A Calendar for Connecting with Your Members in 2013: Start with Savings

By Patty Briotta, NAFCU

Financial experts have advised people to have a minimum of nine months living expenses in savings. The recent financial crisis has made people even more aware of the need to have a savings cushion. People are eager to learn how to gain control of their finances, build wealth, and partner with a financial institution that has their best interest at heart.  And more and more often, they are turning to credit unions.

To that end, NAFCU is once again partnering with the Consumer Federation of America to promote America Saves Week, Feb. 25-March 3, 2013.

America Saves is a nationwide program that highlights the value of saving and building wealth.  America Saves offers credit unions ready-made materials to personalize the campaign for their members; including links to logos, public service announcements and how to conduct a successful savings promotion program.  The materials are available at AmericaSavesWeek.org  .

America Saves also has a customized component, Military Saves Week, which is designed for military service members and their families and runs concurrently with America Saves Week.

Military Saves (www.militarysaves.org) is a collaborative effort by the military services, the Department of Defense, non-profit organizations, and financial institutions to provide both a favorable climate for saving money and attractive accounts in which to save.

As we all know, changing behavior takes time, so while America Saves Week is a good place to start, keeping your members engaged throughout the year will help you to help them achieve their financial goals.

Here is a calendar of opportunities for your credit union to reach out to existing and prospective members in 2013:

• April is Financial Literacy Month. Reach out with financial education information or programs.
• National Small Business Week (usually in May, though the official date for 2013 has yet to be announced). A good time to position your credit union as a resource for Main Street’s small business owners.  Highlight a few small business lending success stories to underscore your contributions toward the betterment of your community’s economy.
• June is National Homeownership Month. Present a seminar on home buying fundamentals and financing options.
• July 4 is Independence Day. An ideal time to help members create or review their financial goals to ensure their future financial independence.
• September is Disaster Preparedness Month.  Encourage members to develop a financial preparedness plan. September is also College Savings Month, which can set the stage for a seminar on ways to pay for college.
• October is Cyber Security Awareness Month.  With the prevalence of mobile devices, cyber security is critical. Explain the safeguards you’ve put in place to keep accounts and information safe.
• November brings the annual shopping frenzy on Black Friday, Cyber Monday, and beyond.  It is a good time to offer reminders and tips about how to protect private information and steps to prevent identity theft.

As you look toward a brighter, more prosperous year, plan now to leverage the opportunities each month provides to help your members and promote the value of their partnership with your credit union. Don’t forget to integrate social media channels like Twitter and Facebook into your efforts. If you’re looking for proven strategies to make the most of these new media channels, check out NAFCU’s 2013 Strategic Growth Conference, featuring a best-in-class workshop on Leveraging the Power of Integrated Media. It’s March 12-14 in New Orleans and there is still time to save using the promo code NEWYEAR when you register by January 31.

I wish you the best in planning a year of relevant engagement with your members.