Linking to Members presented by

Bentley Lein

Consumer Cooperative Management Association

June 11-13, 2009

Workshop Objectives

Build a Theoretical Framework for Member Linkage

Describe two Complementary Models of Member Communication/Linkage

Connect Existing co-op Systems for Member Linkage/Communication Planning to the Theory and Models

Provide Ideas about Using Tools Effectively

In the Beginning…..

OK, not that far back…..

In the Beginning…

“Never doubt that a small group of thoughtful, committed citizens can change the world” MM

In the Beginning…

The Rochdale Pioneers, founders of the modern cooperative movement.

In the Beginning…

In 1844, inspired by the ideas of Robert Owen, the Rochdale Pioneers opened a shop at 31 Toad Lane, formulating Principles on which their version of cooperation was founded.

Those Principles have been adapted by successive generations of cooperative leaders.

Leaders help our cooperatives move into the future by…

Acting Like Leaders…

Acting Like Leaders

A small group of committed citizens…

Thinking and learning together about something relevant and compelling

Making decisions (and monitoring, evaluating and revising)

Asking others to join – Listening!

Working to learn new information and gain deeper wisdom

Change Happens!

From the beginning, our co-ops have changed – evolving or dying.

Can we direct future changes?

Either it’s fate, or directors will choose to lead us.

Change happens

Boards: Take the Leadership Position!

Remember our heritage.

Boards are the direct descendants of the original founders.

Boards should act like leaders.

Boards are empowered by members

What is the Leadership Position?

Idea

Action/Decision

Will you join us?

Watch! Listen Deeply!

New Knowledge

Revised Idea

Repeat!

How are members engaged with their co-op?

How are members engaged with their co-op?

How are members engaged with their co-op?

Marilyn Scholl: “Appreciating the Diversity of Member Needs and Motivations.” Cooperative Grocer, Jan - Feb 2009

When leaders connect with members…

Honor and connect with people at the level of involvement they have chosen

Plan communication, activities and opportunities for people at all levels

Incorporate perspectives of people at various levels into the conversation about decisions and actions

When Leaders connect with members…

Meet people where they are!– Thank them for shopping and/or for participating in

meetings, elections and events – don’t judge or guilt-trip them for not participating more.

Deepen the boards understanding of members needs and motivations.

Observe and listen to members deeply

Three Strategic Concepts

Brett Fairbairn. “Three Strategic Concepts for the Guidance of Co-operatives.” Available at http://coop-studies.usask.ca/pdf-files/StratConcepts.pdf.

Economic Linkage

Transparency

Cognition

Economic Linkage

The primary way most members connect to their co-op.Do members use (shop at) the business? Does the co-op meet their needs?Does the board use patronage dividend as a responsible way to return profits to the owners?

Transparency

Members see that the co-op is acting in their interest, and the interest of others.

Are members well-informed about your co-op’s business? About financial results?

Do members understand the grocery/natural foods industry? The relevant social and economic trends that impact your co-op?

Do members understand the different interests and stakeholders within your co-op?

Cognition

The glue that keeps the co-op and its members together when both are changing.Does your co-op have a clear and widely understood identity (based on Ends or mission)?Are the co-op’s leaders (board and manager) actively and regularly learning about your members and the world in which the co-op operates?Do the leaders focus attention on Ends (mission) and the actual outcomes of the co-op’s activities? Do you communicate those outcomes to members?Are we creating and telling a compelling and relevant story?

Scholl + Fairbairn =

Engage members where they are

Provide avenues for them to increase their level of involvement by:– Attending to and enhancing economic linkage– Educating with an eye to helping members see

how the co-op benefits themselves and others– Telling a compelling and relevant story

Work the systems we have!

Democracy

Information about what members do

Existing communication tools

Interactive events

Democratic Elections

The board can be in the leadership position by ensuring that there are plenty of qualified candidates.

Elections are contested

Owners choose their Leaders

Not!!!>>>

Boards are empowered by members

What do Members Want?

Members speak with their actions as much as or more than with their words.Surveys are often more interesting than useful!The answer to “Will you join us?” may not be found by listening to what people say. Pay more attention to what they do.– Membership trends– Sales trends– Buying patterns– Election participation– Member loan campaigns– Meeting participation

Existing communication tools

Newsletter articles (web sites, blogs), Annual Report, Patronage Refund distributionsMaintain the Leadership Position:– Don’t begin with “What do you think (or want or believe)?”– Tell a compelling and relevant story: “These are our common values.”– Describe the benefits the co-op is providing– Connect to the past and the future– Be strategic – Then ask for input and response

» – Are you with us?

Interactive events

Member meetingsSpecial meetings about specific topics– “The board is considering (or learning about)…. What do you

think?”

Co-op Social EventsRemember: many members may not want or need to participate at this level.– Don’t create events just to drum up participation– What have members found at a “lower” level that might lead them

to know there is more?

Is the board in the Leadership Position?

Are we studying and/or learning about strategic Trends, Topics or Values?

Are we using our communication tools effectively to tell a compelling and relevant story?

Are we watching and listening

deeply to our member owners?

Or are we bound…..???

Relax!

Most co-ops are doing more then they give themselves credit for!

Work the systems you have.

What topics and trends should our Board(s) be learning about?

Pick ONE topic or trend boards should be leaning about.

Write it on a card

At the bell mingle and pass the card

Repeat

Pair up (2 people, 2 cards);

Prioritize topics/Trends (Distribute 15 pts between the two cards – write the points on the cards)

Mingle, pass cards, prioritize/score

Take-Aways

Relax!

“Chain” of Being

Pay Attention– What we say/do– What our members-owners say/do

Build Knowledge and WisdomWork the systems you have (or change them)