THE SCIENCE OF CLUB GROWTH

PresenterJimmie D. Brewer

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How Growing Clubs Grow

District 5170District 5170Net Net LossLoss

130130

3%3%

2009 39112010 38752011 38282012 37452013 37032014 3781

North AmericaNorth America

The ChallengeThe Challenge

We have a We have a membershipmembership

challengechallenge

Toward SolutionsToward Solutions

Solutions are more Solutions are more than an art or better than an art or better techniques – there is techniques – there is

also a also a sciencescience to to growth.growth.

THE ANATOMY OF A CLUB LIFE CYCLE

The First Step to Understanding the Science

of Club Growth

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Every Living Thing, System, & Organization has a Natural Life Cycle.

Every Living Thing, System, & Organization has a Natural Life Cycle.

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BIRTH DEATH

Club Life CycleClub Life Cycle

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Three Stages of the Life Cycle

Growth StagePlateau StageDecline Stage

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PotentialPotential

The Growth Stage Begins at “Birth”The Growth Stage Begins at “Birth”

Purpose and VisionPurpose and Vision

Constant Care & ProtectionConstant Care & Protection

BIRTH

GROWTH BEGINS

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Early in the Growth StageEarly in the Growth Stage

BIRTH

GR

OW

TH S

PEED

S U

PLots of CelebrationLots of Celebration

ProgressProgress

Energy and ExcitementEnergy and Excitement

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The Growth Stage MaturesThe Growth Stage Matures

BIRTH

GROWTH SLOWS

POSITIVEPOSITIVE

VitalityVitality

HealthHealth

StrengthStrength

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The Plateau Stage – Stable YearsThe Plateau Stage – Stable Years

BIRTH

PLATEAU – GROWTH STOPS

AccomplishmentAccomplishment

PredictabilityPredictability

FulfillmentFulfillment

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Plateau Mindset – Members Believe They Can Stay in a Plateau Cycle ForeverPlateau Mindset – Members Believe They Can Stay in a Plateau Cycle Forever

STABILITY – NO GROWTH

Living Happily Ever After - Only in

Fairy Tales!

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We Have Reached Our “Right Size”No More Chairs – Just Us

We Have Reached Our “Right Size”No More Chairs – Just Us

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It is the nature of members without a growth cycle mindset to deny the decline as long as possible, to underestimate the decline, and then to under respond.

Declining clubs tend to —

Ignore the club “cold”Treat club “pneumonia” with aspirinEmbalm with penicillin

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Eventually Without Intervention - Decline Stage Begins - with DenialEventually Without Intervention - Decline Stage Begins - with Denial

Ignore the SignsIgnore the Signs

FearFear

DenialDenial

ParanoiaParanoia

ConflictConflict

AnxietyAnxiety

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NEGATIVE GROWTH

“Prepare” for Death

DEATH

Life-Threatening Decline

Serious Decline

THREE STAGES

Early Decline

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Growth Clubs Know the Danger of the PlateauGrowth Clubs Know the Danger of the Plateau

Respond when Plateaued:

Seek input from membersSeek input from members

Leadership addresses issuesLeadership addresses issues

INTROSPECTION - Open and HonestINTROSPECTION - Open and Honest

“Ignite” a new growth cycle“Ignite” a new growth cycle

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Growth Clubs Know When They Have Hit An IcebergGrowth Clubs Know When They Have Hit An Iceberg

Take Action IF Decline Begins:

Early – Greater decline = Greater ChallengeEarly – Greater decline = Greater Challenge

Accurately – Do not make excusesAccurately – Do not make excuses

INTERVENEINTERVENE

Aggressively – Decline = first stage of deathAggressively – Decline = first stage of death

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“Ignite” a new growth cycle“Ignite” a new growth cycle

Growth Clubs Embrace New Growth Cycles

Growth Clubs Embrace New Growth Cycles

NEW G

ROW

TH C

YCLE

Lots of CelebrationLots of Celebration

ProgressProgress

Energy and ExcitementEnergy and Excitement

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IT IS THEIR INSTINCT TO GROW

In our anatomy of the club life cycle:

We have looked from an “organizational development” perspective.

We have seen the organizational, outward indicators of the growth cycle.

Now let’s drill down to the member level and see what is happening.

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Looking Deeper – Into the Growth StageLooking Deeper – Into the Growth Stage

siegel + gale Surveysiegel + gale Survey

Two key questions:Two key questions:1.1.Why did you Why did you JOINJOIN Rotary? Rotary?

2.2.What is the main reason What is the main reason you you STAYSTAY with Rotary? with Rotary?

Why Join?Why Join?To positively Impact my To positively Impact my communitycommunity

35.5%35.5%

For friendshipFor friendship 30.0%30.0%

Networking opportunitiesNetworking opportunities 18.7%18.7%

Personal & professional Personal & professional recognitionrecognition

4.3%4.3%

Training opportunitiesTraining opportunities 3.3%3.3%

To have positive impact globallyTo have positive impact globally 8.2%8.2%

What Works Better?What Works Better?1.1. Rotary has 34,000 Rotary has 34,000

clubs in 200 clubs in 200 countries and countries and regions.regions.

2.2. Rotary is in Albania Rotary is in Albania to Zimbabwe to Zimbabwe

3.3. Rotary is eradicating Rotary is eradicating polio.polio.

4.4. Explore this site to Explore this site to learn more about learn more about Rotary International.Rotary International.

