Designing for Tomorrow

The Rotary Club of Scarborough, WA, has turned vision into action, achieving standout membership growth by modernising its operations, marketing and member experience.

WORDS: Darren Meakins. President, Rotary Club of Scarborough, WA.

THE Rotary Club of Scarborough, WA, chartered in 1956, has been a prominent and successful club, responsible for several notable projects and events. Like many Rotary and other service clubs, we face the challenge of an ageing membership. We had talked about change but had no vision or execution.

As club president last year and this year, my goal was to ensure that our club continues to thrive for years to come.

I am personally invested in Rotary and the future this club. I am a 55-year-old, second-generation Rotarian. My father, the late Barry Meakins, was a member of our club for over 30 years and also served as president. I was president of our club in 2004-05 and I was president of a younger club, the Rotary Club of Mindarie, in 2012-13.

My observation over the years, is that too much focus is placed on outcomes. While they are important, no real attention is paid to the core value of what makes Rotary special: its members.
Inspired by Paul Harris, this last year I focused on bringing back ‘value’ for our members. I asked questions like: ‘What’s in it for them?’ ‘Are they getting value and enjoyment?’ ‘What is our product really like?’ ‘Is it modern, stimulating?’ ‘Do members feel joy and a sense of pride?’ ‘Is it attractive for 30- to 50-year-olds?’

I took the view that we needed to treat the club like a business and modernise our operations and meeting formats. We needed to meet the market. We should create interest, energy and positivity.

Before the start of the 2024-25 Rotary year, I presented my vision to members. I mentioned that we must design the club for future members, not current members. At the same time, we couldn’t lose our spirit or values, moreover, we must save them. I asked them to try new things. They agreed and supported the vision throughout the year.

Our vision focused on three areas:

OPERATIONS

• Review meeting format and frequency
• Streamline communications, reduce ‘silos’ and ensure all members are informed
• Source quality guest speakers
• Increase networking opportunities:
  Introduce an evening networking event, ‘Bringing People Together’ instead of breakfast in the last week of month. The event is ‘hosted by Rotary’.

MEMBERSHIP

• Target 30- to 50-year-old professionals
• Target a more even ratio of active, working members verse retirees
• Create an environment conducive to networking, service and friendship

MARKETING

• Update digital channels, e.g. website and socials
• Engage an external source to provide consistent postings
• Create a ‘Club Brand’

We still support our traditional fundraising activities (growing again), and our committee structures.

A critical part of our club is our relationship with the Karrinyup Shopping Centre, which has existed since 1989. I rekindled this and we are enjoying some new strategies together in marketing, community service and fundraising.

As a result, the club had a net increase of 11 members last year. It is the highest performing club in District 9423 and is one of the highest performing clubs in our region.