Operating in an economically depressed region of North Carolina, Roanoke distributes electricity to 14,500 member owners while being a catalyst for economic development in the region. In 2014, the organization moved from a traditional strategy development approach to one that leveraged the Balanced Scorecard to keep pace with a rapidly changing operating environment. Since then, service interruptions have decreased by more than 25%, Roanoke’s subsidiary units have become profitable, safety has increased, and involvement in the Cooperative Owners for Political Action initiative has increased nearly 12 times over to include nearly 8% of members-owners.