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Erica Rutherford
GINGERLAND
@ericarutherford
A SENSE OF COMMUNITY
MAKES GOOD COMMUNITY SENSE
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
– DAVID MCMILLAN & DAVID CHAVIS 1986
“Sense of Community”
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
– DAVID MCMILLAN
“Sense of community is a feeling
that members have of belonging,
a feeling that members matter
to one another and to the group,
and a shared faith that members’
needs will be met through  their
commitment to be together”
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
SENSE OF COMMUNITY BENEFITS
• significantly increase activity,
• increase customer loyalty and buying
behaviour,
• promote higher levels of brand advocacy,
• increase knowledge exchange,
• and reduce tendency to engage in negative
behaviours
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
SENSE OF COMMUNITY
1. Membership
2. Influence
3. Fulfilment of needs
4. Shared emotional connection
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
1. MEMBERSHIP
“membership is the feeling of
belonging or of sharing a sense of
personal relatedness.”
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
1. MEMBERSHIP
• Boundaries
• Emotional safety
• A sense of belonging and identification
• Personal investment
• A common symbol system
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
2. INFLUENCE
“a sense of mattering, of making a
difference to a group and of the
group mattering to its members”
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
2. INFLUENCE
• Position
• Campaign Voice
• Contributions
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
3. FULFILMENT OF NEEDS
“This is the feeling that members’
needs will be met by the
resources received through their
membership in the group.”
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
3. FULFILMENT OF NEEDS
• Status
• Competence
• Shared values
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
4. SHARED EMOTIONAL
CONNECTION
“The commitment and belief that
members have shared and will
share history, common places,
time together, and similar
experiences”
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
4. SHARED EMOTIONAL
CONNECTION
• Regular contact
• Meaningful interaction
• Shared history
• Provocative discussion
GINGERLAND
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
ERICA RUTHERFORD
SENSE OF COMMUNITY
MEMBERSHIP. INFLUENCE. NEEDS. CONNECTION
GINGERLAND
@ericarutherford
wearegingerland.co.uk
erica@wearegingeland.co.uk
Erica Rutherford
A SENSE OF COMMUNITY
MAKES GOOD COMMUNITY SENSE

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A sense of community makes good community sense

  • 1. Erica Rutherford GINGERLAND @ericarutherford A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
  • 2. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD – DAVID MCMILLAN & DAVID CHAVIS 1986 “Sense of Community”
  • 3. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD – DAVID MCMILLAN “Sense of community is a feeling that members have of belonging, a feeling that members matter to one another and to the group, and a shared faith that members’ needs will be met through  their commitment to be together”
  • 4. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD SENSE OF COMMUNITY BENEFITS • significantly increase activity, • increase customer loyalty and buying behaviour, • promote higher levels of brand advocacy, • increase knowledge exchange, • and reduce tendency to engage in negative behaviours
  • 5. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD SENSE OF COMMUNITY 1. Membership 2. Influence 3. Fulfilment of needs 4. Shared emotional connection
  • 6. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD 1. MEMBERSHIP “membership is the feeling of belonging or of sharing a sense of personal relatedness.” A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
  • 7. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD 1. MEMBERSHIP • Boundaries • Emotional safety • A sense of belonging and identification • Personal investment • A common symbol system
  • 8. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD 2. INFLUENCE “a sense of mattering, of making a difference to a group and of the group mattering to its members”
  • 9. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD 2. INFLUENCE • Position • Campaign Voice • Contributions
  • 10. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD 3. FULFILMENT OF NEEDS “This is the feeling that members’ needs will be met by the resources received through their membership in the group.”
  • 11. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD 3. FULFILMENT OF NEEDS • Status • Competence • Shared values
  • 12. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD 4. SHARED EMOTIONAL CONNECTION “The commitment and belief that members have shared and will share history, common places, time together, and similar experiences”
  • 13. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD 4. SHARED EMOTIONAL CONNECTION • Regular contact • Meaningful interaction • Shared history • Provocative discussion
  • 14. GINGERLAND A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD SENSE OF COMMUNITY MEMBERSHIP. INFLUENCE. NEEDS. CONNECTION