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Rotary Messaging Toolkit

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Hubert de la Vega

This document provides a messaging toolkit to help Rotary tell its story in a clear and compelling way. It outlines Rotary's brand pillars, areas of focus, and brand voice to guide communications. The toolkit also provides audience-specific high-level and supporting messages tailored for recognition by the general public, as well as recruitment, retention, reconnection, revenue generation, and community reach. The goal is to strengthen understanding of Rotary and inspire action through relationship-driven messaging.

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ROTARY MESSAGING TOOLKIT April 2016
2 Rotarians are very much more favorably disposed toward action than they are toward words. Paul P. Harris, Founder
3 TABLE OF CONTENTS 1. OVERVIEW A. ABOUT THIS TOOLKIT x B. BRINGING ROTARY’S BRAND STRATEGY TO LIFE x 2. WHAT WE SAY A. REFRAMING EXPRESSIONS FOR GREATER IMPACT x B. ACTIVATING ROTARY’S PILLARS x C. CLARIFYING OUR AREAS OF FOCUS x D. OUR BRAND MANIFESTO x 3. HOW WE SOUND A. IMPORTANCE OF BRAND VOICE x B. ROTARY’S VOICE x C. WHAT THIS SOUNDS LIKE x 4. TAILORING MESSAGES TO DRIVE ACTION OUR RELATIONSHIP-DRIVEN APPROACH X A. RECOGNITION X • AUDIENCE PROFILE • HIGH-LEVEL + SUPPORTING MESSAGE B. RECRUITMENT X • PROSPECTIVE MEMBER PROFILE • HIGH-LEVEL + SUPPORTING MESSAGE C. RETENTION X • ROTARIAN PROFILE • HIGH-LEVEL + SUPPORTING MESSAGE D. RECONNECTION X • PROGRAM PARTICIPANT + ALUMNI PROFILES • HIGH-LEVEL + SUPPORTING MESSAGE E. REVENUE X • PROSPECTIVE + EXISTING DONOR PROFILES • HIGH-LEVEL + SUPPORTING MESSAGE F. REACH X • PEER + PARTNER PROFILES • HIGH-LEVEL + SUPPORTING MESSAGE 5. BRINGING IT ALL TOGETHER A. BEFORE/AFTER DEMONSTRATIONS X • PRESS RELEASE • NEW MEMBER BROCHURE EXCERPT • CLUB RUNNER E-BULLETIN • DONOR EMAIL B. CUSTOMIZING OUR STORY FOR YOUR CLUB X • LANGUAGE/CULTURAL CONSIDERATIONS • TIPS FOR MAKING ROTARY’S STORY YOUR OWN
OVERVIEW
5 1. OVERVIEW In 2011, Rotary embarked on a multi-year initiative of unprecedented scale to strengthen our brand. As part of this effort, we crystalized our essence,defined a our distinct voice, activated our values and refreshed our visual identity. While we’ve made great progress in bringing our brand to life, there is still much to be done to close the gap between our brand expressions and experiences. As we expand our membership, reach and impact, it’s up to all of us to help people everywhere understand what Rotary stands for, how we’re different—and why and how they should engage. This messaging toolkit provides simple guidance to help us tell Rotary’s story in a clear, compelling way—consistently. Specifically, the toolkit: • Demonstrates how to use our brand voice to guide word choice and tone • Offers cohesive talking points about Rotary that you can build upon, adapt and make your own • Clarifies and connects our brand pillars and areas of focus as part of our story • Translates our brand strategy into audience-specific messages ABOUT THIS TOOLKIT
6 1. OVERVIEW BRINGING ROTARY’S BRAND STRATEGY TO LIFE
WHAT WE SAY
8 2. WHAT WE SAY Our messagingis what we say, both verbally and in written form. A unifiedset of messages can ensure that no matter who is speaking, and whom we’re communicatingwith, we always tell a clear, cohesive version of Rotary’s powerful story. Through clear principles and compelling talking points, our goal isn’t 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 channels, contexts and audiences. WHAT IS MESSAGING?
9 2. WHAT WE SAY REFRAMING EXPRESSIONS FOR GREATER IMPACT Shift focus from what we do to why it matters • How I join INSTEAD OF… FOCUS ON… • Why I join • CEOs, doctors, lawyers, etc. • Problem-solvers, change- makers, opportunity-creators • Helping people everywhere and changing the world • Creating enduring impact in communities around the world Redefine leadership from titles to actions Clarify our impact, leading with communities • Giving back • Embracing responsibility • Attending mandatory, weekly meetings • Honoring commitments and holding each other accountable • Advancing humanity • Solving our communities’ most persistent challenges
10 2. WHAT WE SAY Rotary’s brand pillars clarify what Rotary does, and more importantly, and how people can engage with us. Individually, they serve as a compelling call-to-action or sign-off in audience-specificcommunications (e.g., “Join Leaders” in a prospective member brochure). Taken together, they summarize Rotary’s distinct approach. ACTIVATING OUR BRAND PILLARS Take action.Exchange ideas. Rotary joins leaders from all continents and cultures to exchange ideas and take action for communities around the world. EXCHANGE IDEAS TAKE ACTION As Calls- to-Action With Definitions Join leaders. In a Sentence JOIN LEADERS Create enduring change in communities around the world. Celebrate diverse perspectives and build lifelong friendships. Connect with leaders from all continents and cultures.
11 Rotary doesn’t just take on any problem or crisis. We address our communities’most persistent challenges. Where others may abandon hope or give up, Rotary perseveres, taking on deep-rooted issues that threaten the health and livelihoodof communities across the globe. Rotary’s six areas of focus help define the type of issues we tackle. They’re intentionally framed as active, impact- oriented statements,which captures our ongoing commitment to enduring change and progress. Promoting peace Fighting disease Providing clean water Saving mothers and children Supporting education Growing local economies WHY OUR AREAS OF FOCUS 2. WHAT WE SAY
12 2. WHAT WE SAY Rotary may not be the only nonprofit focusingon these issues,but how we address them is unique.When describing each focus area, the benefit to individuals, families,and ultimately, communities shouldbe front and center. Highlight both how we’re addressing the challenge, and why it matters, in a way that feels smart, compassionate, persevering and inspiring. CLARIFYING OUR AREAS OF FOCUS Promoting peace We bridge cultures and foster understanding to help free communities from conflict We educate families and mobilize communities to stop the spread of life-threateningdiseases We equip communities with sustainable systems to bring more clean water to more people We expand access to quality care, so mothers and their children can live and grow stronger We empower educators to engage and inspire more children to learn We create more opportunities to help individuals and communities thrive financially and socially Fighting disease Providing clean water Saving mothers and children Supporting education Growing local economies
13 2. WHAT WE SAY Our brand manifesto connects the dots, capturing Rotary’s greatest points of difference in our distinct voice. It serves as a rallying cry for Rotarians and staff, unifyingus 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, compellingand cohesive expressions. However, driving action with specific audiences often requires a more targeted approach. ROTARY’S MANIFESTO
HOW WE SOUND
15 3. HOW WE SOUND WHAT IS BRAND VOICE Effectively communicatingis about more than what we say. It’s how we say it. Our brand voice is the unique tone and style in which we communicate both visually and verbally. It reflects our unique personality and distinguishes us from peers. WHEN AND WHY SHOULD WE USE IT? Always, and everywhere. A unifiedbrand voice helps us strengthen recognition, create 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 shouldalways reflect our distinct character and defining strengths. WHEN AND WHY SHOULD WE USE IT? Amnesty’s voice is… • Real • Audacious • Inspiring GE’s voice is… • Imaginative • Responsible • Inspirational Mini’s voice is • Cheeky • Open • Energetic FOR EXAMPLE
16 3. HOW WE SOUND 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. ROTARY’S BRAND VOICE Smart We look at problems from different angles and apply our expertise to solve social issues in ways others cannot. Our communications are insightful and discerning. We are… Knowledgeable Perceptive Confident But not… Obscure Disconnected Arrogant Compassionate Tackling the world’s toughest challenges requires empathy. Our communications champion real people, stories and conversations that are relatable and universal. We are… Thoughtful Sincere Engaging But not… Lofty Sentimental Weak Persevering We find lasting solutions to systemic problems at home and abroad. Our communications express our commitment when we speak with clarity and conviction. We are… Bold Purposeful Courageous But not… Reckless Close-minded Stubborn Inspiring Motivated by the enduring connections and positive change we bring to communities and the world, we encourage others to take action. Our communications convey hope, enthusiasm and passion. We are… Upbeat Hopeful Visionary But not… Hyper Zealous Impractical
