Do your members really belong?

Credit unions all have members. But to what extent does membership equal belonging?

As we move up the Hierarchy of Member Needs – beyond basic transactional needs, past issues of safety and security – we approach love and belonging. Because credit unions are member-driven organizations, this should be a cakewalk, right?

But in fact the very idea of credit union membership is shifting. Where credit unions once pulled their membership from a common source – often a single employer – many now compete on a community basis. Where branches once served as the epicenter of personal service, interaction is now shifting to online and mobile transactions.

Your members may belong to your credit union, but how does the underlying connection play out? Here are a few ways your members connect:

• Who you are and what you stand for. It feels almost trite to say that your brand matters, but the fact is, it matters more than ever. Do you have a strong identity? Do members identify with it?