2004年地域扶輪基金 協調人研習會訓練材料

    2004 RRFCs' Training Materials

EVERY ROTARIAN, EVERY YEAR
ANNUAL PROGRAMS FUND MARKETING PLAN

行政摘要EXECUTIVE SUMMARY

假如扶輪社員接受了一種達成未來世界和平與合諧的挑戰，並瞭係到其財務支援的需求的話，扶輪基金會才能成為領導的慈善組織。並且要使該資訊讓每位扶輪社員都聽到，讓每一個扶輪社必須取得其年度計劃基金目標的所有權，訂定一個成長的目標，並完成籌款進展超過社員每名分擔金100美元以上。百週年提供讓目標設定程序重新定義的機會，並將它從總監當選人轉移到各個扶輪社。

The Rotary Foundation could be the leading philanthropic organization in the world if Rotarians were challenged to see the future of a world of peace and harmony and understand the need for their financial support. For that message to be heard by every Rotarians, each Rotary club must take ownership of its Annual Programs Fund goal, set an enhanced goal, and strive to achiever a fundraising progress over and above the US$100 per capita. The Centennial year provides the opportunity to redefine the goal setting process and move it from the District Governor-elect and into the individual Rotary clubs.

至2005年保管委員會之社員每名分擔金100美元目標的完成是促進扶輪基金的改變生活計劃的關鍵，以便透過解決衝突、人權運動、根除疾病、飢餓者食物的供給、兒童和成年的教育來協助重建貧困社區和國家。這樣，年度計劃基金才能確定有更明亮的未來。

The accomplishment of the Trustees’ US$100 APF per capita goal by 2005 is the key to advancing the Foundation’s life-changing programs to help rebuild impoverished communities and nations by resolving conflict, championing human rights, eradicating disease, feeding the hungry, and educating children and adults. Thus, the APF ensures a brighter future for all.

如果扶輪社員於年度計劃基金捐獻達成社員每名分擔金100美元(125,000,000美元)，則世界基金(WF)在2007-08年度( 50% )可用於計劃之資金將近62,500,000美元。如果建立此一支持水準於正常基礎時，保管委員會方能恢復每一年度的團體研究交換獎金，滿足配合人道獎助金獎金，並能解除暫時停止的3–H計畫。

If Rotarians achieve the goal of US$100 per capita (US$125,000,000) in contributions to APF, the World Fund (WF) would have approximately US$62,500,000 (50%) available for funding programs in 2007-08. If this level of support were established on a regular basis, the Trustees might be able to reinstate an annual GSE award, have adequate funds available for matching Humanitarian Grant requests, and be able to lift the moratorium on the 3-H program.

〝每位扶輪社員，每年-年度計劃基金市場行銷計劃〞( EREY )勾畫出下面的目標，使時下之扶輪社員能夠承擔並使世界行善目的之年度計劃基金成長和進入扶輪服務的第二世紀。

The “Every Rotarian, Every Year Annual Programs Fund Marketing Plan” (EREY) outlines the following goals enabling Rotarians to sustain and grow the APF for the purpose of doing good in the world now and into Rotary’s Second Century of Service:

目標一：國際扶輪與扶輪基金會資深領導者產生承諾

Goal 1: Create Commitment in RI and TRF Senior Leadership

目標二：扶輪社訂定一個成長的目標

Goal 2: Rotary Clubs Set Enhanced APF Goals

目標三：將年度計劃基金納入國際扶輪與扶輪基金義工訓練中

Goal 3: Incorporate APF into RI/TRF Volunteer Training

目標四：建立年度計劃基金成果義工架構

Goal 4: Establish the APF Effort Volunteer Structure

目標五：於年度計劃基金成果方面來訓練國際扶輪與扶輪基金秘書處與國際扶輪職員

Goal 5: Train RI/TRF Secretariat and Rotary International Offices Staff on APF Effort

目標六：推廣扶輪基金贊助會員計劃

Goal 6: Promote The Rotary Foundation Sustaining Member Program

目標七：執行新捐獻表彰獎勵

Goal 7: Implement New Donor Recognition Incentives

預算影響：三年共需 1,190,000美元。

BUDGET IMPACT: US$1,190,000 over three years.

IMPLEMENTATION CALENDAR

 INTRODUCTION

The Rotary Foundation of Rotary International, throughout its history, has prided itself on being responsive to the challenges that confront humanity. As global leaders for doing good in the world, Rotarians through their spirit of volunteerism and generous philanthropy, remain at the heart of the Foundation’s mission to eradicate polio and further its humanitarian, educational and cultural exchange programs worldwide. Each day, they work together to change lives in meaningful ways.  

Each day, they bridge the divide among people to foster world understanding and peace.