17 3. HOW WE SOUND WHAT ROTARY’S BRAND VOICE SOUNDS LIKE BEFORE Projects Rotary clubs participate in a broad range of humanitarian, intercultural, and educational activities designed to improve the human condition. Rotary’s humanitarian grants support club projects that provide health care and medical supplies, clean water, food, job training, youth development, and education to millions of people in need, particularly in the developing world. In addition Rotary provides more than 200 grants each year to fund the work of Rotary volunteers, who travel to parts of the world where their technical expertise and knowledge are most needed to alleviate hardship and solve problems. AFTER Our positive impact At Rotary, we work together to find fresh solutions to our communities’ most persistent challenges. Through our enduring connections and commitments, we’re making a real, lasting impact on people’s lives—in all corners of the globe. With the help of more than 200 Rotary grants each year, our volunteers apply their distinct expertise to help those in need and inspire others to exchange ideas and take action. • Reframe language to feel more welcoming, active and inspiring • Use personal pronouns to feel more compassionate • Highlight our persevering spirit • Focus on impact over technical descriptions of projects • Reframe passive self-descriptors to inspiring benefits • Elevate Rotary’s acumen and perseverance • Humanize through personal pronouns and suggest a collective • Clarify how Rotary unites leaders IMPROVEMENTS Our positive impact Our pursuit of peace Our promise to end polio Our history of progress Our community of leaders Projects Peace Polio Progress People
TAILORING OUR MESSAGES TO DRIVE ACTION
19 4. TAILORING OUR MESSAGES TO DRIVE ACTION • Translates Rotary’s brand story into foundational talking points for key audiences • Reflects key motivators that compel audiences to action • Addresses barriers that hold them back • Serves as a guide for communications development • Key message: Simple, action-oriented messages tailored for a specific audience • Supporting message: Add depth to and support the key message • Proof points: Reasons to believe, or tangible evidence that what we say is true THE ROLE OF AUDIENCE-SPECIFIC MESSAGING THE ROLE OF AUDIENCE-SPECIFIC MESSAGING
20 4. TAILORING OUR MESSAGES TO DRIVE ACTION Audiences have different levels of knowledge and experience with Rotary. What motivates them, how they can engage—and the benefit for doing so—can vary. To strengthen understanding and inspire action, we need to consider whom we’re targeting, what we want them to know, and most importantly, how and why they should deepen their relationshipwith Rotary. That’s why we’ve developed a messaging approach that is all about building and strengtheningrelationships. This approach helps us tailor communications to meet audiences’ distinct needs while advancing our goals (i.e., recruiting prospective members; retaining Rotarians, etc.). OUR RELATIONSHIP-DRIVEN APPROACH RECRUITMENT PROSPECTIVE MEMBERS RETENTION ROTARIANS RECONNECTION PROGRAM PARTICIPANTS+ ALUMNI REVENUE FUNDERS REACH PARTNERS+ PEERS RECOGNITION GENERALPUBLIC Note: The following pages include strategic brand messages,which will serve as the foundation for communicating about Rotary to specificaudiences. These messages are intended to be directional only. They are not intended for use as advertising or web copy.
21 4. TAILORING MESSAGES TO DRIVE ACTION RECOGNITION – GENERAL PUBLIC AUDIENCE PROFILE Source: EyeOpener Quantitative Research, 2011. Public Image Survey and Segmentation Study,2015. WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • General public, including people with limited or no knowledge of Rotary • Media and press They want to… • Understand our approach—and how it’s distinctive and effective • Feel a personal connection, and be invited to contribute/participate • See clear, compelling demonstrations of impact • Stretched attention and competing priorities • Overwhelmedwith information • Those with limited knowledge may view Rotary as exclusive or “not for them” • Help them understand who we are, how we’re different and why it matters • Spark their interest and inspire them to learn more about Rotary • Convince them that we’re worthy of their support— whetherit’s time, money or attention
22 4. TAILORING MESSAGES TO DRIVE ACTION RECOGNITION – GENERAL PUBLIC KEY MESSAGE CALL-TO-ACTION PRIMARY MESSAGE Learn more about, and support, Rotary’s impact in your community. In an increasingly connected world, issues like inequality and instability don’t just affect a few of us. They impact us all. For more than 100 years, leaders from all continents and cultures have joined together through Rotary to tackle our communities’ most persistent challenges.We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelongfriendships. By taking action. Because we’re problem-solvers, rolling up our sleeves on projects that make an enduring impact on people’s lives—and inspiring others to do the same. Rotary is where leaders come together to move each other, our communities and the world forward. Join us.
23 4. TAILORING MESSAGES TO DRIVE ACTION RECOGNITION – GENERAL PUBLIC SUPPORTING MESSAGES SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us. They impact us all. • Tackling our communities’ most persistent challenges requiresnew thinking and solutions, owned by those truly invested in their success. Rotary’s approach • For more than 100 years, leadersfrom all continents and cultures have joined together through Rotary to strengthen communities around the globe. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelongfriendships—and taking action. • Because we’re problem-solversand change-makers, rolling up our sleeveson projects that make an enduring impact on people’s lives—and inspiring others to do the same. • Together with our partners, we’re finding new, effective ways to enhance the health, stability and prosperity of communities by: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • Rotary is where leaders come together to move each other, their communities and the world forward. The invitation • Share an idea for your community. Volunteer on a project that hits home. Support a cause close to your heart. • With Rotary, you’ll find countless opportunities to create meaningful change in your community, and around the world. • Clear, compelling demonstrationsof Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Storiesof Rotariansconnecting and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figuresthat highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projects that establish Rotary’s credibility
24 4. TAILORING MESSAGES TO DRIVE ACTION RECRUITMENT – PROSPECTIVE MEMBERS AUDIENCE PROFILE Source: EyeOpener Quantitative Research, 2011. Public Image Survey and Segmentation Study,2015. WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Leaders of all ages and in all fields who embrace responsibility and want to apply their expertise for good • Friends and colleagues of Rotarians, who may base their impressions on personal interactions To join • Positively impact my community • A sense of purpose • Friendship/Fellowship To support (want to…) • Understand our approach—and how it’s distinctive and effective • Feel part of something meaningful—andhave it reflect positively on them • See clear, compelling impact—and leave their own mark • Believe that Rotarians are at a different professional and education level,or “not like them” • View Rotary as “exclusive” • Don’t understand how to become involved, and have not yet been invited to join • May have demonstrated interest, but didn’t receive a prompt response • Have time and financial constraints • Help them understand who we are, how we’re different and why it matters • Clarify how and why they should engage • Counter misperceptions head-on • Inspire them to learn more and, ultimately,join
25 4. TAILORING MESSAGES TO DRIVE ACTION RECRUITMENT – PROSPECTIVE MEMBERS KEY MESSAGE CALL-TO-ACTION PRIMARY MESSAGE Join leaders, exchange ideas and take action for your community. In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. They impact us all, here and now. For more than 100 years, Rotary has united leaders of all ages, continents and cultures around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelong friendships. By taking action. Because we’re problem-solvers and change-makers. Applying our professional experience and personal commitment to tackle our communities’ most persistent problems. Rolling up our sleeves to make an enduring impact on people’s lives—and inspiring others to do the same. Rotary is where leaders like you come together—to move each other, our communities and the world forward. Join us.
