Category: Co-ops in Capitalism

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With Whom Do You Share Your Brand?

One of the truisms about branding is that grreat companies create great brands.  Brands do not build great companies.

Tim Calkins is a markeing professor at The Kellogg School of Northwestern University.  He publishes a monthly newsletter, Strong Brands,  providing contemporary  examples from his classroom.

The latest edition includes an update on Tesla, a brand he has written about before.

Tesla
In my last post I wrote about Tesla’s brand repositioning. Things seem to only be getting worse and sales were sharply down in the first quarter. News that the Proud Boys are now showing up at Tesla dealers to show their support will only further polarize the brand.

Driving a Tesla has always been about making a statement. I suspect supporting the Proud Boys wasn’t the statement most Tesla buyers were trying to make. 

Credit unions have both individual identities as well as the generic reputation of being a different kind of financial institution.   What one credit union does well or becomes a front page story,  affects the cooperative system’s brand.

Just as important the individuals and organizations a credit union decides to work with or to support affects their reputation with their members and the communities they serve.

As credit unions decide their NIL relationships, the business partners they seek to serve, and the community events they support, they are creating a reputation much greater than a financial service option.

As boards consider whether to facilitate digital currency options, the sale of marijuana or vape products, or finance options such as interval vacation  ownership, consider the impact on the “brand” the credit union is presenting  members.

When a credit union offers  a special financial product or specific business loans, it endorses that activity.

For example is now the moment to promote a special financing option for the purchase of Teslas?

As in life, what credit unions do with members; money always speak louder than the latest PR or messaging  campaign.

 

 

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The Power of Questions. . . and Answers

This past week Senator Cory Booker stood in the chamber for over 25 hours delivering a powerful call for the  people to challenge the Trump administration’s threats to democracy.

It was an heroic physical commitment to ignite awareness of the critical political tests facing the country.

He described this time as our moral moment with America’s fundamental values on the line.  It was a call to the conscience of a nation.

Our democratic capability for change he summarized  as the power of the people is greater than the people in power.  

Our Moral Moments

 People may or may not agree with Booker’s impassioned call.  But his basic questions are ones every person will encounter in their own experiences.  He asked:

What will define our greatness in the moral moments we face?

What is the role of character?

What would we view as threats to our bedrock commitments?

Individuals will craft their personal responses as to what they want to uphold for the communities and society in which all live.

One person who analyzes the special role of credit unions and its abundance of business examples is Ancin Cooley, a credit union consultant. I believe his observation about credit union’s current political circumstances draws us back to Booker’s questions.

Tigers with Amnesia

In reflecting on the history of the credit union movement, one fact stands out: our strength has always been rooted in our members and communities—not in politics.

From its inception through its adolescence, the cooperative model thrived without relying on the president or Congress to dictate how we serve our members.

Today, many credit unions manage capital budgets that rival those of local governments, underscoring a powerful truth: real power resides within the community we live. Credit Union are tigers with amnesia.

While political wins and advocacy play a role, we must never lose sight of our true source of strength. The idea that credit unions must depend on politics is, in many ways, contrived. Instead, our focus should be on empowering our members and meeting their needs, regardless of which political party is in power.

After all, the cooperative movement challenges both traditional capitalism and political centralization by proving that community-driven finance is a force to be reckoned with.

Senator Booker and Cooley are both asking we carefully consider what we believe in.  What are we willing to stand up for? The actions we take when moral moments arise, will test who we will become.

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Why I Love My Job

From the field. The following examples are from a CEO’s monthly report to staff.  He documents their business strategy to “out-local” the competition.

Serving One Member at a Time

A member called in about his credit card. He stated he falls short on funds every month and has to use his credit card and can’t get out from behind it. He was asking if there is a way to change the payment date.

I looked deeper into this as he is on a fixed income and struggles financially due to always falling short about $60 monthly. I asked him if he had any other debt, and he said he had a couple Affirm loans he got to buy shoes and clothes.

I know we are here for our members, so I told him let’s look at a home equity as he has plenty of equity on the home. Here is where we now stand.

Instead of this member falling short $60 monthly and having to use his credit card we are doing a home equity and consolidating his credit card and his Affirm loans. He will now have an extra $100 monthly to give him some wiggle room. We will also decrease his credit card limit down to $1K to prevent him having easy access to a large amount. This was actually his idea to decrease the card’s limit.

