This study was designed to evaluate how marketing our cooperative advantage has contributed to successful business outcomes. Are cooperatives more successful if they communicate key advantages for doing business with them because they are a cooperative? Do marketing and member education programs that integrate this message have a positive impact on the cooperative itself?

The National Cooperative Bank was interested in gathering cooperative leaders to:
• Assess the impact these MOCA programs have had on cooperatives; and
• Develop a network of participants to learn together about increasing the effectiveness of cooperative branding, marketing and membership strategies to increase the overall success of cooperatives.

This study has provided insight into the first objective. A meeting will be planned for the cooperative leaders who participated in the interviews to review the results and discuss possible next steps.