We frequently read about the impact of good storytelling. We listen to speakers, maybe at the GAC, and laugh at their jokes or gasp at their adventures. They pull you in and don't let you go. You walk out of the room feeling like you can accomplish anything at your credit union. What most will not take back is the art of making someone care about your story—your credit union's story.
The time has come to unleash a flurry of public relations in your communities founded on a solid corporate social responsibility program, and a thoughtful, integrated marketing strategy comprising messaging aligned with the credit union's goals, all of which tell your story.
Credit unions are responsible for getting the good word out within their fields of membership. Within the credit union community, CU Times loves to help out with the storytelling. I've only recently come to recognize the significance of this role during a recent webcast we hosted, featuring past Trailblazer winners. The importance of storytelling was the runaway theme throughout the event. We demonstrate our respect for the work credit unions and their volunteers and professionals do to enrich members' lives through programs like our 10th Annual Trailblazer Awards, Trailblazers 40 Below, and Women to Watch. Not only did each of our webcast expert panelists agree on the importance of storytelling, but two of them followed up with each other after the webcast about a program one credit union was doing. Live, unsolicited impact of storytelling and cooperating in action.
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And so, we are very pleased to share the stories of CU Times' 10th Annual Trailblazer Awards winners on pages 23-31 and at CUTimes.com/TrailblazerAwards.
CEO of the Year Annette Zimmerman of PrimeWay Federal Credit Union walked into a recently merged credit union that was definitely experiencing fallout from the slash-and-burn profitability program of the previous leadership. By focusing on fixing the culture, the credit union's profitability improved and employee turnover decreased.
James Barbre, Volunteer of the Year from Associated Credit Union, has spent a lifetime serving credit unions, founding several. His work advocating at all levels of the government and ensuring rigorous director education before it even came en vogue are just some of the contributions this credit union stalwart has made to Associated CU and all credit unions.
Community Choice Credit Union CFO Kelli Wisner-Frank, CFO of the Year, clinched the title through her participation in the credit union's risk assessment project, which boosted the its net worth ratio from 6.84% to the more appropriate 10.71.%, enabling the credit union to return $1.5 million to its members, purchase branches, and take advantage of merger opportunities.
IT Executive of the Year, David Cooper who is VP of information systems at Charlotte Metro Credit Union, established an automated system to help members avoid charge-offs, created an algorithm to monitor and set variable rates that improved income, and set up a real-time backup system for business continuity—without increasing the IT budget.
UT Federal Credit Union Chief Lending Officer Jonathan Patrick, Lending Officer of the Year, helped grow the credit union's business loan portfolio by 30% to $24.5 million through its Shark Tank-style Line12Fund loan program.
Cathy Graham, Marketing Executive of the Year, is a self-proclaimed data nerd who used that passion with her marketing skills to create a program focused on member relationships. As a result, the credit union saw a 71% increase in household profitability and 22% increase in the percentage of profitable households.
Tuscaloosa Credit Union, award winner for Outstanding Service to the Underserved, has not only fought a depressed economy, but also Mother Nature when tornado swept through the community. In addition to raising funds for those hit, the credit union also launched a credit-repair auto loan.
Bethpage Federal Credit Union's efforts to bring all stakeholders together behind the supplemental capital issue earned it the Outstanding Political Action award. Despite its complexity—and unsexiness—the credit union has ensured it remains on the forefront of advocacy topics.
These are stories worth sharing. CU Times' hope is that you can read their stories and work in true cooperation for the good of all credit unions.
Sarah Snell Cooke is publisher and editor-in-chief of CU Times. She can be reached at [email protected].
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