In 1911, at the second convention of the sixteen clubs then in existence, held in Portland, Oregon, USA, Rotarian Arthur Sheldon stated: “The Science of Business is the Science of Service”. “He Profits Most Who Serves Best”. Thus the early concept of “co-operation in business” gave way to the larger concept of service to others.
There were two further stages that evolved. One was an additional motto, “Service Above Self”. The other was the acceptance of one object of Rotary, one word, SERVICE, through four main avenues of activities:
• The development of fellowship (Club Service);
• The maintenance of high ethical standards in business and professions (Vocational Service);
• The promotion of community-betterment (Community and Youth Service);
• The advancement of international understanding (International Service).

The Object of Rotary
The Object of Rotary is to encourage and foster the ideal of service as a basis of worthy enterprise and, in particular, to encourage and foster:
FIRST: The development of acquaintance as an opportunity for service;
SECOND: High ethical standards in business and professions; the recognition of the worthiness of all useful occupations; and the dignifying of each Rotarian’s occupation as an opportunity to serve society;
THIRD: The application of the ideal of service in each Rotarian’s personal, business, and community life;
FOURTH: The advancement of inter- national understanding, goodwill, and peace through a world fellowship of business and professional persons united in the ideal of service.

Object of Rotary imageObject of Rotary image