The Cost of Not Deciding

Ever had one of those moments where you stare at a restaurant menu for way too long, overwhelmed by all the choices? You finally just order the same thing you always do because it’s easier than making a decision. We’ve all been there. But when it comes to running a credit union, playing it safe and avoiding tough decisions isn’t just about missing out on a new meal—it’s about missing out on growth, success, and sometimes even survival.

Right now, we’re seeing a lot of credit unions sitting on the fence. They know they need to make big moves—whether it’s investing in technology, shifting their marketing strategy, or making bold leadership decisions—but they hesitate. And I get it. Change is hard, the unknown is scary, and there’s always that little voice saying, “What if this doesn’t work?”

But here’s the thing: Not making a decision is still a decision. And it comes at a cost.

The Price of Indecision
Every time you push a tough choice down the road, you’re not just delaying an outcome—you’re letting opportunities slip away. Consider these statistics:

• Digital Marketing Adoption: In today’s digital age, the significance of digital marketing for credit unions cannot be emphasized enough. The term “credit union” attracts a substantial number of searches on Google each month, ranging from 118,000 to 300,000. If your credit union isn’t investing in digital marketing strategies, you’re potentially missing out on connecting with a vast audience actively seeking your services. 

• Digital Interaction Rates: A 2023 survey found that 76.2% of interactions between members and prospects with their credit union happen online. With this level of digital interaction, online marketing becomes a critical investment for credit unions and other financial nonprofits. 

The longer you wait, the higher the cost—whether it’s lost members, declining relevance, or a shrinking bottom line.

Making the Tough Calls
I’m not saying you should make hasty, reckless decisions. But I am saying that waiting indefinitely for the “perfect time” (spoiler: it doesn’t exist) will do more harm than good. The best leaders—the ones who guide their credit unions to long-term success—understand that growth requires bold moves. It means looking at the data, trusting your instincts, and making the hard calls even when it feels uncomfortable.

So, what’s the tough decision you’ve been putting off? Maybe it’s time to finally commit to a strategic growth plan. Maybe it’s time to invest in a better digital experience. Maybe it’s time to shake things up with your brand. Whatever it is, take this as your sign to stop waiting and start moving.

Because, ultimately, the cost of not deciding is always higher than the risk of making a move.