Gose de CUNA: Master the Art of Telling the Story of Credit Unions | 2021-03-12
The success of credit unions is linked to the development of the communities they serve, because credit unions are owned and managed by their members, writing Richard Gose, political director of CUNA in CUInsight, that is why credit unions are a solution to rebuilding communities.
“With 120 million members nationwide, credit unions have constituencies representative of the American population. This means that the issues you solve for your members are struggles that many Americans face, ”Gose wrote. “Our mission-driven approach to making an impact on people’s lives is evident in the data we collect, from the 32.4 million loans made to low-income designated credit union members to the incredible work mobilizing more than 204 000 Paycheck Protection Program (PPP) loans for small businesses. These numbers make great talking points in letters and statements, but policymakers need to hear the individual stories behind the data. “
While it may seem like a daunting task, writes Gose, lawmakers want to hear stories from their constituents because they show the human benefits of political decisions.
“There are many great stories about credit unions that go overlooked because we don’t share them widely. Work with your credit union staff to make sure they understand why these stories are so vital. It’s not just a matter of creating an advertisement; it’s about bringing community leaders, journalists and legislators with you, ”he wrote. “Tap into the fundamentals of good stories – simplicity and relevance – to take these key stakeholders on a journey that will take them to the heart and soul of credit unions. There are many ways to master the art of storytelling.
Gose recommends that credit unions start by looking at solutions offered to members. Credit unions can also potentially approach members to share their memorable experiences. He lists several examples of videos, infographics, editorials, and other ways credit unions can collect these stories.
“Advancing communities is designed to capture and share the individual stories of how credit unions promote financial well-being for all through the voices of credit union members and staff. Upload your credit union history to the Advancing communities portal and share it with your state league and CUNA, ”he said. “As we work across the system, the stories intertwine to form a cohesive narrative of how credit unions are fulfilling our mission of promoting savings and providing access to credit for provident purposes. “