from all walks of life — who want to use their expertise for good. People whose and cultures around a shared purpose: to strengthen the communities in to suggest a collective and sense of responsibility inspires them to give back to their communities. At which we live. We do this by connecting diverse perspectives, by exchanging feel inviting Rotary, we connect for good — and form lifelong friendships in the process. fresh ideas, by forging lifelong friendships. And above all, by taking action. Together, we empower youth, improve health, promote peace, and advance • Define leadership by actions our communities in all corners of the globe. With 1.2 million members in WE ARE PROBLEM-SOLVERS and clarify who we want to 34,000 clubs worldwide, our global community’s impact has never been Rotary connects more than a million great minds worldwide. Together, we attract (i.e., problem-solvers, greater — and it continues to grow. apply our professional experience and personal commitment to tackle our change-makers, good MAKE A DIFFERENCE communities’ most persistent problems — finding new, effective ways to neighbors) Belonging to a Rotary club provides members with an opportunity to give back enhance health, stability and prosperity across the globe. to their communities and to connect with like-minded leaders and friends. • Emphasize our enduring People join Rotary for many reasons, including community involvement, WE ARE OPPORTUNITY-CREATORS connections, commitment personal development, professional networking, and camaraderie. But Rotary is where leaders like you come together—to move each other, our and impact perhaps the most important benefit is the satisfaction you gain from making a communities and the world forward. Together with our partners, we roll up real difference in your community and in the world. our sleeves on projects that have a real, lasting impact on people’s lives. • Lead with opportunities to OUR CLUB Like building innovative wells to bring clean water to more people. impact your community Our club gives you an opportunity to join leaders to take action on important Encouraging conversations to bridge cultures and promote peace. issues affecting our community, our nation, and the world. We also have a lot Empowering teachers to inspire more children to learn. of fun — whether we’re socializing or working together on service projects. Members of our Rotary club connect at weekly meetings and learn from WE ARE COMMUNITY-BUILDERS business experts, political and civic leaders, and entrepreneurs, who help us Each Rotary club is deeply committed to making a difference locally. stay informed on topics that are relevant to our community. Together, we are Connecting at weekly meetings, we learn from local experts, civic leaders make great things happen. We have a structure that focuses on action and and entrepreneurs, and explore topics that are relevant to our community. positive results. OUR CURRENT PROJECTS In response to an urgent need, our club focuses on ending hunger. By Our club is committed to making a difference locally. In response to an urgent partnering with local organizations, we’re helping to ensure that every man, need, we are focused on projects that help eliminate hunger in our woman and child in our neighborhoods has access to the nutrition they community. need, every day. We partner with local organizations to maximize our impact and expand our reach. By supporting these organizations, we help ensure that men, women, WE ARE ROTARY and children in our neighborhoods have access to the nutrition that they need. Join leaders, exchange ideas and take action for your community. With GET INVOLVED Rotary, you’ll find countless opportunities to make an enduring impact, Learn how you can make a difference. For more information about our and make lifelong friendships along the way. projects and our upcoming events, visit www.[rotarycluburl].org Learn how you can start making a difference today at www.[rotaryclub].org 46