26 4. TAILORING MESSAGES TO DRIVE ACTION RECRUITMENT – PROSPECTIVE MEMBERS SUPPORTING MESSAGES SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. They impact us all, here and now. • Tackling our communities’ most persistent challenges requiresnew thinking and solutions. Rotary’s approach • For more than 100 years, Rotary has united leadersof all ages, continents and cultures around a shared purpose:to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelongfriendships—and taking action. • Because we’re problem-solversand change-makers, rolling up our sleeveson projects that make an enduring impact on people’s lives—and inspiring others to do the same. • Together with our partners, we’re finding new, effective ways to enhance the health, stability and prosperity of communities by: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • With Rotary, you’ll find countless opportunities to create meaningful change in your community, and around the world. The invitation • Join leaders, and use your expertise for good. • Exchange ideas, and share your perspective. • Take action, and leave your mark. • Clear, compelling demonstrationsof Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Storiesof Rotariansconnecting and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figuresthat highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility
27 4. TAILORING MESSAGES TO DRIVE ACTION WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Our 1.2+ million members from all continents, cultures and occupations • Our greatest champions and catalysts for change To join/stay • To positively impact my community • A sense of purpose • Friendship/Fellowship To support (want to…) • Understand our approach—and how it’s distinctive and effective • Feel part of something meaningful and set a positive example • See clear, compelling impact—and leave their own mark • As leaders in their respective fields, their attention and time is stretched • For some, the experience doesn’t always align with their expectations • Increasingly have new, lower-commitment options to connect and create impact directly • Elevate their crucial role in defining, and delivering on, our distinct approach and impact • Clarify how and why they should become more involved • Help them inspire others to join in and take action RETENTION – ROTARIANS AUDIENCE PROFILE Source: EyeOpener Quantitative Research, 2011. Public Image Survey and Segmentation Study,2015.
28 4. TAILORING MESSAGES TO DRIVE ACTION CALL-TO-ACTION PRIMARY MESSAGE Join leaders, exchange ideas and take action for your community—and inspire others to do the same. Tackling the world’s most persistent challenges calls for new thinking and solutions,led by those directly affected. That’s why Rotary unites more than a million great minds around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelongfriendships. By taking action. Because we’re change-makers. Applying our expertise to see and solve issues differently. Rolling up our sleeves to make an enduring impact on people’s lives— and inspiring others to join in. Rotary is where leaders from all continents and cultures come togetherto move each other, our communities and the world forward. With your ongoing support, there’s no limit to the good we can do. RETENTION – ROTARIANS KEY MESSAGE
29 4. TAILORING MESSAGES TO DRIVE ACTION SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. They impact us all, here and now. • These deep-rooted, far-reachingchallenges call for new thinking and solutions, led by those directly affected. Rotary’s approach • That’s why Rotary unites more than a million great minds around a shared purpose: to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging freshideas, forging lifelong friendships—and taking action. • Because we’re problem-solvers. Change-makers. Opportunity-creators. Applying our professionalexperience and personal commitment to solve our communities’ most persistent challenges. • Rolling up our sleeves on projects that make an enduring impact on people’slives—and inspiring othersto do the same. • Together with our partners, we’re: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • Rotary is where leaders fromall continents and cultures come together to move each other, our communities and the world forward. With your ongoing support, there’s not limit to the goodwe can do. The invitation • Connect with Rotarians beyond your club, and inspire a new generationof leadersto join in. • Discover new perspectives, and share your own ideas. • Explore countless opportunitiesto positively impact your community—and the world. • Clear, compelling demonstrationsof Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Storiesof Rotariansinnovating approaches to meet the distinct needs of their communities • Examples of Rotarians uniting diverse perspectives across clubs to solve challenges and scale solutions • Testimonials and impact figuresthat highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility RETENTION – ROTARIANS SUPPORTING MESSAGES
30 4. TAILORING MESSAGES TO DRIVE ACTION WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Members and alumni of our 12,300 Interact clubs in 133 countries • Members and alumni of our 8,800 Rotaract clubs in 167 countries To join in • To positively impact my community • Friendship/Fellowship • Development/training opportunities To engage (want to…) • Understand our 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 mark • Lose touch with Rotary after their experience, and aren’t invited to re- engage • Increasingly have new, lower-commitment options to connect and create impact directly • Older Rotaractors may be confusedor put off by why they’re not engaged directly by Rotary • Celebrate their crucial role in creating real change in communities around the world • Clarify how and why they should become more engaged and involved with Rotary • Excite them about opportunities for personal growth and impact RECONNECTION – PROGRAM PARTICIPANTS AND ALUMNI AUDIENCE PROFILE Source: EnGage Quantitative Research, 2011.
31 4. TAILORING MESSAGES TO DRIVE ACTION CALL-TO-ACTION PRIMARY MESSAGE With Rotary, define your own path to greatness. In an increasingly connected world, issues like inequality and instability don’t just affect a few of us. They impact us all, here and now. That why Rotary unites leaders of all ages, continents and cultures around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelong friendships. By taking action. Because we’re change-makers and opportunity-creators. Tackling our communities’ most persistent problems with new thinking. Rolling up our sleeves to make an enduring impact on people’s lives. Empowering a new generation of leaders to shape their own future. Rotary is where leaders like you find countless opportunities—to move each other, our communities and the world forward. Define your own path to greatness. Join us for good. RECONNECTION – PROGRAM PARTICIPANTS AND ALUMNI KEY MESSAGE
32 4. TAILORING MESSAGES TO DRIVE ACTION SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. • They impact us all, here and now. Rotary’s approach • That why Rotary unites leaders of all ages, continents and cultures around a shared purpose: to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelongfriendships—and by taking action. • Because we’re change-makers and opportunity-creators. • Tackling our communities’ most persistent problems with new thinking. • Rolling up our sleeves on projects that make an enduring impact on people’slives. • Empowering a new generation of leaders to shape their own future. • Together with our supportersand partners, we’re: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto 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 find countless opportunities—to move each other, our communities and the world forward. • Without your personal commitment and impact, we would have never made it this far. • And with your ongoing support, there’s no limit to the goodwe can do. The invitation • Define your own path to greatness. • Join us for good. • Compelling statistics that demonstrate Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Inspiring testimonials fromlifelong Rotarians who started their journeys as volunteers or program participants • Storiesof standout Rotaractors, Interactors and Rotariansworking together and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figuresthat highlight communities’ experiences with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility RECONNECTION – PROGRAM PARTICIPANTS AND ALUMNI SUPPORTING MESSAGES
33 4. TAILORING MESSAGES TO DRIVE ACTION WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Rotarians at all levels • Foundations • Rotary’s extended community (including current and former RCCs and other non- Rotarians who have supported Rotary- sponsored service projects) Want to… • Understand our approach—and how it’s distinctive and effective • Feel a personal connection, and be invited to contribute/participate • See their gift in action and clear, compelling demonstrations of impact • “Invest in” versus donate • Receive too many requests and not enough thank you’s • Rotarians may not feel compelled to give beyond their club dues • Prospective funders may be confusedabout the Rotary Foundation’s role and how funds are disbursed • Emphasize why their support matters, and what it makes possible • Make them feel appreciated as investors and active participants, not just “funders” REVENUE – FUNDERS AUDIENCE PROFILE Source: EyeOpener Quantitative Research, 2011.
