Since starting in 2012, GivingTuesday has grown into a worldwide movement, inspiring people and organizations to support their communities during the holiday season. For credit unions built on community values, this time of year is an ideal opportunity to build member trust and loyalty by giving back.
Engaging in community initiatives, especially around GivingTuesday, gives credit unions a real chance to build trust, loyalty, and member satisfaction. Research highlights how much community involvement matters:
- 92% of people have a more positive view of companies that support social and environmental causes.
- 87% are more likely to trust companies that do.
- 88% feel more loyal to companies that give back.
Credit unions like Greater Nevada Credit Union and American Heritage Credit Union have seen these benefits firsthand.
Greater Nevada’s “Greater Giving” Holiday Donations Drive brings together employees, members, and local partners to collect essentials for families in need. Similarly, American Heritage Credit Union’s “Spirit of Giving” Food Drive gathers over 10,000 pounds of food annually.
While these efforts boost each credit union’s local visibility, they also build real goodwill. By giving back as a credit union, you can show you’re a true community partner and attract new members while strengthening loyalty among those already using your services.
Supporting the community can take many forms, especially during the holiday season. If you’re not sure where to start, here are five simple strategies your credit union can use to give back and strengthen local connections.
Organizing holiday donation drives allows credit unions to make a real difference by collecting essentials like food, toys, or clothing for those in need. Consider partnering with local charities to make sure your donations reach the right people.
While these drives can require thoughtful planning and coordination, the payoff in community goodwill and strengthened local ties makes them highly rewarding.
Tips for success
- Partner with trusted local organizations for distribution.
- Make it easy for members to contribute, both in-branch and online.
- Publicize the drive’s impact to highlight results and encourage future participation.
Hosting financial literacy workshops with a holiday theme is a great way for credit unions to support members during a time of increased spending. Seasonal topics like holiday budgeting or managing expenses can provide members with practical tools, showing that their credit union cares about their financial well-being.
Tips for success
- Choose relevant topics like holiday budgeting and managing debt.
- Offer virtual and in-person options to increase accessibility.
- Share helpful resources for ongoing financial education.
Highlight opportunities for employees to volunteer in the community, whether serving meals, helping at local shelters, or participating in charity events. These visible acts of service not only build a positive public image but also boost team morale and create a shared sense of purpose.
Tips for success
- Offer paid volunteer hours to encourage participation.
- Partner with local charities or nonprofits for diverse opportunities.
- Share volunteer stories on social media to highlight community impact.
A donation-matching program lets credit unions double members' charitable contributions to chosen causes, offering members more control over their community impact. By matching donations, credit unions support what matters to their members while efficiently channeling funds into the community.
Tips for success
- Choose reputable local charities that align with members' interests.
- Set a matching cap to manage the budget effectively.
- Share updates on the program’s success to build momentum.
Recognizing members who give back is a powerful way to show appreciation and foster community spirit. Member appreciation events, social media spotlights, or thank-you notes reinforce that every contribution counts.
Tips for success
- Feature contributing members in newsletters or on social media.
- Host a small appreciation event or offer a “thank you” gift.
- Highlight stories of member impact to inspire others to get involved.
Community engagement goes beyond the season. It’s central to a credit union’s mission to support its members. Use this holiday season as a launchpad for a new initiative that not only gives back now but strengthens connections all year.
