Credit union employees in eight states participated in Kindness Day Initiative

ST. PAUL, MN (November 20, 2023) — Over 300 credit unions in eight states participated in coordinated service events on the Federal Holiday last month. In addition to collective volunteering, the annual kindness day initiative raised over $260,000 impacting over 1,000 organizations.

From Montana to New Jersey, nearly 12,000 credit union employees gave back to organizations, members, and communities by stocking food shelves, helping seniors with yard work, and serving dinner for cancer patients and their caregivers.

“With the upcoming holiday season, we’re thankful for a collaborative industry where employees embrace rolling up their sleeves, giving back to their communities and spreading kindness on a day off,” said Mara Humphrey, President & CEO of the Minnesota Credit Union Network. “We’re also proud to collaborate with our league partners to share this initiative with credit unions across the country.”

Saint Paul, MN-based Affinity Plus Federal Credit Union hosted its first organization-wide Plus It Forward Day in 2013. A play on “pay it forward,” the Plus It Forward concept grew out of an employee-driven idea of what it meant to be a part of the community and how credit unions could randomly spread kindness. As the concept grew among additional credit unions, the Minnesota Credit Union Network assumed the coordination under the umbrella name “CU Forward Day” starting in 2017, and has continued to hold it annually on the second Monday in October.

Ten years later, this Kindness Day Initiative has spread to six more leagues holding events in seven additional states – Illinois, Michigan, Montana, New Jersey, Pennsylvania, Tennessee, and Wisconsin. While each league brands the event in its own way – the day brings together credit union employees, members, and partners to help community organizations and individuals through volunteering and spreading kindness.

“We work in a service-minded, people-focused, cooperative industry, and because of that, beautiful opportunities like this are possible,” said Staci Hering, ICUL’s Director of Culture and Engagement. “There is nothing more uplifting than working collaboratively across the country with our league neighbors to showcase how credit unions celebrate kindness and put their communities first. That mindset is one of the most special things about this movement and assisting other states in launching their ‘credit union kindness’ days is simply an example of our cooperative principles in action.”

The initiative will take place next year on Monday, Oct. 14, 2024.

About Minnesota Credit Union Network

The Minnesota Credit Union Network is the statewide trade association that works to ensure the success, growth, and vitality of Minnesota credit unions. With over $39 billion in assets, Minnesota credit unions are local, trusted financial cooperatives that serve over 2.1 million members at 404 branch locations, employing 5,841 people around the state. As not-for-profit institutions, credit unions give back to the communities they serve. For more information, visit


Julia Miller
Director of Communications
Minnesota Credit Union Network
(612) 380 -1433

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