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3rd Annual Meeting
29th March 2014
Putney School
Putney, VT
Welcome David Fowle (NCGA), Facilitator
Board of Director’s Report Glenn Lower, Chair
Guest Roger Noonan, President of NEFU
Staff Report Erbin Crowell & Bonnie Hudspeth
“Bringing the Co-‐operative Principles to Life” Lunch Topic Tables & Networking Afternoon Workshops Election Results, Appreciations & Evaluation
NFCA Annual Meeting, 2014
AGENDA FOR THE DAY
Glenn Lower President & Chair
of the Board General Manager
Middlebury Natural Foods Co-‐op
NFCA Annual Meeting, 2014
BOARD OF DIRECTORS REPORT
Welcome new members from 2013: Alternative Food Co-‐op (RI)
…and new members in 2014: St. J Food Co-‐op (VT) and North Quabbin Community Co-‐op (MA)
Congratulations to Monadnock Food Co-‐op (NH) on their first year, coming up in April!
And welcome Noah!
NFCA Annual Meeting, 2014
BOARD OF DIRECTORS REPORT
Our Progress Informal networking 2004 Middlebury Manifesto 2007 Shared Impact Study 2008 Hired Erbin 2010 NFCA incorporated 2011 Hired Bonnie 2011 Financial Progress Total Assets: 20% increase Total Liabilities: Down 2.6% Total Equity: Up 36%
NFCA Annual Meeting, 2014
BOARD OF DIRECTORS REPORT
Roger Noonan, New England Farmers Union
GUEST SPEAKER
Roger Noonan President, New England Farmers Union (NEFU)
Organic Famer: Middlebranch Farm, New Boston, NH
Local Harvest Co-‐op CSA Advocate for small farmers in food safety policy dialogs
NEFU key NFCA partner on food system policy
NFCA Annual Meeting, 2014
OUR GUEST SPEAKER
A grass-‐roots membership organiza2on, commi5ed to enhancing the economic sustainability of family farmers, fishermen, and their communi2es through Legisla2on,
Educa2on and Co-‐opera2on www.newenglandfarmersunion.org
Overview
• 1,500 members and growing – Producers, producer organiza:ons, food co-‐ops and consumers
– From all six New England states
• Incorporated in 2009; the newest chapter of Na:onal Farmers Union (NFU)
• Founded on the principles of Legisla-on, Educa-on and Coopera-on
Legisla-on • Ar:culate policy priori:es based on member input
• Organize annual legisla:ve fly-‐in to Washington, D.C.
• Engage producers and consumers to effec:vely influence agricultural legisla:on – FSMA (food safety)
• Support producers in state and local issues.
Our members set our priori-es • Our 2014 priori:es include: – Farm Bill Implementa:on and appropria:ons
– FSMA (Food Safety Moderniza:on Act)
– Local and Regional Food System – Mandatory Transparent Consumer Labeling (GMO, COOL)
– Industrial Hemp
NEFU is a member-‐driven and member-‐supported
organiza7on
Educa-on
• NFU Beginning Farmer Ins-tute – An NFU program that helps beginning farmers acquire leadership and farm management skills.
• NFU Women’s Conference – NFU, in partnership with Annie’s Project, is helping women farmers enhance their farm knowledge and leadership skills.
• College Conference of Co-‐opera-ves – An annual educa:onal opportunity for your adults to learn about co-‐ops, hear from co-‐op leaders and visit co-‐opera:ve enterprises
Co-‐opera-on
• Support co-‐opera:ve endeavors – Developed co-‐op resources – Value-‐Added Producer Grant with Deep Root Organic Co-‐op
– Organize co-‐opera:ve educa:onal opportuni:es
• Partner with Neighboring Food Co-‐op Associa:on to engage consumers on issues affec:ng family farmers
NFCA Annual Meeting, 2014
MORNING BREAK
Thank you to our partners for their support.
