Sierra Central Credit Union in Yuba City, Calif., has three branch offices right in the heart of the "apocalyptic" wildfires, says John Cassidy, president/CEO of the $967 million asset institution.
“These are some of the hottest fires ever recorded because of the type of timber and brush firefighters have to deal with," he says.
The devastation has affected both Sierra Central’s members and employees, but the credit union's employees never wavered during the crisis. They continued serving members even when the crisis reached its pinnacle.
Under Cassidy's leadership, Sierra Central has provided relief to firefighters, first responders, and other care givers, offering generous financial support, food, water—even popsicles.
In this episode of the CUNA News Podcast, Cassidy describes the relief efforts, and also sheds light on an annual charitable event Sierra Central hosts. The effort's moniker, "The Event," provided a welcome and upbeat break from the daily battle with wildfires.
Credit Union Magazine’s Winter 2022 issue highlights data-driven marketing, the board’s role in cybersecurity, elder abuse scams, credit unions’ auto lending advantage, and more.
