Northern Credit Union site earns money for local projects.

by. Karen Bankston

Mix together a new brand statement (True North Strong), a hot trend (crowdfunding), and some local heroes, and what do you get?

Northern Credit Union’s crowdfunding website, TrueNorthStrong.ca, reflects both its commitment to corporate social responsibility and members’ preferences for online interactions, notes Al Suraci, CCE, CEO of the $780 million credit union, with corporate offices in Sault Ste. Marie, Ontario.

Northern CU rolled out its new initiative in a soft launch on April 7 and with more fanfare at its April 12 annual general meeting, attended by delegates from the 23 communities the credit union serves across 1,500 square kilometers. Delegates carry the voice of more than 56,000 members, voting on bylaw changes, electing directors to the board, and serving as ambassadors in their communities.

They were enthusiastic about TrueNorthStrong.ca and the opportunity to meet the hometown sports heroes who are helping to promote the first two projects up for crowdfunding:

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