Co-operatives have been long valued for their member-focused approach in the way they run and make decisions. However, attracting and retaining members can still be a challenge in today’s competitive landscape. Today, we look into Singapore Muslim Teachers’ Co-operative Limited (SMTC), one of the long-established co-operatives in Singapore, to find out how and what they are doing to engage their members.

1.   Provide a unique value offering to a community of people

 When trying to attract new members, it is crucial to communicate the benefits of the membership clearly. Put yourself in the shoes of a prospective member and ask yourself: What’s in it for me? Highlighting the success stories of current members could be an enticing way to show the benefits of joining.

Source: SMTC YouTube Video, “Syarikat Guru Guru Melayu”

In the case of SMTC, the co-op provides a unique value proposition to a specific group—Muslim teachers in Singapore. As the only credit co-operative for this demographic, SMTC's primary objective is to safeguard the economic interests of Muslim teachers and members by promoting thrift and providing financial assistance through loans. This offering is particularly attractive to Singapore Muslim teachers who may need financial support.

Dr Hirman Mohamed Khamis, the Vice Chairperson of SMTC is an example of someone who benefitted as a member of the co-op. He joined SMTC when he needed a loan to support his daughter’s tertiary education. He turned to SMTC, which offered more favourable terms after finding out that other financial institutions were charging high interest rates.

Another member, Mdm Pitrah Binte Ahmad, also received some financial support from the co-op when she was looking to buy a house.

SMTC provides economic support to members by offering saving plans and loans with unique, member centric terms. For example, their “Mudharabah Subscription” saving plan allows their savings to be withdrawn for the purchase of Umrah or Haj pilgrimage expenses. Providing services that are differentiated and tailored to fit members thus provides more incentive for people to join.  

2.   Provide additional benefits to their members

Source: SMTC Quarterly Newsletter (Oct-Dec 2023)

Providing additional benefits to members can take many forms, with membership perks being one of the most common. These perks may include promotions, deals, and collaborations with multiple brands. For example, SMTC strives to offer additional benefits to their members by providing discounted services at healthcare facilities, such as New Optometry and Ocular Care Centre, and MyHealth Medical Centre.

Source: SMTC Little Kidz Website

Beyond these perks, co-ops can also consider expanding their service offerings. SMTC has expanded its service offerings to remain relevant to its community of Muslim teachers. SMTC operates two childcare centres, SMTC Little Kidz @ Rivervale and SMTC Murni @ Tampines, which provide affordable childcare services for its members. These centres are integral parts of SMTC and operate on a not-for-profit basis. SMTC also made by-law modifications to extend SMTC membership beyond their teachers, allowing education-related professionals and workers to join the co-op too.

Community support is crucial, and members will be interested in joining a co-op that not only benefits them but gives back to the community. SMTC has established a fund dedicated to supporting worthy causes, including contributions to the National Kidney Foundation of Singapore. Additionally, they founded the Muslim Kidney Action Association, a non-profit organisation that assists chronically ill patients and their families.

3.   Leverage multiple touchpoints to engage and attract potential members

Source: SMTC Website

Co-ops can utilise various communication channels to engage existing members and attract new ones. For existing members, co-ops can distribute quarterly newsletters, hold Annual General Meetings, and organise events or talks that are relevant to members. SMTC, for example, aims to organise more talks and workshops focused on knowledge transfer and education.

SMTC has found success attracting new members via word-of-mouth referrals. For one SMTC member, Mr Abdul Rab bin Md Taib, his family’s involvement with SMTC spanned generations, with his father and uncle being dedicated members and his father serving as SMTC chairman in 1954. Abdul Rab decided to join SMTC in 2002, feeling a deep sense of duty to continue the family tradition.

Other ways to encourage new memberships include providing referral incentives to existing members or assigning co-op ambassadors in community spaces. SMTC, for example, used to have representatives in every school, which helped in recruiting new members. They also held talks at the National Institute of Education to educate future Muslim teachers about the co-op. Mdm Pitrah was one of those members who learned about the co-op through a friend who was also a teacher.

4.   Being agile and adaptable to meet members’ changing needs

One valuable learning from SMTC is their commitment to adapt and stay relevant to the times. That way, members see value in staying and engaging with the co-op.

One example of this is SMTC’s digitalisation journey, supported by the Central Co-operative Fund (CCF) grant from SNCF. By implementing a centralised system that integrates functions such as accounts, finance, membership, loans, and human resources management, SMTC upgraded outdated processes and infrastructure, including computers that were over eight years old. These enhancements have significantly boosted operational efficiency and improved member access to loan information, leading to higher satisfaction among members.

Apart from this, SMTC actively sources new partnerships to benefit their members, are in the midst of pursuing a Shariah compliance certification and are exploring new ESG initiatives like the integration of solar-powered panels on their office premises.

By sharing these learnings by SMTC, we hope other co-ops and businesses are inspired and brainstorm new ideas that can help them navigate the challenge of sustaining membership engagement and community involvement. We also gain a deeper appreciation of how co-operatives can thrive by prioritising member needs and adapt with time. 

About Singapore Muslim Teachers' Co-operative Limited (SMTC)

Established in September 1932, the Singapore Muslim Teachers' Co-operative Limited (SMTC) first began as the Singapore Malay Guru’s Co-operative Thrifts & Loan Society Limited and was one of the earliest co-ops set up in Singapore. The primary objective was to safeguard the economy of the Malay teachers by encouraging thrift and providing loans. In 2023, the co-operative commemorated its 90th anniversary and also rebranded to its current name, Singapore Muslim Teachers’ Co-operative Limited to reflect their aim of fostering inclusivity within the community. Having grown from over 90 members since its incorporation, it has almost 1,000 members currently. If you are interested in finding out more about this co-op, you may visit: https://SMTCcoop.org.sg/