The Power of Cooperation & Collaboration
Having worked for NRECA, the national trade association representing over 900 electric cooperatives across the U.S., I have seen firsthand the immense value of collaboration. In my role, I managed an orientation program and developed toolkits and content for communications and member services professionals. This was not a solitary effort; I actively engaged with association members through advisory committees and direct outreach to a diverse group of communications professionals. Their feedback ensured that our national-level content was relevant and impactful.
Viewing issues from a national perspective enabled me to identify trends and create content that met the needs of the majority. The benefits of electric cooperatives leveraging resources from their national organization were substantial. They could customize and utilize ready-made resources, enhancing their efficiency and effectiveness, and ultimately providing better services to their consumer-members. By leveraging economies of scale, expertise, and best practices, co-ops can deliver innovative and efficient services while keeping costs down.
Drawing on my decade-long experience at NRECA, I have observed that utilities have numerous opportunities to collaborate with affiliated organizations, including service partners and state and national trade associations. To delve deeper into the value of such collaborations, I reached out to communications professionals within the utility industry. I asked them, “What roles do associations (statewide, national, regional, and industry-adjacent organizations) play in supporting utilities? How can electric co-ops maximize partnerships with national partners?”
Here are some insightful perspectives.
Electric Co-op Perspectives
Amplifying Strength Through Unity
Associations help amplify the strengths and reach of each electric cooperative. On our own, we may be seen as a small, regional business. However, when we band together, cooperatives quickly become a force to be reckoned with, and it’s only with our statewide, regional or national organizations that we can efficiently combine our efforts.”
“Our associations and partnerships help coordinate our efforts and share resources, whether it is in providing mutual aid to a hard-hit neighboring co-op or working on nationwide messaging.
The best opportunity for cooperatives to maximize their partnerships with industry partners is to first listen. Listening to the organizations can help you understand what services are available and how they can make your cooperative more efficient and effective. There are so many underutilized services. Secondly, taking the time to provide feedback to these partners is vital. Each cooperative has a unique perspective, and sharing that information can help the associations and groups create more informed, thoughtful products and opportunities.”
– Rachel Hawkins, Chief Communications Officer
Sam Houston Electric Cooperative; Livingston, Texas
Embodying the Spirit of Cooperation
Statewide associations fulfill the cooperative principle of Cooperation among Cooperatives. For Mississippi that means messaging and advocacy for our cooperatives and their members, through communication and government relations efforts.”
“Our co-op employees see this principle at work through employee benefits and safety training.
Personally, I see the greatest benefit in idea sharing. I worked at a local co-op for many years and gained so much knowledge and creative ideas from my friends in communication and human resources at other cooperatives. Our statewide board of local co-op CEOs works together and sets the example for their employees to do the same.”
– Lydia Walters, Vice President of Communication
Electric Cooperatives of Mississippi; Ridgeland, Mississippi
Confidence Through Connection
I’m still relatively new to the industry, having worked at my cooperative for just four years. One of the best things I did early on was learn the faces of those I’d be working with – both within my co-op and through our associations.”
“These groups play a huge role in supporting us. Knowing who to reach out to has given me the confidence to ask for help and build strong relationships. It’s invaluable to have a network outside our walls that has our back. Their support truly makes our work at WRVEC easier and more effective.”
– Shelby Novak, Public Relations Coordinator
White River Valley Electric Cooperative; Branson, Missouri
Mission-Driven Technology
One of the most powerful elements of electric cooperatives is the spirit of collaboration – the belief that we can all learn from, lean on and help each other.”
“NRTC was created to help electric cooperative members evaluate, deploy and leverage technology to benefit their internal operations and transform the communities they serve. Over time, these technologies have changed and broadened to include broadband and more advanced (smart) grid applications. But the focus remains – helping members succeed and fulfill their mission.”
– Chris Martin, Vice President, Member & Industry Relations
National Rural Telecommunications Cooperative; Herndon, Virginia
