Submitted by: Tracy Myers, Eastern Valley Regional Communication Coordinator
Many would say that the COVID-19 pandemic has been a challenging one. Although this statement rings true, we also have to look at some of the innovative practices that have evolved from this within our association(s) due in large part to the pandemic. With a lag in membership engagement being of primary concern for most local associations, many have seized the opportunity to creatively involve those members and provide that most important value-added component through alternative avenues to the “in-person” events we are all used to.
It is important to note that, when a crisis occurs, there are three primary things that play out. Initially, the association responds to the crisis. In order to maintain consistency, we look at all areas and try to be cohesive in order to keep members involved. This may include virtual or remote meetings, conference calls, or perhaps pre-taped topics of interest that are presented by professionals in the industry. We saw, over this past year, how virtual annual meetings attracted the attention of members, by inviting guest speakers from geographic areas that may not have been realistic otherwise. As well, a larger group may have been able to participate through the wonder of technology and zoom meetings. This allowed more engagement through a larger participation base. Who would have thought of this pre-pandemic?
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Next, it is essential that we look at the recovery period. This involves looking at previous successes as well as challenges. Perhaps associations can adopt a combination of virtual meetings, along with in-person workshops and field trips. Although the pandemic certainly presented its challenges, we have to look at the positive things that have come out of it. It was amazing how creative our membership was during this time of uncertainty.
Finally, and most importantly, is the re-engagement time. How are we going to regain and maintain the interest of our membership? How do we viably maintain the important local associations that make us “grassroots”? Some members may have temporarily stepped back, only to find that many opportunities still existed for them.
Although the events this past year have mainly been virtual, there has been no shortage of engagement opportunities. Virtual crop walks have become very popular and extremely successful. Multi-day virtual events revolving around a variety of topics including live “in-field” segments, some pre-recorded content and, of course, the opportunity to participate in live, virtual discussions revolving around a variety of topics. Some topics may include emergence and forage crop issues, strip-till practices, planting green and no-till alfalfa. Of course, let’s not leave out the ever-popular soil pit, where we can observe the impacts of different tillage practices on roots. The best part of the virtual platform is that participation is not limited by geographic area. Anyone, anywhere across the province (and beyond), is able to participate! Another great re-engagement idea is one currently being organized by the Ontario Soil Network. The Ontario soil online “road trip” is an interactive trip accessed through an app that will allow participants to drive-by certain designated areas, while practicing the current COVID-19 health guidelines. These are great ways that we can re-engage our members. The only thing stopping us is our imagination and creativity!
If the pandemic has taught us anything it is that of resiliency. Ontario Soil and Crop members have always shone through and will always forge ahead with new and innovative ideas. This is what makes our grassroots association one to be proud of!