COOiPERATIVE AGRICULTURE IN FLORIDA 119

and state papers. use of radio programs, weekly columns
in local newspapers, circular letters and of course the
annual meeting of "Stockholders."
 We believe that a column written by Ex-Governor
Duggan, of the Farm Credit Administration entitled
"Membership and Public Relations ... An Investment in
Future Success," tells the story of information and edu-
cation rather well. It is reprinted here from Farm Credit
Administration bulletin No. 57. It follows:

 "In looking for ways to cut expenses, cooperatives often
feel the first place to cut is on their expenditures for
information, education and membership relations. It
seems to me that cooperatives should consider money
paid out for such activities as an investment in the future
welfare and success of the cooperative.

 "One of the reasons why cooperatives are inclined to
try to make savings in cutting out such activities or re-
ducing them to a minimum is that the results obtained
are hard to measure at the moment. I believe that man-
agers and boards of directors need to realize information
and education work is highly necessary if they expect
to build a better understanding for their organization.
Such work, if properly done, has a cumulative effect over
a long period of years and pays its dividends in many
unspectacular ways.

 "Almost without exception the farmer who once
thoroughly understands his cooperative and who is then
kept up to date on current developments will be a loyal
member of the organization. He is not only more likely
to continue to patronize his cooperative even in times
when the going gets tough, but he is the farmer who will
take an interest in the operations of his organization.
He is the one who will tell his neighbors about his co-
operative in terms that they can understand.

 "The well-informed member will also be a lot easier