Trust Board Meeting: Wednesday 10 September 2014 TB2014.101

Title Membership Strategy update

Status For information.

History Updated Membership Strategy and action plan agreed by the Board in January 2014. This update considered by the Foundation Trust Programme Board in August 2014.

Board Lead(s) Andrew Stevens, Director of Planning and Information

Key purpose Strategy Assurance Policy Performance

TB2014.101 Membership Strategy Update Page 1 of 8

Oxford University Hospitals TB2014.101

Executive Summary

1. The paper sets out the Trust’s progress against its Membership Strategy and associated action plan, as well as providing a breakdown against the measures that Monitor use to measure the representativeness of our Foundation Trust membership. 2. The Trust is meeting its targets in terms of numbers and the diversity of its membership, although some more work needs to be done to recruit younger members. 3. The report sets out plans for the next few months’ recruitment.

Recommendations 4. The Board is asked to: • Note the current membership as set out in this report and actions to ensure it reflects the local population. • Expect to receive a further update in April 2015.

TB2014.101 Membership Strategy Update Page 2 of 8

Oxford University Hospitals TB2014.101

Membership Strategy Update

1. Purpose 1.1 This report updates the Board on the activity and progress in recruitment of members from hard to reach groups. 1.2 The activities listed below are in addition to regular recruitment activities that are undertaken with patients, members and the general public in order to maintain and increase the Trust’s membership.

2. Background 2.1 At its meeting in January 2014 the Trust Board agreed an updated Membership Strategy and Action Plan which included actions for general recruitment and against the specific measures that Monitor asks for. We have continued to make good progress in recruiting ethnic minorities since that meeting and are continuing to look at the ways in which the 2011 Census figures show that our local populations have changed. In particular, the numbers of white Europeans have increased substantially across the county. 2.2 The Membership Strategy lists its three aims as being: • to build a substantial and representative membership; • to support our members being well-informed, motivated and engaged; and • to provide our members with opportunities to help shape how our services develop. 2.3. Delivering these aims is intended to support OUH in meeting its objectives, not least through being a responsive organisation with a good understanding of the needs of its patients and the communities it serves.

3. Update on action plan 3.1 Our action plan referenced the pockets of deprivation in Oxford and in Banbury. We organised a recruitment event at Oxford United in April 2014, the aim of which was to reach demographic groups that had previously been under-represented in our membership, including recruiting more men. This was a successful recruitment and engagement event. We plan to repeat this again this year and to explore the possibilities of attending other sporting events. 3.2 We recruited a large number of new members at the OX5 Run in March and the Race for Life event in July. We now recruit at these events annually. 3.3 We have undertaken regular recruitment exercises in shopping centres and supermarkets in and Northamptonshire. This has helped increase our membership by age range and ethnicity. We intend to continue these recruitment exercises over the next year. 3.4 We have recruited at the many events run by Charitable Funds, as well as at Biomedical Research Unit public talks.

TB2014.101 Membership Strategy Update Page 3 of 8

Oxford University Hospitals TB2014.101 3.5 We have had membership forms available at the Oxfordshire Clinical Commissioning Group’s locality meetings and consultations, but have found that the majority of people attending are already members. 3.6 The Trust has changed its database provider from Capita to Membership Engagement Services (MES). This move has been successful and we are pleased with the responsiveness of our new service. 3.7 We have commissioned MES to run a large scale recruitment exercise in the Trust’s outpatients departments on all sites during September 2014. We hope to recruit 1,200 new members by doing this. This should provide new members by age and gender, from a good geographical spread and from an ethnic mix reflecting the diversity of the Trust’s patients.

4. Analysis of membership 4.1 A membership breakdown report is provided, based on a membership of 6,988 at 22 July 2014.

Geographical 4.2 The focus in terms of geography over the next few months will be on continuing to recruit members from Northamptonshire and Warwickshire. We have worked with councillors in Northamptonshire and Warwickshire, GP practices and libraries to try and increase membership in those areas.

Geographical Constituencies Members Cherwell 974 Oxford City 1,394 Oxfordshire South Oxfordshire 764 Vale of White Horse 988 West Oxfordshire 710 190 1252

Surrounding Gloucestershire 81 Counties Northamptonshire 463 Warwickshire 114 Wiltshire 255 Rest of 435 Out of catchment 8 Total 6,988

TB2014.101 Membership Strategy Update Page 4 of 8

Oxford University Hospitals TB2014.101 Gender 4.3 The breakdown shows our membership at 58% female and 42% male as compared to the Oxfordshire norm of 51% female to 49% male.

Gender Members % of members Oxfordshire % of population population Female 4081 58.40% 334,637 50.53%

Male 2903 41.54% 327,627 49.47%

Unknown 4 0.06% 0 0.00%

Total 6,988 100.00% 662,260 100.00%

Ethnicity 4.4.1 The breakdown shows that our membership is broadly in line with the ethnic breakdown of the population of Oxfordshire. 4.4.2 The FT membership team work with the Patient and Public Involvement team and other colleagues to maximise the opportunities to recruit from hard to reach groups. The PPI team take recruitment leaflets to events that they attend such as the Barton Community event. The FT membership team also took a stall at the launch of the Oxfordshire NHS BME Network to raise awareness of the Trust’s membership scheme amongst BME staff. 4.4.3 During the year the FT membership team have again been in contact with local ethnic minority community groups to encourage them to attend our events, but also to invite them to join. 4.4.4 The FT Membership team again attended the Chinese New Year celebrations at the Town Hall in February where we had a stand to recruit from amongst the 800-1,000 attendees to this event (most of whom come from Oxfordshire’s Chinese community). This is always a good opportunity for community engagement as well as a recruitment opportunity.

