6 Tips for Communicating During Uncertain Times

As a small business owner, wife and mother, I understand that my role as the calm voice of reason is needed now more than ever as my family and team seek reassurance amid global uncertainty. While no one knows exactly how long we’ll be staying at home or social distancing to flatten the curve of the coronavirus/COVID-19, credit unions can be a vital source of calm and stability for their employees, members and communities throughout these unprecedented times.

Here are a few tips to help your cooperative communicate with its key stakeholders and be the type of calming influence we all need right now.

1.  Keep me informed. Your employees are the lifeblood of your credit union and their dedication is what keeps member service going. You cannot overcommunicate with them during this time. Daily emails, virtual meetings, intranet updates and other tools should be utilized to ensure everyone remains updated and can ask questions.

Members may not need daily updates, but they should be receiving regular communications from you via email, website and social media channels to inform them of changes in accessibility, payment relief offers and emergency loan options.

2.  Address my concerns. Put yourself in your teller’s or member’s shoes. What would you be most concerned about during this time? What are you hearing directly from these key stakeholders? While primary concerns are likely safeguarding their health and paying for basics like rent and groceries, it’s important to be an active listener and uncover what additional concerns you can help address.

Are employees concerned about running out of sick leave or paid time off? Is there a daycare situation impacting some of your staff members? Let them know how the credit union will be handling PTO during this time or what their remote work options are, so they have one less thing to worry about. Are members concerned that they need to stockpile emergency cash? Reassure them that their funds are federally insured up to at least $250,000 and that debit cards, ATMs and other remote services are continuing to operate normally.

3.  Tell me how you can help. Let me know exactly what your credit union has put in place to assist me during this time. Give me actionable steps to take and link me directly to the skip-a-payment request form, emergency loan application, or member services online chat or phone line to discuss other requests like loan modifications.

4.  Remind me why credit unions were created. Members may not realize that many of today’s credit unions were formed in the wake of the Great Depression to provide credit for people of modest means. The Federal Credit Union Act, which authorized federally-chartered credit unions in all states, was signed by President Roosevelt in June 1934. Now may be a good time, even if just on social media, to remind members why their credit union exists.

5.  Share how the credit union is supporting the community. Your cooperative is a key part of the larger community. Let your members know how their credit union is continuing to support local charities and partners during this critical time.

6.  Invite me to participate. One of the simplest and best emails I’ve received recently was from my credit union’s rewards points provider. It was a reminder that my points could be donated to my charity of choice and listed several organizations that are providing critical services during the pandemic. This was actionable and easy. It felt good to do something positive from my self-quarantine, even if it was a small gesture. It also made me glad to be a credit union member.

As we all navigate these uncertain times, the content of our communications or even our communication strategy may be changing. Don’t forget the human side of your messaging in addition to operational announcements. You are the calm, stable influence your members need.

Elisa Rode is President of Kearley and Company, Inc. in Fort Worth, Texas.