Membership in a digital age

Listen to the first Co-operative Debate at Co-operatives 2010, proposed by Supporters Direct, and read the original debate proposal.

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The subject was also spoken to by Chris Vegan, Mark Robinson Field, Martin Timmen, Alan Brett and Richard Bickle.

Membership in a digital age

Original proposal by Supporters Direct

Co-operatives often talk about member ownership setting us apart from other businesses, but in reality it can be hard to keep members engaged.

Building society demutualisation showed what happens if you act as if membership doesn't matter. We've learned that lesson well enough, but in common with other membership organisations, we don't always know how to get the best from our members.

What do we mean – and want – by being member-owned and member-led? How do organisations whose participative framework was codified before people had TVs and worked in an internet era of loose affiliations and organising without organisations renew the way they approach membership?

The ideas and enthusiasm are there but we need co-ordinated action to bring things together. The internet and social media in particular have changed the way that individuals and organisations relate to each other. People expect more, and faster, interaction and the opportunity to express their views openly. We can't stop communication changing, but we can use it to our advantage.

We need to work together to create a shared and open understanding of membership in a digital age.

• Celebrate our members – a co-ordinated membership day, during Co-operatives Fortnight, open to all co-operative members but reaching out to any organisations that rely on their members for support. An opportunity to find out what members want from being involved.
• Understand what works – gather examples of good practice on member engagement from the co-operative sector and beyond, to showcase what can be done and inspire others to do the same.
• Learn from others – co-operatives are not the only organisations that rely on members for their survival. Co-operatives should join with others and share experiences and ideas on what membership means.

The Co-operative Debate took place as part of Co-operatives 2010, and was won by the proposal "Encouraging co-operatives as a lifeline for local people and local economies across the UK".