My dear brothers and sisters in Rotary,

There is an old saying in India: “When you help your neighbor’s boat across the water, you find that your own has reached the shore.” By helping others, we often find that we have helped ourselves as well.

Each of us came to Rotary to serve – and found the joys and satisfactions of friendship and fellowship. In August, the month we dedicate to membership and development, we focus on spreading the message of Rotary. By serving well, without hiding our Rotary light under the proverbial bushel, we find ourselves closer to our own goal: a stronger, more vibrant Rotary for generations to come.

Public image and membership go hand in hand. Too many people – intelligent, educated, involved people – simply have no idea what Rotary is. This is something we need to confront. We have heard again and again about communities where, despite all the good work that Rotary clubs do, many people are unaware that those clubs even exist. This is not the way forward for our organization.

Serving well is the essential first step – but it is only the beginning. We have to raise our profile with all the tools that are available to us, and there are more tools today than there ever were. We have to use social media such as Twitter and Facebook, and we have to be sure our clubs have an online presence. Having a website is not enough; it must be up to date, it must be appealing, it must reflect the work we are doing. And it must offer a way for prospective members, once they see what we do and become interested, to take the next step.

Rotary has so much to offer. It is up to us to let others know what a fantastic organization we have, and to show people how they can integrate Rotary into their lives. Service does require time, and time is something nobody has enough of these days. So we need to ensure that all the time we spend with Rotary is worthwhile – that it is rewarding and never wasted. When we reach within ourselves and our clubs, when we learn what we are capable of and harness that power, we will elevate our communities as never before – and elevate Rotary as well.

Kalyan Banerjee
President, Rotary International  RY 2011-2011