Meet ’em Where They Are

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Estimated reading time: 5 minutes

Why This Matters for Rural Electric Co-ops

Younger members tend to engage only when something goes wrong with their power or their bill. That leaves a growing share of the membership with little connection to the co-op, low turnout at meetings and elections, and no felt stake in co-op decisions.

This article gives co-op leaders practical, low-cost ideas from four co-ops that changed where and how they show up. A co-op can use it to rethink meeting formats, welcome communications, and social media in order to reach and engage its younger members.

Key Takeaways

Implementation Considerations

• Member Buy-In: Changing long-standing meeting formats can draw pushback from longtime members, so boards may want to test new formats in one district first.
• Staffing or Technology Requirements: Platform-specific content and event planning take steady staff time. Smaller co-ops may need to lean on statewide associations or shared communications support.
• Time-Sensitive Information: This article is from 2018. Membership figures, social media platform choices, and the status of the NRECA and Touchstone Energy Young Adult Member Engagement initiative may have changed and should be checked.

Notable Examples

• Cooperative Light & Power: Kilowatts and Brats district meetings in local restaurants and bars, plus school reading programs and a family-friendly annual meeting.
• Cass County Electric Cooperative: Reaches college students and urban newcomers with event ticket giveaways, community solar, and an app.
• Oklahoma Electric Cooperative: Replaced mailed welcome letters with email and tailors social content to each platform.
• Ohio's Electric Cooperatives: Recommends tailoring outreach by service area and sending younger staff out to engage their peers.

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Estimated reading time: 5 minutes