5. BRINGING IT ALL TOGETHER B. INVITING A PROSPECTIVE MEMBER TO A MEETING (INVITE) BEFORE AFTER IMPROVEMENTS [SUBJECT] Meeting Notice [SUBJECT] Join Us • Lead with a clear, inviting Dear Joe, Dear Joe, subject line You are invited to the Meeting - November 12, We’d be honored to have you join us on 2015. November 12th for our weekly meeting at the • Reframe language to feel Please click on the link below to attend or Rotary Club of Anytown. more active, welcoming and decline. You can also book family and friends. Each week, Rotary gathers leaders like you to inspiring • Program: Vocalist Josef Steppenberg, connect diverse perspectives, exchange fresh ideas, take action for our community — and • Emphasize lively connections \"The Beauty of Music\" forge lifelong friendships along the way. and conversations over • Rotarian of the Week: John We look forward to welcoming you into our speakers or performances • Inspiration: Paul community, and to helping you find • Sgt. At Arms: James opportunities to make an enduring impact on • Instead of “attending a • Scribe: Richard people’s lives. meeting,” focus on joining • Greeter: Mark Thank you in advance, and see you soon. leaders, exchanging ideas, • Greeter: June For Rotary Club of Anytown and ultimately, taking action Thank you, Robert Rotarian (Event Chair) For Rotary Club of Anytown Robert Rotarian (Event Chair) 47
5. BRINGING IT ALL TOGETHER AFTER IMPROVEMENTS C. THANKING A FUNDER (DONOR EMAIL) [SUBJECT] Smiles you make possible • Reframe “gifts” from passive Dear Jane, donations to active BEFORE Through the ongoing support of leaders like demonstrations of leadership you, Rotary is creating lasting change in [SUBJECT] Guess how many people communities around the world. This video is • Highlight the impact funders you helped last year? just a small sample of the many people whose have made possible, and Dear Rotarian: lives we’ve changed forever, together. build a sense of urgency for Thank you for your gift to The Rotary [video] the future Foundation last year. Please enjoy this video Your gift last year made many smiles possible. to see the many smiles your gift helped But our work is not finished. And with your • Emphasize how supporters make possible. help, this year we’re going to do even more. “impact with Rotary” versus [video] Thank you for all you’ve done, and continue to “donate to the Rotary Your continued support is a vital part of do, to strengthen our communities. Together, Foundation” creating lasting, positive change. Thank there’s no limit to the good we can do in 2016 you! and beyond. • Be appreciative and Sincerely, With gratitude, celebratory, but not overly Robert Rotarian Robert Rotarian cheerful (e.g., avoid General Manager General Manager exclamation marks) The Rotary Foundation The Rotary Foundation 48
5. BRINGING IT ALL TOGETHER D. ENCOURAGING A FUNDER TO MATCH A GIFT (DONOR EMAIL) BEFORE AFTER IMPROVEMENTS [SUBJECT] Double your gift through your [SUBJECT] Double your impact • Focus on amplifying impact, employer not just raising funds Dear Jane: Dear Jane, Thank you for being a dedicated supporter of The • Reframe “gifts” from passive Rotary Foundation as a member of the Paul Harris As a dedicated member of the Paul Harris Society and donations to an active form Society. We deeply appreciate that you make giving to valued supporter of Rotary, you make enduring change of leadership Rotary a priority. That's why it's important to share an possible in communities every day. Today, by securing a easy way to multiply the impact of your giving. matching gift from your employer, you can amplify your • Tie projects to a clear benefit Did you know your employer matches gifts to The impact in communities around the world. Rotary Foundation? • Ensure that our tone feels With your help in securing matching gifts, we can Through a matching gift, we can double funding for both smart and inspiring double funding for projects that improve education, projects that have a real, lasting impact on people’s provide access to clean water, and give hope to lives. Like building innovative wells to bring clean water communities around the world. To recognize your vital to more people. Encouraging conversations to foster role in procuring these gifts, you receive Foundation understanding and promote peace. Empowering recognition points and your club receives credit for the teachers to inspire more children to learn. matching gift. Thank you for helping provide even more life changing Thank you for all you’ve done, and continue to do, with opportunities in your community and around the world. Rotary. Through your ongoing commitment, we’re Sincerely, tackling our communities’ most persistent challenges. Robert Rotarian And together, we’re moving the world forward. General Manager The Rotary Foundation With gratitude, Robert Rotarian General Manager The Rotary Foundation 49
