During my lifetime, I've been a member of three different creditunions. That would entitle me to an ownership share in each; onemember, one vote. Right?

Well, although I may love credit unions and be overly biased inmy opinions about them, I have to admit that none of the three evermade me feel like an owner.

I remember the first time I sat down at each to complete mymembership form and make my first deposit to join up. During theentire process, no one ever explained to me that the credit unionwas a cooperative and how it differed from a bank. I was never toldabout an annual meeting, how important it was for me to attend,that I would have a vote, or that I could even one day seek to benominated and elected to the board. As for my role as an owner, nota syllable was uttered.

Out of the three credit unions, only one came close to making mefeel like an owner. It wasn't because their staff made a consciouseffort to do so, but rather, it was because they provided anextraordinary level of service quality, welcoming and thanking mefor my business, and going out of their way to ensure my needs weremet. Yet, if only I had heard the word owner during that remarkableexperience, I wonder how differently my perceptions would have beenshaped!

The way I see it, being assigned member status today isoverplayed in our American marketing culture. Everyone offersmembership of one kind or another; from hotels to grocery stores.How many times were you asked, "Do you have your Ralph's Grocerycard?"

Even the strictest understanding of membership is diffused byoveruse. Although I may be paying a membership fee in exchange forcertain rights and privileges, including exclusive access tospecialized products and services, I still wonder what makes thismembership different from another.

On the other hand, if the emphasis was placed on being an owner,a whole new sense of loyalty and allegiance comes into play.

For me, ownership creates a more profound and vibrant bond,albeit one that also requires me to relinquish a certain level ofcomplacency, becoming more engaged in the enterprise. The dynamicushers me to the front and center of the organization, creating forme a vested interest in seeing the organization succeed andprosper.

It's like owning a home. A few months ago, my wife and I tookownership of a new house and with it came a host ofresponsibilities and tasks. Was I surprised at what that ownershipwould entail? Not at all! This is my home we're talking about; toown, to maintain, to develop, so that it can grow in value.

Being an owner takes the exchange to an entirely new level,introducing a whole new range of possibilities into therelationship, far from those encountered by being a member of ahealth club, a frequent flyer program or American Express.

The question is this: Do we believe that the ethos of ownershipat credit unions today is still alive and relevant? If so, thenmake those who belong to your credit union feel like owners. Referto them as owners. And drop the use of member from your lexicon.After all, wouldn't Owner Shares offer greater curb appeal?

Walt Laskos, WesCorp public relations director, submittedthis blog entry.