The Annual Programs Fund of The Rotary Foundation of Rotary International is the cornerstone, the source of unrestricted funding, upon which all of the Foundation’s programs are built. It is the one Foundation program in which all Rotarians can and should be encouraged to participate. It fulfills their Fourth Avenue of Service, International Service. 

The ultimate goal for the Annual Programs Fund in 2003 through 2005 is to realize an annual unrestricted gift of US$100 or more from “Every Rotarian, Every Year (EREY)” toward the achievement of the Trustees per capita giving goal of US$100 by 2005, Rotary’s 100^th anniversary and to carry forward that level of giving in 2006 and beyond. While it is unrealistic to expect a US$100 annual gift from every Rotarian, the real challenge is to encourage every Rotarian to participate in the Annual Programs Fund by contributing to the level of their financial capability. 

The 2002-03 Rotary year presented a special fundraising challenge toward the achievement of the US$63,000,000 Annual Programs Fund in light of the US$80,000,000 Polio Eradication Fundraising Campaign (PEFC). The PEFC exceeded its goal in cash and commitments raising US$111,000,000. Rotarians were asked to be especially generous and support both efforts. We hope that Rotarians will sustain/exceed this level of giving to the Annual Programs Fund in the future. 

Following the successful PEFC, the immediate challenge to the APF is to increase its level of giving by Rotarians nearly 100% to US$125,000,000 by 2005 in order to achieve the US$100 per capita giving goal set by the Trustees in 1999 and unanimously endorsed by every Rotary district at the Council on Legislation in 2001. To accomplish this goal, it is imperative that every Rotarian hears the message of the APF and responds positively with their annual unrestricted contribution. 

To achieve this goal, it is estimated that it will cost approximately US$1,190,000 in the 2004-05 and 2005-06 budget years to reach every Rotarian with the every year US$100 message. It is recommended that TRF retain the best ideas from the PEFC in order to disseminate the APF message effectively to every Rotarian in every Rotary club worldwide. 

It is important to note that both RI and TRF Senior Leadership have committed to supporting the APF message of “Every Rotarian, Every Year.” A resolution supporting this endorsement is being presented at the June 2004 Council on Legislation.

MARKETING GOALS

MARKETING GOAL 1: CREATE COMMITMENT IN TRF AND RI SENIOR LEADERSHIP

目標一：創造國際扶輪與扶輪基金會資深領導者的承諾

Objective: For TRF to succeed in achieving and/or exceeding the US$100 per capita goal by doubling giving in 2005, it is critical that we create a commitment at the “top.” All TRF and RI Senior Leaders must communicate, collaborate and participate in APF success by sharing the APF message of “Every Rotarian, Every Year.”

Methodology: Therefore, it is important that every TRF/RI Senior Leader:

l         Participate in a training session on the “Every Rotarian, Every Year Annual Programs Fund Marketing Plan”;

l         Subscribe to the APF message of “Every Rotarian, Every Year” and receive their APF Fund Development proposal outlining their specific roles and responsibilities in the APF US$100 per capita effort;

l         Lead by example and contribute each year to the APF;

l         Promote Rotary’s unique “brand identity” as TRF is the only international charitable organization that supports only those projects identified by Rotarians, funded by or through Rotarians, and implemented/executed by Rotarians at the project site to help address the world’s profound needs;

l         Incorporate the “Every Rotarian, Every Year” APF message in all of their talks, discussions and trainings with Rotarians around the world at all Zone, District and Club training meetings and international meetings including the International Assembly, Presidential Conferences, Peace Conferences, and the International Convention;

l         Understand that the APF is the one TRF program in which Every Rotarian, can participate or contribute Every Year, expanding the opportunity for all Rotarians to become involved their Foundation, do good in the world and follow their Fourth Avenue of Service, International Service.

MARKETING GOAL 2: ROTARY CLUBS SET ENHANCED APF GOALS

目標二：扶輪社訂定強化的年度計劃基金目標

Objective: The unanimously endorsed Council on Legislation Resolution 01-276 set the 2004-05 APF goal at US$100 per capita goal or US$125,000,000. While the US$100 per capita goal may be difficult for some low-income districts to achieve, there are many districts that consistently achieve per capita exceeding US$100. With the district goal effectively set at US$100 per capita, this creates and opportunity for the Rotary clubs to set an “enhanced club goal,” one that exceeds the US$100 per capita. The initial polio campaign of the late 1980s proved that this can be an accomplishable goal for clubs when campaign fundraising exceeded the US$120 million goal with gifts totaling US$240 million.

In 2001-02, a total of 8,000 Rotary clubs did not contribute to TRF. Assuming an average membership of 40 Rotarians per club, there is a missed potential of 320,000 Rotarians contributing US$100 each or a loss of US$32 million to the APF. By moving the goal setting process into the clubs there will be a significant decline in the number of non-contributing clubs.

