Anyone reading this has probably seen the classic movie "Grease" – if not in the theater when it was released decades ago, then on VHS, DVD, streaming channel or while lounging on a blanket at an outdoor summer movie screening event. In one of the movie's most-recognized songs, "Hopelessly Devoted to You," Olivia Newton-John sings, "My heart is sayin', 'don't let go, hold on to the end,' that's what I intend to do, I'm hopelessly devoted to you."
Maybe this is a stretch, but isn't that the sentiment credit union leaders would like members and prospective members to express about their institution? Total, unconditional commitment? (The only deviation from the song, of course, is that once a credit union wins a member's devotion, it will whole-heartedly embrace it, not push their love aside.)
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Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
