What would-be members want

PRM
Aug 11
2 min read

Updated: 3 days ago

A survey shows a disconnect between what potential Rotarians want and what they think Rotary has to offer

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Rotary membership in North America is declining: Membership in both Canada and the United States has fallen by about 30 percent in the past two decades. But a recent survey found that maybe Rotary simply needs to do a better job of showing prospective members that the organization is exactly what they’re looking for.

Rotary conducted a survey in 2025 of nearly 2,500 Americans with more than $100,000 in household income. The results differed from previous surveys targeting a more general audience in striking ways: Respondents were more interested in work and friendship, more interested in what’s happening in their communities, and more trustful of other people. “What this tells me is there is a pretty vibrant market of Rotary members in the United States,” says Manuel Viedma, principal research and evaluation partner for Rotary’s Research & Evaluation team.

The survey found that people are looking for organizations with opportunities for skill development, professional networking, and meaningful community contributions — groups that match their values and support a cause they’re passionate about. Sound familiar?

The survey identified potential obstacles as well. Cost, for one: Respondents said that they were willing to pay no more than $100 per year for a Rotary club membership, which covers the cost of Rotary International dues but not necessarily club and district fees (the average club cost is $600 annually once meals are included). Then, there’s age. People under 50 were the most interested in joining, but the average age of a Rotary member in the United States is 63. And respondents were looking for personal benefits, something to justify the price tag.

“It’s not that we’ve made a mistake in emphasizing service,” Viedma says. “It’s just that we need to show more of what makes a Rotary membership worth it.”