3 Ways Human Connection Can Break Through in a Digital World
Credit union marketers have so many ways to reach people with brand and product messaging—but people are served up to 10,000 pieces of data, advertising and information digitally each day. In this ever-expanding digital landscape, one tool credit unions shouldn’t overlook is genuine human connection.
When you can break away from the daily digital grind and thoughtfully connect with people, it stays with them. FaceTime vs. Face time. And your credit union stays top of mind because of how you made them feel about their relationship with money.
Here are three ways you can leverage human connection to break through to potential members in the digital world:
#1 Focus on your greatest assets: your employees
In many ways, your team is your brand. They represent your credit union to your members, and when they are out in the community. When employees are engaged and passionate, they serve as your brand ambassadors.
Corda Credit Union in Iowa receive a Diamond Award for their 2024 Brand Reveal Event. The focus was on their employees, bringing them all together to celebrate their new name and brand. This celebration ended with a staff training which helped them all learn how to consistently tell their brand story to members and prospects in the community. This investment made their team embrace the exciting new changes and have a sense of ownership in the brand.
Some CUs host “movie premiere” parties for their staff at the launch of new campaigns to preview TV spots. Staff see and learn about the campaign ahead of members and the public, and to celebrate something new together. Think popcorn and candy in branded containers, and staff sharing the event and their excitement on their own social media. It’s a fun way to build culture while informing staff what’s in market.
#2 Take it offline and into your branches
Nearly half of Americans say money negatively impacts their mental health, according to a recent Bankrate survey. While many fintech competitors have mastered digital experiences, they lack the personal, face-to-face service that credit unions are known for. People value the ability to walk into a branch and receive personalized guidance about their financial future. By introducing your members to your financial wellness programs, CUNA Mutual Group reported a 28% increase in savings within just 12 months. The programs can help identify money as a tool for fulfilling life goals and not a constant source of anxiety. Financial education events in your branches welcome the community in for greater depth of topics, but often fail to reach the people who need them most. Credit unions can use data analytics to identify next likely products, and then invite members to attend events personalized to them.
Personalized targeting for your members is a great advantage of connecting the right members with the right products and services. In a recent Home Equity program, Embold Credit Union leveraged their CDP to identify and connect with their existing members who had a high propensity for a home equity loan. Embold experienced a 7x increase, with 162 loans and $35 million in new balances. Not to mention, some of these members also opened new deposit accounts ($3.4 million) and new loans (over $12 million) during the same period.
#3 Create community connection with heart
A credit union report indicates consumers value financial institutions that support local causes. 93% of consumers who say their financial institutions were generous with their charitable contributions are very or extremely satisfied with their primary financial institution. It found that nearly three-quarters of consumers donated to charity in the past year, and many prefer to do business with institutions that also give back to the community. Zoom in to the millennials, 42% would move their accounts over to financial institutions that charitably support their local communities.
There is power in purpose that you share outwardly. Your employees and your members will sense your authenticity. Invite members and the broader community to gather, share and contribute to your partnership to make a difference in the lives of the people right in their neighborhood. Invite them to share photos, create a social media video to document your event and encourage people to share it too!
When credit unions find creative ways to engage employees, leverage branch locations, and get involved with the broader community, it gives people a chance to connect with your brand in a more meaningful and memorable way—that stands out from all the digital noise in our daily lives.
This article was first published by CUInsight.