Dr Tayo Aduloju, Chief Operations Officer (COO), Nigerian Economic Summit Group (NESG), says investing in the 3Cs of coordination, cooperation and collaboration would grow membership and guarantee expansion of organisations.
Aduloju, also Senior Fellow, Economic Policy, Strategy and Competitiveness, NESG, said this at the Institute of Chartered Secretaries and Administrators of Nigeria (ICSAN) membership summit on Thursday in Lagos.
The event had as its theme: “Unlocking the power of membership economy”.
According to the NESG COO, investing in the 3Cs is critical to build members for life in the face of the changing nature of membership landscape.
“The coordination arm of the 3Cs would help provide oversight, set strategic direction and decision making and help with corporate performance and control.
“The cooperation arm addresses co-production of products and services with members and communities, co-creation of projects and initiatives that are member-led and employee enabled.
“While collaboration enables shared ownership of goals, builds listening and active feedback loops and empowers communities and networks to learn faster together,” he said.
Aduloju stated the need to join a membership economy, saying the benefits included the creation of new knowledge and shared problem solving to fulfill individual or organisational goals.
He said membership economy could be expanded to influence governance in both public and private sector domains to drive economic growth and development.
He, however, emphasised the need for membership organisations to massively invest in technology and digital tools to keep members engaged and be abreast with recent developments.
“Obtaining an in-depth view of the characteristics of current and future members allows organisations to inform the strategy development process in order to stay relevant and operate a sustainable business model.
“Digital tools help segment these audiences, adding a vital strategic layer to activity.
“Without their members, membership organisations would not exist.
“Therefore, they must understand the market they are operating in, keep on top of key industry trends, and respond to the changing behaviours and expectations of their target audiences,” he said.
Mr Gbenga Owokalade, President, ICSAN, reassured of his commitment to grow the institute’s number and delivery value and effective corporate governance practices in both private and public sectors of the economy.