2013 activities & priorities for 2014
STAFF REPORT
Priorities for 2013… Network Partnerships
Marketing & Outreach
Regional Sourcing Organizational Development
…Context: The Co-‐operative Decade
NFCA Annual Meeting, 2014
STAFF REPORT
New England Farmers Union
Cooperative Fund of New England
Hunger Free Vermont
Food Co-‐op Initiative Cross-‐Sector Co-‐op
Collaboration Valley Co-‐op
Business Association
NFCA Annual Meeting, 2014
NETWORK PARTNERSHIPS
NFCA Annual Meeting, 2014
ORGANIC VALLEY FARM TOUR, 2013
• Ads & Press: Co-‐op Decade & Food Security
• Materials: Projects, Member Resources
• Regional Events: Integrating Co-‐ops into the Dialog
• Educational Initiatives: UMASS Co-‐op Certificate
NFCA Annual Meeting, 2014
MARKETING & OUTREACH
Winter NOFA Conferences
Co-‐op track at NOFA summer conference
Member co-‐op annual meetings and events
Slow Living Summit “Food for Change”
NFCA Annual Meeting, 2014
REGIONAL EVENTS
Facebook 645 to 874 likes Promoting co-‐op buzz and member co-‐ops
Twitter 233 followers
Slideshare 6,300 downloads — among top 5%
NFCA Annual Meeting, 2014
SOCIAL MEDIA
UMASS Co-‐operative Enterprise Collaborative
Certificate in Applied Research in Co-‐operative Enterprise
Summer internship program
2013: Senior seminar 2014: 100+ students enrolled in ECON 105: “Introduction to the Co-‐operative Movement”
NFCA Annual Meeting, 2014
CO-‐OPS IN THE CURRICULUM
Vision: Branded, Regional, Sustainable, Scalable, Co-‐operative
Cave to Co-‐op: Promote & Grow Program
Farm to Freezer: Develop, Expand, Learn
Future? Distribution Model to Facilitate Sourcing
NFCA Annual Meeting, 2014
REGIONAL SOURCING 2013
2 yr exploratory pilot NCGA grant support 13,000 pounds for 2012-‐13 season
Challenge: processing, price & distribution
Collaboration with Deep Root Organic Co-‐op, NEFU to explore models for future
NFCA Annual Meeting, 2014
FARM TO FREEZER
Promote our region’s artisan cheese makers
Food co-‐ops as food system partners
Volume has doubled since 2009
28,000 pounds over 5 years
NFCA Annual Meeting, 2014
CAVE TO CO-‐OP
OVERALL VOLUME
City Market / Onion River Co-‐op (VT)
Co-‐op Food Stores / Hanover Co-‐op (NH, VT)
Brattleboro Food Co-‐op (VT)
VOLUME / REVENUE
Upper Valley Food Co-‐op (VT)
Putney Food Co-‐op (VT)
Wild Oats Co-‐op (MA)
NFCA Annual Meeting, 2014
CAVE TO CO-‐OP ALL-‐STARS, 2013
OVERALL VOLUME
Co-‐op Food Stores / Hanover Co-‐op (NH, VT)
City Market / Onion River Co-‐op (VT)
River Valley Co-‐op Market (MA)
VOLUME / REVENUE
Buffalo Mountain Co-‐op (VT)
Plainfield Co-‐op (VT)
Upper Valley Food Co-‐op (VT)
NFCA Annual Meeting, 2014
FARM TO FREEZER ALL-‐STARS, 2013
Membership: From 31 to 34 members
Linkage: E-‐news, Social media, outreach, events, member gatherings
Resources: Dues supported, external grants & support
Support: Peer to peer collaboration and partner support
NFCA Annual Meeting, 2014
ORGANIZATIONAL DEVELOPMENT
NFCA Annual Meeting, 2014
PEER TO PEER COLLABORATION
NFCA Annual Meeting, 2014
FOOD CO-‐OPS & HEALTHY FOOD ACCESS
Financially sustainable organization Member dues and supplemental grant support
Peer to peer collaboration Member trainings, HFA and partner support
Network partnerships Increasing our impact, accessing resources
Marketing & education Regional conferences, UMASS program
Regional sourcing Collaboration with Deep Root and NEFU
NFCA Annual Meeting, 2014
PRIORITIES FOR 2014
To our members, our board of directors, and our organizational partners… …for making this another year of growth, success and impact for the NFCA, our member co-‐ops and our vision.
NFCA Annual Meeting, 2014
THANK YOU!
NFCA Annual Meeting, 2014
QUESTIONS, FEEDBACK, IDEAS?
Small group activity on the ICA’s Guidance Notes
NFCA Annual Meeting, 2014
BRINGING THE CO-‐OPERATIVE PRINCIPLES TO LIFE
By 2020, co-‐operative enterprise will be… The acknowledged leader in economic, social and environmental sustainability,
The business model preferred by people around the world,
The fastest growing form of enterprise.
