Person-centred membership refocus

March 2016   Comments

Similar to the way the health-care system is turning its focus toward primary health care and person-centred care, CNA is sharpening its focus on the nurse members.

CNA continues to work with its provincial and territorial member associations and colleges, but with the advent of electronic communication and social media, it is finding more opportunities for quality interactions with the jurisdictional members’ members — individual nurses.

CNA Now e-Update, Twitter and Facebook allow CNA to share more information faster, providing more transparency and increasing awareness of the association’s activities. “We knew the individual members were there, but they were on the periphery,” says Marc Bourgeois, CNA director of Public Affairs and Membership Engagement. “Now, they are asking us directly to do more and speak up for the profession. There is a clear interest for CNA to be more engaged at the individual level.”

With more than 34,000 readers, CNA Now e-Update reports on new documents, tools for practice, upcoming webinars and events, member benefits, CNA’s policy and practice work, and what’s happening in nursing across Canada. Tweets throughout the federal election campaign and more recently about the budget and physician-assisted death have been followed by more than 13,200 people, who regularly retweet content. Nearly 9,600 people “like” CNA’s Facebook page. “It allows a forum for nurses to share their thoughts, opinions, stories and suggestions with the association,” Bourgeois says. “It’s easier interaction.”

With a deeper awareness of what CNA does at the national level, nurses are using these two-way communication media to inform the association of their wants and needs. CNA is then better able to address individual members’ concerns about their profession, the health-care system and their careers.

In 2015, CNA’s government relations work and election advocacy campaign were based on those concerns. These efforts received a lot of exposure and got tangible results, Bourgeois says. “It was the grassroots approach that helped us reach our government relations objectives.”

While CNA’s tools and resources for nurses are developed with feedback from its jurisdictional members, receiving additional input from a wider variety of nurses will mean more effective tools to serve those in rural/remote areas and urban centres and in various work settings.

Bourgeois is quick to point out that sharpening its focus on individual members does not change how CNA values the contributions of jurisdictional members. Rather the impact of their work at the federal level — and at the International Council of Nurses — is amplified because of the national voice CNA provides.

comments powered by Disqus