Audiences
want what Rotary offers. We just need to help them understand.
Siegel+Gale’s research with donors
showed 19 shared global motivators. Thing like “transparency” and “attracting
people of the highest ethical standards.” Things like “helping me feel like
part of something meaningful” and a “long track record of success.” Things
we’re good at and some things we could do better.
Understanding however is a hurdle.
With every organization there is a gap
between what internal audiences know and what external audiences know. Research
shows that Rotary’s gap is two to three times larger than average. Obviously,
this is not a good position and underscores the importance of clarity and focus
as critical components of our future success.
