Using Social Responsibility to Engage as a Marketing Tool

Heather Wilhelm, Client Service Coordinator






My Marketing Faves

Heather Wilhelm, Client Service Coordinator

Focusing on social responsibility as a marketing tool can be a useful strategy for not only contributing to society, but in turn also contributing to the core of your Credit Union: your young members.

Support not only charity and community events, but also larger organizations and ideals. 

For example, Foothill FCU created a youth calendar “Sketch & Save” contest. The contest encouraged youth members to engage with their credit union by creating artwork entries for the annual calendar.  Foothill FCU gave the contest an environmental theme, which tied in a larger cause of “saving” the planet.

Layering these messages and themes is a great way to forge a deeper connection and relationship from these young members with your organization.  Giving kids a way to actively participate with their credit union can also bring more parent loyalty as they find the credit union is more than just a financial resource.

Credit Unions, being more localized and smaller, have a better community platform for reaching members on a more meaningful level.  After all, Credit Unions were formed as a result of wanting a more personal, trustworthy financial resource than banks. 

What other ideas can make the most of the ‘not-for-profit’ status by tying social responsibility with fun member engagement projects?

2 thoughts on “Using Social Responsibility to Engage as a Marketing Tool

  1. Mark,

    Thank you for your response! Video submissions as an interactive tool is a great idea, especially when the subject matter has a personal and positive message. LemmonTree is venturing out in the ways of video interaction as well, through our new microsite about Credit Union Sustainability. Take a look and please feel free to participate –

    Thank you again for your feedback!

  2. Heather,

    Good post about layering your messages and themes. Anything to make your marketing more interactive is always an improvement. Another idea is to have your members submit videos on how they are making a difference in the community. Then perhaps you could award a prize to the member making the most impact in his or her community.

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