The Decline of Membership Across All Service

Organizations And How to Turn It Around!

Staff Development for Educators 10 Sharon Rd. Peterborough, NH

jgrant@sde.com — 603-924-1140

January 5, 2015

Peterborough Rotary ClubService Above Self

Jim Grant A Paul Harris Fellow

4. Explore recruitment ideas that may entice the younger generation to join

a service organization.

Four Point Agenda

3. Understand the connection between and among gratitude, loyalty, and commitment.

1. Gain insight into the complex reasons for the disinclination of Millennials to join local service organizations. 2. Learn hallmark character and workplace

traits associated with the Millennial cohort.

A.

Paul Harris Founder of The

First Rotary Club

He founded the first Rotary Club because he saw a need for community and fellowship between and among professional/business people. He understood the value of social capital.

B.B.

Building Social Capital Social capital is the collective

and economic benefits derived from preferential treatment and cooperation between and among

individuals and groups.

All of these organizations are crucial to the overall well-being of our communities.

Unfortunately, today’s younger generation is NOT inclined to join service organizations.

Overlays support slide A #1. Overlays support slide A #1.

Declining Membership… A National Issue Groups

with a decline in membership include, but are not limited to Rotary, Lions, Kiwanis, Masons,

Rebekahs, Elks, IOOF, Knights of Columbus, Loyal Order of Moose, Grange, Shriners, American Legion, Women’s Club, Sororities, some town committees, VFW,

DAR, vol. fire department/vol. ambulance service, etc.

__ 2. attending a weekly meeting.

__ 3. participating in club functions and events.

Membership Commitment

1.1.

Membership commitment includes, but is not limited to

__ 4. serving on various committees.

__ 5. holding leadership positions (optional).

$ __ 1. paying dues, meals, buying tickets, “paying fines,” giving happy dollars, etc.

Membership in a service organization is a BIG commitment!

Reasons often cited for the declining membership in service organizations include

__ 1. lack of time availability due to work and family related demands.

__ 2. more competition for people’s time and interests outside of work.

2.2.

Understanding The Decline in Service Organization Membership

__ 3. major generational differences.

There’s no one reason for the decline of membership in service

organizations… and there is no one recruitment solution.

__ 1. Today, many more people work out of town, thus having longer work days.

__ 4. Many young people work multiple jobs and have little if any spare time.

__ 2. Some people may hold a type of job that makes it difficult and/or impossible to

leave during the day.

__ 3. Some folks who are self-employed may lose billable time when attending a meeting.

#1st

Understanding The Changing Workplace: Employment Considerations

1 of 21 of 2

3.3.

__ 5. The workforce is more transient today especially among the younger generation.

4.4.

Understanding The Changing Workplace: Employment Considerations

__ 6. Some small businesses have a lean workforce and people may not be able to leave the building during the day.

__ 7. Many young people are working full time and are enrolled in school or are taking classes.

__ 8. Lack of affordable housing is one of the top reasons given by young people for having to relocate.

2 of 22 of 2

Reasons often cited for the declining membership in service organizations include

__ 1. lack of time availability due to work and family related demands.

__ 2. more competition for people’s time and interests outside of work.

2.2.

Understanding The Decline in Service Organization Membership

__ 3. major generational differences.

__ 3. Today’s young fathers are much better about sharing the role of parenting.

__ 2. Gen X and Gen Y are much better at balancing their work life with their home life.

__ 1. The younger generations tend to put their family ahead of other obligations!

The Younger Generations Better at Balancing Work and Family

5.5.

Gen Y and Gen X tend to be better at protecting family time.

__ 1. There are many more avenues for socializing from which people can choose.

__ 6. More and more people seem to experience life vicariously through digital media, rather than in real-life experiences.

__ 5. Compared to several years ago people are spending more time on multiple digital devices.

6.6.

__ 4. Today people are traveling more.

Competition For Time and Interests Outside of Work

__ 2. There are many more easily accessible parks,recreation areas, hiking trails, etc.

__ 3. Parents are committed to supporting their children’s sports events and outside activities.

Reasons often cited for the declining membership in service organizations include

__ 1. lack of time availability due to work and family related demands.

__ 2. more competition for people’s time and interests outside of work.

2.2.

Understanding The Decline in Service Organization Membership

__ 3. major generational differences.

There’s Time “Don’t say you don’t have enough time. You have exactly the same number of hours per day given to Helen Keller, Pasteur, Michelangelo, Leonardo de

Vinci, Thomas Jefferson and Albert Einstein.” — H. Jackson Brown

Where There’s a Will “In truth, people can generally

make time for what they choose to do, it is not really the time but the will that is lacking.” Sir John Lubbock

Overlays support slide 2 #1-2.Overlays support slide 2 #1-2.

If you want something done, ask a busy person to do it. The more things you do, the more you can do.

Lucille Ball

FIRST THINGS FIRST Recruitment efforts must take into consideration an understanding of the nuances of the younger generations.

5 Diverse Generations There are major differences

between and among the five generations, e.g., work ethic,

decorum, values, loyalty, commitment, etc.

Overlays support slide 2 #3. Overlays support slide 2 #3.

Gen Y 1981-1995

(ages 20-34)Traits attributed to this generation include, but are not limited to

__ being more tolerant of diversity. __ being more open and accepting of

different lifestyles. __ being more open and accepting of

interracial marriage. __ being more accepting of different kinds

of family arrangements.

__ having a strong sense of social justice.

7.

__ being supportive of those with disabilities.

__ being a defender of equality and gender equity.

Gen Y 1981-1995

(ages 20-34)

__ being very idealistic/optimistic.

__ being defined by the Internet. They are wired 24/7…365!

Traits attributed to this generation include, but are not limited to

__ being more open to change.

__ thinking more globally (the world is flat).

__ being more energy conscious.

__ being involved in a variety of

charities… on their own terms.