INTERNATIONAL CO-OPERATIVE ALLIANCE
BLUEPRINT FOR A CO-OPERATIVE DECADEJANUARY 2013
NFCA Annual Meeting, 2014
VISION FOR A CO-‐OPERATIVE DECADE
NFCA Annual Meeting, 2014
STRATEGY FOR A CO-‐OPERATIVE DECADE
Sustainable Business
Legal Framework
Co-‐op Capital
Member Participation
Co-‐operative Identity
Principle 3: Member Economic Participation
Principle 5: Education, Training & Information
Principle 7: Concern for Community
NFCA Annual Meeting, 2014
GUIDANCE NOTES ON THE CO-‐OPERATIVE PRINCIPLES
Members contribute equitably to, and democratically control, the capital of their co-‐operative. At least part of that capital is usually the common property of the co-‐operative. Members usually receive limited compensation, if any, on capital subscribed as a condition of membership. Members allocate surpluses for any or all of the following purposes: developing their co-‐operative, possibly by setting up reserves, part of which at least would be indivisible; benefiting members in proportion to their transactions with the co-‐operative; and supporting other activities approved by the membership.
NFCA Annual Meeting, 2014
MEMBER ECONOMIC PARTICIPATION
Co-‐operatives provide education and training for their members, elected representatives, managers, and employees so they can contribute effectively to the development of their co-‐operatives. They inform the general public — particularly young people and opinion leaders — about the nature and benefits of co-‐operation.
NFCA Annual Meeting, 2014
EDUCATION, TRAINING & INFORMATION
Co-‐operatives work for the sustainable development of their communities through policies approved by their members.
NFCA Annual Meeting, 2014
CONCERN FOR COMMUNITY
a) What is most important to you about the principle you are considering in terms of what makes co-‐ops different?
b) What are some of the exciting things that your co-‐op is doing that relates to the principle you are considering?
c) What is the NFCA doing related to these principles? What could we do in the future?
NFCA Annual Meeting, 2014
SMALL GROUP DIALOG
Your group’s NUMBER ONE Answer: What is most important about this principle? What is most exciting about what our co-‐ops are doing in this area? (Could be an example from a member co-‐op) What is the NFCA doing and what could we do in the future?
NFCA Annual Meeting, 2014
SMALL GROUP REPORT OUT
Dialog and member networking
NFCA Annual Meeting, 2014
LUNCH: THANK YOU,
PUTNEY FOOD CO-‐OP!
1) Operations Grab Bag
2) Truckload Sales 3) Cave to Co-‐op at 5
Years 4) Planning a
Successful Expansion
5) Supporting New Co-‐ops
6) Building Employment Opportunities
7) Board Peer to Peer Learning
8) CCMA 2015! 9) Member Loan
Campaigns
NFCA Annual Meeting, 2014
LUNCH TABLES
NFCA Annual Meeting, 2014
LUNCH & NETWORKING
Thank you to our partners for their support.
GMOs, Healthy Food Access, Membership Development
NFCA Annual Meeting, 2014
AFTERNOON WORKSHOPS
GMO Labeling: What Can Co-‐ops Do?
(Class Room) Food Co-‐ops & Healthy Food Access
(Meditation Rm) Get over the Hump: Build Your Membership Campaign to Scale
(Main Room)
NFCA Annual Meeting, 2014
AFTERNOON WORKSHOPS
Building a Membership Campaign to Scale
Suzi Carter
Director of Programs and Partnerships
What’s this training going to cover?
1. Introduction to Public Narrative and Organizing 2. Components of a Membership Recruitment
Campaign 3. Planning your Membership Campaign to Scale
What’s this training going to cover?
1. Introduction to Public Narrative and Organizing 2. Components of a Membership Recruitment
Campaign 3. Planning your Membership Campaign to Scale
What’s your experience with member recruitment?
How would you describe your experience planning and implementing membership campaigns?
Novice Beginner Intermediate Expert
Why do member campaigns fail?
Why does this happen?
• Too much information • Death by leaders • Didn’t plan • No training • Didn’t engage the community • No momentum • No systems of accountability • No rewards • Lack of communication • What else?
The secret to successful campaigns?
What if I told you that…
Storytelling = More Members ?
Four Cornerstones in Three Stages
LEADERSHIP
Taking responsibility for enabling others to achieve shared purpose, in the face of uncertainty
Intro to Public Narrative
What is Public Narrative?"What is Public Narrative?
A princess sends two robots to find a veteran warrior. A farm boy blows up a space station.
Storytelling
CHALLENGE"
CHOICE" MORAL"
STAG
NATIO
N"
MO
TIVATION"
Inertia"Apathy"Fear"Isolation"Self Doubt"
URGENCY"
ANGER"
HOPE"
SOLIDARITY"
YCMD"
• Am I inspired by this vision? • Is the leadership credible? • Do I have these interests? • Do I think a co-op will solve them? • Do I think this team and
organization will be able to achieve a new co-op?