The best part is this member will now have a couple hundred dollars in his pocket out of the loan proceeds and he is getting out of his financial struggle.

Yesterday he called and asked if it was ok to use his credit card for gas considering we haven’t closed yet. He said it’s been tough as he had to use a lot of gas for a trip as he just found out his sister of 77 years old committed suicide.

We just got approval to close on this loan. I’m sending this member a sympathy note and also putting a $10 member appreciation card in it.

At maybe the toughest time in the member’s life we are able to help him and bring some light into this time for him. He is very grateful and says this is changing his life for the better. This is why I love my job!”

Assistance to Members & Non-members Facing Layoffs

Also this month the credit union reported initiatives for local federal and  university employees being laid off.

Messaging was sent to members employed by the federal government, identified through direct deposit data, offering assistance in the event they may face an upcoming layoff.

That assistance could run the gamut from loan restructuring and payment deferrals to budgeting advice and financial solutions based on unique circumstances.

We have 16 associates designated as a Certified Credit Union Financial Counselor (CCUFC) and stand ready to help any impacted member.

The University of Dayton announced the lay-off of 65 individuals and an offer was made to the UD Vice President of HR of similar assistance to those people affected.

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How to Serve Owners: Examples from Two American Icons

Organizations succeed by what they accomplish externally for their owners, not because of superior internal cultures or unique strategies.

As Peter Drucker, management consultant, educator and author, stated, “all results are on the outside,” meaning that the true measure of an organization’s success lies in the outcomes it achieves externally with its customers.  In credit unions these are the owners.

Berkshire’s  Annual Meeting Celebration

Warren Buffett, the founder of Berkshire Hathaway, has overseen a 28% increase in the stock (BRK B) price over the past year.   However, whatever  the company’s return to shareholders, there is a weekend celebration inviting all owners to Omaha to hear from the founder directly.

The event is much like a credit union conference complete with an exhibit hall full of Berkshire- owned vendors.  Here is this year’s Guide to the festivities:

The 27-page guide includes an invite to a 5K race, the location of all Dairy Queen restaurants in the area, plus numerous other sites and information for navigating the three days of events:

The formal annual meeting in the CHI Convention Center is the main event on Saturday.  It begins with four hours of open Q & A questions from the live audience and from viewers on CNBC’s live broadcast.   Buffett, and maybe one or two of his senior staff, will respond to all queries.

The formal  meeting with votes on motions starts at 1:00 PM.   But the owners have their say first.

This meeting is a demonstration of Berkshire’s commitment to put its owners’ interests first.  It is a long standing tradition with shareholders attending year after year.  It is a capitalist feast of business successes and company good will that creates long lasting relationships with the company’s individual shareholders.

Can  member-owned credit unions find a better example of trust, leadership and pride in our movement?   What if Navy FCU or SECU decided to celebrate their success in a similar manner with workshops on personal finance, examples of member owner businesses and a meeting where members had their say?

Such an occasion would be noteworthy for the institution, but more importantly, it would be an example of the cooperative movement having its “Woodstock Moment.”

Giving Member-Owners Choice

A second example that credit unions can learn from is a recent innovation from the Vanguard mutual fund family.

Vanguard is a pioneer in low cost, index fund investing.  Warren Buffett’s advice to young investors singles out Vanguard’s approach as the easiest and most likely successful way to financial wealth accumulation for every day folks.

A second unique feature of the firm is that the  company that manages the funds is owned by each of the individual funds.  In other words it is a mutual coop, not a public or privately owned investment company like T. Rowe Price or Fidelity.

It has recently offered a unique way for individuals who own their funds to directly exercise their proxy voting preferences in the companies in which their fund’s invest.  This is a description of Vanguard’s new “Voting Choice for Member Owned Stocks.”

” It provides a way for you to participate in the proxy voting process by choosing a proxy voting policy that will help direct how your shares in select Vanguard equity index funds are voted on shareholder matters at the companies held in those funds.

Public companies hold shareholder meetings where key issues—such as electing the board of directors and executive pay—are presented to a shareholder vote. Proxy voting enables shareholders to cast their votes without attending a specific company’s meeting.