8.

__ wanting more responsibility.

Gen Y 1981-1995

(ages 20-34)

__ sometimes wanting to advance without first “paying his/her dues.”

__ wanting constant feedback and praise!

__ wanting involvement in decision making.

__ wanting to make the job fit their needs.

__ sometimes expecting too much from the workplace.

__ wanting to collaborate with coworkers.

9.9.

Workplace traits attributed to this generation include, but are not limited to

1. They were raised to feel “special” and their self-esteem was the focus of well-meaning parents and teachers.

Gen Y 1981-1995

(ages 20-34)

2. Some members of this cohort were overnurtured and overindulged in ways that cultivated an

entitlement mindset.

4. They are NOT inclined to join service organizations.

A Few Worrisome Traits

10.

3. Some members of the younger generation seem to be all about “ME” rather than the greater

good of the community.

5. Many didn’t have to work hard for things and grew up being less grateful.

Attitude of Gratitude

__ Being thankful for what you have, NOT what you don’t

have.

__ Being grateful recognizes people for what they have done for you.

__ Practicing gratitude reminds you of where you came from.

__ Being grateful promotes prosocial behavior.

__ Being grateful puts the spotlight on the benefactor rather than the recipient of the kindness.

__ Practicing gratitude will help counter an entitlement mindset.

__ Practicing gratitude fosters loyalty.

Thoughts on Being Grateful

1 of 21 of 2

11.

Gratitude Trilogy: The Key to Connectedness

Gratitude makes people feel more connected to their family, career/job, and community.

9F.

Gratitude

Commitment

LoyaLty

Taken together these three traits foster a willingness to pay it forward and give

back.Supports slide 11.

2 of 22 of 2

___ 9. a perceived need for a great deal of entertainment.

___ 7. having many more interesting opportunities that compete for their attention.

___ 8. spending an inordinate amount of time looking at a variety of screens.

Some folks have become “addicted” to technology.

Reasons why some members of the younger generations MAY NOT be inclined to join organizations include, but is NOT limited to

___ 10. the tendency to NOT make long-term commitments.

Non-Joiners Conundrum

12.

Some Don’t Time-Travel Some people lack

perseverance and don’t seem to engage in long-term thinking.

Got Commitment? Making a commitment requires

long-term thinking.

Overlays supports slide 12 #10.

__ 1. reviewing the attendance requirements. Does this need to be updated?

Membership Status Upgrades: Changes to

Consider

13.13.

Membership upgrades to consider include, but are not limited to

__ 2. establishing a company membership where different managers rotate coming to meetings

__ 3. allow spouses to split the cost of a membership and take turns attending meetings.$

1 of 21 of 2

__ 4. creating a three-month trial membership where potential members pay for meals only

during this period.

__ 6. opening membership to a wider variety of people.

Membership Status Upgrades: Changes to

Consider

14.14.

Membership upgrades to consider include, but are not limited to

__ 5. creating a “friend” of the service organization membership level.

2 of 22 of 2

__ 7. revisiting the service organization’s Website to see if the narrative appeals to Millennials or if it needs to be upgraded to reflect 21st Century changes.

__ 8. sharing with the younger generation how holding membership in a service organization helps build social capital.

__ 4. holding one monthly meeting every other month off-site at a local business/venue.

Changes to Meeting Times and Places: Ideas to

Consider

15.15.

Changes to meeting times and places to consider include, but are not

limited to __ 1. having one dinner meeting a month.* __ 2. having one early-bird breakfast meeting once a month.*

* Ideas 1-3 would mean a member would only need to make two mid-day lunches per

month. These three changes could open the door for folks who work out of

town.

__ 3. skyping one meeting a month.*

__ 2. tasking members to recruit one new member.

__ 1. establishing a standing committee to create a well-orchestrated annual membership drive.

Finding The Next Member

16.16.

Membership recruitment ideas to consider include, but are not limited to

__ 3. suggesting recruitment be conducted face-to-face as well as on the Internet. __ 4. encourage members to bring a guest to a

meeting when there’s a good speaker/topic scheduled. __ 5. clearly articulate the benefits of belonging to a service organization.

1 of 3

__ 6. offering a special reduced membership rate for the first year. Keep in mind that today

many Millennials are graduating with a great deal of college debt.

Finding The Next Member

17.17.

Membership recruitment ideas to consider include, but are not limited to

__ 7. tracking Rotary Interact Club members and bringing them into the club in the future.

2 of 32 of 3

__ 8. inviting students to help with Rotary projects. This will help them fulfill their community service obligation. Plant the seed that they are expected to join a service organization

when are older.

Finding The Next Member

18.18.

__ 9. Convene a summit of all stakeholders to brainstorm ways to attract the next generation to join the various service organizations. Invite a wide range of

groups including, but not limited to Rotary, Lions, Kiwanis, Masons, Rebekahs, Elks, IOOF, Knights of Columbus, vol. fire department/ vol. ambulance, town officials, religious groups, Women’s Club, Chamber of Commerce, etc.

Collaboration is a 21st century skill!

3 of 33 of 3

The right way is the way that works!

3. Explore recruitment ideas that may entice the younger generations to join

a service organization.

Take Aways 1. Review existing organizational documents to determine if the messaging needs a 21st century facelift. 2. Seek to understand the nuances of the Millennial generation and work with other service organizations to craft a narrative that will resonate with this cohort.

19.

4. Establish a broad-base community task force to create solutions to reverse the declining membership trend in community organizations.

Photo courtesy Monadnock Center for History & Culture

1912 Baker Electric Car

Manufactured in Cleveland, Ohio. Stored at Noone Mill and

kept in operating condition

by Bert Grant (father of Jim Grant).