Participant engagement: A conversation with Isaac B. Owolabi
Meet Isaac B. Owolabi. A professor emeritus of business and marketing and also an ordained minister, Owolabi is a member of the Rotary Club of Asheville-Biltmore, North Carolina, USA, and a past governor of District 7670.
Q. What do we mean by enhancing participant engagement?
ISAAC: Simply put, we enhance participant engagement when we meet people where they are, rather than just assuming they'll find a way to fit in. It goes far beyond saying, "Come on in! You're welcome!" Focusing on participants is far more proactive.
Q. Why is this such an important part of the Action Plan?
ISAAC: Rotary has offered me many opportunities to get involved, to learn new skills, and to lead. But I've also met a lot of people who feel there is no room for them to serve in Rotary. And we know we have a challenge when it comes to retaining members.
That's why making a concerted effort to engage participants is important. When participants don't find experiences that feel personally and professionally relevant, when they don't feel seen as individuals, they go elsewhere — and they have plenty of choices.
Q. Why are we talking about participants instead of Rotary members?
ISAAC: The word participants encompasses Rotary and Rotaract members as well as all others who engage in Rotary activities, such as family members, friends, and alumni. Thinking in terms of participants gets us to a new mindset. We begin to look at every encounter as an opportunity to show others what Rotary can do — and what they can do with us.
Q. What can clubs do to focus more on participants?
ISAAC: One word: Listen. As leaders in our professions and communities, we already know how important it is to listen — and how much effort it takes to listen in ways that feel genuine and authentic to those around us. We need to apply that same skill and determination to our Rotary involvement. Don't just give people a list of things you want to accomplish and ask them to check a box. Instead, ask participants if they're feeling engaged and heard, and if Rotary is meeting their expectations — and listen to what they say. Another important step is to make sure everyone who engages with us knows that we value their participation. We need to do everything we can to say, "We're thankful you're here. You matter to us."
Q. You're a big believer in surveys. Why are they a useful tool for enhancing engagement?
ISAAC: Surveys are a relatively easy way to identify strengths and weaknesses. In my club, we conduct surveys every year to ask members how they want to be engaged and what community projects they are interested in. I'd also urge clubs to measure member engagement and satisfaction regularly so you can better understand what people are getting out of their Rotary experience.
But don't stop with your club. Consider surveying your community or sponsoring a town hall meeting where people can provide feedback about your projects and share their own ideas. When we engage with the community more broadly, we become known as the people who spot opportunities for positive change.
Let's make sure we see, value, and hear people. When we do that, we make Rotary stronger.