The surprising science behind why people say no to joining Rotary

Influence isn’t about making a stronger case – it’s about making people feel understood, a shift Rotary clubs must embrace to connect and grow.

WORDS: Michael McQueen. Rotary Club of Crows Nest, NSW.

We’ve all been there. We craft the perfect pitch, present the most compelling case, and still… the answer is no. Or worse, polite indifference. Whether we’re trying to grow our Rotary club’s membership, get a new project off the ground or engage a younger audience, the frustration is the same: why don’t people ‘get it’?

The answer lies in a simple but confronting truth: people are not persuaded by logic alone.

For decades we’ve assumed that if we just explain things clearly, show the benefits, outline the impact, people will be convinced. But behavioural science tells a different story. When people resist change or new ideas, it’s rarely because they don’t understand. It’s because they feel something is at risk: loss of control, loss of certainty or even loss of identity.

This is especially relevant for Rotary clubs looking to attract new members. We can list all the benefits of joining: a sense of purpose, incredible community, local and global impact. But if our message triggers fear or scepticism, it won’t land. If we come across as inflexible, outdated or overly proud of the past, we lose credibility with the very people we’re trying to reach.

So, what works instead?

Here are three research-backed shifts that can help Rotary clubs be more persuasive and magnetic:

1. Start with affinity

Before you try to sell someone on Rotary, connect with them as a person. Shared values, not just shared goals, are the bridge. People don’t join clubs. They join people. Influence begins with trust, and trust begins with relationships.

2. Lessen the loss

Many people associate joining something like Rotary with giving something up: time, freedom, flexibility. Instead of downplaying that, acknowledge it. Then show how membership can fit into their life, not overtake it. Give them agency and choice. Invite them to try, not commit.

3. Reframe the reality

Sometimes all it takes is a shift in perspective. Instead of saying ‘We need new members’, try this: ‘There are people in this community looking for meaning, purpose and connection, and we can help them find it’. That subtle shift moves us from seeking help to offering value. It changes everything.

Rotary doesn’t need to change who it is. But it might need to change how it communicates who it is. Influence today isn’t about stronger arguments. It’s about deeper understanding. Because the truth is, people don’t want to be convinced. They want to feel seen.

Want to know more? Michael McQueen is a keynote speaker at the 2025 Rotary South Pacific Zone Conference on the Gold Coast, 31 October to 2 November 2025. Register now by visiting bit.ly/zone8conferencetix