Investor Choice currently offers five policy options that reflect a broad range of approaches to proxy voting that you may choose to apply to your participating Vanguard equity index funds.” 

One example would be Company Board-aligned Policy.

At the end of 2024, Vanguard had $10.4 trillion under management of which 82% were in index funds.

Vanguard serves over 50 million clients globally.  What kind of technology support must have been developed to allow an individual investor to cast their tiny share of a company’s voting proxy in line with each investor’s preferences?

In the past Vanguard has followed its Investor Advised Funds Policy, a single option.

The Credit Union Takeaway

If Vanguard can empower their  individual investors to exercise their minute share of corporate governance, should credit unions be exploring  options to enhance member-owner preferences? This is more than greater product choices for credit card or varied savings plans.

Some credit unions now give members options for charities to which they can direct interchange income.  But what are other ways members might be willing to participate in options such as funding affordable housing for seniors or first time home buyers?   Is it possible for members to have a say in prioritizing community ventures and partnerships?

Vanguard, a $10 trillion firm with 50 million clients, returned the owner’s proxy voting power back to the individual.  Might credit unions find a way to engage their owners in how their savings and credit extensions are being directed?  Or, as in public company voting, to approve senior executive compensation? Or even in buying a bank?

 

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Internships:  Planting Seeds for Future Employees

Many firms including credit unions offer summer internships as a way to attract college students and introduce them to their firm’s culture and employment opportunities.

One unique organization has a special program that places students interested in cooperatives with internships in the coop sector.   This 501 C 3 is NASCO or the North American Students of Cooperation.

Affordable Student Housing

NASCO’s  primary activity  is working with student- led campus housing cooperatives.  They provide resources, assist in their development, and encourage  participants to remain active  in the cooperative sector. There are over 20 of these housing facilities on campuses throughout the US.

NASCO’s projects would seem to be a natural fit especially for any credit union serving  these campuses.  This activity is also a primary source for applicants in the internship program described below.

Finding Future Leaders

One of the ways NASCO builds future cooperative leaders is their cooperative Internship program.   It functions as a placement service matching interested students with internships for 60-90 days during the summer.

Since the 1980s, this program has connected talented students with cooperative organizations, providing  hands-on work experience.

NASCO  matches skilled  cooperator applicants with host organizations including housing co-ops, worker co-ops, nonprofits, and credit unions.  These short term assignments are intended to be  meaningful projects that build familiarity with  areas such as governance, marketing, finance, and operations.

In turn host organizations have a chance to consider a person’s interest and skills for potential future employment.

The Summer 2025 Program Is Underway

NASCO is still seeking hosts for its Summer 2025 program.  This is a special opportunity for credit unions as candidates have expressed interest in working for a cooperative organization.

Because time is short, I would encourage interested credit unions to call NASCO’s internship manager, Katherine Jennings, at (708) 317-8608, or email at katherine@nasco.coop

NASCO provides interns monthly cohort zoom meetings to connect with fellow co-operators, share experiences, engage in guided discussions, skill-building trainings, or readings tailored to their interests. These sessions deepen their cooperative knowledge and strengthen their future potential role in member-owned organizations.

A complete description of the program is on NASCO’s website here.  Although the site indicates the host applications are closed, I am told hosting  opportunities can still be taken through this week.

There is also the chance to sponsor through grants, the internship network program.  Those options can be found here. 

The Future of the Cooperative Movement

Credit unions and NASCO share common values in promoting cooperative solutions.  The non-profit’s most important service is the affordable housing programs for students on campuses which I will highlight in a later blog.

I would encourage credit unions to reach out to NASCO and learn more about all aspects of ther activities including the November conference in Ann Arbor, MI. The group would seem to be a logical partner for any credit union’s financial  and community investment goals.

 

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A Moderate’s Message on America’s Future

David Brooks (born August 11, 1961)[1] is a Canadian-born American book author and political and cultural commentator. Though he describes himself as an ideologic moderate, others have characterised him as centrist, moderate conservative, or conservative, based on his record as contributor to the PBS NewsHour, and as opinion columnist for The New York Times.

Here is a throughtful, entertaining and insightful presentation given last month in Great Britain on America’s direction.

His purpose is to put the current American angst about current issues into a longer perspective.  He sees our history as a cycle of cultural and political “rupture and repair.”

