In 1895, small credit unions were forced by circumstances to join forces to provide loans to farmers and market gardeners. This marked the beginning of Rabobank, a new cooperative bank. Since then, the bank has grown into the second-largest bank in the Netherlands. To this day, it remains a cooperative, in which customers can also be members.
The challenge
Rabobank approached us with the aim of renewing its cooperative membership. Over the past ten years, our world has changed dramatically, and the membership model needs to evolve along with it. How can Rabobank ensure the model remains relevant to existing members and remains attractive to potential new members? Which criteria can we distil from existing initiatives around the world? And which elements are particularly appealing to younger generations?
Within a short timeframe, we set out to find answers through in-depth research. We studied more than forty cooperatives, memberships and associations across a wide range of sectors worldwide. Every week, the Rabobank and Six Fingers teams came together to discuss the latest research findings.
The insight
These discussions made it clear that successful memberships are always about creating added value for members around a subject that truly matters to them. Younger people in particular, the research shows, are looking for memberships that align with their identity, values, and desire to make an impact.
We translated these insights into a framework of five success criteria that underpin meaningful memberships. This framework provides Rabobank with clear direction for the further development of its cooperative model.
Stijn is happy to tell you more about this case and discuss your challenge with you.