5. BRINGING IT ALL TOGETHER F. EVALUATING OUR CONTENT (COMMUNICATIONS CHECKLIST) REINFORCE OUR ESSENCE • Have we clarified Rotary’s distinct approach through our brand pillars (i.e., join leaders, exchange ideas, take action)? REFLECT OUR VOICE • Does the language capture our distinct voice and personality (i.e., smart, compassionate, persevering and inspiring)? • Are we using personal pronouns where appropriate? • Are we using the active voice? REFRAME MESSAGING FOR IMPACT • Do we shift the focus from what we do to why it matters? • Do we define leadership by actions, not titles? • Do we clarify the type of impact we create (i.e., community impact, scaled globally; persistent challenges; activated areas of focus)? DEEPEN ENGAGEMENT AND DRIVE ACTION • Have we addressed audiences’ distinct motivators and barriers? • Is it clear what we want them to do? • Have we given them a compelling reason to act? 51
5. BRINGING IT ALL TOGETHER G. MAKING ROTARY’S STORY YOUR OWN ELEVATOR SPEECH Imagine that you’re at an event and someone notices your Rotary pin. They turn to you and ask, what is Rotary? With less than one minute to share our unique story — and inspire them to want to learn more — what would you say? 52
5. BRINGING IT ALL TOGETHER H. SHARING YOUR STORY WITH THE WORLD WHAT WAS YOUR MOMENT? Every Rotarian experiences a life-changing moment when they realize the power of our impact. These personal moments are why people join and stay with Rotary. Take a moment to consider how your personal anecdote fits within, and supports, Rotary’s larger story. Now, how would you describe your “moment” to someone interested in joining your club? 53
A LIVING DOCUMENT This document is a work-in-progress which will evolve continuously as new needs and insights arise. Please contact [email protected] if you have comments, suggestions or examples to share.
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