Ohio Farm Bureau Member Engagement Case Study: Grow Membership - Grow Your Target Audience (Published on Oct 17, 2014)

1. Committed to Mission –
Adaptable to Change
David Rule (OFBF) June 2015

2. Our Story
Ohio Farm Bureau
Forging a partnership between farmers
And consumers that meets consumer
Needs, addresses public expectations and ensures
agricultural prosperity in a
Global marketplace.
 Founded 1919
 205,000 + family members
 Home office and 23 county offices
 100 iMIS users

3. Confronting Change

5. Research & Test Marketing
• Database Mining
• Focus Groups
• Leadership Meetings
• Outside Market Research
• Pilot Projects
• Consultation/Collaboration with partners,
stakeholders and other state Farm
Bureau’s

6. Key Findings
• One in Seven Jobs in Ohio Ag
Related
• Next Generation Wants to Make a
Difference
• A New Opportunity – “Tom & Martha”
• Changing perception/interest in Food

7. Finding Common Ground

8. Positioned for the Next
100 Years
• Expanded voting member definition
• Two new member classes
– Young Active Member
– Our Ohio Supporter
• Increased Dues
• Targeted Programming
• Focus on New Revenue Sources
• Engaged member base

9. Know Yourself – Know Your
Membership

10. Q & A