Credit unions can make much better use of Project Differentiation
ARLINGTON, Va. - Completing Project Differentiation's "statement of commitment" can help a credit union focus its attention on its service to members and tell the world exactly what it is doing, said Dick Ensweiler. Ensweiler is president of the Texas Credit Union League, chairman of CUNA's Governmental Affairs Committee and is incoming chairman of CUNA. Expanding on his previous comments to a meeting of CUNA governmental and communications specialists, Ensweiler said he was focusing on making sure that every Texas credit union completed a statement of commitment and sent it in. Creating and recording a so-called "statement of commitment" is the fundamental goal of Project Differentiation. He said that now, when the issue of what credit unions do for low-income people is getting a lot of attention, Project Differentiation provides credit unions with a way of "telling their story" to the broader credit union world as well as the world at large. He noted it could be very useful for credit unions which had relatively recently moved to a community charter since it could help them make the transition from being a credit union with a membership focus on employee groups to one which seeks to serve an entire community. Ensweiler also noted that the statement of commitment helps credit unions keep employees reminded of the mission of the organization, as well as help them train new employees who might have come from banks and other financial institutions which didn't have a credit union membership focus. "With the statement of commitment you can sit a new employee down and have them read how this financial institution is different from ones where they might have worked before," he said.