In the U.S. Rotary membership is on the decline.  Almost every Rotary event I attend discusses this trend and what to do about it.  Every time the topic comes up, the speaker encourages us to look for younger members, and a discussion ensues about how to attract the younger generation.  While I think more members is a good idea, I think that's true regardless of age. 

I am a believer in Rotary.  I know that our combined efforts are changing the world.  Our community service is second to none.  What other organization has eradicated a disease from the planet?  (Okay, will soon, but you get the idea.)  Rotary works because we are many, not because we are young or old or rich or poor or male or female or anything else.  The only thing we need to be is involved.

Our product is great, everyone loves it.  But the perception is that not everyone can afford it.  In this economy many of our friends and neighbors are losing their jobs and homes.  It should come as no surprise that we are losing members to the perceived financial burden of remaining in Rotary.  Our membership isn't declining because we're too old, but because people are having to choose where to spend their family dollars.

We can change that.  But we have to move Rotary from the liability column into the asset column.  Rotary has to be worth more than it costs.  A person needs career and financial stability to actively participate in Rotary. Once there, they will have more resources (time and money) to share.

We have business contacts.  We have experience and knowledge.  We need a program to bring those assets to bear on behalf of our membership.  When our members outperform their peers, then we will be sought out for membership instead of seeking members.  In this economy, in this town, there are opportunities for us right now.

When our program proves it works on our own membership, we can take that program to the streets.  People will be clamoring to join our club just to be part of that program.  It's said that "you come to ski, but you stay summer."  Well, let's get them to come for the business, but stay for the service.

And as for younger members, when we can jump-start a career/business, we can draw that person into our organization now instead of later.  They can't afford to wait, their career needs us right now.