Of special note for credit unions and cooperatives, is his belief that the current trend is moving away from hyper-individualism to a more communal society.

Our moral formation is at the center of who we are as a people and as a country.

While the talk is a social analysis with several political references, his description captures some of the central dilemmas credit unions as value based organizations are also experiencing.

Credit unions are creatures of the society in which they operate.   You might want to ask if his critique of “elites” in America’s cultural life has parallels in your credit union and the larger movement.

(https://www.youtube.com/watch?app=desktop&v=QSa52TR9tCA)

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It’s the Members Who Have the Power to Bring Change

Uncertainty reigns in Washington DC about the future of federal government agencies and their traditional roles versus the public.

CDFI grants are threatened; minority (democratic) board members of the FTC are fired; agency personnel are asked to submit weekly updates to DOGE on their work. Credit union taxation is on some agendas. NCUA board members spar over OD fees, versus uniting to support the agency’s mission to serve credit unions.

As the political and constitutional events evolve, the outcome will depend on political power.  For credit unions, this is the voting and lobbying efforts of their members.  Every industry “walks the hill.”  Every paid lobbying group makes PAC donations.

But few groups would claim the potential clout of member-owners acting to protect their democratic institutions.

All Politics Is Local

Despite the news from Washington, all voting is done locally.

However, this member constituent power is latent.  Asking for action requires informed  awakening and clear messaging.

An immediate way to activate this process is to engage the members at the annual meeting.  That is where their attention as owners and their role in governance is exercised.

The required annual baord election is the opportunity to affirm their potential political role by making this a real meeting, not a pro forma event.  It starts, as shown in the example below, by showing how their board members are nominated and then voted on as part of the meeting.

The Chair and CEO’s reports should illustrate  their credit union’s special role in members’ lives and in their communities.  When presenting threats to the cooperative model, the members will know what is at stake.  Finally, specific actions they may be called upon to  support their  member-owned financial cooperatives  should be discussed and feedback sought.

Activating Member Empowerment at the Annual Meeting

Here is the lead story in the March 13, 2025 email to members by O BEE credit union.

Transparency and Trust

The link at the end of the article lists the duties of the board, includes an application to be a nominee, and details of the board’s compensation.

Transparency is vital to a credible election process.  This strengthens  members’ awareness of their governance role. When the credit union then asks them to a act as citizens in a democracy, you have already “walked the talk.”  They can trust that you have their best interets in mind.

 

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Videos Empowering Members and their Credit Union

Putting members at the center of a credit union’s story is an art.  When done well, it reinforces the fundamental cooperative difference, especially when an integral part of the public message.

One credit union that does this with great skill  is Whitefish Credit Union in Whitefish, MT.

“God’s Country”

Below is a recent example of their unique video series.  These member centered short films portray individuals’ special interests, the natural landscape of the area, and a broad community purpose being served.

Following is a story by a founder of the Back Country Horsemen on this non-profit’s 50th anniversary.  Their example has extended across the country.  As one person remarks, every state has its own “back country,” even Delaware.

The video makes you want to saddle up and be a part of this ride with this credit union.

(https://www.youtube.com/watch?v=wodQNsu5fSQ)

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2025: The  Most Important Annual Meeting Your Credit May Ever Hold

Bylaws require every credit union to hold an annual meeting.  The agenda includes reports by the Chair, CEO, other timely updates and the election of directors for open seats on the board.

In many credit unions this event is purely administrative and perfunctory. It is merely a compliance task, carefully managed to end quickly, and to avoid any real member dialogue.

Such an approach this year could be the most costly political mistake a credit union could make with its members. Here’s why:

The future of the federal regulatory system is being overhauled for greater efficiency,  simpler design and more direct White House control.  No more  independent agency policy making.  One example of a question being raised is whether the  government should have two separate deposit insurance funds.

Influencing Political Outcomes

Credit unions, like most industries, have deployed traditional lobbying capabilities to counter political risks to their operations. These common tactics include raising more PAC dollars, hiring lobbyists with ties to those in office, funding PR campaigns, etc.

Credit unions will never outspend or out-hire their opponents.  Money is not the source of their political influence in DC or in their respective states.