• Do I trust and respect the speaker? • Do I know other people who have
joined? • Am I like the people who have
joined? Is this for people like me? • Do I see the need to join before it
opens? • Will I actually shop at the co-op?
• Am I financially able to join for the full amount?
• Is there an installment plan? • Do I need to get permission from my
spouse first? • Can I pledge to join? • Will I be able to afford the food at the
co-op? • Can I learn more about the co-op and
team at a meeting, or talking with leadership 1:1?
Can I do it? Is it worth it?
Your presentation needs to answer these questions!
Why are you starting a co-op?
When was the moment of decision?
What values motivate you to do this?
Where did you learn those values? Growing up?
Uncovering the root through dialogue Uncovering the root through dialogue
The name of the game: Grassroots Organizing The Job of the Organizer
Identify and recruit the people needed to do the work of starting the co-op,
and keep them working together effectively
Intro to Planning a Membership Recruitment Campaign
Membership growth?
0
100
200
300
400
500
600
Membership growth?
Membership (fantasy?)
0
100
200
300
400
500
600
Membership (fantasy?)
Membership plateau
0
100
200
300
400
500
600
Membership plateau
Endowed Rela:onal Capacity Endowed Relational Capacity
Low hanging fruit
Adop:on curve Adoption curve
… vs. Earned Rela:onal Capacity …vs. Earned Relational Capacity
In the long run…
0
200
400
600
800
1000
1200
1400
1600
In the long run…
I have the most experience with this part of recruitment:
1) Identifying goals, strategies and measurement tools
2) Designing and creating campaign materials/templates
3) Talking with friends and coworkers about the co-op
4) Presentations and tabling at community events
5) Recruiting and managing volunteers
6) Data management, numbers, quality control
Campaign planning graph Re
sources + Intensity
Time
Campaign Planning Graph
Food co-‐op campaign
Stage 0 Stage 1
Stage 2A
Stage 2B
Stage 3A
Stage 3B,C
Stage 3D
Resources + Intensity
Time
Food co-op campaign
Pre-‐level
Level 1
Level 2
Level 2 PLAN
Level 3
Get ready for opening!
Shihing to Opera:ons
Building a Membership Campaign
Level 3 PLAN
Level 1 PLAN
Time to build
your own
campaign!
Fun!
Campaign planning graph What yours might look like…
Campaign planning graph Color Guide
PINK Membership Goal BLUE Approach and Strategies
ORANGE Tools and Resources
PURPLE Measurements
One next step!
Go us!
FoodCoopInitiative.coop
Suzi Carter Food Co-op Initiative suzi@fci.coop 540-416-2667 (COOP)
More guides, webinars, toolkits, grants, and more available at:
Thank you!
Stage 1: Level 1 Recruitment Endowed Relationships
Goal: 200-300 members Approach: Friends, family, those closest to steering committee; grassroots feel Strategy: • Deadline: 6 months (spring or fall of year 1) • Co-op as the hero: name the problem, present the co-op as
the solution • Invite: you can be the first! • Attainable goal: With your vision, we can work on feasibility • Ask/Listen/Follow up: How would you like to be involved?
Stage 1: Level 1 Recruitment cont’d
Activities: • One-on-ones • Steering Committee as
ambassadors and recruiters • Phone calls • Create web presence • Build email list • Send regular emails • Create FAQs • Have a party! (not a festival)
Tools/Resources: • Website • Email template • Calling script • How to do a ‘one-on-one’ • Brochure & generic poster • Budget • Member database • Member prospect tracking tool • Photos • Outreach report
Stage 1: Level 1 Recruitment cont’d
Talent: • 8-15 core ambassadors • 1-2 member trackers • 1-2 media updaters
Budget: • Printing $ • Web hosting $ • Postage $ • Travel & mileage $ • Volunteer Appreciation $ • Computer $ • Recruitment Training $ • Office (opt.) $ • Phone (opt.) $ • Member Recruitment $ Coordinator (opt.)
Measurement: • Deadline: 6 months • 35 new members/mo. • 100 1-on-1 contacts/mo. • At least 2 emails/mo. (30%) • Daily Fb updates • 100 new Fb Likes/mo.
