RIBI Web site redesigned to enhance Rotary's image

As part of an effort to boost Rotary's appeal, especially among potential new club members ages 35-55, Rotary International in Great Britain and Ireland (RIBI) has redesigned its Web site, www.ribi.org. 

Many people in this age group perceive Rotary as an organization almost exclusively for retired men -- more appropriate for their fathers than for them -- according to focus groups conducted in England and Scotland in 2008. 

"The new Web site is our 'shop window' for potential new members and a great opportunity to change perceptions among younger people," said David Bryant, head of marketing and communications for RIBI.   

By using simple language, free of Rotary jargon, and showing images of younger Rotarians at work and having fun, the Web site may help attract new members. "We're sitting on a demographic time bomb, with 85 percent of members now aged over 55 -- and that percentage increases every year," said Bryant. "It's critical that we attract a new generation of British and Irish Rotarians," he said. 

The new Web site is only the first phase of a longer process. The RIBI staff is already busy working on phase two, which includes posting more content on the site, especially in the new members-only area, and increasing functionality. "This will continue to grow over the coming weeks so that we will have a really robust, deep site by the end of the Rotary year," said Bryant.

Read more in the February issue of Rotary Today.