Methodology: By moving ownership of the Goal Setting Process to the clubs, every Rotarian can easily become involved in the fulfillment of an enhanced APF goal and fundraising can begin from the bottom up:

l         DGEs to host Club Goal Setting training session at PETS; explain connection between contributions and the work of TRF in making the world a better place; and help club presidents set their APF goal.

l         Club President-elects will receive 2004-05 Goal Setting Packets from their DGE at PETS. Each packet to include: a letter from the Trustee Chairman; Club Goal Setting Form; District Monthly Contribution Reports; and Suggested Enhanced Club Goal Sheet.

l         DGEs and AGs will be responsible for collecting the 2004-05 Goal Report Forms and forwarding the Goal Report Forms to TRF by 7 May 2004.

l         2004-05 Worldwide APF Goal is announced at Osaka Convention.

l         DGs and AGs to monitor fundraising progress; work with their clubs to achieve the District’s US$100 per capita goal and the club’s enhanced goal; and help move fundraising forward with great momentum into Rotary’s Second Century of Service.

MARKETING GOAL 3: INCORPORATE APF IN ALL VOLUNTEER TRAININGS

目標三：將年度計劃基金納入所有的義工訓練中

Objective: One of Rotary’s greatest strengths is its long-standing tradition of training Rotarians around the world to further the work of RI and TRF. For the US$100 per capita giving goal to be successful, the Every Rotarian, Every Year APF Effort message must be incorporated into the manuals and training or every key Rotary volunteer to ensure dissemination of that important message to the individual Rotarians.

Methodology: To achieve, sustain and grow the US$100 per capita giving goal in 2004-05 and beyond, Rotary’s training venues are critical to the dissemination of the Every Rotarian, Every Year APF Effort message:

l         Seek the assistance of Leadership Education and Training Division, and Foundation Planning and Administration Staff to incorporate the Every Rotarian, Every Year APF Effort message into the appropriate manuals, publications and trainings at the next revision cycle; i.e.: International Assembly; District Governor Training Manual; RRFC training binders; Convener’s Guide to Rotary Zone Institute, GETS Leaders’ Guide and PETS Leaders’ Guide, District Conference Manual, District Assembly Leaders’ Guide, District Committee Manual; Club Officers’ Kit.

l         RI Directors endorse the Every Rotarian, Every Year APF effort and recommend it as a sixth topic to Rotary Zone institute conveners in 2003-2004;

l         Utilize the volunteer structure to disseminate the message to Rotarians at District and club level trainings;

l         DGs to assign District Committees specific APF assignments to ensure US$100 per capita success;

l         Every Rotary club must appoint a Rotary Foundation Chair and work with AGs and club officers to oversee a successful achievement of enhanced club goals.

The 18 month Implement Calendar outlines the opportunities for upcoming trainings in which we can accomplish these tasks as we move into Rotary’s Centennial year.

MARKETING GOAL 4: ESTABLISH APF EFFORT VOLUNTEER STRUCTURE

目標四：建立年度計劃基金成果義工架構

Objective: Utilize the volunteer structure as the core group of volunteers to serve for three year to work with Rotary’s Senior leadership, TRF Staff and club leadership to disseminate the APF Every Rotarian, Every Year message to every Rotarian in every club ensuring US$100 per capita success.

Methodology: Deliver the APF message into the hands – and hearts of every Rotarian on a consistent basis:

l         Create an International Committee headed by key Past RI President(s) to develop policies on behalf of the Foundation’s Trustees; help to develop fundraising strategies; and provide oversight of operation plans and budget;

l         Utilize the RRFCs as the lead fundraisers for the EREY APF effort in their zones;

l         Utilize the APFSAs (North America) and Notional Advisors (NA) to work in cooperation with the RRFCs to actively promote giving to the APF in their assigned territories;

l         Assign every DG the mandatory responsibility to provide leadership for APF fundraising in the district and in their clubs; appoint a District Rotary Foundation Chair (DRFC) and an Annual Giving Subcommittee Chair (AGSC); be knowledgeable about thee “Leaders Success Kit” / “Club Success Kit;” provide club goal-setting training at PETS; and collect the club’s APF Club Goal Report Forms by 7 May 2004;

l         Charge AGs with the responsibility to visit their assigned Rotary clubs a minimum of three times to work on: (1) deliver the “Club Success Kits,” work with clubs on APF goal-setting, and promote the RFSM program; (2) conduct and APF presentation, distribute APF materials and ask every club member to become a RFSM; and (3) motivate remaining members to become RFSMs, encourage clubs to achieve the US$100 per capita goal and the club’s enhanced goal.

MARKETING GOAL 5: TRAIN TRF/RI SECRETARIAT AND ROTARY INTERNATIONAL OFFICES STAFF ON EREY EFFORT

目標五：於年度計劃基金成果方面來訓練國際扶輪與扶輪基金秘書處與國際扶輪職員

Objective: Educate TRF/RI staff to become more knowledgeable about annual giving, TRF programs and the EREY effort through increased communications and training seminars.

