Perfect Engagement: A practical guide to a more dynamic Rotary Club

This practical guide is a handbook for Rotary clubs around the world. It offers ways to improve club retention and ideas for encouraging full and active participation from all club members. The membership of every civic and service organization has shown a dramatic decline in membership since 1980. Across the board, Lions Clubs, Rotary International, Kiwanis Clubs, Jaycees, Shriners and other successful organizations have seen membership decline by as much as 64% in the past 40 years. Recruiting new, younger members continues to fall short of the losses from attrition, as the average membership age exceeds 64 years.   These civic organizations play a critical role in the health and welfare of millions of people from virtually every country in the world. They have contributed trillions of dollars to eradicate disease, mitigate famine, reduce poverty, promote human rights and to respond to natural disasters.   The fundamental ideas offered in this book are meant to offer a degree of hope to those organizations that are struggling to survive.  To not just survive, but to thrive in the 21st Century, clubs must make an honest assessment of their club’s membership, communications and marketing and then take aggressive ACTION to refine goals and grow their membership. This guide includes tips for evaluating your club, members and programs along with ways to invite women and diversity into the local club environment. In additional strategies for enhanced communication, social media and perfect engagement are also highlighted. It is an invaluable resource for anyone wanting to start a new Rotary club in their community or for clubs that are struggling.


Donna Hernandez

A past president of the Flower Mound Rotary Club and a charter member of the Cross Timbers Rotary Club, where she serves on the Presidents Leadership Council. She founded and published a local weekly direct mail newspaper that quickly grew to a regional media outlet and was purchased by a large national publishing group. Donna is a licensed attorney and holds a M.A. in Strategic Communication & Innovation. She resides in Flower Mound, Texas, with her husband Tommy Hernandez and serves as the administrator for the non-profit Dallas Tigers Baseball Club, Inc.

Lori Fickling

A 25-year Rotarian, a founder and past president of the Cross Timbers Rotary Club in Flower Mound, Texas. She was previously president of the Flower Mound Rotary Club and is currently an Assistant Governor in District 5790. Lori and her husband Mike, along with coauthor Donna Hernandez, owned and operated a bi-weekly community newspaper for six years, where she served as both writer and editor. Lori is the President/CEO of the Lewisville Area Chamber of Commerce and social media specialist. She has a B.B.A. from the University of North Texas and lives in Double Oak, Texas with her husband Mike.

The authors are available to speak to non-profit organization members or consult with board leaders. Visit their website or follow them on social media at

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