‘Advocacy matters every day’

Tansley Stearns had a plan for her early March trip to Washington, D.C.

The Community Financial Credit Union president/CEO did what she does at every Governmental Affairs Conference (GAC): “interact, engage, and tell our story.”

She’s always ready to tell that story.

“Advocacy matters every day,” says Stearns, who has learned to be proactive, build relationships with legislators, and advance storytelling. “One of my biggest drumbeats I share with America's Credit Unions and our legislators is how we tell our story—the grassroots storytelling that each organization across the country has an opportunity to share.”

Community Financial rebranded in 2023 to better tell its story. Now, the $1.6 billion asset credit union in Plymouth, Mich., emphases accessibility and the ability to walk with members toward their impossible dreams.

“We want to shape our own story and proactively do that work,” Stearns says, noting credit unions have an awareness gap and a relevancy issue. “There are lobbyists coming to D.C. every day to tell their story. That can get noisy. We want to connect our story directly to legislators’ constituents and make sure it's meaningful. We're excited to see credit unions take a more active and proactive role in public relations strategy.”

Credit unions don’t need to do it alone, says Stearns, who believes collaboration is a gift credit unions share. While every credit union has its own priorities, priority No. 1 is “making sure that when consumers think of credit unions, it’s about all of the good and how we were formed to support humans through both the tough times and the joyful.”

Community Financial relies on partners like America's Credit Unions and the Michigan Credit Union League to align storytelling and facilitate connections. Many of those connections were reignited at the 2024 GAC.

Stearns, who believes in involving the entire organization in advocacy, told her story alongside several Community Financial leaders and board members. They make a plan before heading to Washington, D.C., ensuring they maximize their time and “leave folks thinking about credit unions in a positive way.”

At the top of their agenda this year were conversations around overdraft fees and interchange. But Stearns believes there’s nothing more positive and meaningful than the way credit unions change members’ lives.

“People don’t forget those human stories,” she says, adding that Community Financial brings an impact report full of member stories to GAC. “It’s collecting stories and demonstrating the impact Community Financial has on human beings’ lives. We’re typically not going to have a lot of time in front of legislators, so we need to be crisp and impactful in the way we share our stories.

“We come prepared to share member moments that our team has been able to bring to life for our members. That impact is a wonderful way to have our legislators think about us well beyond when we’re in D.C.”