5. BRINGING IT ALL TOGETHER E. UNITING COMMUNITIES FOR WORLD POLIO DAY (PRESS RELEASE) BEFORE AFTER IMPROVEMENTS [GROUP] urges community to support the global effort to end polio Rotary unites with communities around the world to end polio • Reframe language to be more [CITY, COUNTRY, DATE] – Following a major global health milestone last once and for all inspiring and lead with month, [NAME/GROUP] urges [LOCAL COMMUNITY] to join them in [CITY, COUNTRY, DATE] – Rotary invites [LOCAL COMMUNITY] “Rotary” (versus a club) the global fight to eradicate polio by [DONATING/PARTICIPATING IN to join us in the global fight to end polio by participating in World Polio Day EVENT/ACTIVITY] in recognition of World Polio Day on 24 October. this Saturday, the 24th of October. • Break content into sub- [DETAILS ON LOCAL WORLD POLIO DAY EVENT OR ACTIVITY] [DETAILS ON EVENT/ACTIVITY] headers that read as inviting This [ACTIVITY] comes at an important time in the fight to eradicate polio, Join leaders on the eve of World Polio Day calls to action which would be only the second human disease to be eradicated, after Exchange ideas in a live event featuring a diverse group of journalists, smallpox. In September, the World Health Organization declared Africa’s last health experts, celebrities, polio survivors and more. On Friday, the 23rd of • Activate the language polio-endemic country, Nigeria, polio-free, leaving only two countries which October, Rotary and UNICEF will host an event in New York City to throughout and clarify our have never stopped the virus: Pakistan and Afghanistan. In 1988, when Rotary celebrate our progress against this deadly disease — and to focus on what distinct approach and its partners committed to eradicating the disease, polio paralyzed more we can all do together to end polio once and for all. Tune in live online at than 350,000 children per year in 125 countries – or, more than 1,000 per 6:30 PM EDT, or watch a recording of the event any time after it streams. • Reflect our persevering spirit day. Since that time, the number of polio cases has been reduced by 99.9%, Join forces for a future with zero new cases and sense of urgency with less than [XX] cases in two countries to date in 2015. When Rotary co-founded the Global Polio Eradication Initiative in 1988, On 23 October, Rotary and UNICEF will host an event in New York City which polio paralyzed more than 350,000 children per year in 125 countries. • Celebrate our progress, but will stream live online, providing an update on the world’s progress against That’s more than 1,000 per day. With the support of communities focus on our end goal polio, with notable speakers including journalists, health experts, celebrities, everywhere, we’re closer than ever to making polio history. But our work is polio survivors and more. Viewers can tune in live at 6:30 PM EDT, or watch a not complete until the number of new cases hits zero. And when it does, 50 recording of the event any time after it streams. polio will be just the second human disease to have ever been eradicated, Rotary has contributed more than US$1.4 billion to ending polio, including after smallpox. [LOCAL FUNDRAISING FIGURES] contributed by the Rotary club of Join the initiative to end polio, once and for all [LOCAL CLUB NAME]. Funds contributed to Rotary are tripled thanks to a The Global Polio Eradication Initiative is a public-private partnership 2:1 match by the Bill & Melinda Gates Foundation. including Rotary, the World Health Organization, the U.S. Centers for Rotary is joined in the fight to end polio by its partners in the Global Polio Disease Control and Prevention, UNICEF and the Bill & Melinda Gates Eradication Initiative, a public-private partnership that also includes the Foundation. Through the expertise, generosity and commitment of our World Health Organization, the U.S. Centers for Disease Control and partners, the Initiative is making a real, lasting — and unprecedented — Prevention, UNICEF, and the Bill & Melinda Gates Foundation. impact on communities around the world. Rotary has contributed more than US$1.4 billion to the fight to end polio, including [LOCAL FUNDRAISING FIGURES] contributed by the Rotary club of [LOCAL CLUB NAME]. When you give to Rotary, you’re helping us end this terrible disease. And thanks to a 2:1 match by the Bill & Melinda Gates Foundation, your impact is tripled. Take action now for a polio-free future.
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