Credit unions have built a legacy of putting their members first, fostering financial wellness, and making a tangible difference in America’s communities. Sustaining a high level of service is very similar to the game of golf. You must continuously work at it.
Now those who have played golf with me know my handicap needs “a little” work. Okay, lots of work. However, I love to play golf, and I have improved with practice. Thus, there are many observations about the game of golf that apply to our industry.
Let’s step onto the tee box and explore how we can win the next round of credit union issues amid the evolving financial landscape:
Before a golfer takes a swing, they need a solid stance and grip. For emerging or young credit union leaders, this will mean ensuring they have a deep understanding of the principles that set credit unions apart from the rest of the financial industry, and a solid grip on how this benefits our members.
- First and foremost, credit unions exist to serve their members, not shareholders. This member-centric structure continues to distinguish credit unions apart from the for-profit, financial industry counterparts.
- With a community focus, from financial literacy workshops to affordable loans, credit unions continue to drive local impact.
- Whether in Congress, or at the state legislative arenas, credit unions champion the financial well-being of all communities, especially those who are often underserved, rural, or have unique financial needs such as military and veteran communities.
A golfer needs a good set of clubs to play the game well. Likewise, you need to equip your emerging leaders and staff with good resources to understand these core principles. Whether it is through training programs, mentorship opportunities, or hands-on experiences, grounding your staff in your credit union’s mission is vital.
Yet, golf is more than just smoking the ball off the tee. As the saying goes, “driving is for show, putting is for dough.” Once you are on the green, golf becomes an entirely new game.
Reading the green and preparation: Tailoring messages for different audiences
Golfers know every green requires a different approach. Similarly, future leaders must adjust their messaging based on the audience. For local community messaging, it’s key to emphasize personal stories—how a credit union helped a small business get on its feet or provided financial stability for a military or veteran family.
As I’ve seen with our members’ news sent in for our ALERT magazine, stories resonate, build trust, and drive further impact. We can’t say enough how honored we are to elevate our members’ stories to our ALERT readership, such as industry advocates and leagues, but also to policymakers during congressional meetings. Highlighting your credit union’s economic and community impact, such as job creation, community investment, or support for underserved populations, drives successful advocacy discussions with key decision-makers. Measurable data always pairs well with local stories to create a compelling picture of the credit union value proposition.
Teaching our industry’s emerging leaders how to "read the green" ensures they can deliver the right message to the appropriate audience at the right time. And just as when you are working to develop a strong swing or drive, building advocacy and communication skills is an important part of preparing our future leaders for success.
A powerful swing in golf comes from practice, technique, and confidence. Our emerging credit union leaders need practical skills to elevate their voice, and the voice of our industry. Offering workshops to build confidence in addressing both members and policymakers can make all the difference in impactful representation and messaging.
We should be teaching our young leaders to weave personal experiences and member stories into narratives to shape messaging with authenticity. Encourage participation in industry events and advocacy days to help young leaders build connections and gain firsthand experience. This will empower their understanding and appreciation for being a part of the credit union movement.
Mentorship can be a game-changer here. Much like having a good caddy, pairing emerging leaders with seasoned professionals ensures they learn from experience while developing their own style. This is why we designed our Crashers program with the Cooperative Trust of Filene. We always look forward to hosting each crasher class at our conferences and hearing their feedback!
Playing the long game and following through
Our future industry leaders will also need patience and a strategy—focusing on the long-term game rather than immediate results. My first round of golf was embarrassing. The next few years were not any better. Over time, I learned to enjoy the game, and gradually became much better—okay, I still need some work, but the principle is the same.
Building a pipeline of credit union leaders is an investment in the future. They may not succeed at first, but with time and space they will succeed. Allow young professionals to take on projects, learn decision-making, and gain visibility within the industry. Let them swing the club a bit, and “mulligans” are a great way to learn on the spot.
And when they succeed, let’s celebrate their wins when they exemplify the credit union spirit. I always appreciated a “high-five” when I hit a solid drive or made a long putt. Positive feedback and camaraderie motivate others to join the team effort!
Finally, there are plenty of resources for that support industry education (we have a special member-only scholarship for this!), financial literacy, and advocacy efforts. By fostering a growth mindset, credit unions can ensure their leaders are ready to adapt and innovate as the industry evolves.
Preparing the next generation of credit union leaders is like perfecting your golf game—it takes practice, patience, and the right tools. By mastering the fundamentals, forming a strong strategy, and following through no matter the challenge (or sand trap), we can ensure that tomorrow’s leaders are ready to elevate the credit union value to both communities and policymakers. So, let’s step up to the tee, align our stance, and take the shot! The fairway ahead is full of opportunities, and with the right preparation, we’ll continue driving success for credit unions—and the members we serve—for generations to come.