Consultant and former OCC examiner Ancin Cooley offers this assessment:

In reflecting on the history of the credit union movement, one fact stands out: our strength has always been rooted in our members and communities. . .While political wins and advocacy play a role, we must never lose sight of our true source of standing. . .our focus should be on empowering our members and meeting their needs.

Activating Member-Owners

People’s voices and votes are the ultimate power in a democracy.  The first call to action with members should be in the upcoming annual meetings. To make this event a rallying cry, the traditional approach must be rethought. However,  this is not a new challenge.

In March 2023 Silicon Valley and two other banks failed in quick succession as the  Federal Reserve increased interest rates.  Many credit unions instantly changed their meeting’s  scripts.  In one I attended, the CEO after summarizing the prior year’s performance, pivoted to explain why her credit union and the industry generally did not have similar problems.

The message was to assure members their funds were safe.  Do nothing and trust your credit union.

This time the message is quite different. The  challenge is to educate members about changes being considered and ask them to act, not just stay the course.  Member-owners contacting their congressional representatives, en masse, is the most powerful influence on political behavior.

1998-The Year of Member Action

In 1998 the Supreme Court ruled in favor of a banking challenge to changes NCUA made in its field of membership regulations in the early 1980’s.  If implemented, the decision would have limited credit unions to their original, or a single, field of membership.  The law the Court interpreted had to be changed and fast.

One of the means to both engage and empower members was a newly created website called The Committee of 70 Million. The name was an echo of Revolutionary War grass roots organizations.

It was created by Scott Patterson, a recently hired techie at Callahan & Associates.  Although the country and credit unions were in an early phase of the Internet era, with social media still unknown, this platform could be linked to every credit union on the Internet.

The site explained the what was at stake and suggested multiple ways members could reach out to their congressional representatives.  Here are six slides from a much longer review in 2001 of the site’s options, information and impact.

The site was then adapted for voting in the Presidential election year 2000.

The Status Quo Is No Longer

Trump promised total disruption of the federal government bureaucracy.  He is on course. Now is the time for mobilizing member-owners.

The annual meeting should be converted to a town hall format. This is an opportunity to connect and  inform about the political changes.  The members’ questions and reactions can be used to plan next steps. After all, it is likely 50% or more voted for Trump’s message.

Credit unions must gain members’ respect and trust for the steps you will propose.  The most important message however,  is that this is not just another political fire drill.

Note: To receive the full slide deck, contact Scott Patterson at spatterson@gmail.com.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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The Banks We Deserve

Osacar Abello is the economic journalist for Next City, a web publication which reports on innovative examples of tackling long standing urban challenges.

He has written a new book, The Banks We Deserve. It is about the future of credit unions as much as he focuses on banks.  He offers this reason for writing.

So how many community banks do we need? I’m not sure that me or some policymaker or expert should be the one answering that question. Maybe it should be up to each community that feels ignored or frustrated with larger, distant financial institutions to take some of that money creation power for themselves and see how they do with it. 

We’ve never done anything big in this country without little banks. Yet the number of community banks in the US has been steadily declining for decades, giving way to big banks that have little connection to the communities they claim to serve.

The massive, unprecedented shift toward such a highly concentrated banking sector has weakened our ability to take action at a community level and leaves many people, especially those who have been historically marginalized, without access to capital.

The Book’s Message from a Review

In The Banks We Deserve, journalist Oscar Perry Abello argues that community banking has a crucial role to play in addressing urgent social challenges, from creating a more racially just economy to preparing for a changing climate. At their best, community banks unleash the agency and aspirations of the communities that establish them.

Abello challenges people working on racial justice, community development, or addressing climate change to start more community banks or credit unions as part of their work, while also calling for policies and regulatory reforms that will help tilt the landscape back in favor of community banking.

The Banks We Deserve tells the stories of new community banks — like Adelphi Bank, in Columbus, Ohio, the first new Black bank in 20 years; or Walden Mutual Bank in Concord, New Hampshire, the first new mutual bank since 1973 and the first chartered specifically to finance a more sustainable food system; or Climate First Bank, in St. Petersburg, Florida, which has grown exponentially since opening for business in 2021. He hopes these stories inspire others to take some of these same daunting-but-not-impossible steps.

My takeaway:  Credit unions have been evolving into this community role since deregulation. Who is telling their story?