By Gurjeet S. Sekhon, past governor of District 3070 (India) and member of the Rotary International Membership Growth Committee
In the business world, there’s a common understanding: knowing your customers is essential for success. Companies invest significant resources in understanding their clients’ needs, preferences, and behaviours, not just out of generosity but because their future depends on it.
So, here’s an important question: How can we extend the same level of care and support to our Rotary members?
After the initiation
Many Rotary clubs celebrate the induction of new members with fanfare. We shake hands, hand out pins, and take group photos. But after the initial welcome, something often goes missing.
Too often, Rotary clubs don’t take the time to ask their members – especially newer ones – what brought them there and how we can help them succeed. The result is predictable: members drift, disengage, and eventually disappear. Some leave quietly. Others stay but stop contributing. The energy fades. The passion dims. And we may find ourselves wondering why our membership stagnates or declines.
Members as stakeholders
Every member who joins does so with expectations – some spoken, many silent. They may seek professional networking, opportunities for community service, personal growth, or global impact. But when we assume that one-size-fits-all programming will satisfy everyone, we do a disservice to those we claim to serve.
Our members are not just participants in Rotary – they are our internal customers. Just like successful businesses nurture their customers, we must nurture our members.
Serving our members, too
Imagine if each Rotary club embraced the mindset of a service organisation, both to the community and its members.
What if we onboarded new members with personalised discovery sessions, instead of handing out orientation packets?
What if we regularly surveyed our members to understand what’s working, what’s not, and what they hope to achieve through Rotary?
What if we paired members with projects that align with their passions, rather than just their availability?
Taking care of our members improves morale and fosters growth. When members feel valued, they are more likely to stay engaged and become ambassadors for our clubs.
The importance of belonging
While Rotary isn’t a business, it can learn from the best ones. Organisations like Apple, Amazon, and Zappos excel because they understand that the customer experience defines their brand. Similarly, the member experience defines our clubs.
It’s not enough to expect members to show up and serve. We need to continually reflect on how we can improve their experience. If we invest in their experience – genuinely, consistently, and thoughtfully – they’ll take care of everything else: projects, partnerships, and, yes, even membership growth.
A call to club leaders
If you’re a club president, director, or committee chair, make this your legacy: know your members. Treat them like the valued members they are. Build systems that listen and respond to their needs. Celebrate not just service, but belonging.
Rotary is not just about what we do – it’s about who we do it with and how we make them feel along the way.
https://blog.rotary.org/2025/10/09/are-we-attuned-to-our-members-needs/