Throughout history, credit unions have attracted the mostmembers and achieved the most member loyalty when economic timeshave been toughest. 

Since World War II, credit unions have guided members through atleast 11 recessions, each lasting an average of 11 months. So,although it's tough sometimes to do more and be more for yourmembers and communities, we can't wait for things to get better.History has confirmed that the ups and downs are continual. Wealways need to be on. 

The charities, agencies and local organizations that yourmembers rely on need you more than ever. According to CharityNavigator, the faltering economy brought a general reduction incharitable giving in 2008 and 2009. Donations rose in 2010 and 2011but did not keep pace with community and charitable needs. Luckily,however, the groups you support share your same concerns: to helppeople address life's crises, foster stronger families andcommunities and offer resources for a better life. Therein is anopportunity.

Credit unions that make the most of their philanthropy do morethan cut a check; they work in tandem with local organizations tobring real change in people's lives. Whether through an improvedcredit score that helps single parents access reliabletransportation (your job) or classes that impart effectiveparenting skills (an agency's job), you're working toward the samegoal – improved quality of life through greater self-sufficiency.Take a look at the organizations you support. Have you seized theopportunity to join forces? Make a greater impact?

Sure, your budget is stretched. But you can still support thefun things like the youth dance, theater troupe and football team.When your usual resources aren't as plentiful, ask thoseorganizations to partner with you to keep your support at presentlevels. What can they do to create a campaign or involve yourmembers or volunteers, such that you can still help meet theirneeds?

Again, the theme is collaboration. We can multiply any efforttwofold, threefold, tenfold by being creative. How can your creditunion and the organizations it serves help oneanother? 

Collaboration has been key for Wisconsin credit unions thisyear. Faced with increasing local needs, they wanted to give morebut were being held back by a 40 year-old statute that limited thefinancial support they could donate from their reserves in a singleyear to aid local causes. So credit unions approached thelegislature and quickly gained bipartisan support to enact SenateBill 356, doubling their giving capacity. There was not a singledissenting vote.

The bill's lead author, Wisconsin Rep. Dale Kooyenga(R-Brookfield) remarked how refreshing it was to see an industrylobbying to help Wisconsin communities instead of its own bottomline. He also penned a letter that helped capture for Wisconsincredit unions a 2012 Corporate Citizenship Award from one of thestate's most well-read business publications, Corporate ReportWisconsin.

So your advocacy for the needs of others is simultaneousadvocacy for you. Few lawmakers will see a need to slap costly,unnecessary mandates on credit unions when lawmakers and mediaalike congratulate your own successful efforts to do what's right.Wisconsin credit unions have told us in a survey that they supportclose to 3,000 charities. Our REAL Solutions Scorecard that weshare with lawmakers and media proclaims this proudly, and we linkto this piece at www.theleague.coop/scorecardfrom every league press release.

Does your credit union have a prominent spot on its website thatcaptures the extent of your community support and philanthropy?Lawmakers, media, and other community partners can't support yourefforts if they don't know what you're doing. But you'll boost yourimpact quickly if they do. For example, the Gannett newspaperchain, as well as local foundations and businesses, have partneredwith Wisconsin credit unions to expand a food drive that started asa local effort but now involves all 10 Gannett readership areas andserves 108 pantries.

Put yourself in legislators' shoes. They're constantly urged tofix the housing crisis, do something about payday lending, and helpsmall businesses. But credit unions are already doing the heavylifting to help people avoid foreclosure, access affordable smallloans and extend small business credit. By showing lawmakers you'resolving the problems they're elected to address, you'll have theirsupport. That's why we need small businesses that credit unionshave helped to tell their stories in Washington to help pass theCredit Union Small Business Jobs Bill. You help small businesses,they advocate for you, you offer even more help. Good works trulyoffer compounding benefits.

Another example? Parents need resources that can help themaddress exploding higher education costs as well as find a way tohelp their student navigate into adulthood without crushing debt.In 48 states, credit unions have directed local schools to creditunion websites for help through Money Mission, which is an onlinelife simulation that teaches teens about financial decision-makingwhile offering opportunities for college scholarships. Parents,hungry for this assistance, urge their student's participation.That is how credit unions solve problems while also buildingloyalty with the next generation of borrowers.

The extent of credit unions' REAL Solutions to meet currentneeds has not diminished. Sometimes we can help financially. Othertimes the assistance is more creative. Every time, collaborationmagnifies our impact. It's not a matter of whether we need toserve; it's a matter of simply deciding how. That's how creditunions have grown and thrived for more than 100 years. 

Brett Thompson is president/CEO of the Wisconsin Credit UnionLeague
Contact 608-514-0083 [email protected]