34 4. TAILORING MESSAGES TO DRIVE ACTION CALL-TO-ACTION PRIMARY MESSAGE Support real, lasting change in your community— and around the world. In an increasingly connected world, issues like inequality and instability don’t just impact a few of us. They impact us all, here and now. Rotary unites more than a million great minds around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelongfriendships. By taking action. Because we’re change-makers. Applying our expertise to see and solve challenges differently. Rollingup our sleeves to make an enduring impact on people’s lives—and inspiring others to do the same. Fund a project that hits home. Support a cause close to your heart. With Rotary, you’ll find countless opportunities to create lasting change in your community—and around the world. REVENUE – FUNDERS KEY MESSAGE
35 4. TAILORING MESSAGES TO DRIVE ACTION SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. They impact us all, here and now. • These deep-rooted, far-reachingchallenges call for new thinking and solutions, led by those directly affected. Rotary’s approach • That’s why Rotary unites more than a million great minds around a shared purpose: to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging freshideas, forging lifelong friendships—and taking action. • Because we’re problem-solvers. Change-makers. Opportunity-creators. Applying our professionalexperience and personal commitment to solve our communities’ most persistent challenges. • Rolling up our sleeves on projects that make an enduring impact on people’slives—and inspiring othersto do the same. • Together with our partners and supporters, we’re: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • Rotary is where leaders fromall continents and cultures come together to move each other, our communities and the world forward. • With your ongoing support, there’s not limit to the goodwe can do. The invitation • Fund a project that hits home. • Support a cause close to your heart. • With Rotary, you’ll find countless opportunities to create lasting change in your community and around the world. • 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’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Storiesof Rotariansconnecting and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figuresthat highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility REVENUE – FUNDERS SUPPORTING MESSAGES
36 4. TAILORING MESSAGES TO DRIVE ACTION WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Nonprofits and purpose-driven organizations of all sizes who partner with us on a global and local level • Foundations that enhance and extend our efforts • Corporations looking to advance CSR or shared value initiatives Want to… • Define a distinct, flexible approach that aligns with their brand • Collaborate, rally around and invest in a shared purpose • Encourage innovation and responsible risk- taking • Support local work • Sustain and scale change globally • See clear and measurable impact • May not view Rotary as nimble or responsive • Don’t understand how Rotary can complement or help them deliver on their mission/purpose • Clarify the benefits of collaborating with Rotary • Highlight how Rotary can help them achieve their vision/goals • Showcase Rotary’s distinct strengths as a partner of choice REACH – PARTNERS + PEERS AUDIENCE PROFILE
37 4. TAILORING MESSAGES TO DRIVE ACTION CALL-TO-ACTION PRIMARY MESSAGE Join forces to move each other, our communities and the world forward. Tackling persistent problems requires new solutions,owned by the those directly affected. Scaling these solutions globally calls for a combination of business ingenuity, empathy and a sense of responsibility. For more than a century, Rotary has united leaders from all continents,cultures and occupations around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelong friendships—and taking action. With the strength of 1.2 million members in every corner of the globe, we roll up our sleeves and work alongside our partners to make an enduring impact on people’s lives. And we inspire our friends and neighbors to do the same. Rotary is where partners of all types and sizes can join forces—to move each other, our communities and the world forward. Join us. REACH – PARTNERS + PEERS KEY MESSAGE
38 4. TAILORING MESSAGES TO DRIVE ACTION SECONDARY MESSAGE PROOF POINTS The context • Every community’s challenges are different—andso are its strengths. • Tackling persistent problems requiresnew solutions, owned by those directly affected. • Scaling these solutions globally calls for business ingenuity, empathy and a sense of responsibility. • [For corporate partners] The smartest companies realize that scaling these solutions globally isn’t just goodfor communities—it’s good for business. Rotary’s approach • For more than a century, Rotary has united leaders fromall continents, cultures and occupations around a shared purpose: to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelongfriendships—and taking action. • With the strength of 1.2 million members in every corner of the globe, we roll up our sleevesand work alongside our partners to make an enduring impact on people’s lives. And we inspire our friends and neighbors to do the same. • Together with partners like you, we’re: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • Rotary is where partners of all types and sizes can join forces—to move each other, our communities and the world forward. • With your ongoing partnership, there’sno limit to the good we can do. The invitation • Partner with leaders fromall continents and cultures. • Exchange ideas and discover new perspectives. • Take action with a force, 1.2 million strong and growing. • Visual and verbalproof of Rotary’s deep local presence and global scale • Compelling statistics that show Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Inspiring testimonials frompartners who have successfully advanced their mission/purpose and amplified their impact with Rotary • Storiesof Rotariansand partners working together and innovating approaches to meet the distinct challenges of their communities • Clear before/after demonstrationsof partners’ impact (e.g., achieved x before joining forces with Rotary; achieved y after joining forceswith Rotary) • Examples of local solutions, successfully scaled with partners • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility as a partner of choice REACH – PARTNERS + PEERS SUPPORTING MESSAGES
BRINGING IT ALL TOGETHER
40 5. BRINGING IT ALL TOGETHER INVITING A PROSPECTIVE MEMBER TO A MEETING BEFORE AFTER IMPROVEMENTS [SUBJECT] Meeting Notice Dear Joe, You are invited to the Meeting - November 12, 2015. Please click on the link below to attend or decline. You can also book family and friends. • Program: Vocalist Josefien Stoppelenburg, "The Beauty of Music" • Rotarian of the Week: John • Inspiration: Paul • Sgt. At Arms: James • Scribe: Richard • Greeter: Mark • Greeter: June Thank you, For Rotary Club of Anytown Robert Rotarian (Event Chair) • Lead with a clear, inviting subject line • Reframe language to feel more welcoming and inspiring • Emphasize purposeful,lively connections and conversations over speakers or performances • Instead of “attending a meeting,” focus on joining leaders, exchanging ideas, and ultimately, taking action [SUBJECT] Join Us Dear Joe, We’d be honored to have you join us on November 12th for our weekly meeting at the Rotary Club of Anytown. Each week, Rotary gathers leaders like you to connect diverse perspectives, exchange fresh ideas, take action for our community—and forge lifelong friendships along the way. We look forward to welcoming you into our community, and to helping you find opportunities to make an enduring impact on people’s lives. Thank you in advance, and see you soon. For Rotary Club of Anytown Robert Rotarian (Event Chair)
41 5. BRINGING IT ALL TOGETHER THANKING A FUNDER [SUBJECT] Guess how many people you helped last year? Dear Rotarian: Thank you for your gift to The Rotary Foundation last year. Please enjoy this video to see the many smiles your gift helped make possible. [video] Your continued support is a vital part of creating lasting, positive change. Thank you! Sincerely, Robert Rotarian General Manager The Rotary Foundation • Reframe “gifts” from passive donations to active demonstrations of leadership • Highlight the impact funders have made possible to date, and build a sense of urgency for the future • Emphasize how funders “impact with Rotary” versus “donate to the Rotary Foundation” • Be appreciative and celebratory, but not overly cheerful (e.g., avoid exclamation marks) [SUBJECT] Smiles you make possible Dear Jane, Through the ongoing support of leaders like you, Rotary is creating lasting change in communities around the world. This video is just a small sample of the many people whose lives we’ve changed forever, together. [video] Your gift last year made many smiles possible. But our work is not finished. And with your help, this year we’re going to do even more. Thank you for all you’ve done, and continue to do, to strengthen our communities. Together, there’s no limit to the good we can do in 2016 and beyond. With gratitude, Robert Rotarian General Manager The Rotary Foundation BEFORE AFTER IMPROVEMENTS
42 5. BRINGING IT ALL TOGETHER ENCOURAGING A FUNDER TO MATCH GIFTS [SUBJECT] Double your gift through your employer Dear Jane: Thank you for being a dedicated supporter of The Rotary Foundation as a member of the Paul Harris Society. We deeply appreciate that you make giving to Rotary a priority. That's why it's important to share an easy way to multiply the impact of your giving. Did you know your employer matches gifts to The Rotary Foundation? With your help in securing matching gifts, we can double funding for projects that improve education, provide access to clean water, and give hope to communities around the world. To recognize your vital role in procuring these gifts, you receive Foundation recognition points and your club receives credit for the matching gift. Thank you for helping provide even more life changing opportunitiesin your community and around the world. Sincerely, Robert Rotarian General Manager The Rotary Foundation • Reframe “gifts” from passive donations to active demonstrations of leadership • Tie projects to a clear benefit • Focus on amplifying impact, not just raising funds • Ensure that our tone feels both smart and inspiring [SUBJECT] Double your impact Dear Jane, As a dedicated member of the Paul Harris Society and valued supporter of Rotary, youmake enduring change possible in communities every day. Today, by securing a matching gift fromyour employer, you can amplify your impact in communities around the world. Through a matching gift, we can double funding for projects that have a real, lasting impact on people’s lives. Like building innovative wells to bring clean water to more people. Encouraging conversations to bridge cultures and promote peace. Empowering teachers to inspire more children to learn. Thank you for all you’ve done, and continue to do, with Rotary. Through your ongoing commitment, we’re tackling our communities’ most persistent challenges. And together, we’re moving the world forward. With gratitude, Robert Rotarian General Manager The Rotary Foundation BEFORE AFTER IMPROVEMENTS
A LIVING DOCUMENT This document is a work-in-progress. It will need to be updated continually as new requirements arise. Please contact ?????@rotary.orgif you have comments, suggestions or examples to share.

