Loyalty “member engagement” Hannah Fenton Good Food Oxford November 2015

Aim & learning objectives Aim: To use the concept of loyalty to choose how to engage people in a work or voluntary context By the end of the session you will be able to… Identify some examples of loyalty Label the “loyalty ladder” with its definitions Match a case study example to the ladder and identify one suitable next step Give one next step of how to apply this to your work or volunteering Hannah Fenton, Good Food Oxford

Why is loyalty important? Hannah Fenton, Good Food Oxford

The “Loyalty Ladder” Hannah Fenton, Good Food Oxford In pairs… You have 5 mins!

Hannah Fenton, Good Food Oxford

How does it work? In fours… You have 5 mins! Hannah Fenton, Good Food Oxford

Make a “Big List” of everyone Sort the list into 5 categories: 1s: People aware and active – recognise the crisis. 2s: Aware but not active. 3s: Neither aware nor active. Be curious what is going on from them. A lot is probably happening in their lives. They are being swayed by you or the 5s. 4s: Not interested. 5s: Question or disagree with you. These are really important – to understand their criticism. They are the ones who are gateways into understand why everyone else is hesitant or defensive. You don’t have to reach everyone. The “Tipping Point” may be just 15 – 25% Hannah Fenton, Good Food Oxford

NumberCharacteristicsWhat to aim for in relation to them Risks 1Natural allies. They are working in the same territory as you. Community groups, especially sustainability, local food, renewable energy Make sure they know what you’re doing. Support their work and ask them to support yours. Create relationships, but don’t spend too much time on them. Build relationships early so they don’t feel put out or competitive. 2Possible partners Interested in related issues – allotments, community safety, shared childcare, emergency preparedness. Spend time building these alliances – they help you to get established in your community. Go to their meetings, don’t just expect them to come to yours. Take time to understand their priorities, and figure out together how Transition supports these. If you don’t enter this as a truly two way process – listening to and supporting their agenda – they may feel used by you. 3Indifferent. Usually these are the majority, so any headway here can really help expand your base of support These people are often busy with other things – getting on with family, career, surviving. You need to be really clear about how your work helps them, and if you want something from them, what is it & whether they can give it. If you ask for too much these people will resent it. 4Not interested. They give a clear “No”. Respect their No. Don’t spend any time trying to “convert” them. Find another way to be in a relationship. Trying to persuade these people will make you seem evangelical, pushy. 5Opposition. Groups or people who feel threatened by what you’re doing and will actively stir up opposition. E.g. anti-wind lobby in the UK. Know who these groups are and have a strategy to counter anything they do to block, harm or denigrate you. Learn from their arguments – what they’re thinking is what’s stopping 4s and maybe 3s from joining you. If you’re not prepared for opposition they can take the initiative and you are left reacting from a place of hurt or surprise. Don’t get personal. Don’t get into slanging matches. Hannah Fenton, Good Food Oxford

What next? You have 2 mins! Hannah Fenton, Good Food Oxford

Recap and beyond… Aim: To use the concept of loyalty to choose how to engage people in a work or voluntary context By the end of the session you will be able to… Identify some examples of loyalty Label the “loyalty ladder” with its definitions Match a case study example to the ladder and identify one suitable next step Give one next step of how to apply this to your work or volunteering Any thoughts or s Hannah Fenton, Good Food Oxford

Loyalty Greyfriars Bobby was a Skye Terrier who became known in 19th-century Edinburgh for supposedly spending 14 years guarding the grave of his owner until he died himself on 14 January Bobby belonged to John Gray, who worked for the Edinburgh City Police as a night watchman.