Reconnecting with the core
Credit unions that serve the military typically also include a variety of SEG groups. This strategy counters declining military populations in some locations. But that doesn’t mean these credit unions forget their military origins.
Less than 10% of members at $1.1 billion asset North Island Credit Union, San Diego, are currently linked to the Navy. Even so, North Island was a sponsor of the Centennial of Naval Aviation events, including issuing a “challenge coin” celebrating the 100th anniversary of Navy aviation on one side and the credit union’s 70th anniversary on the other.
President/CEO John Tippets says
North Island participates in events that matter to its military membership as a way to “reconnect with the core”—the credit union’s most loyal members.
Employees at Texas-based, $4.3 billion asset Randolph-Brooks Federal Credit Union (RBFCU), are involved in Operation Home Front, which provides emergency assistance to families of service members and wounded warriors.
About one-third of RBFCU’s members are directly tied to the military. RBFCU was among the handful of financial institutions in its region to create a plan to provisionally cover members’ usual direct deposits when the federal budget debate created the potential for a government shutdown. “While people were struggling with the rising costs of gas and food, we didn’t want concerns over whether they’d receive their next paycheck or be able
to provide for their families to weigh on their minds,” says Sonya McDonald, senior vice president of market development.
Next: Maintaining Relationships