A strategy to express social values. Every day. All the time.
Even the most basic principles of a credit union’s work are worth celebrating. This credit union tells its story while engaging its community.
Freedom First Federal Credit Union ($716.1M, Roanoke, VA) has worked diligently during the past decade to hone a messaging strategy that touts the social value and community impact of its work.
Through its multiple partnerships with local non-profits, the credit union realized the key to recruiting more diverse board members involved positioning the organization as more than a source of free checking accounts and used car loans. Instead, it needed to differentiate itself as a valuable and socially responsible community partner.
Here, Paul Phillips, CEO of Freedom First FCU, shares how his cooperative promotes its social value and why other credit unions should consider sharpening their own message, too, regardless of CDFI, low-income, or other designation status. After all, “concern for community” is a core principle shared by all cooperative organizations.
How Does Freedom First FCU talk about and communicate the depth of its social value?
Paul Phillips: For us, it starts with having boots on the ground and developing advocates in the community. We serve on a lot of community boards to understand the needs that exist, and our own board members constantly share our story with their networks.
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