Credit Union Geek

Marketing, Strategy, and The Force by Joe Winn

Tag: people helping people

A Mission You Can Bank On

Originally published on CUInsight.com

A recent post, Giving Back Has ROI, Too, linked your charitable efforts with your growth strategy. You can do the most for all parties when your “good” aligns with your mission. It keeps everyone more engaged, provides the best opportunities for cross-promotion, and clearly defines your purpose in the community.

Already well-aligned with the areas of community you support? That’s great! You can go even further.

Your product lineup is boring. It’s the same as every other credit union and bank. Checking, savings, lending, and maybe investments. On their own, these provide no differentiation or excitement. However, what if you designed these offerings to directly benefit those you help? A successful strategy can help gain new (profitable) members while making a difference beyond contributions.

A previous post dove into this concept with two interviews. One was of a credit union in California, CCCU. The other, Vancity, out of Canada. Both integrated their giving into their products. The former supported local students with scholarships, using funding from interchange fees. The latter donated a portion of their profits from their credit cards. Both times, members have a direct hand in the positive impacts of their credit union. In fact, if not for the members’ actions, these contributions would never have occurred.

Here’s another way to integrate closely with your core mission. A credit union local to me, Grow Financial, uses a leaf as their logo. This was not a random choice by the board. It was selected for two reasons (of which I’ve learned). The first you’d expect: I want my money somewhere it can “Grow”, and leaves are a tangible symbol of growth. The second is for their environmental focus. Grow’s headquarters is LEED certified (uses less resources to run, built with local materials, maintains high indoor air quality, etc.). They support environmental charities. Being “green” is who they are.

How about you? What’s your raison d’etre? Now it’s time to brainstorm how you can merge that into your “boring” banking solutions. Maybe that means working with one in your community (or a variety if serving large areas). Maybe that means starting your own! Besides making a positive impact, it can rally existing members and attract new ones!

Image credit: http://globe-views.com/dreams/charity.html

Happy ICU Day!

Today is International Credit Union Day.  First celebrated in 1960, it…oh, what am I doing?  You know all this already!  But were you aware CUNA has made available loads of resources to best embrace the spirit (and publicity) of the day?  Simply visit CUNA’s ICU Day site for sample social media posts, history, beautiful banners and quotes, along with links to charitable efforts and much more.  Below is a poster which sums it all up.

ICU Day Poster 2015 22x28

Of course, knowing you’re part of something greater can inspire an emotional connection.  Unlike baseball’s World Series, this International celebration really does span the whole planet.

Belize quote

Veteran credit union staff and members may remember when the first ICU Day was celebrated.  Talk to them to empower yourself and others with the true spirit of the effort.
Eisenhower quote

At the end of the day, you can bank anywhere.  Why should a person become a member of your credit union?  Sometimes, going back to your roots and looking to the past for inspiration can create a brighter future.  Happy International Credit Union Day!  I’ll be engaging with credit unions throughout the day on Twitter.  Join the conversation with #ICUDay or directly at @CUNA (their official account) and @JoeCUGeek (that’s me).

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