APRIL 2018

CENTRAL ENGLAND CO-OPERATIVE
When it comes to member engagement and education,
Central England Co-op goes the extra mile. Every
single one of its 330,000 members has the chance
to join a growing list of activities funded by the cooperative.
This can include photography classes and
learning all about wine, as well as singing in a choir
and taking part in keep-fit classes. There is also Tai
Chi, line dancing, lace-making, watercolour painting
and other activities to bring the co-op closer to
the community.
The society also organises historical and
educational visits, often connected to the
co-operative movement.
“Offering education and training to our members
very much supports our co-operative values and
principles,” says Caroline Maddox, engagement and
public relations manager.
“It’s a way in which we can give back to our
communities and help improve the lives of
our members.
“We actively promote member classes and
educational visits including healthy choices
workshops, ethical challenges, computer related
courses, keep fit and a lot more. It forms part of our
purpose beyond profit. We also offer something for
people who are not looking to learn a new skill, but
just want to meet new people, such as our popular
friendship and networking groups.”
Over the last two years, the society has measured its
impact on communities using the SROI (social return
on investment) method. It commissioned an external
auditor to look at the social value of co-operative
activities and the return provided by initiatives such
as its community dividend, award-winning SENse
to Aspire scheme and the local activities organised
for members. The results are helping to build the
members’ programme and engagement strategy.
They are regularly monitored and the latest SROI
results are due to be published shortly.
“For each pound invested in particular projects
and activities we generate an average social return
of £23.15,” says Ms Maddox. “Overall, by offering
training and educational activities, we help
build loyalty, which in turn promotes economic
participation. By creating a surplus, this helps us
continue to deliver community-based activities
whilst building sustainable communities.”
The society also employs a team of membership
and community officers to help deliver the message
of co-operation through a range of face-to-face
activities focused on the co-op difference. They
deliver educational workshops in schools and
support membership & community councils in wider
co-operative education.
“More recently we have been delivering a range of
co-op masterclasses at key stage 4 & 5 (age 14-18),”
explains Ms Maddox. “These one-day masterclasses
enable young adults to learn about the co-operative
as a legitimate and practical business model. Last
year we also sponsored Kids Country’s Food and
Farming day in Peterborough, where we interacted
with over 7,000 under 11s at a one day event.
Children participated in healthy choices and ethical
challenges and took part in Fairtrade activities.”
The list of classes is tailor-made to the needs
of Central England and its members. The society
has an established membership and community
strategy that is supported by a number of key
themes: engaging young people; local environment
and food poverty; health and wellbeing; member
participation and education; and culture
and recreation.
“Member classes need to fit under at least one
of these key themes to be eligible for membership
and community grant funding. Each member class
is evaluated as to its popularity, effectiveness and
financial viability,” says Ms Maddox.
“We have over 2,500 active members that
participate in over 70 member classes. Every £1 we
invest in a member class generates an average social
return of £20.50.
“This is measured and calculated using member
data and questionnaires that are attributed to
financial outcomes. A member that participates in
a class feels less isolated, more healthy and active.
This then has a positive knock on effect on the
wider community and there is less demand on GPs
as health improves. When you give somebody more
confidence, better fitness or a new skill, there’s
nearly always a positive knock-on effect. They in turn
are likely to put more into the community and take
less out. So, for every pound we spend, many more
pounds may well be generated or saved.”
Below: Central England’s
member activities include
line dancing and keep
fit classes. In 2017,
the society sponsored
Kids Country’s Food
and Farming day in
Peterborough
40 | APRIL 2018