So, as credit union leaders approach our individual spheres of influence, how big are we willing to think? Will we tweak our plans and try to stay the course as conservatively as possible, or will we try big new ideas? Big ideas come with some risk for sure. But credit unions and all financial institutions are in the business of managing risk. Credit unions have more opportunity than ever to find ways to take measured risks on behalf of their members and communities. My team and I have ideas, and we always push ourselves to make the MCUL & Affiliates as innovative as possible, but together we need to collaborate to find the next big ideas in our industry. We will be looking for multiple ways to engage in communication with our credit union community in the weeks and months ahead in order to identify opportunities for credit unions to expand their services and promote what they have to offer.
This is a time when credit union leaders should think big. And there are many great leaders in our midst. Credit unions of all sizes have boards and executives and employees who want to be a part of something really meaningful. We want to have an impact. We know the credit union model has great capacity for making a difference in peoples’ lives. But we should be asking ourselves whether we as a credit union industry, individually and collectively, are stretching enough to serve member and community needs. I also wonder whether we are doing enough to collaborate on big-impact ideas that will position the credit union industry as a real force in our Michigan economy.
I have spent my career in this industry and I am very proud of how our credit union community makes a huge difference in peoples’ lives every day. In the current climate, I am particularly proud of how well credit unions have weathered this economic storm. In the credit union sector, we don’t see the kind of financial stress that has led to the failure of IndyMac and numerous other banks. The bankruptcy filing by Lehman Brothers, the acquisition of Merrill Lynch by Bank of America and more recently, the rumor that the nation’s largest thrift, Washington Mutual, is in high-level talks to merge with JP Morgan Chase – all dramatically illustrate how deep the problems are. With the government takeover of Fannie Mae and Freddy Mac, we are witnessing deeper and deeper problems in the financial services industry; and yet, credit unions have so far been only barely touched by these pressures. We tout that we have not been part of the problem, but wish to be part of the solution. So, as we do our planning, perhaps we could think of a few really big ideas that we might implement as an industry. I would love to hear your ideas, as this is the time where the MCUL & Affiliate companies are looking at the big picture and considering opportunities for helping our industry in as many ways as possible.
Here are a few ideas I have been thinking about. I welcome your suggestions and your response.
1. Credit Union Difference Campaign Expansion – Credit unions have a great opportunity to hit the airwaves with messages about the credit union difference. The Wall Street Journal and CNN have already run great stories that promote credit unions as the place to save and the place to consider as trusted, responsible lenders. In the weeks ahead, we will be looking for input from our credit union community to see if our industry can refine our message and expand the funding in support of a broader CU Difference Campaign.
2. Shared Branching – The industry is doing a lot of good things in this area. We have Co-op Financial Services and CU Answers’ Extend program where more and more credit union facilities are being linked. But are we anywhere close to our potential? Do we really promote these sites in such a way that the public perceives credit unions to be as convenient as Bank of America, Chase, or others? Chase is now running a large advertising campaign in Southeast Michigan called, “MOST.” They are touting that they have the MOST branches of any bank in Michigan. Pretty impressive, but it turns out this number is only 297. Credit unions have 983. Wouldn’t it be great if we could figure out how to link one third of our total branches so that all participating credit unions could tout that they have more branches than any bank in Michigan?
3. Shared Branding – Last month I wrote about Quebec’s Desjardins credit union system. The province’s population size is very similar to Michigan’s, and yet the success of the Desjardins system that operates with a common brand and shared data processing and a shared support system make it truly remarkable. Could we in Michigan do something similar, if even for a select few credit unions in order to help smaller credit unions look much bigger and share a common identity in the process, while allowing individual credit unions to stay independent? What would the power of shared branding be and could it be done without an outright merger of the entities?
4. Cooperative Risk Fund – We have a huge foreclosure crisis in Michigan and private mortgage insurance is expensive or not available at all for many homebuyers. With home prices at record-low levels and with the meltdown of the mortgage secondary market, what kinds of things could credit unions be doing to really make a difference for helping people afford home financing. Should we revisit the idea of a cooperatively-funded risk pool that could step in for private mortgage insurance? Are there other such solutions that the credit union industry could be considering – such as a greatly expanded counseling program to help distressed homeowners?
5. Student Loans – The student loan market is in disarray right now. Recently, eight Illinois credit unions got some good publicity by collectively providing over $100 million in funding for state guaranteed student loans. Should we be collaborating to find ways to use credit union funding as a means of helping more people afford a college education? The Career Transition Program (CTP) is an example of what could be done if more credit unions got behind it and expanded the program. Low-cost education loans for young people and adults are in short supply right now and this is a great way to show a commitment to Michigan’s future.
6. Payday Loan Alternatives – Why haven’t we considered coming together to buy a payday loan/check cashing company so that credit unions could be out on the street helping these people who will otherwise be taken advantage of by loan sharks at payday loan offices? Programs like “Stretchpay” are good for CU members who are willing to come to a credit union office but what about all the nonmembers who need some assistance understanding how much better a credit union would be for them? In Michigan, we have the greatest CUSO investment authority of any system in the U.S. aggregate capital-asset ratios are also a full percentage point higher than the U.S. average.
7. Cooperative Advertising with Pricing Incentives – All credit unions need help with growth right now. Whether we look at a cooperative campaign to promote patronage dividends like the Desjardins credit unions do, or whether we do something with a credit card rewards program, we as an industry should look at creating a program or two that would really cause people to join a credit union. This shouldn’t take away from cooperative image advertising, but it could supplement that campaign.Those are just a few ideas that we have been wondering about. But what are your ideas? How might we improve our association-based systems for identifying these ideas and putting new programs in place? We have committees and task forces looking at a lot of these areas: are you a part of them? If not, are there other ways to tap into your ideas and enlist your help?
I look forward to hearing from you. Thanks for all that you do at your credit union to make a huge difference in the lives of your members. Now we need to get to the 60 percent of Michigan consumers who don’t yet belong to a credit union and we have to continue to think big so that we can help our entire industry improve its image and expand its reach.
Keywords: bank, challenge, compete, credit union, economy, strategic, strategy