Stage 2: Level 2 Earned Relationships
Goal: 500-700 members Approach: Build mid-level support from core members’ networks; friends of friends Strategy: • Deadline: 6 months (fall of year 1 or spring of year 2) • Co-op as the hero (cont’d) • Exploring and refining message and image • Attainable goal: you will help to secure the site! • Train/Follow Up: building out the snowflake model
Stage 2: Level 2 Earned Relationships (cont’d)
Activities: • Everything from Level 1 • Presentations to orgs and small groups • Private house parties • Small public events • Press releases • Recruit talented core volunteers • Get your story in others’ communications • Personal follow-ups with prospect list
Stage 2: Level 2 Earned Relationships (cont’d)
Tools/Resources: • Everything from Level 1 • Event in a bag • How To templates • Inexpensive swag • PR templates (story, event) • House party toolkit • Formalized thank you process • Volunteer member
recruitment training
• PowerPoint template • Invitations template to events • Co+op video, poster, recipes • Thermometer graphic (sign?) • Photos of other co-ops • “I’m a member because” • Tabling Like a Pro • Write up of your co-op
Stage 2: Level 2 Earned Relationships (cont’d)
Talent: • Everyone from Level 1 • Paid outreach/member recruitment coordinator • Private parties coordinator • Small events Coordinator • General volunteer coordinator • Presentations coordinator • PR/Media Team (1-4 people) • Photographers (on-call pipeline)
Stage 2: Level 2 Earned Relationships (cont’d)
Budget: • Printing $ • Web hosting $ • Postage $ • Travel & mileage $ • Volunteer Appreciation $ • Computer $ • Recruitment Training $ • Office $ • Phone $ • Memb. Recr. Crdtr. $ • Promo (electronic) $ • Parties $
Measurement: • Deadline: 6 months • 65 new members/mo. • 10 house parties/mo. • 1 event/wk. • 1-2 presentations/wk. • At least 2 emails/mo. • 1-2 Fb posts/day • 1 mass media coverage/wk. • At least 15 core volunteers by kickoff
Stage 3: Level 3 Leveraging the 500-700
Goal: 700-1,200 members Approach: Building on the reciprocators networks; people you don’t know and late adopter friends of members Strategy: • Deadline: 6 months (prioritize spring and fall) • Professionalizing all that has been built; less labor intensive • We’re strong and this is really happening! Join before the
store opens! • Store as ‘carrot’ • Mass media as best friends
Stage 3: Level 3 Leveraging the 500-700
Activities: • Everything from Level 1 and 2 • Include membership message with Member Loan Campaign • Small public events • Participation in larger community events • Telling confident story of success • Enhanced communications, refined voice; regular press releases • Brand all materials, photos • Update website and brochure(s) with store and shopping • Site tours monthly with ownership message • Be more selective with presentations • Email and social media updates • Canvassing to surrounding communities and residents
Stage 3: Level 3 Leveraging the 500-700 (cont’d)
Tools/Resources: • Everything from Level 1 and 2 • Updated PowerPoint
presentation • Store/site renderings • “How to” store tour templates • Press release template for story
and event • “Hey Neighbor!” packets • New pro logo/brand kit*
Talent: • Everyone from Level 1 and 2 • 3 trained tour guides • Site tour coordinator • Photographer (on-call list) • 2-3 one-on-one follow up
volunteers • 1 media writer • 1-3 bloggers • 1-3 social media volunteers
Stage 3: Level 3 Leveraging the 500-700 (cont’d)
Budget: • Printing $ • Web hosting $ • Postage $ • Travel & mileage $ • Volunteer Appreciation $ • Office $ • Phone $ • Memb. Recr. Crdtr. $ • Site Tours $ • Sponsorships $
Measurement: • Deadline: 4 months • 80 new members/mo. • 1 site tour/mo. with goal of 100 people at each • 1 mass media coverage/wk. • 3-4 presentations/mo.* • 10 Fb posts/wk. minimum • 20 follow up calls/wk. • 1 email/wk.
NFCA Annual Meeting, 2014
WRAP UP
Thank you to our partners for their support.
Our candidates Ed King, General Manager, Littleton Food Co-‐op (NH)
Kay Litten, Board of Directors, Co-‐op Food Stores / Hanover Consumer Co-‐op (NH, VT)
Suzette Snow-‐Cobb, Marketing & Membership Manager, Franklin Community Co-‐op (MA)
Joanne Todd, Board of Directors, Willimantic Food Co-‐op (CT)
NFCA Annual Meeting, 2014
BOARD ELECTIONS RESULTS
NFCA Annual Meeting, 2014
THANK YOU, ROBYN!
Meeting highlights Please fill out a meeting evaluation form and leave it at registration Save the Date! NFCA Fall Membership Gathering, 27th Sept 2014
NFCA Annual Meeting, 2014
EVALUATIONS & SAVE THE DATE
NFCA Annual Meeting, 2014
THANK YOU!
Thank you to our partners for their support.