More Related Content

Rotary Messaging Toolkit

  • 2. 2 Rotarians are very much more favorably disposed toward action than they are toward words. Paul P. Harris, Founder
  • 3. 3 TABLE OF CONTENTS 1. OVERVIEW A. ABOUT THIS TOOLKIT x B. BRINGING ROTARY’S BRAND STRATEGY TO LIFE x 2. WHAT WE SAY A. REFRAMING EXPRESSIONS FOR GREATER IMPACT x B. ACTIVATING ROTARY’S PILLARS x C. CLARIFYING OUR AREAS OF FOCUS x D. OUR BRAND MANIFESTO x 3. HOW WE SOUND A. IMPORTANCE OF BRAND VOICE x B. ROTARY’S VOICE x C. WHAT THIS SOUNDS LIKE x 4. TAILORING MESSAGES TO DRIVE ACTION OUR RELATIONSHIP-DRIVEN APPROACH X A. RECOGNITION X • AUDIENCE PROFILE • HIGH-LEVEL + SUPPORTING MESSAGE B. RECRUITMENT X • PROSPECTIVE MEMBER PROFILE • HIGH-LEVEL + SUPPORTING MESSAGE C. RETENTION X • ROTARIAN PROFILE • HIGH-LEVEL + SUPPORTING MESSAGE D. RECONNECTION X • PROGRAM PARTICIPANT + ALUMNI PROFILES • HIGH-LEVEL + SUPPORTING MESSAGE E. REVENUE X • PROSPECTIVE + EXISTING DONOR PROFILES • HIGH-LEVEL + SUPPORTING MESSAGE F. REACH X • PEER + PARTNER PROFILES • HIGH-LEVEL + SUPPORTING MESSAGE 5. BRINGING IT ALL TOGETHER A. BEFORE/AFTER DEMONSTRATIONS X • PRESS RELEASE • NEW MEMBER BROCHURE EXCERPT • CLUB RUNNER E-BULLETIN • DONOR EMAIL B. CUSTOMIZING OUR STORY FOR YOUR CLUB X • LANGUAGE/CULTURAL CONSIDERATIONS • TIPS FOR MAKING ROTARY’S STORY YOUR OWN
  • 5. 5 1. OVERVIEW In 2011, Rotary embarked on a multi-year initiative of unprecedented scale to strengthen our brand. As part of this effort, we crystalized our essence,defined a our distinct voice, activated our values and refreshed our visual identity. While we’ve made great progress in bringing our brand to life, there is still much to be done to close the gap between our brand expressions and experiences. As we expand our membership, reach and impact, it’s up to all of us to help people everywhere understand what Rotary stands for, how we’re different—and why and how they should engage. This messaging toolkit provides simple guidance to help us tell Rotary’s story in a clear, compelling way—consistently. Specifically, the toolkit: • Demonstrates how to use our brand voice to guide word choice and tone • Offers cohesive talking points about Rotary that you can build upon, adapt and make your own • Clarifies and connects our brand pillars and areas of focus as part of our story • Translates our brand strategy into audience-specific messages ABOUT THIS TOOLKIT
  • 6. 6 1. OVERVIEW BRINGING ROTARY’S BRAND STRATEGY TO LIFE
  • 8. 8 2. WHAT WE SAY Our messagingis what we say, both verbally and in written form. A unifiedset of messages can ensure that no matter who is speaking, and whom we’re communicatingwith, we always tell a clear, cohesive version of Rotary’s powerful story. Through clear principles and compelling talking points, our goal isn’t 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 channels, contexts and audiences. WHAT IS MESSAGING?
  • 9. 9 2. WHAT WE SAY REFRAMING EXPRESSIONS FOR GREATER IMPACT Shift focus from what we do to why it matters • How I join INSTEAD OF… FOCUS ON… • Why I join • CEOs, doctors, lawyers, etc. • Problem-solvers, change- makers, opportunity-creators • Helping people everywhere and changing the world • Creating enduring impact in communities around the world Redefine leadership from titles to actions Clarify our impact, leading with communities • Giving back • Embracing responsibility • Attending mandatory, weekly meetings • Honoring commitments and holding each other accountable • Advancing humanity • Solving our communities’ most persistent challenges
  • 10. 10 2. WHAT WE SAY Rotary’s brand pillars clarify what Rotary does, and more importantly, and how people can engage with us. Individually, they serve as a compelling call-to-action or sign-off in audience-specificcommunications (e.g., “Join Leaders” in a prospective member brochure). Taken together, they summarize Rotary’s distinct approach. ACTIVATING OUR BRAND PILLARS Take action.Exchange ideas. Rotary joins leaders from all continents and cultures to exchange ideas and take action for communities around the world. EXCHANGE IDEAS TAKE ACTION As Calls- to-Action With Definitions Join leaders. In a Sentence JOIN LEADERS Create enduring change in communities around the world. Celebrate diverse perspectives and build lifelong friendships. Connect with leaders from all continents and cultures.
  • 11. 11 Rotary doesn’t just take on any problem or crisis. We address our communities’most persistent challenges. Where others may abandon hope or give up, Rotary perseveres, taking on deep-rooted issues that threaten the health and livelihoodof communities across the globe. Rotary’s six areas of focus help define the type of issues we tackle. They’re intentionally framed as active, impact- oriented statements,which captures our ongoing commitment to enduring change and progress. Promoting peace Fighting disease Providing clean water Saving mothers and children Supporting education Growing local economies WHY OUR AREAS OF FOCUS 2. WHAT WE SAY
  • 12. 12 2. WHAT WE SAY Rotary may not be the only nonprofit focusingon these issues,but how we address them is unique.When describing each focus area, the benefit to individuals, families,and ultimately, communities shouldbe front and center. Highlight both how we’re addressing the challenge, and why it matters, in a way that feels smart, compassionate, persevering and inspiring. CLARIFYING OUR AREAS OF FOCUS Promoting peace We bridge cultures and foster understanding to help free communities from conflict We educate families and mobilize communities to stop the spread of life-threateningdiseases We equip communities with sustainable systems to bring more clean water to more people We expand access to quality care, so mothers and their children can live and grow stronger We empower educators to engage and inspire more children to learn We create more opportunities to help individuals and communities thrive financially and socially Fighting disease Providing clean water Saving mothers and children Supporting education Growing local economies
  • 13. 13 2. WHAT WE SAY Our brand manifesto connects the dots, capturing Rotary’s greatest points of difference in our distinct voice. It serves as a rallying cry for Rotarians and staff, unifyingus 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, compellingand cohesive expressions. However, driving action with specific audiences often requires a more targeted approach. ROTARY’S MANIFESTO
  • 15. 15 3. HOW WE SOUND WHAT IS BRAND VOICE Effectively communicatingis about more than what we say. It’s how we say it. Our brand voice is the unique tone and style in which we communicate both visually and verbally. It reflects our unique personality and distinguishes us from peers. WHEN AND WHY SHOULD WE USE IT? Always, and everywhere. A unifiedbrand voice helps us strengthen recognition, create 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 shouldalways reflect our distinct character and defining strengths. WHEN AND WHY SHOULD WE USE IT? Amnesty’s voice is… • Real • Audacious • Inspiring GE’s voice is… • Imaginative • Responsible • Inspirational Mini’s voice is • Cheeky • Open • Energetic FOR EXAMPLE
  • 16. 16 3. HOW WE SOUND 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. ROTARY’S BRAND VOICE Smart We look at problems from different angles and apply our expertise to solve social issues in ways others cannot. Our communications are insightful and discerning. We are… Knowledgeable Perceptive Confident But not… Obscure Disconnected Arrogant Compassionate Tackling the world’s toughest challenges requires empathy. Our communications champion real people, stories and conversations that are relatable and universal. We are… Thoughtful Sincere Engaging But not… Lofty Sentimental Weak Persevering We find lasting solutions to systemic problems at home and abroad. Our communications express our commitment when we speak with clarity and conviction. We are… Bold Purposeful Courageous But not… Reckless Close-minded Stubborn Inspiring Motivated by the enduring connections and positive change we bring to communities and the world, we encourage others to take action. Our communications convey hope, enthusiasm and passion. We are… Upbeat Hopeful Visionary But not… Hyper Zealous Impractical
  • 17. 17 3. HOW WE SOUND WHAT ROTARY’S BRAND VOICE SOUNDS LIKE BEFORE Projects Rotary clubs participate in a broad range of humanitarian, intercultural, and educational activities designed to improve the human condition. Rotary’s humanitarian grants support club projects that provide health care and medical supplies, clean water, food, job training, youth development, and education to millions of people in need, particularly in the developing world. In addition Rotary provides more than 200 grants each year to fund the work of Rotary volunteers, who travel to parts of the world where their technical expertise and knowledge are most needed to alleviate hardship and solve problems. AFTER Our positive impact At Rotary, we work together to find fresh solutions to our communities’ most persistent challenges. Through our enduring connections and commitments, we’re making a real, lasting impact on people’s lives—in all corners of the globe. With the help of more than 200 Rotary grants each year, our volunteers apply their distinct expertise to help those in need and inspire others to exchange ideas and take action. • Reframe language to feel more welcoming, active and inspiring • Use personal pronouns to feel more compassionate • Highlight our persevering spirit • Focus on impact over technical descriptions of projects • Reframe passive self-descriptors to inspiring benefits • Elevate Rotary’s acumen and perseverance • Humanize through personal pronouns and suggest a collective • Clarify how Rotary unites leaders IMPROVEMENTS Our positive impact Our pursuit of peace Our promise to end polio Our history of progress Our community of leaders Projects Peace Polio Progress People
  • 19. 19 4. TAILORING OUR MESSAGES TO DRIVE ACTION • Translates Rotary’s brand story into foundational talking points for key audiences • Reflects key motivators that compel audiences to action • Addresses barriers that hold them back • Serves as a guide for communications development • Key message: Simple, action-oriented messages tailored for a specific audience • Supporting message: Add depth to and support the key message • Proof points: Reasons to believe, or tangible evidence that what we say is true THE ROLE OF AUDIENCE-SPECIFIC MESSAGING THE ROLE OF AUDIENCE-SPECIFIC MESSAGING
  • 20. 20 4. TAILORING OUR MESSAGES TO DRIVE ACTION Audiences have different levels of knowledge and experience with Rotary. What motivates them, how they can engage—and the benefit for doing so—can vary. To strengthen understanding and inspire action, we need to consider whom we’re targeting, what we want them to know, and most importantly, how and why they should deepen their relationshipwith Rotary. That’s why we’ve developed a messaging approach that is all about building and strengtheningrelationships. This approach helps us tailor communications to meet audiences’ distinct needs while advancing our goals (i.e., recruiting prospective members; retaining Rotarians, etc.). OUR RELATIONSHIP-DRIVEN APPROACH RECRUITMENT PROSPECTIVE MEMBERS RETENTION ROTARIANS RECONNECTION PROGRAM PARTICIPANTS+ ALUMNI REVENUE FUNDERS REACH PARTNERS+ PEERS RECOGNITION GENERALPUBLIC Note: The following pages include strategic brand messages,which will serve as the foundation for communicating about Rotary to specificaudiences. These messages are intended to be directional only. They are not intended for use as advertising or web copy.
