What local cause data tells us about our members

We’re proud of the Co-op Membership scheme and what it gives back to our members and local communities. When members buy own-brand products or services from Co-op, we give 5% back to the member, and 1% to the Local community fund to support local causes as chosen by members. At the end of each funding period a new ‘round’ begins and members can choose from a new set of local causes.

Now that 2 rounds of payments have been completed, the Data Science and Community Engagement teams have been looking into the data and what it tells us about our members, the choices they’re making and what those choices might say about us as an organisation.

Learning more about the Local community fund

We looked at data around causes across 10 different categories:

  1. Art and culture
  2. Community development
  3. Education and skills
  4. Environment
  5. Health
  6. Social inclusion
  7. Sport
  8. Young people
  9. Animal welfare
  10. Other

Using these categories we’ve been able to see the number of members choosing each cause, the popularity of each category, and the amount of funding each one received. We especially looked for significant or unusual data that provide specific insights and which can help direct our future campaigning.

Here’s what we found.

Community payouts increased between round 1 and 2

Our members have raised £20 million for local causes through the Local community fund  – £9,196,993 in the first round and a further £10,825,772 in the second round.

We saw a rise in the number of causes chosen, as well as in the income that was generated for each different cause category.

Young people and social inclusion received the most funds

It’s unsurprising that our data shows members supporting causes that align with Co-op values. In fact the Local community fund is specifically targeted at causes benefitting members’ local communities. However, clear favourites do emerge under each category.

For both round 1 and round 2, the category receiving the most funds was ‘young people’. Causes relating to this raised nearly £5 million: more than £1 million more than the next category down, which was social inclusion. We have done a lot of work in this area, including through our partnership with the Red Cross.

Between the 2 rounds, the number of causes related to young people has increased from 882 to just over 1,000, showing that this remains a priority in Co-op communities. Social inclusion groups have reduced in number between rounds 1 and 2, but remain consistent in the level of support they receive.

Homelessness is an important issue to members

The high number of causes in the social inclusion category, and the many members choosing to support them, provide a clear indication that members share our appetite for tackling the problems facing communities.

Causes in the social inclusion category were amongst the most successful at encouraging members to support them – proving the most popular cause in 43% of all the communities where they were represented in both rounds.

In the case of causes that are working to address social issues, such as homelessness, this proportion can rise even higher. Across both rounds, causes supporting the homeless proved the most popular with Co-op members in 55% of the communities where they were represented.

Promotion works

As we approached the end of the second round of funding, more than 1,600 members were choosing a cause every day. This shows that interest in causes remains alive throughout the funding round, and messages about choosing causes were being received through friends and family, stores and across the media.

However we found that this number increases significantly when the Co-op, and causes themselves, begin to promote the Local community fund. The chart below shows that once social media is used, either by Co-op or by the charity, to highlight both membership and local causes, members respond by logging in and choosing.

cause-selection-promotion-04-14-nov-2017Between 11 and 13 November, driven by social media activity, the daily number of members choosing a cause rose 78%. This then increased to a total of 35,000 on 14 November when we emailed our members encouraging them to select a cause, showing clearly that email is currently our most effective tool for mobilising people.

Round 3: hoping for even bigger payouts

If you’re a Co-op member, you can now choose your next local cause by logging into your account. Alternatively, if you’re involved with a local group or established charity, you can register your interest for the next round of the fund, and use social media to raise awareness. As we can see from our data, that can make all the difference.
Simon Kirby, Community data and insight manager
Charles Gordon, Senior community data analyst

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