How to attract new co-op members

Finding new members for your co-op starts with identifying who should join and why they would benefit. Here’s a simple breakdown of how to bring new members on board.
- Define Who Should Be a Member
The first step is to understand who your co-op will serve. Whether your co-op focuses on group purchases, marketing, or another service, it’s important to define the value your co-op offers to potential members. For instance, a group purchasing co-op could save members money, while a marketing co-op could help members reach wider markets.
Once you’ve figured out the value, write it down. Make sure it’s clear and easy for everyone to understand why joining your co-op is beneficial.
- Reach Potential Members
After defining your co-op’s value, the next step is to figure out how to reach potential members. Start by deciding how many members you need. For a consumer co-op, you might need a large group, while a producer co-op might need fewer, more specific members.
To attract members, promote your co-op in places they frequent. This could include putting up posters, advertising online, or using word of mouth through existing members. A strong personal connection is often the most effective way to spread the message.
- Sign Up New Members
Once you’ve attracted potential members, it’s time to get them signed up. Make the process clear and easy to follow. Typically, co-ops require an application form where members agree to certain responsibilities and benefits.
Explain the cost of membership upfront, whether it involves buying shares or paying a membership fee. Be transparent about what members will gain in return, such as potential savings or profits. Clearly outline how the application process works and keep new members informed every step of the way.
- Welcome New Members
After someone becomes a member, welcome them with an official package that includes all necessary documents, such as membership agreements, co-op history, bylaws, and the benefits they will receive. Encourage engagement by outlining ways they can participate, such as running for a position on the board of directors.
Special Considerations for Certain Co-ops
For worker or producer co-ops, the membership process may include additional steps. For example, worker co-ops may require a probation period before an employee can become a member, while producer co-ops may need members to invest more heavily in the business. In these cases, payment plans or in-kind contributions can be offered.