  • 21. 21 4. TAILORING MESSAGES TO DRIVE ACTION RECOGNITION – GENERAL PUBLIC AUDIENCE PROFILE Source: EyeOpener Quantitative Research, 2011. Public Image Survey and Segmentation Study,2015. WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • General public, including people with limited or no knowledge of Rotary • Media and press They want to… • Understand our approach—and how it’s distinctive and effective • Feel a personal connection, and be invited to contribute/participate • See clear, compelling demonstrations of impact • Stretched attention and competing priorities • Overwhelmedwith information • Those with limited knowledge may view Rotary as exclusive or “not for them” • Help them understand who we are, how we’re different and why it matters • Spark their interest and inspire them to learn more about Rotary • Convince them that we’re worthy of their support— whetherit’s time, money or attention
  • 22. 22 4. TAILORING MESSAGES TO DRIVE ACTION RECOGNITION – GENERAL PUBLIC KEY MESSAGE CALL-TO-ACTION PRIMARY MESSAGE Learn more about, and support, Rotary’s impact in your community. In an increasingly connected world, issues like inequality and instability don’t just affect a few of us. They impact us all. For more than 100 years, leaders from all continents and cultures have joined together through Rotary to tackle our communities’ most persistent challenges.We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelongfriendships. By taking action. Because we’re problem-solvers, rolling up our sleeves on projects that make an enduring impact on people’s lives—and inspiring others to do the same. Rotary is where leaders come together to move each other, our communities and the world forward. Join us.
  • 23. 23 4. TAILORING MESSAGES TO DRIVE ACTION RECOGNITION – GENERAL PUBLIC SUPPORTING MESSAGES SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us. They impact us all. • Tackling our communities’ most persistent challenges requiresnew thinking and solutions, owned by those truly invested in their success. Rotary’s approach • For more than 100 years, leadersfrom all continents and cultures have joined together through Rotary to strengthen communities around the globe. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelongfriendships—and taking action. • Because we’re problem-solversand change-makers, rolling up our sleeveson projects that make an enduring impact on people’s lives—and inspiring others to do the same. • Together with our partners, we’re finding new, effective ways to enhance the health, stability and prosperity of communities by: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • Rotary is where leaders come together to move each other, their communities and the world forward. The invitation • Share an idea for your community. Volunteer on a project that hits home. Support a cause close to your heart. • With Rotary, you’ll find countless opportunities to create meaningful change in your community, and around the world. • Clear, compelling demonstrationsof Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Storiesof Rotariansconnecting and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figuresthat highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projects that establish Rotary’s credibility
  • 24. 24 4. TAILORING MESSAGES TO DRIVE ACTION RECRUITMENT – PROSPECTIVE MEMBERS AUDIENCE PROFILE Source: EyeOpener Quantitative Research, 2011. Public Image Survey and Segmentation Study,2015. WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Leaders of all ages and in all fields who embrace responsibility and want to apply their expertise for good • Friends and colleagues of Rotarians, who may base their impressions on personal interactions To join • Positively impact my community • A sense of purpose • Friendship/Fellowship To support (want to…) • Understand our approach—and how it’s distinctive and effective • Feel part of something meaningful—andhave it reflect positively on them • See clear, compelling impact—and leave their own mark • Believe that Rotarians are at a different professional and education level,or “not like them” • View Rotary as “exclusive” • Don’t understand how to become involved, and have not yet been invited to join • May have demonstrated interest, but didn’t receive a prompt response • Have time and financial constraints • Help them understand who we are, how we’re different and why it matters • Clarify how and why they should engage • Counter misperceptions head-on • Inspire them to learn more and, ultimately,join
  • 25. 25 4. TAILORING MESSAGES TO DRIVE ACTION RECRUITMENT – PROSPECTIVE MEMBERS KEY MESSAGE CALL-TO-ACTION PRIMARY MESSAGE Join leaders, exchange ideas and take action for your community. In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. They impact us all, here and now. For more than 100 years, Rotary has united leaders of all ages, continents and cultures around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelong friendships. By taking action. Because we’re problem-solvers and change-makers. Applying our professional experience and personal commitment to tackle our communities’ most persistent problems. Rolling up our sleeves to make an enduring impact on people’s lives—and inspiring others to do the same. Rotary is where leaders like you come together—to move each other, our communities and the world forward. Join us.
  • 26. 26 4. TAILORING MESSAGES TO DRIVE ACTION RECRUITMENT – PROSPECTIVE MEMBERS SUPPORTING MESSAGES SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. They impact us all, here and now. • Tackling our communities’ most persistent challenges requiresnew thinking and solutions. Rotary’s approach • For more than 100 years, Rotary has united leadersof all ages, continents and cultures around a shared purpose:to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelongfriendships—and taking action. • Because we’re problem-solversand change-makers, rolling up our sleeveson projects that make an enduring impact on people’s lives—and inspiring others to do the same. • Together with our partners, we’re finding new, effective ways to enhance the health, stability and prosperity of communities by: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • With Rotary, you’ll find countless opportunities to create meaningful change in your community, and around the world. The invitation • Join leaders, and use your expertise for good. • Exchange ideas, and share your perspective. • Take action, and leave your mark. • Clear, compelling demonstrationsof Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Storiesof Rotariansconnecting and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figuresthat highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility
  • 27. 27 4. TAILORING MESSAGES TO DRIVE ACTION WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Our 1.2+ million members from all continents, cultures and occupations • Our greatest champions and catalysts for change To join/stay • To positively impact my community • A sense of purpose • Friendship/Fellowship To support (want to…) • Understand our approach—and how it’s distinctive and effective • Feel part of something meaningful and set a positive example • See clear, compelling impact—and leave their own mark • As leaders in their respective fields, their attention and time is stretched • For some, the experience doesn’t always align with their expectations • Increasingly have new, lower-commitment options to connect and create impact directly • Elevate their crucial role in defining, and delivering on, our distinct approach and impact • Clarify how and why they should become more involved • Help them inspire others to join in and take action RETENTION – ROTARIANS AUDIENCE PROFILE Source: EyeOpener Quantitative Research, 2011. Public Image Survey and Segmentation Study,2015.
