Old club, new energy

PICTURED: New Rotary Club of Wellington member Dr Faisal Ahmed, right, Pakistan’s High Commissioner, spoke about reaching out to newly arrived diplomats during a club event at the Pakistan Residence.

The 58-to-91 story. By listening to members, acting quickly and connecting with Wellington’s diplomatic community, New Zealand’s oldest Rotary club grew from 58 to 91 members in just 12 months.

Words Lee Wilkinson. Communications Chair. Rotary Club of Wellington, NZ.

As the oldest club in New Zealand, the Rotary Club of Wellington celebrated its centenary in 2021. By 2024, membership was declining, and without action, our next 100 years looked far less certain than our first. Faced with a shrinking roster, we knew we had to pivot – and in just 12 months, we grew from 58 to 91 members (including honorary). Here’s exactly how we did it.

Step 1: Stop talking and start listening

In August 2024, instead of guessing why people stayed or left, we asked. Four long-standing members phoned nearly every current member – and everyone who’d resigned in recent years – with three questions: What do you enjoy about our club? What don’t you enjoy? What’s been your best
Rotary experience?

The answers were eye-opening. Members loved the diverse fellowship and quality speakers, but were frustrated by our venue, food and patchy communication. We had identified a new target market: people newly arrived in Wellington, looking for community.

Step 2: Empowering a ‘Ginger Group’

We formed a small ‘Ginger Group’, free from administrative duties and focused solely on growth. They met often but briefly, pitching ideas straight to the Board – who backed them with fast execution. Throughout the year, President Lynn McKenzie and the Board kept member engagement and growth as the standing priority. Leadership needs its foot on the accelerator, not the brake.

Step 3: Change the product

Armed with feedback, we overhauled the experience: a new venue with tiered pricing from $10 to $32.50; a ‘Rotary Growth’ mindset, where anyone who couldn’t make lunch was connected to a breakfast or dinner club instead; and a marketing shift from generic networking to ‘fellowship
with purpose’.

Step 4: Finding our target market: The diplomatic connection

New member Dr Faisal Ahmed, Pakistan’s High Commissioner, suggested we reach out to newly arrived diplomats. Two events followed – one at the Pakistan Residence, another a casual gathering at a member’s home. It worked beautifully: seven diplomats have since joined. The ripple effect spread further, as existing members brought along people who genuinely got Rotary’s purpose; younger and far more diverse in experience and employment than our traditional base. Former members began rejoining too.

Momentum built fast from there. Two book groups engaged over 70 per cent of active members. Sri Lankan High Commissioner Prasanna Gamage hosted a dinner for 40. An open panel, ‘Life Behind the Diplomatic Passport’, drew more than 75 people in a tight 6pm to 7pm slot.

What success looks like

By year’s end, membership hit 91 (including Honorary Members). The growth even sparked a new literacy-focused satellite club, led by Past District Governor Gillian Jones, inducting eight founding members this June. Many new faces already had Rotary DNA as family of members, former Youth Exchange students or RYLA alumni. They just needed us to be relevant. If we are to grow, relevance isn’t optional – it’s the whole game.

Three takeaways for your club:

1.  Analyse your ecosystem: Find a specific, untapped group nearby. ‘New to your area’ is a great place to start.
2. Move with speed: A small, growth-minded group with fast execution builds unstoppable momentum.
3. Master the follow-up: Create instant connections by tasking members to welcome every guest immediately. By assigning a club mentor to each newcomer and requiring feedback, we ensure no one feels left out. Remember, a timely, genuine follow-up is the exact bridge where curiosity transforms into lifelong commitment.