I don't mean to diminish the importance of the meetings, but you have to provide good business, good services, good products, but also let people know that the community matters and the mission of the organization matters. As they mature in the cooperative, their family grows up and they have a bit more time on their hands, they become more involved.
I think one of our great competitive advantages is that it's almost impossible for our competitors to match that kind of personal commitment and passion.