THE CIRCLE OF FUNDRAISING AND THE ROTARY BRAND

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What do we do? Are we a fundraising organisation? or Are we a Humanitarian Service organisation

4 THE NEGATIVE CYCLE OF FUNDRAISING Rotary Club raises money Rotary club donates money to another charity Other charity comes back to Rotary Club for more money Other charity builds reputation

5 THE POSITIVE CYCLE OF PROJECTS AND FUNDRAISING Identify community need Publicise and grow Rotary reputation Deliver and measure project Develop project with Partner orgs Fundraise specifically for project

6 GROWING THE BRAND REPUTATION OF THE ROTARY FOUNDATION …TO DO GOOD IN THE WORLD Rotary Club raises Money Reputation of the Rotary Club grows The Grant provides funding for local or international projects Rotary Club contributes to TRF Rotary club applies for a Grant

7 IMAGINE If all our fundraising efforts were delivered under our brand not given to another charity to help build their brand equity!

IMAGINE A WORLD IN WHICH ROTARY IS THE CHANGE MAKER THROUGH OUR CAUSES Our Areas of Focus are our causes IMAGINE the difference we can make if 1. 2 m Rotarians all worked to deliver projects that related to our causes? 8

9 MISSION To enable Rotarians to advance world understanding, goodwill, and peace through the improvement of health, the support of education, and the alleviation of poverty. Endorsed by 2007 Council on Legislation

10 IMAGINE What IMPACT we could have in PROMOTING PEACE

11 IMAGINE What IMPACT we could have in PROVIDING WATER

12 IMAGI NE What IMPACT we could have in FIGHTING DISEASE

13 IMAGINE What IMPACT we could have in SUPPORTING EDUCATIO N

14 IMAGIN E What IMPACT we could have on SAVING MOTHERS & CHILDREN

15 E IMAGIN What IMPACT we could have in GROWING LOCAL COMMUNITIES

16 IMAGINE What IMPACT we could have in SUPPORTING THE ENVIRONMENT

17 FUNDRAISING INin. AUSTRALIA Fundraising Australia Charities and Not for Profits in Australia raise an estimated $11 b* per year. Rotary Clubs in Australia raise an estimated $100 m *Charity Aid Foundation * Plus Government funding, of over $110 b

CHARITY SUPPORT On average, 66% of Australians give to charities with average donation of $106 per charity(CAF*, 2019). IMAGINE what we could do if all Rotarians were to make their charity of choice! *Charity Aid Foundation

Donors support and contribute to lots of Charities Our Charity Rotary International has one official Charity

20 TODAY’S DONORS RELATE TO “CAUSES” The Rotary Foundation has SEVEN CAUSES that resonate with today’s donors. To grow our fundraising we need to expand our donor base within Rotary and beyond Rotarians.

21 TODAY’S DONORS RELATE TO “CAUSES” IMAGINE The IMPACT the ROTARY brand could deliver if our fundraising and projects were actually linked to Areas of Focus, - OUR CAUSES

22 TRUSTED BRAND Consistent brand message

HOW WE USE OUR BRAND

24 THE ROTARY BRAND Clubs today deliver an inconsistent brand message 24

The Rotary Brand 1924 or 2013 2020

THE ROTARY BRAND This is NOW our brand logo

WHAT IS A BRAND? Unique design, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind. . .

GLOBAL BRANDS

BRAND EVOLUTION

Correct use of Rotary Brand Image

IMAGINE If all Rotary Clubs understood the needs of their community and developed PROJECTS to service those needs, before they thought about FUNDRAISING to deliver on those NEEDS. https: //my. rotary. org/en/search/all/community%20 Needs%20 Assessment

POWERFUL USE OF THE ROTARY BRAND 36 36

37 IMAGINE If all our fundraising efforts were delivered under our brand not given to another charity to help build their brand equity!

FROM To 38

FROM 39 Fundraising To Doing Moving Rotary from being seen as a FUNDRAISING organisation to a DOING organisation.

40 REVIEW Club community signage Club letterhead Club website Club banners Club shirts Does Project relate to Rotary “Causes”? Are we living in the past OR Are we building a brand for our future?

41 QUESTIONS