I and our credit union's marketing manager Cecilia Salinas appreciated Mike Welch's Publisher's Column in the June 11th issue regarding annual reports ("Most Important Annual Report Decision: Purpose"). For the first 26 years of our existence, our annual report was an eight-and-a-half by 11-inch sheet of paper folded in half, with financials, short committee reports, and a letter from the president. Three years ago, we decided to upgrade the report and use it "as a vehicle for marketing to potential members, sponsor groups, and community leaders" (to borrow directly from Mr. Welch's words). It had to do two things – show that we are a solid financial institution, and more importantly, communicate about what makes us unique as a financial institution. The financials are still there (in the back), but the focus in the 12 pages is on the stories of our members. Members describe how they have gotten out of the trap of payday loans, have started a small business, or have purchased a home, all with our assistance. It is good for us to say what we do; it is better for our members to tell their story, and how North Side played a role in meeting their financial needs. On the cover of the annual report are the faces and pictures of our members; serving our members is the real purpose we are here. But the idea of the bigger than life photo of staff.now there's something we should work on for the future! Ed Jacob Manager North Side Community Federal Credit Union Chicago, Ill.

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