Communicating the Credit Union Vision

Let’s set the scene: Your credit union’s vision statement is proudly displayed on your website, neatly framed in the branch lobby, and boldly emblazoned on your staff mugs. Yet, as you sip your coffee and gaze over the rim, it dawns on you – your team doesn’t quite get it. 

First, before we get into rallying the troops around a vision statement, have you ever asked each of your team members: “What does financial security mean to you?” or “If you could describe your ideal financial future, what would it look like?”

Credit union staff are uniquely positioned as financial educators – whether they are certified financial councilors or not. What if someone doesn’t know their own aspirations on your team? There’s a gut punch for you. Starts by asking open-ended questions to gauge where they are in their own journey. That will show you how vision-driven your vision really is.

Make no mistake we’re not saying your team needs to be financially perfect. They may have some practical needs, such as wanting to pay off a loan, save for a home, or help their kids graduate debt-free. They may even have some very real debt challenges, too. But do they understand the cornerstones of your credit union values? 

Think of it as vision matchmaking. Getting your staff on board isn’t just mandatory; it’s a strategic necessity. A disengaged team can make a “vision” feel more like a chore than a shared goal, and it’s your job as their leader to make it relatable.

Paint vivid pictures during team meetings of what the credit union’s vision looks like in practice. Help staff feel like key players in a bigger mission. Nobody likes feeling like an extra in someone else’s movie. Try story-sharing platforms where members and employees can post real-world examples of the vision in action. Or host monthly brainstorming sessions where staff reflect on how their work aligns with the credit union's purpose. 

To ensure the vision not only sticks but thrives, implement a feedback loop. Quarterly surveys can assess whether members feel the vision’s impact and whether staff feel equipped to embody it. Transparency is critical. If the feedback’s lukewarm, use it as a springboard for recalibration. This isn’t a failure; it’s evolution.

When members see themselves in the vision, when staff feel empowered to deliver it, and when the broader community senses the ripple effects, your credit union transcends being just another financial institution – it becomes a movement. Oh, and don’t forget to refill your coffee mug. Vision-sharing is thirsty work.