  • 28. 28 4. TAILORING MESSAGES TO DRIVE ACTION CALL-TO-ACTION PRIMARY MESSAGE Join leaders, exchange ideas and take action for your community—and inspire others to do the same. Tackling the world’s most persistent challenges calls for new thinking and solutions,led by those directly affected. That’s why Rotary unites more than a million great minds around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelongfriendships. By taking action. Because we’re change-makers. Applying our expertise to see and solve issues differently. Rolling up our sleeves to make an enduring impact on people’s lives— and inspiring others to join in. Rotary is where leaders from all continents and cultures come togetherto move each other, our communities and the world forward. With your ongoing support, there’s no limit to the good we can do. RETENTION – ROTARIANS KEY MESSAGE
  • 29. 29 4. TAILORING MESSAGES TO DRIVE ACTION SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. They impact us all, here and now. • These deep-rooted, far-reachingchallenges call for new thinking and solutions, led by those directly affected. Rotary’s approach • That’s why Rotary unites more than a million great minds around a shared purpose: to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging freshideas, forging lifelong friendships—and taking action. • Because we’re problem-solvers. Change-makers. Opportunity-creators. Applying our professionalexperience and personal commitment to solve our communities’ most persistent challenges. • Rolling up our sleeves on projects that make an enduring impact on people’slives—and inspiring othersto do the same. • Together with our partners, we’re: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • Rotary is where leaders fromall continents and cultures come together to move each other, our communities and the world forward. With your ongoing support, there’s not limit to the goodwe can do. The invitation • Connect with Rotarians beyond your club, and inspire a new generationof leadersto join in. • Discover new perspectives, and share your own ideas. • Explore countless opportunitiesto positively impact your community—and the world. • Clear, compelling demonstrationsof Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Storiesof Rotariansinnovating approaches to meet the distinct needs of their communities • Examples of Rotarians uniting diverse perspectives across clubs to solve challenges and scale solutions • Testimonials and impact figuresthat highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility RETENTION – ROTARIANS SUPPORTING MESSAGES
  • 30. 30 4. TAILORING MESSAGES TO DRIVE ACTION WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Members and alumni of our 12,300 Interact clubs in 133 countries • Members and alumni of our 8,800 Rotaract clubs in 167 countries To join in • To positively impact my community • Friendship/Fellowship • Development/training opportunities To engage (want to…) • Understand our 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 mark • Lose touch with Rotary after their experience, and aren’t invited to re- engage • Increasingly have new, lower-commitment options to connect and create impact directly • Older Rotaractors may be confusedor put off by why they’re not engaged directly by Rotary • Celebrate their crucial role in creating real change in communities around the world • Clarify how and why they should become more engaged and involved with Rotary • Excite them about opportunities for personal growth and impact RECONNECTION – PROGRAM PARTICIPANTS AND ALUMNI AUDIENCE PROFILE Source: EnGage Quantitative Research, 2011.
  • 31. 31 4. TAILORING MESSAGES TO DRIVE ACTION CALL-TO-ACTION PRIMARY MESSAGE With Rotary, define your own path to greatness. In an increasingly connected world, issues like inequality and instability don’t just affect a few of us. They impact us all, here and now. That why Rotary unites leaders of all ages, continents and cultures around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelong friendships. By taking action. Because we’re change-makers and opportunity-creators. Tackling our communities’ most persistent problems with new thinking. Rolling up our sleeves to make an enduring impact on people’s lives. Empowering a new generation of leaders to shape their own future. Rotary is where leaders like you find countless opportunities—to move each other, our communities and the world forward. Define your own path to greatness. Join us for good. RECONNECTION – PROGRAM PARTICIPANTS AND ALUMNI KEY MESSAGE
  • 32. 32 4. TAILORING MESSAGES TO DRIVE ACTION SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. • They impact us all, here and now. Rotary’s approach • That why Rotary unites leaders of all ages, continents and cultures around a shared purpose: to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelongfriendships—and by taking action. • Because we’re change-makers and opportunity-creators. • Tackling our communities’ most persistent problems with new thinking. • Rolling up our sleeves on projects that make an enduring impact on people’slives. • Empowering a new generation of leaders to shape their own future. • Together with our supportersand partners, we’re: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto 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 find countless opportunities—to move each other, our communities and the world forward. • Without your personal commitment and impact, we would have never made it this far. • And with your ongoing support, there’s no limit to the goodwe can do. The invitation • Define your own path to greatness. • Join us for good. • Compelling statistics that demonstrate Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Inspiring testimonials fromlifelong Rotarians who started their journeys as volunteers or program participants • Storiesof standout Rotaractors, Interactors and Rotariansworking together and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figuresthat highlight communities’ experiences with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility RECONNECTION – PROGRAM PARTICIPANTS AND ALUMNI SUPPORTING MESSAGES
  • 33. 33 4. TAILORING MESSAGES TO DRIVE ACTION WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Rotarians at all levels • Foundations • Rotary’s extended community (including current and former RCCs and other non- Rotarians who have supported Rotary- sponsored service projects) Want to… • Understand our approach—and how it’s distinctive and effective • Feel a personal connection, and be invited to contribute/participate • See their gift in action and clear, compelling demonstrations of impact • “Invest in” versus donate • Receive too many requests and not enough thank you’s • Rotarians may not feel compelled to give beyond their club dues • Prospective funders may be confusedabout the Rotary Foundation’s role and how funds are disbursed • Emphasize why their support matters, and what it makes possible • Make them feel appreciated as investors and active participants, not just “funders” REVENUE – FUNDERS AUDIENCE PROFILE Source: EyeOpener Quantitative Research, 2011.
  • 34. 34 4. TAILORING MESSAGES TO DRIVE ACTION CALL-TO-ACTION PRIMARY MESSAGE Support real, lasting change in your community— and around the world. In an increasingly connected world, issues like inequality and instability don’t just impact a few of us. They impact us all, here and now. Rotary unites more than a million great minds around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, by exchanging fresh ideas, by forging lifelongfriendships. By taking action. Because we’re change-makers. Applying our expertise to see and solve challenges differently. Rollingup our sleeves to make an enduring impact on people’s lives—and inspiring others to do the same. Fund a project that hits home. Support a cause close to your heart. With Rotary, you’ll find countless opportunities to create lasting change in your community—and around the world. REVENUE – FUNDERS KEY MESSAGE
  • 35. 35 4. TAILORING MESSAGES TO DRIVE ACTION SECONDARY MESSAGE PROOF POINTS The context • In an increasingly connected world, issues like inequality and instability don’t just affect a few of us in remote places. They impact us all, here and now. • These deep-rooted, far-reachingchallenges call for new thinking and solutions, led by those directly affected. Rotary’s approach • That’s why Rotary unites more than a million great minds around a shared purpose: to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging freshideas, forging lifelong friendships—and taking action. • Because we’re problem-solvers. Change-makers. Opportunity-creators. Applying our professionalexperience and personal commitment to solve our communities’ most persistent challenges. • Rolling up our sleeves on projects that make an enduring impact on people’slives—and inspiring othersto do the same. • Together with our partners and supporters, we’re: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • Rotary is where leaders fromall continents and cultures come together to move each other, our communities and the world forward. • With your ongoing support, there’s not limit to the goodwe can do. The invitation • Fund a project that hits home. • Support a cause close to your heart. • With Rotary, you’ll find countless opportunities to create lasting change in your community and around the world. • 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’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Storiesof Rotariansconnecting and innovating approaches to meet the distinct challenges of their communities • Testimonials and impact figuresthat highlight communities’ experience with Rotary and how they’ve benefited • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility REVENUE – FUNDERS SUPPORTING MESSAGES
