November 2017

The co-ops How behind do co-ops the connect British brands...
with their communities?
Here are two schemes that promote
stakeholder engagement in different ways
Central England Co-op’s member-run councils
q Members of the Derby
Craft Co-operative, which
has been supported by
Central England
THE SCHEME
Four regional councils are made up of 54
members and employees, known as Membership
& Community Ambassadors. Their aim is to build
strong connections with communities through out
the society’s 421 trading outlets across 16 counties.
The Membership & Community Strategy aims to
grow membership, increase engagement with
members and develop stronger community links.
HOW IT WORKS
Each Membership & Community Council (MCC)
acts as a link between the society, its members,
colleagues and their communities. To be eligible,
Ambassadors must have been a full member of
for at least six months and spend a minimum
amount per year. There are nine elected
positions comprising six member positions and
up to three employee positions. The board of
directors also appoints members to support each
Council. MCCs are given funding to organise
activities and events ranging from keep fit
and gardening to educational visits and
school workshops.
THE AIM
The Councils operate within the community and
provide opportunities for member participation
and colleague engagement. The goal is to
be highly visible within communities and to
ensure supported activities are relevant to the
needs of today, enabling the greatest reach
and impact. Activities funded through the
councils are aligned to the society’s key strategic
themes: education, culture and recreation, boosting
member participation, health & wellbeing, local
environment, food poverty, and youth engagement.
THE IMPACT
In 2017, grants totalling £185,000 have been
awarded to communities. Through the councils,
there is an investment in 61 member groups which
are attended by 2,300 members. These involve a
wide range of activities to improve people’s lives,
covering everything from dance classes through
to help using social media. Central England has
also identified that Ambassadors are able to
react quickly and relevantly to local needs.
Its recent Social Return on Investment Report
provided insight that enables them to review
activities and ensure investment is used in an
impactful way. The society says it will use data
to drive future community investment decisions,
ensuring it continue to drive for maximum results
where it matters most.
TAKING ACTION
Derby Co-operative Craft Group launched in 1997
and MCC funding helps the large group learn new
skills. Mary Moore, a member of the craft group,
said: “Over the years friendships formed, ideas
were shared, charities benefited, fingers were kept
nimble and brains were kept active.”
Separately, MCCs and colleagues helped build
an eco-greenhouse at Annesley School in Kirkbyin-Ashfield,
using recycled plastic bottles instead
of glass. The MCC donated the cost of the wooden
frame and 1,300 bottles were collected at the
society’s Skegby Road food store to make the
greenhouse, which pupils use to grow vegetables
for the school kitchen.
32 | NOVEMBER 2017