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CUNA Research Reports

CU Snapshot

 Apr '17Mar '17
# of CUs 5,926 5,953
Members
(millions)
111.2110.7
Total Assets
($ billions)
$1,381.2$1,374.7
Total Savings
($ billions)
$1,161.4$1,163.6
Net Cap.
Assets
10.4%10.4%
Loans to Savings79.3%78.2%
Loan Delinq.0.8%0.7%

         Credit Union Indicators

‘Keep Purpose Constant'

Ensure your employees feel connected to the movement.

Building awareness of credit unions starts with regularly educating your employees about the movement's principles and mission, says Christopher Morris, National Credit Union Foundation communications director.

With 71% of young adults ages 18-24 professing little or no knowledge about credit unions, it's not enough to provide new hires an overview at orientation and then count on the culture of your organization to offer reminders, Morris told a roomful of credit union training and development professionals at CUNA's Experience Learning Live! in Las Vegas.

Rather, they should heed the advice of credit union pioneer Edward Filene: "Keep purpose constant."

"Explaining the benefits of credit unions' cooperative structure is critical to delivering high-level member service," Morris says.

That's because front-line staff—the segment which most often deals with members—generally is the least equipped to answer direct questions from members about the credit union difference, or spot opportunities to deliver that message.

Morris offered several suggestions for training and development professionals who want to inspire employees to embody credit unions' core principles:

"A better understanding of the credit union difference turns employees into ambassadors and even evangelists," Morris says.

(Via news.cuna.org)