DISCURSOS - Rotary International

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The research showed that • Rotary has the strengths necessary to succeed. • Audiences want what Rotary offers; we just need to help them understand what we do. • There is a strong desire by Rotarians for change within Rotary; 60 percent of us say the rate of change is too slow. The challenges are not simply communication issues. What we are looking for, and what we need, are clarity of purpose, a new filter for decision making, a motivator for current members and staff, and more efficient communications. For non-Rotarians, we are looking to provide recognition of what we do; differentiation from our peers; the recruitment of members, donors, and volunteers; engagement with our communities; and appeal to strategic partners. The new gold standard for an organization like ours is a clear focus, accountability, and proven impact. We can do all of this. Siegel+Gale looked at where we are positioned and realized that if we promote ourselves as a service organization, we are similar to Lions Clubs International and Kiwanis International. If we see ourselves as a humanitarian organization, we compete with what are believed to be over 2 million humanitarian organizations around the world. But we are more than a service organization or a humanitarian organization. We are in a category of one. We see things differently. Because of the way we build our membership, we have a multidisciplinary perspective that allows us to see challenges and opportunities in ways that others can’t. We use our vocational skills for service to humanity. We act differently. We are responsible leaders in our businesses, professions, and communities, and this means that we apply best-in-business thinking to social issues. We have passion and perseverance. Siegel+Gale tell us that whenever they talk to Rotarians, the passion shines through, yet the way we communicate to others has meant that this passion is not seen. For an example of perseverance we need only to consider our battle against polio. We established our partnership with the World Health Organization, UNICEF, and the U.S. Centers for Disease Control and Prevention in 1985, and we have almost achieved our goal. We remain as committed as ever to finishing the task. We make a global impact one community at a time. While we often talk about international and community service, in fact we impact communities on a global scale, and this also makes us unique. Over the past few weeks, we have tested words and phrases and concepts on non-Rotarians in order to identify what appeals. We have been working through how we organize and present ourselves so that our message is clear. We have been developing a consistent visual image that we can use, while recognizing that Rotary presents many opportunities for creativity. We have done this while recognizing that we have many cultures within Rotary and that our branding needs to respect all of these. We have talked to other not-for-profits that have been through branding programs, such as the YMCA, the American Red Cross, CARE International, and Heifer International, and they have told us that the results have been “transformative.” Heifer International told us that it has lifted itself from being almost bankrupt and with zero name recognition to being named last year as one of the top 10 most trusted charities. Heifer told us that this was not all through branding but that it could not have achieved the results without the branding initiative. International Assembly Speeches 2013 37
What do we ask of you? We need you to join with your committee in embracing this important initiative. We ask you to share what we are doing with your fellow Rotarians. We need you to live the brand. Talk to non-Rotarians about why you became a Rotarian and what it has meant to you. Be a Rotary champion. Tell them how good it makes you feel to give something to your community. And ask them to join with you, because one Rotarian can change a community, and when we connect more than a million Rotarians, we can change the world. 38 International Assembly Speeches 2013
Page 1 and 2: Speeches 2013 International Assembl
Page 3 and 4: Public Image 33 Bernard Attard RI T
Page 5 and 6: helping your clubs through that tra
Page 7 and 8: But no matter how much you accompli
Page 9 and 10: ealized it had been concern for my
Page 11 and 12: Who Touched You? Richard D. King Pa
Page 13 and 14: Over the past few years, I have att
Page 15 and 16: our generation . . . our one chance
Page 17 and 18: Rotary has protected 2 billion chil
Page 19 and 20: Rotaract and New Generations Derek
Page 21 and 22: The Family of Rotary Jetta Burton S
Page 23 and 24: The Family of Rotary Jonathan B. Ma
Page 25 and 26: It is important to integrate our ow
Page 27 and 28: The results have already been incre
Page 29 and 30: Ladies and gentlemen, I have mapped
Page 31 and 32: At RI, we recognize that continuity
Page 33 and 34: Peace Through Knowledge Zewdineh Be
Page 35 and 36: This now brings me to the question
Page 37 and 38: This recognition stems from the tru
Page 39: Strengthening Rotary’s Brand Will
Page 43 and 44: We have always lived by our core va
Page 45 and 46: The Power of Sharing Your Rotary Mo
Page 47 and 48: I was not in San Diego with Marwan
Page 49 and 50: As DGE, you’ll soon need to share
Page 51 and 52: always ready and seldom complain. T
Page 53 and 54: You can feel the pulse of the music
Page 55 and 56: devoting these resources to malaria
Page 57 and 58: Future Vision Luis Vicente Giay Pas
Page 59 and 60: The same applies to our Rotary Foun
Page 61 and 62: These are the numbers that we use t
Page 63 and 64: you can’t just let slide. Because
Page 65 and 66: What you do with what you learned t

DISCURSOS - Rotary International

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