Overview: Recruiting for Diversity

For years, Rotary clubs have heavily recruited from the baby boomer and earlier generations.  The next phase of Rotary and th effectiveness of our clubs will be largely determined by our success in recruiting diversity on all levels.  In order to recruit younger professionals, women and others into our clubs, we must also be willing to adapt our activities and traditions to the needs and preferences of our changing membership.  Our success in recruiting and retaining a diverse membership depends on our ability to adapt.

Demographers and marketers have identified four generational groups: the Mature Generation, Baby Boomers, Generation X-ers and Millennials.  Each group has distinct characteristics and motivators for becoming a part of the Rotary.  Here's a quick guide to considerations for recruiting members for each of these demographic groups:

The Mature Generation (born before 1946)

The Mature Generation, sometimes called Traditionalist, includes retirees and grandparents. These are hard-working individuals who are loyal and mission-driven.  They expect defined job duties, have respect for authority, and believe in adherence to rules and hierarchy. 

Involving the Mature Generation in Rotary

• Use traditional communications (phone, mail) versus only e-mail or the Internet.
• Provide structured volunteer experiences
• Stress the Rotary mission, Service Above Self

Baby Boomers (born 1946-1964)

Baby Boomers' key motivators are respect and success.  They view work as part of self-identity and are willing to work hard for institutions when they feel appreciated.  They are team-oriented, sensitive to feedback and driven by a sense of self-achievement.  Visible and tangible forms of recognition, advancement, and social aspects of their work are important

Involving Baby Boomers in Rotary

• Regularly provide recognition, including public recognition
• Emphasize teamwork and group camaraderie in projects
• Highlight recreational and social aspect of projects that provide networking opportunities.
• Ensure that their professional skills are utilized and valued in their Rotary involvement

Generation X (1964-1980)

Generation X-ers will support charities and service clubs with concrete, specific, and limited aims.  Time is a critical issue. They value direct communication more than small talk.  They are not drawn to volunteerism through ideals, but rather look for opportunities to learn and have fun. Generation X-ers seek leaders who recognize their individuality and encourage them to reach their full potential.  They look for equal power and little supervision in their work.