  • 36. 36 4. TAILORING MESSAGES TO DRIVE ACTION WHO THEY ARE WHAT MOTIVATES THEM WHAT HOLDS THEM BACK OUR GOALS • Nonprofits and purpose-driven organizations of all sizes who partner with us on a global and local level • Foundations that enhance and extend our efforts • Corporations looking to advance CSR or shared value initiatives Want to… • Define a distinct, flexible approach that aligns with their brand • Collaborate, rally around and invest in a shared purpose • Encourage innovation and responsible risk- taking • Support local work • Sustain and scale change globally • See clear and measurable impact • May not view Rotary as nimble or responsive • Don’t understand how Rotary can complement or help them deliver on their mission/purpose • Clarify the benefits of collaborating with Rotary • Highlight how Rotary can help them achieve their vision/goals • Showcase Rotary’s distinct strengths as a partner of choice REACH – PARTNERS + PEERS AUDIENCE PROFILE
  • 37. 37 4. TAILORING MESSAGES TO DRIVE ACTION CALL-TO-ACTION PRIMARY MESSAGE Join forces to move each other, our communities and the world forward. Tackling persistent problems requires new solutions,owned by the those directly affected. Scaling these solutions globally calls for a combination of business ingenuity, empathy and a sense of responsibility. For more than a century, Rotary has united leaders from all continents,cultures and occupations around a shared purpose: to strengthen the communities in which we live. We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelong friendships—and taking action. With the strength of 1.2 million members in every corner of the globe, we roll up our sleeves and work alongside our partners to make an enduring impact on people’s lives. And we inspire our friends and neighbors to do the same. Rotary is where partners of all types and sizes can join forces—to move each other, our communities and the world forward. Join us. REACH – PARTNERS + PEERS KEY MESSAGE
  • 38. 38 4. TAILORING MESSAGES TO DRIVE ACTION SECONDARY MESSAGE PROOF POINTS The context • Every community’s challenges are different—andso are its strengths. • Tackling persistent problems requiresnew solutions, owned by those directly affected. • Scaling these solutions globally calls for business ingenuity, empathy and a sense of responsibility. • [For corporate partners] The smartest companies realize that scaling these solutions globally isn’t just goodfor communities—it’s good for business. Rotary’s approach • For more than a century, Rotary has united leaders fromall continents, cultures and occupations around a shared purpose: to strengthen the communities in which we live. • We do this by connecting diverse perspectives, exchanging fresh ideas, forging lifelongfriendships—and taking action. • With the strength of 1.2 million members in every corner of the globe, we roll up our sleevesand work alongside our partners to make an enduring impact on people’s lives. And we inspire our friends and neighbors to do the same. • Together with partners like you, we’re: • [Promoting Peace] Bridging cultures and fostering understanding to free communities from conflict • [Fighting Disease] Educating and mobilizing communities to stop the spread of life-threateningdiseases • [Providing Clean Water] Building sustainable systems to bring more clean water to more people • [Saving Mothersand Children] Expanding access to quality care, so mothersand their children can live and grow stronger • [Supporting Education] Empowering educatorsto engage and inspire more children to learn • [Growing Local Economies] Creating opportunitiesto help individuals and communities thrive financially and socially • [Eradicating Polio] Uniting the world to end polio, once and for all • Rotary is where partners of all types and sizes can join forces—to move each other, our communities and the world forward. • With your ongoing partnership, there’sno limit to the good we can do. The invitation • Partner with leaders fromall continents and cultures. • Exchange ideas and discover new perspectives. • Take action with a force, 1.2 million strong and growing. • Visual and verbalproof of Rotary’s deep local presence and global scale • Compelling statistics that show Rotary’sgrowing impact in each area of focus, and our progresstowards eradicating polio • Inspiring testimonials frompartners who have successfully advanced their mission/purpose and amplified their impact with Rotary • Storiesof Rotariansand partners working together and innovating approaches to meet the distinct challenges of their communities • Clear before/after demonstrationsof partners’ impact (e.g., achieved x before joining forces with Rotary; achieved y after joining forceswith Rotary) • Examples of local solutions, successfully scaled with partners • Notable programs, press, recognition, partnerships and projectsthat establish Rotary’s credibility as a partner of choice REACH – PARTNERS + PEERS SUPPORTING MESSAGES
  • 40. 40 5. BRINGING IT ALL TOGETHER INVITING A PROSPECTIVE MEMBER TO A MEETING BEFORE AFTER IMPROVEMENTS [SUBJECT] Meeting Notice Dear Joe, You are invited to the Meeting - November 12, 2015. Please click on the link below to attend or decline. You can also book family and friends. • Program: Vocalist Josefien Stoppelenburg, "The Beauty of Music" • Rotarian of the Week: John • Inspiration: Paul • Sgt. At Arms: James • Scribe: Richard • Greeter: Mark • Greeter: June Thank you, For Rotary Club of Anytown Robert Rotarian (Event Chair) • Lead with a clear, inviting subject line • Reframe language to feel more welcoming and inspiring • Emphasize purposeful,lively connections and conversations over speakers or performances • Instead of “attending a meeting,” focus on joining leaders, exchanging ideas, and ultimately, taking action [SUBJECT] Join Us Dear Joe, We’d be honored to have you join us on November 12th for our weekly meeting at the Rotary Club of Anytown. Each week, Rotary gathers leaders like you to connect diverse perspectives, exchange fresh ideas, take action for our community—and forge lifelong friendships along the way. We look forward to welcoming you into our community, and to helping you find opportunities to make an enduring impact on people’s lives. Thank you in advance, and see you soon. For Rotary Club of Anytown Robert Rotarian (Event Chair)
  • 41. 41 5. BRINGING IT ALL TOGETHER THANKING A FUNDER [SUBJECT] Guess how many people you helped last year? Dear Rotarian: Thank you for your gift to The Rotary Foundation last year. Please enjoy this video to see the many smiles your gift helped make possible. [video] Your continued support is a vital part of creating lasting, positive change. Thank you! Sincerely, Robert Rotarian General Manager The Rotary Foundation • Reframe “gifts” from passive donations to active demonstrations of leadership • Highlight the impact funders have made possible to date, and build a sense of urgency for the future • Emphasize how funders “impact with Rotary” versus “donate to the Rotary Foundation” • Be appreciative and celebratory, but not overly cheerful (e.g., avoid exclamation marks) [SUBJECT] Smiles you make possible Dear Jane, Through the ongoing support of leaders like you, Rotary is creating lasting change in communities around the world. This video is just a small sample of the many people whose lives we’ve changed forever, together. [video] Your gift last year made many smiles possible. But our work is not finished. And with your help, this year we’re going to do even more. Thank you for all you’ve done, and continue to do, to strengthen our communities. Together, there’s no limit to the good we can do in 2016 and beyond. With gratitude, Robert Rotarian General Manager The Rotary Foundation BEFORE AFTER IMPROVEMENTS
  • 42. 42 5. BRINGING IT ALL TOGETHER ENCOURAGING A FUNDER TO MATCH GIFTS [SUBJECT] Double your gift through your employer Dear Jane: Thank you for being a dedicated supporter of The Rotary Foundation as a member of the Paul Harris Society. We deeply appreciate that you make giving to Rotary a priority. That's why it's important to share an easy way to multiply the impact of your giving. Did you know your employer matches gifts to The Rotary Foundation? With your help in securing matching gifts, we can double funding for projects that improve education, provide access to clean water, and give hope to communities around the world. To recognize your vital role in procuring these gifts, you receive Foundation recognition points and your club receives credit for the matching gift. Thank you for helping provide even more life changing opportunitiesin your community and around the world. Sincerely, Robert Rotarian General Manager The Rotary Foundation • Reframe “gifts” from passive donations to active demonstrations of leadership • Tie projects to a clear benefit • Focus on amplifying impact, not just raising funds • Ensure that our tone feels both smart and inspiring [SUBJECT] Double your impact Dear Jane, As a dedicated member of the Paul Harris Society and valued supporter of Rotary, youmake enduring change possible in communities every day. Today, by securing a matching gift fromyour employer, you can amplify your impact in communities around the world. Through a matching gift, we can double funding for projects that have a real, lasting impact on people’s lives. Like building innovative wells to bring clean water to more people. Encouraging conversations to bridge cultures and promote peace. Empowering teachers to inspire more children to learn. Thank you for all you’ve done, and continue to do, with Rotary. Through your ongoing commitment, we’re tackling our communities’ most persistent challenges. And together, we’re moving the world forward. With gratitude, Robert Rotarian General Manager The Rotary Foundation BEFORE AFTER IMPROVEMENTS
  • 43. A LIVING DOCUMENT This document is a work-in-progress. It will need to be updated continually as new requirements arise. Please contact ?????@rotary.orgif you have comments, suggestions or examples to share.