I spend a lot of time talking about the emotional side of what we do, how helping people and supporting the community matters.  I believe doing what is right is not only essential to our mission but good for our world. I can go on and on about this, but I thought it was time I talked about the “business” side of why we do what we do by focusing on the value consumers place on their financial institution’s commitment to and support of the community and how they view it as a strong indicator of the institution’s values and trustworthiness.  So, here’s why Freedom’s community support is so meaningful:

• Builds trust and loyalty: When Freedom actively supports local charities, sponsors community events, or invests in local businesses, it creates a sense of shared values with members and prospective members. This fosters an emotional connection that goes beyond just providing financial services, leading to greater trust and loyalty.
• Enhances reputation and brand image: Consumers are increasingly conscious of social and environmental issues. When Freedom demonstrates a genuine commitment to social responsibility we are perceived more favorably, enhancing our brand image and reputation within the community.
• Creates a sense of shared purpose: For many consumers, especially younger generations like Gen Z, the purpose of businesses extends beyond profit to include serving communities and society. Banking with an institution like Freedom that actively gives back allows people to feel that their financial choices are contributing to a positive social impact, aligning their personal values with their financial decisions.
• Differentiates from larger institutions: Credit Unions, in particular, are recognized for their deep roots in local communities and commitment to social responsibility. In an era where larger banks may be perceived as impersonal, Freedom’s community focus can be a significant draw for those seeking personalized service and a sense of belonging.
• Impacts satisfaction and engagement: Research indicates that positive corporate social responsibility beliefs significantly impact member satisfaction and commitment. According to The Financial Brand, 93% of consumers who said their financial institution was generous with charitable contributions were very satisfied or extremely satisfied with their primary provider.

Example of specific actions that resonate with members and prospective members:

• Financial literacy programs: Offering workshops, seminars, or resources to help individuals and businesses better understand financial management fosters a sense of empowerment and positively impacts the perception of Freedom’s efforts.
• Supporting local businesses and promoting homeownership: Providing loans and financial services tailored to the needs of the local economy strengthens the community and demonstrates Freedom’s commitment to local growth.
• Volunteerism and participation in community events: Beyond financial donations, active engagement through employee volunteerism and hosting community events deepens the connection between Freedom and its members/prospective members.

Freedom’s involvement in the community is far more than just a public relations exercise. It directly influences consumer perceptions, fosters trust and loyalty, strengthens relationships, and plays a crucial role in member satisfaction and long-term success which, in turn, fuels our success and multiplies our ability to give back. Simply put, what we do, how we do it and why we do it matters.