Sell the story

“Tell me a story.” In all the history of bedtime, no child has ever begged for a “bedtime statistic.” We’re wired for stories; they resonate with us because, as listeners, we instinctively place ourselves within them. When we founded our company in 2020, our mission went beyond just selling an ecofriendly weedkiller. We aimed to offer a safe, sustainable alternative to the toxic herbicides used by 78 million Americans around their homes. To achieve that, we couldn’t rely solely on lab results or comparisons with Roundup; we needed to tell our story. Our product is safe for people, pets, and wildlife. Along the way, we discovered a key insight: while people love their kids, they are absolutely crazy about their dogs! This understanding shifted our messaging to emphasize that we’re a pet-safe alternative to toxic weedkillers—a story that truly connects with our customers.

What is your credit union’s story? Are you sharing it with your members? Even a simple message like “our credit union cares” can forge a powerful connection, rooting your members in your mission.

Here are three impactful ways a credit union can tell its story:

1. Member testimonials and success stories: Sharing real member experiences—whether it’s helping a family buy their first home, supporting a small business, or assisting someone through financial hardship—personalizes the credit union’s mission. Video testimonials, written stories, or brief social media highlights can all demonstrate how the credit union has made a difference, building trust and relatability.
2. Employee spotlight series: By highlighting the people behind the scenes, such as loan officers, member service representatives, and tellers, a credit union can showcase the commitment and care its team brings to the community. Sharing employee stories, motivations, and involvement in the community humanizes the brand and reinforces the “people helping people” philosophy that defines credit unions.
3. Community involvement and impact reports: Many credit unions are deeply involved in their communities. Sharing stories of local partnerships, charitable contributions, and volunteer efforts through social media, newsletters, or an annual “Impact Report” can demonstrate the credit union’s commitment to community betterment, positioning it as a trusted, values-driven organization in the eyes of members and prospects alike.