Strategic Priorities and Goals

The revised strategic plan, effective 1 July 2010, identifies three strategic priorities supported by 16 goals. 

Support and Strengthen Clubs
  • Foster club innovation and flexibility
  • Encourage clubs to participate in a variety of service activities
  • Promote membership diversity
  • improve member recruitment and retention
  • Develop leaders
  • Start new, dynamic clubs
  • Encourage strategic planning at club and district levels

Focus and Increase Humanitarian Service
  • Eradicate polio
  • Increase sustainable service focused on:
    • New Generations Service programs
    • The Rotary Foundation's six areas of focus
  • Increase collaboration and connection with other organizations
  • Create significant projects both locally and internationally

Enhance Public Imagine and Awareness
  • Unify image and brand awareness
  • Publicize action-oriented service
  • Promote core values
  • Emphasize vocational service
  • Encourage clubs to promote their networking opportunities and signature activities 

Core Values

Rotary's core values represent the guiding principles of the organization's culture, including what guides member's priorities and actions within the organization. Values are an increasingly important component in strategic planning because they drive the intent and direction of the organisation's leadership. 


We believe that our service activities and program bring about greater world understanding and peace. Service is a major element of our mission. Through the plans and actions of individual clubs, we create a culture of service throughout our organization that provides unparalleled satisfaction for those who serve. 


We believe that individual efforts focus on individual needs, but combined efforts serve humanity. The power of combined efforts knows no limitation, multiplies resources, and broadens our lives and perspectives. Fellowship leads to tolerance and transcends racial, national, and other boundaries. 


We believe Rotary unifies all people internationally behind the idea of service. We encourage diversity of vocations within our membership and in our activities and service work. A club that reflects its business and professional community is a club with a key to its future. 


We are committed to and expet accountability from our leaders and fellow members, both in the results of our efforts and in the processes we use to accomplish our goals. We adhere to high ethical and professional standards in our work and personal relationships. We are fair and respectful in our interactions, and we conscientiously steward the resources entrusted to us. 


We are a global fellowship of individuals who are leaders in their fields of endeavor. We believe in the importance of leadership development and in leadership as a quality of our members. As Rotarians, we are leaders in implementing our core values. 

All of these core values are reflected in the Object of Rotary and the Four-Way Test, which we use in our daily lives. They inspire us to foster and support the ideal of service for developing and maintaining integrity in human relations. 

Vision Exercise

"The Club, not as is, but as it has become..."

The Month:                                                                                The Year:

The President of Rotary International is personally inviting you to submit your Club for prospective receipt of an inaugural Distinguished Club Medallion. The RI President will present only three clubs in the world with this award at Gold, Silver and Bronze levels. 

Your qualification and subsequent evaluation for this award will be judged solely on the accomplishments and successes your club has had in the past 3 years. 

The President's invitation follows: 

I would like to consider you and your Club for my first-ever Distinguished Club Medallion and invite you to write to me outlining why. 

Your introductory statement to the President begins:

"Our exceptional blend of vision and membership attributes, projects and activities merits the GOLD Distinguished Club Medallion because..." 

Then, list your accomplishments and successes that you've enjoyed in the past three years with the following words...

Proceed to share - in specific detail, using bullet points, sound bites or headlines - what has happened in your club and why you deserve the award. Engage in unabashed self-promotion. Do your own version of "show and tell" or "bring and brag." 

Words like I will... I hope... I intend...must not appear. Share what you have actually accomplished describing with action verbs. 

Include, too, your attitudes and feelings, perspectives and insights yo have about contributing to the "favorable" future of your Club members and their community. 
Complete your exercise within the next 30 minutes. (Suggestion: Place yourself in the future, looking back and reporting...)

Dear President, 

Our exceptional blend of vision and membership attributes, projects and activities merits the GOLD Distinguished Club Medallion...

A... Because of the Vision we pursued. (For example, what does your Club "Stand For" in your Community? Who are you now? What have you become? How is your club perceived in the community?) Avoid referring to specific programs at this can list them later in this exercise). 

B... Because of our Club size and Attributes. 

Number of members in your Club today = __________
Number of members in your Club in 3 years = __________

Our Attributes (What are the characteristics, features, or demographics of your membership and how have they changed?) 

C... Because of projects and activities we've undertaken in the following areas: (List your accomplishments in the following 5 areas of service)

1. In Club Administration, we... (Club Service considerations include focus on leadership development, weekly programs, fellowship, membership development/recruitment and retention, club newsletter and technology for internal communication, and fun!)

2. In Vocational Service, we... (Vocational Service examples are 4-Way Test, Ethics programs, Character Counts, mentoring or any other school related or community career programs.)

3. In Community Service, we...(Community Service involves such things as community projects, highway cleanup, immunization, etc.)

4. In New Generations/Youth Services, we...(New Generations includes Youth Programs, Youth Exchange, RYLA, Interact, Rotaract)

5. In International Service, we...(International Service can support overseas projects, global community service grants, group study exchange and scholar programs)

D... We now have the following Fundraisers that raise this amount of money. In Fundraising we...(accomplished the following projects producing these dollars annually)

PROJECTS                                            DOLLARS RAISED
  •                                                                 $ ____________________/Yr
  •                                                                 $ ____________________/Yr
  •                                                                 $ ____________________/Yr

E... Because of the success of The Rotary Foundation (TRF) fundraising achievement and Club Foundation fundraising, we...(For example: What percentage of members are Sustaining Members, Paul Harris Fellows, multiple PHF, Benefactors, Paul Harris Society, Bequest Society and Major Donors? What Annual Giving, Every Rotarian Every Year (EREY) and Permanent Fund levels are attained? How does the club support PolioPlus?)

The Rotary Foundation

F... Because of our public image and awareness development, we... (What methods do you use to communicate externally to the community? Examples are: website, newspaper, press releases, signage, social media, brochures, etc. How are you promoting your club to the general public? How do you make the general public aware of projects and programs?

Signed: __________________________________________