Engaging our Members Member Engagement Strategy

This presentation 1.Background to engagement 2.Our vision for engagement 3.How we are going to engage

1. Background to Engagement

Background : three core themes Ownership Products Engagement

BELONG Being an owner feels like three things DESERVE CHOOSE Ownership is what makes us unique. We should focus on it and do it well!

BUSINESSMEMBER AWARE ATTRACTENROLLED ENGAGEINVOLVED DEEPENINTERACT RETAININFLUENCE ENGAGE (INVOLVED) ATTRACT (ENROLLED) DEEPEN (INTERACTING) RETAIN (INFLUENCING) AWARE Engage members on different levels

Six core Products Community Funding: funding the local projects that matter to members Campaigns Matter: you can make a difference in so many ways Working Together Works: partnerships that benefit you and your community Guiding the Group: our members own and guide The Co-operative Group so we can do what’s right for you Co-operative Comments: jot down your thoughts on our co-operative Spread the Word: talk about co-operative ideas to others in your community

1. Background to Engagement

2. Our Vision for Engagement

Our Vision for Member Engagement “For all our members to be engaged with co-operative values and principles in the most vibrant way possible”

The big question: why engage Members? Being a great co-operativeBusiness success

Our Member Engagement Mission for To deepen the engagement of our existing members to bring co-operative values to life and enhance business success

Filter: before you start any project: Does it engage existing members? Does it bring co-operative values and principles to life? Does it bring co-operative values and principles to life? Does it enhance the business? MUST! Should either… …or/AND!

The best projects will do all three… If you’ve answered ‘no’ to ALL of the questions – it’s not part of this strategy! Existing members?Co-operative Values?Enhance Business?

Accumulated Feedback “What does success look like?” Area & Regional Committees Group V&P Committee Social Goals Independent Societies Membership Management Membership Teams Marketing & Brand

An overview of our goals

Member Behaviours “I didn’t know that!” Points-driven Believers/ Co-operators Employees Online New Young Illustrative Elected

2. Our Vision for Engagement

3. How we are going to engage

Successful implementation WHYHOW

Three years to achieve Deliver and benchmark Learn and develop Excel at everything we do

The essence of the strategy Deeper engagement……by using the Membership Products

Our current practice lacks impact: how are members supposed to know what we do? Regional Membership Marketing & PR Social Goals Businesses Jan Dec National Membership

Although it has potential… FT14 Jan Dec Regional Membership Marketing & PR Social Goals Businesses National Membership

Imagine the impact if we co-operatively coordinated our efforts FT14 Coops 14 Community Campaigns Jan Dec Elections AMMs Ethical Finance Regional Membership Marketing & PR Social Goals Businesses National Membership

The Super 8 Plan New Members in the Family of Businesses (Jan) Fairtrade fortnight (Feb/Mar) – partners, community packs, producer events, product samplings relating to promotions Elections & Voting (Mar/Apr) + (July/Aug) voting – member development Co-operatives Fortnight (June/July) – payout, Hub, talking shop/Plunkett, community vote, international co-operatives day, festivals, conferences Mobilising Members Month (Aug/Sept) – GSR, environment/SG campaign, plan bee, film screenings, workshops, Charity of the Year Regional & Area Members’ Meetings (May & Oct) Community celebration (Nov/Dec) – WTW, CF, payout, volunteering, Christmas (giving/donating to CF) + products All year for Community Fund using 2013 workstream resources

For all our members to be engaged with values & principles in the most vibrant way possible To deepen the engagement of our existing members to bring co-operative values to life and enhance business success Be a great co-operativeBe a great teamBe a great business Plan & Respond Projects which Resonate Communicate Effectively Single Family of Businesses Links to Products & Services Contributing Thriving Democracy Meetings Needs & Aspirations Feelings of Ownership FT14 Feb/Mar Elections (Mar/Apr) & Voting (Jul/Aug) Co-ops 14 Jun/Jul Mobilising Members Aug/Sep Members’ Meetings May/Oct Community Celebration Nov/Dec Our vision Our three year mission Which means three things… Our goals To deliver our Super 8 Plan Community Fund New Members in FoB Jan Driven by Membership Products

everyone Design look and feel Work within framework Get creative Ideas for delivery Work with Soc Goals Pitch ideas Social Goals Creative agencies CREATIVITY 4 Create and monitor timelines for delivery Budgeting Direct mail data ordering and targeting Collecting data Evaluation Recommendations CVM&I RCMMs National Team OPERATIONS 3 Keep colleagues up-to- date: newsletters, forums, consultation exercises, intranet Training and development resources Elected member resources Link with FoB channels and senior management RDSMs RCMMs Member Learning Internal Communications FoB National Team INTERNAL COMMS 5 Creating resources and physical marketing materials Toolkits ‘Off the shelf’ elements Sell resources to regional teams Create briefing documents Design agencies National Team DESIGN & BUILD 4 Thinking like a broadcaster Messages Direct marketing Marketing channels (Share magazine, s) Social media and digital responses New channels Work with the manifesto Marketing Digital/Social Media teams Design agencies FoB National Team EXTERNAL COMMS Resource Development Team GROUP SIZE ROLE WITH

3. How we are going to engage

Engaging our Members Member Engagement Strategy