At some point or another, most co-ops have had difficulty getting their members involved in the organization. Low engagement can reveal itself in a variety of ways, but often shows up as poor attendance at AGMs, vacancies on the board of directors, or declining sales. We know that increasing engagement with members can be hard.

So here are five things co-operatives can do to increase membership engagement:

1. Provide incentives

There are lot of ways people can get involved in a co-operative. From running for a position on the board to volunteering at fundraisers to buying its products or services, members can support their co-op in a variety of roles. Co-ops should provide incentives for their members to get involved. In many cases, this might simply involve effective communication and education that reinforces the value that co-ops offer their members.

When it comes to thanking volunteers, a little often goes a long way. Offering volunteer appreciation get-togethers, hosting celebratory lunches after events, or hosting member appreciation receptions are great ways to highlight this engagement.

Sometimes incentives can be more tangible. For example, Connaught Seniors Housing Co-operative in Prince Albert offers members reduced housing charges if they serve on the board or committees, or help with building maintenance. Similarly, many larger co-ops compensate their directors for their time and any other expenses incurred carrying out business for the co-op (like attending meetings). This changes the relationship between the organization and the member by acknowledging the value of their time and setting expectations.

Steep Hill Co-op — a small, independent grocery store — offers a unique incentive model for member engagement through its pricing structure. Non-members pay the shelf price + 25%, members pay the shelf price + 10%, and working members pay the shelf price. To become a working member, members need only work two hours per month at the store, stocking shelves, packaging dry goods, and cleaning.

2. Create community

Co-ops can become complacent in how they engage their members. For example, the annual meeting is often the single bastion for increasing member engagement in the governance of co-ops, but these forums are not the most popular affairs. Failing to provide other platforms for members to voice concerns or weigh in on directions or issues can lead to further disengagement. If members feel a sense of voicelessness or a lack of community within their co-op, they may seek out alternative service providers.

Social media has given co-ops new ways to engage their membership in a two-way conversation. Social media feeds of any co-op store contain information about ongoing promotions, events, and opportunities for involvement. Similarly, the comment section on certain posts will contain critiques or opinions of the co-op’s operations reflecting members’ views. The presence of these forums can place considerable pressure on the co-op to be responsive, and can open it up to harassment and public shaming.

Some co-ops offer platforms exclusively for their members. Stock photo company Stocksy United has a discussion forum exclusively for their photographer members to engage with worker-owners. This ongoing communication allows issues to be raised and addressed quickly, preventing tensions from building up. Members-only sections on a co-op’s website is a great way of achieving this safe space.

3. Be Relevant

As society changes, businesses, including co-operatives, need to keep up. People expect a certain level of conduct, professionalism, and service when they interact with a business. Co-operatives need to ensure their business meets its members’ expectations and stays relevant. This is especially important for consumer co-operatives.

The rise of e-commerce has challenged traditional business practices by rapidly changing consumer behaviour and elevating expectations. Retailers need to embrace technology and offer consumers the service they want or risk losing their engagement.

Co-operatives also need to look good. Many co-op members are approaching retirement and the Millennial and Gen Z generations are becoming the largest population groups in Canada. Appealing to these generations is critical to securing their interest and engagement. These target markets value things like locally-sourced goods, affordable pricing, alternative forms of advertising, and opportunities to take part in meaningful ways, including online. This presents an opportunity for co-operatives. Co-ops need to highlight and communicate the value they bring to the marketplace to sustain support from these younger generations.

4. Increase diversity

Diversity is important. The business community needs to reflect Canada’s social and cultural make-up — and not just for diversity’s sake. Diverse groups tend to be more creative problem-solvers and develop innovative solutions. A diverse board of directors “helps an organization better understand the issues and concerns of the members it serves.”

And whether in board leadership or simply supporting the business, people want to engage in organizations that look like them and their community.

According to a recent Canadian Centre for the Study of Co-operatives report, about one-third of co-op board positions are held by women. While lower than ideal, this figure is higher than the 21% on corporate boards. Other equity-deserving groups fair even worse. Too often, boards end up being “old (and often white) boy’s clubs” that don’t accurately reflect the communities they serve. Creating a board diversity policy is a great first step toward making change and improving director recruitment.

5. Just do it

Don’t just talk about it, do it. Start by asking your members what they expect from the co-op and how they want to be engaged. Create a Facebook poll, send out a survey, engage members in conversation at events, or leave comment cards around the office. Getting feedback directly from members will give you insight into what they think about the co-op and how they want to be involved.

Take this feedback and create a plan for increasing membership engagement. Look within your co-op and determine what changes you can make to better accommodate your members. If members are more engaged in the co-op, they’re more likely to support the business and help it succeed. Increasing member engagement pays in more ways than one!