1.1. We are local We are local business, professional business, professional and civic leaders. and civic leaders.

2.2. We get to know one We get to know one another.another.

3.3. We get things done in We get things done in this community. this community.

4.4. We have fun doing it. We have fun doing it.

The “Vision” of Clubs in a Growth StageThe “Vision” of Clubs in a Growth Stage

1.1. LocalLocal Impact Impact2.2. FriendsFriends and Contacts and Contacts3.3. VocationVocation - Value Me & My - Value Me & My

WorkWork4.4. LeadersLeaders to Work With to Work With

Class Discussion:Class Discussion:

How to Get a Club Actually How to Get a Club Actually READYREADY for New Members? for New Members?

THE ANATOMY OF A CLUB’S SOCIAL CAPACITY

The Second Step to Understanding the Science of

Club Growth

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The Concept of “Social Space”

SOCIAL SPACE AND HUMANS• Humans have social space capacity.• Often social space is referred to as “emotional room”• Not what is known as “physical space.”• Social or emotional space capacity – defines the size

of our network.

SOCIAL SPACE AND ORGANIZATIONS• Organizations have a similar dynamic through the

cumulative mindset of its members.• Growth clubs have a greater capacity for social space.

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Let’s Examine Clubs Through an Anthropological Lens

Preferences for Social Grouping• Small or Family/Clan Based• Medium or Village Based• Large or Co-op Based

These Preferences Play Out In:• Churches• Civic Organizations• Businesses• Governments• Where Individuals and Families Choose to Live

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TThree Types of Rotary Clubs Based on

Size & Social Preferences

Clan Club Village Club Co-Op Club

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THE “CLAN” CLUB

Mostly clubs under 30

Careful who they “let in” their group (clan)

Often influenced by “matriarchs/patriarchs”

More conservative and “inward” focus

Sometimes engaged in “friendly fire”

These members limit the club’s social space capacity – control by not breaking up the clan.

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NO ROOM LEFT – IN THE VAN33

THE “VILLAGE” CLUB

Mostly in clubs with above 30 to 70 members

One big cell that promotes life like a “village” – President like a village chief

Big enough for action – but too big to operate like a “committee of the whole”

Everybody knows everybody

Lack of intentional organization – often leaves new member uninvolved – except all club events

These members limit the club’s social space capacity – control by not breaking up the village

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NO ROOM LEFT – ON THE BUS35

THE “CO-OP” CLUB

Organized in smaller parts to make space for all

Members trained to integrate new members

Members embrace diversity – in a wide range

Stable boards and trained leadership

Playbooks for active committees and groups

Club president - an administrator and motivator

Growth by expanding smaller units

Unlimited growth by expanding social space

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CO-OP Social Model – Make Room for New Members by Adding Units

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In our anatomy of the club’s social capacity:

We have looked at three basic sociological structures from an anthropological orientation.

Again, as we did not the growth cycle, let’s drill down to the member level.

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Looking Deeper – Into Social CapacityLooking Deeper – Into Social Capacity

Keep ‘emKeep ‘em

RetentionRetention

The The Joliet Joliet Club has Club has 100% 100% RetentioRetentionn

What Our Members Want:What Our Members Want:

1.1. LocalLocal Impact Impact2.2. FriendsFriends and Contacts and Contacts3.3. VocationVocation - Value Me & My - Value Me & My

WorkWork4.4. LeadersLeaders to Work With to Work With

Why They Leave?Why They Leave?

If you do nothing. . .If you do nothing. . .15% will leave15% will leave

““Not Worth It”Not Worth It”

Cut This Cut This 50%50%

CLASS DISCUSSION

1. How can clubs make “space” for members?

2. How do clubs create opportunities for all members?

3. How can clubs engage and involve more members?

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MOVING A CLUB TO GROWTH AND RETENTION

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How To Penetrate a Club with a New Mindset

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Everett Rogers, “Diffusion of Innovations”

Doing the Math – Club Size of 40

Innovators/Early Adopters (16%) or 6 people who totally “buy in”

Next – this group “penetrates” the Early Majority (34%) or 14 more people with new perspectives

Now ½ of the club is on on-board – tipping point or critical mass

Next – ½ of the club penetrates the Late Majority (34%) or 14 more

Now the club has 85% of members on-board

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Do Not Get Side Tracked – Stay with the Diffusion Principle

Do not try to sell the whole club at the start

Forget the nonsense of “each Rotarian bring in a new member” until you have reached a tipping point or critical mass

Do not waste time on Laggards

Stick to your message and plan

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siegel + gale Surveysiegel + gale Survey

Two key questions:Two key questions:1.1.Why did you Why did you JOINJOIN Rotary? Rotary?

2.2.What is the main reason What is the main reason you you STAYSTAY with Rotary? with Rotary?

Why Join and Why Stay?Why Join and Why Stay?To positively Impact my To positively Impact my communitycommunity

35.5%35.5%

For friendshipFor friendship 30.0%30.0%

Networking opportunitiesNetworking opportunities 18.7%18.7%

Personal & professional Personal & professional recognitionrecognition

4.3%4.3%

Training opportunitiesTraining opportunities 3.3%3.3%

To have positive impact globallyTo have positive impact globally 8.2%8.2%

ONLINE Materials

• Syllabus• Lecture• Link to Simon Sinek presentation

JDBREWERCONSULTING.COMRESOURCE PAGE

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