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Experiments and member survey-driven solutions were the hot topics at Pioneer Utility Resources’ Cooperative Member Meeting on June 26.
“I like to think about the story each year tells,” Pioneer CEO Michael Shepard said. “If 2024 was the year of strengthening staff, 2025 was the year we tried new things to see what helps our members shine.”
During the podcast-styled virtual meeting, staff and co-op members explored Pioneer’s strategy lab. Member feedback drove fresh solutions, including the Pioneer Portal dashboards and the Wi-Fi Wishbook. Members listed social media, websites, podcasts, video, digital advertising and digital magazines as the most valuable communication channels over the next five years, so that’s where Pioneer’s team focused improvements.
In a celebration of industry storytelling and support, Tennessee Broadband Association Executive Director Carrie Huckeby won Pioneer’s 2026 D’Avanzo Communications Leadership Award.
Meeting business included board election results, a bylaws change and a financial update.
Led by Members
Utility leaders are elected by members to guide the communications co-op through Pioneer’s Board of Directors. Three of the board’s nine seats were up for election in 2026. Atlantic District Board Member Marshall Cherry ran for reelection unopposed. Board members Dave Lock and Lisa Johnson stepped down after several years of service.
Members elected:
- Atlantic District: Marshall Cherry, CEO of Roanoke Cooperative in North Carolina
- Western District: Jason Bowling, CEO of Sulphur Springs Valley Electric Cooperative in Arizona
- At–Large District: Dennis McFee, CEO of the Public Service Commission of Yazoo City in Mississippi
They serve with the six other Utility Pioneers who guide the cooperative’s strategic goals. Voting was managed by Pioneer’s partner, Survey & Ballot Systems. Have any questions or thoughts to share with the board? As your representatives, they work best when they hear from you! You can reach board members at board@pioneer.coop.
Expanded Membership
Members approved changes to Pioneer’s bylaws, broadening membership eligibility to include organizations outside the utility sector. Prospective members still need to operate on a cooperative, mutual, self-help, community-owned or not-for-profit basis, but the change supports Pioneer’s continued growth as a community-focused marketing agency. Utilities remain core to Pioneer’s service, so nonutility board seats are limited.
Some utilities work with Pioneer on services through a statewide association or generation and transmission co-op. The bylaw changes allow them to become Pioneer members even when payment is not made directly by the utility for marketing services. And instead of needing to use a subscription service to join—Pioneer Social, Pioneer Web, a magazine or other ongoing work—organizations using a paid service in the last year can now apply to join the co-op.
Focus on Market Changes
A big question every year is whether co-op member credits are coming. Because of continued rising costs, the board voted to not return patronage this year.
“We spent the last year reshaping our offerings into what the market wants that we can deliver fiscally responsibly,” reported Pioneer Chief Financial and Administrative Officer Matthew Pierce. These changes mean there will be no co-op member credits this year, but with the changes we made, our balance sheet is still solid, and we are better positioned to meet our members’ evolving needs efficiently and effectively.”
Cooperation in Action
This meeting’s over, but Pioneer keeps working for you. Have feedback on a service or suggestions you’d like to share? Send them our way at hello@pioneer.coop.
