Opening Your Eyes to a Growth Mindset

What drives us to grow beyond where we are? If you’re a credit union, you’re driven by the desire to do more for your membership. But what is it that ignites your passion to take action in pursuit of growth – making and taking opportunities that turn possibilities into realities? It’s often what happens when our mindset pivots from seeking immediate wins to appreciating the long-term possibilities. When a growth mindset takes root, the results can be nothing short of amazing.

For over 1,000 credit unions, two system partners and CUNA, that growth mindset and passion for our movement is what fuels the first and only national campaign to advance broader consumer consideration for credit unions. Their belief in the campaign’s mission and the long-term objective of creating new credit union die-hards has brought about an amazing – and growing – groundswell among our industry.

That’s not to say we’ve been free of hesitation, however. It’s human nature to have an inner critic that can’t help but look for flaws and focus on doubt. Rather than visualize what growth will look like, we can be paralyzed by the question, “What happens if this doesn’t work?” While some dismiss this “analysis paralysis” and charge forward, developing a growth mindset can take time – it’s not a switch that can easily be flipped.

Fortunately for those who want to be fast followers, the Open Your Eyes to a Credit Union campaign creates an opportunity to participate in a deliberate, long-term initiative geared toward helping consumers recognize that credit unions allow them to put their money to work for them and help to build a strong financial future. After all – that’s at the core of what every credit union does: Promoting and advancing financial well-being.

With 21 states now on board with the campaign, credit unions across the country have delivered their message to an astounding 33.8 million consumers, leading to nearly one million people making the journey to yourmoneyfurther.com to learn more about credit unions and start down the path to membership. And while the campaign gets them started with compelling messaging and catchy visuals (who doesn’t love that cat?), the consumer ultimately makes the choice to join because of our reputation as the best financial partner that consumers can rely on. Deep down, consumers know this, and that’s why 96% say they’re highly satisfied with their credit union, according to a survey of Consumer Reports members.

But much like our stellar reputation, the path to exponentially expanding our market share won’t happen in a year or with a single campaign. It will take more than the pioneers we’ve seen in our first 21 states joining the initiative. It’ll take a collective shift in mindset to ensure that voices from credit unions of every asset size and all fields of membership share the credit union difference with consumers.

Much like any brand, reach and repetition will be key to getting consumers to realize that there’s a better financial choice out there, and then to act to join, making a credit union the go-to resource for their financial needs. It will take all of us, together, focused and aligned on just what’s possible to create the lasting change we want to see in communities across America. We already know that credit unions can create a brand that Americans trust and value. Let’s grow it together.

Christopher Lorence is the Executive Director of CU Awareness, LLC and the leader of the Open Your Eyes to a Credit Union campaign in Washington, D.C.