Ethnic Members % of Oxfordshire % of group1 membership population population White 5634 80.62% 594,004 90.85% Black 97 1.39% 11,424 1.75% Asian 274 3.97% 31,657 4.84% Mixed 100 1.43% 13,233 2.02% Other 24 0.34% 2,122 0.32% Unknown 859 12.29% 0 0.00% Total 6,988 100.00% 653,798 100.00%

1 As defined by Monitor. TB2014.101 Membership Strategy Update Page 5 of 8

Oxford University Hospitals TB2014.101

Age range 4.5.1 In terms of the age groups that Monitor requires FTs to measure against, we have more work to do to recruit members aged between 17 and 21. A more detailed breakdown shows our membership is disproportionately balanced towards older age groups, with people aged over 50 over-represented in our membership and all age groups under 40 under-represented. This is, however, the general pattern for most membership organisations, including other Foundation Trusts. We have been successful in recruiting more under 40s over the last year. 4.5.2 The FT membership team has attended a number of school careers fairs alongside other OUH staff as part of our recruitment drive to recruit more young people. Secondary schools and Sixth Forms have been contacted, offering speakers with a view to using these speakers to recruit at the end of the talks. We are also looking at ways we could link this work to public engagement work by the BRC. 4.5.3 Oxfordshire Youth Parliament has agreed to have a link from its Facebook page to our website advertising membership. We also regularly use the Trust’s Facebook and Twitter accounts to invite people to join us, and hope that this may also encourage a younger age profile to join. 4.5.4 We hope in the future to work closely with the young people’s representative on the Council of Governors to particularly target recruitment to those aged under 21.

Monitor Age % of Oxfordshire % of Range (eligible Members members population population population) Age 0 - 16 12 0.17% 134,671 20.33% Age 17 - 21 179 2.56% 43,616 6.59% Age 22+ 5,981 85.59% 483,976 73.08% Unknown 816 11.68% 0 0.00% Total 6,888 100.00% 662,263 100.00%

Socio-economic groupings 4.6.1 Our membership accurately reflects the population in terms of socio- economic groups. 4.6.2 Our last major recruitment through a patient mailing particularly focused on postcodes in Oxfordshire with a predominance of D and E socio-economic groups, so numbers have increased, but there is still more work to do. This is a common experience amongst Foundation Trusts. 4.6.3 The team have targeted face to face recruitment at shopping centres where there are likely to be higher numbers of members of the public from our target groups. We have regularly recruited at Templars Square Shopping Centre in Cowley and Castle Quay in Banbury as well as other shopping centres in Oxfordshire and beyond. This form of recruitment remains part of our action plan.

TB2014.101 Membership Strategy Update Page 6 of 8

Oxford University Hospitals TB2014.101

Socio- Members % of Oxfordshire % of economic members population population Grouping (NRS) ABC1 4,302 61.56% 120,843 62.88% C2 1,327 18.99% 36,079 18.77% D 1,277 18.27% 35,251 18.34% Total 6,906 98.83% 192,173 100.00%

5 Membership Engagement 5.1 Members continue to be invited to regular talks organised by the Oxford Biomedical Research Centre. We have very positive feedback from members about these talks. In addition, members were invited to attend the BRC open day in May, participate in the peer review process, invited to give their views on different services and attend a public patient involvement event on outpatients. Members have given very positive feedback about all of these opportunities. 5.2 The FT membership team is again organising sessions for public and staff members to find out more about what being a governor involves and will also continue to advertise events such as the AGM and talks to members as well as opportunities to give their views as they arise. 5.3 All members are sent an email or a letter every two months with a copy of OUH News. Periodically all members get a mailing (as opposed to an email) and members on email, or members who have expressed a particular interest in a particular service area or attending events or talks, may receive reminders in between these mailings about events. We have had positive feedback from members about the frequency of mailings.

6 Conclusion 6.1 We have achieved the first part of our aim set out in the Membership Strategy to increase the membership to at least 6,000 public members by the time of election to the Council of Governors. 6.2 We have also achieved the aim set out in the Membership Action Plan, agreed in January 2014, of recruiting at least 6,600 members by the date of the first election, and 7,000 by authorisation. The Trust has already exceeded the first number and is on course to achieve a membership of 8,000 by the time of authorisation. 6.3 We have stated an aim to have 9,000 members from Oxfordshire (1.5% of the population) and 3,000 from our other catchment areas, within two years of becoming a Foundation Trust. 6.4 Our next recruitment exercise will recruit from our outpatient base. We would therefore expect members recruited through this exercise to reflect the geographical and ethnic diversity of our patients. However, it is not likely to improve the gap in terms of the older age profile of our members. We will, however, commission our recruiters to particularly try and recruit younger

TB2014.101 Membership Strategy Update Page 7 of 8

Oxford University Hospitals TB2014.101 members in an effort to improve our performance in this area of our membership. 6.5 There will need to be further patient mailings and large scale recruitment activities in order to achieve these increases in numbers in addition to the normal on-going active recruitment which helps maintain our membership level. 6.6 The FT Membership Team continue to write every month to every staff leaver inviting them to convert their staff membership to public membership. 6.7 We anticipate that governor elections will offer some further opportunity for recruitment. 6.8 The FT Membership Team are also working closely with our PFI partners and the Medical Sciences Division in the University of Oxford to increase our staff membership within these groups.

5. Recommendation 5.1 The Board is asked to note the membership as set out in this report and actions to see that it reflects the local population. 5.2 The Board is also asked to expect to receive a further update in April 2015.

Andrew Stevens Director of Planning and Information

Report prepared by:

Susan Brown, Senior Communications Manager September 2014

TB2014.101 Membership Strategy Update Page 8 of 8