You vs We

Many companies use “you” in their marketing or even in their names. It has been said that “you” is widely considered a powerful and persuasive word because it creates a strong connection and personalizes the message by focusing on the recipient’s needs and emotions. We’ve certainly used it to demonstrate our focus on, and commitment to, the members. I must admit, however, while a necessary part of our communications, I don’t believe it is more important than “we” especially when it comes to the Freedom philosophy.

At Freedom, “we” is more than just a word. It’s the foundation of everything we do. It means we’re in this together, not as customers and a company, but as members of a community, working side by side to build something better. “We” represents shared goals, mutual support, and a collective commitment to financial well-being. Every success story, every new home, every college fund, every small business loan is not just about one person. It’s about all of us. Because when we say “we,” we’re talking about you and us — together. We listen. We care. We grow — as one. That’s the credit union difference. That’s the power of we.

With that in mind, I want to say how excited I am that “we” are having our first all day, all employee, development day. I know we’ve had smaller meetings to share information, answer questions and just spend time together in a meaningful way, but this day is something I’ve thought about for some time. It’s always been a logistical nightmare to coordinate and a costly proposition to bear, but something I knew held great potential for organizational development and team building if we could just pull it off. You can imagine how happy I am that we found a way.

I know this is new and maybe a little daunting, so I want to stress not just the importance of the day, but how this is about our commitment to you. We intend this to be educational, fun and provide a meaningful experience with a lasting impact. As I’ve said to many of you over the years, you’ll get out of it, what you put into it, so come with an open mind, a positive attitude and we’ll do the rest. I look forward to spending the day with you and learning together.

Shoulda, Woulda, Coulda

I’m sure it’s happened to all of us. We look back and say, “if I only knew then what I know now”. We ponder over past decisions wishing we had gone left instead of right, chosen one path over the one we took, tried this or avoided that. All that second guessing. Truth is each choice we made led us to where we are. Good, bad or indifferent, here is where we are and worrying about what could have been, serves no useful purpose. We make decisions with the information at hand, by instinct, through experience, and maybe a touch of desire, but we make them, believing it’s right at the time. We do the best we can with what we’ve got and with good intentions.

It’s the same thing at Freedom. We have a great team continuously looking for ways to make things better for our members, our employees, and our community, We gather data, do research, discuss (sometimes ad nauseum) and then we make the choices we think are in the best interest of all concerned.

As we navigate the final stages of the merger over the next few months, rest assured there are a lot of people working diligently to maximize the benefit while minimizing the impact. As with any endeavor such as this, there will be challenges but they won’t be the result from a lack of effort on our part.

I think the quote by the poet Robert Burns sums it up. “The best-laid schemes o’ mice an’ men gang aft a-gle” (the best-laid plans of mice and men often go awry) which means no matter how much one plans, external factors can disrupt and derail those plans. It serves as a reminder of life’s unpredictability and the need for flexibility. It’s not about perfection it’s about progress, and Freedom continues to progress in support of our mission and all those we serve.

Why We Do What We Do

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.