Methodology: Increase our communications, provide information on the EREY effort to assist Districts, Clubs and individual Rotarians to achieve goals:

l         Host training seminars, post APF information on floor bulletin boards, conduct video-conferencing training sessions for RI Offices staff;

l         Fund Development Annual Giving Officers (AGO), Major Gifts Officers (MGO) and Coordinators staff to work with the RRFCs, APFSAs, NAs, and club and district leadership toward APF goal achievement; promote the Rotary Foundation Sustaining Member (RFSM) program and identify, cultivate and secure Major donor Challenge Gifts to match or leverage new contributions at the district and club level;

l         Fund Development staff to make presentations at Rotary Club meetings, district trainings, conferences and assemblies; follow up with non-contributing clubs;

l         TRF Staff at RI Offices will also be supported by assigned Field Services Staff and will have a similar, dedicated role in working with their RRFCs to promote annual giving as well as working with volunteer leadership and donors to facilitate major gifts and boost increased giving at the club level;

l         Secretariat divisions and departments will receive a Fund Development proposal outlining the APF US$100 per capita case. These divisions and departments include: communications, Publications, Rotarian Magazine, Audio Visual, Leadership Education and Training and Development; Information Services Division – IS, Web Design, Systems Integration; Public Relations; Club and District Administration; Membership Development; Language Services; Production; Programs; International Meetings; Rotary International Offices; TRF – Humanitarian Programs, Educational Programs, PolioPlus, Planning and Administration.

MARKETING GOAL 6: PROMOTE THE ROTARY FOUNDATION SUSTAINING MEMBER目標六：推廣扶輪基金贊助會員計劃

PROGRAM

Objective: Promote the RFSM Program as the core program to achieve and sustain the US$100 per capita. The goal is for every Rotarian to become a RFSM and continue to support TRF at or above the Sustaining Member level every year. It should become the premier goal of every Rotary club to be a “100% Rotary Foundation Sustaining Member Club” every year.

Methodology: The RFSM program will promote annual giving through:

l         The EREY volunteer structure;

l         RI and TRF Trainings; Involvement of RI Offices;

l         Distribution of “Leaders Success Kits: (informational materials; Club Goal Setting Packet; RFSM/APF Brochures with contribution form; EREY video, expense report forms, etc.) to the volunteer structure;

l         Distribution of “Club Success Kits: (Goal Setting Packet/Club Goal Report Forms; RFSM/APF brochures with contribution forms; Multiple Donor Contribution Forms; creative fundraising ideas, sample press releases, RFSM Badge Stickers, camera ready logo artwork, Memorial Envelopes, TRF DIRECT Donations forms [North America], etc.) to be delivered at PETS by the respective DGE to every Rotary club with follow up by the DGEs and their AGs;

l       “Major Donor Challenge Gifts” to the APF;

l       Focusing on participation from Non-Contributing Clubs;

l       Soliciting Rotary Foundation Alumni;

l       Monthly publicity and communications via Rotarian Magazine articles, President’s and Trustee Chairman’s messages, and advertisements; Newsbasket; RRFC Coordinator Communique, APFSA Task List; Monday Memo; EREY Newsletters; Broadcast emails;

l       Establish a “Club Corner” on Rotary’s website to share APF news, fundraising ideas, club APF PowerPoint presentations and APF tutorials, interactive media – APF surveys, monthly fundraising tips; downloadable photo gallery of Foundation Programs in Action items to be used in club and district presentations; APF success stories; What Your Contributions Can Do; updates on goal achievement; donor testimonials;

l         Leverage RI advertising to test Donor Acquisition Direct Mail campaigns in North America to non-Rotarian audiences;

l         Secretariat Staff fundraising projects to increase APF awareness and increase annual giving

MARKETING GOAL 7: IMPLEMENT NEW DONOR RECOGNITION INCENTIVES

目標七：執行新捐獻人表彰獎勵

Objective: Add new donor recognition incentives to encourage annual 100% RFSM Clubs; and endorse the “Paul Harris Society” district annual giving program to encourage donors to contribute US$1,000 or more each year to TRF. As Rotary moves forward into its Second Century of Service, the recognition levels need to be reevaluated.

Methodology: To encourage donors to continue their annual giving and achieve and/or exceed the US$100 per capita, new donor recognition is recommended and/or endorsed:

l         Establish annual “100% Rotary Foundation Sustaining Member Clubs” with banner recognition;

l         Endorse the “Paul Harris Society” as a district recognition program created by PDG Wayne Cusick in District 5340 to recognize those individual Rotarians who annually contribute US$ 1,000 or more to TRF.