Because We Care provides ongoing opportunities for associates and members to reinvest in their communities through volunteerism. Opportunities include playground builds, charity walks, elderly assistance, and revitalizing nearby parks.

To kick-off the program, CDC FCU's first project was an MLK Jr. Service Initiative in January. CDC FCU "adopted" a home and was able to assist DeKalb County residents with neighborhood revitalization. Other activities have included planting new trees, making minor repairs, and assisting inn the overall revitalization of a local park.

Cook says the idea for the branded program has been percolating since she attended last year's GAC conference. Faced with reaching out to about half a million new potential members, Cook was looking for a way CDC FCU could have a stronger community presence.

"The more people I talked to the more I realized that even as an industry we're not doing enough in terms of PR and really showing how credit unions are different," said Cook. "What better way to stand out than by doing what credit unions already do best–serving the needs of their community. The goodwill this has generated in the community and among our members and employees has been phenomenal." She adds that staffers participating in community events, sporting their CU branded "Because We Care" t-shirts, further helps distinguish the credit union. Since its January 2007 launch, Cook says between staffer suggestions and community organizations saying they need help, what was supposed to be a monthly volunteer service has become almost a weekly event.

"We don't even offer any financial incentives for employees to sign up for 'Because We Care' events and yet there has been a steady flow of volunteers," said Cook. "It just goes to prove that credit union staffers want to give back, it is just a matter of tapping into that. Our employees have just been so excited about improving their community and making residents' lives better that this has snowballed into something bigger."

Although members are also clamoring to become part of the volunteer team Cook says for now she is limiting participation to employees.

The branded volunteer force has not gone unnoticed. In just four months local newspapers have been following the credit union's efforts and Cook says more importantly area legislators are also buzzing about the program. In addition, more local charities are posting their volunteer needs on the Web site at cdccreditunion.com.

"Atlanta is a very expensive market as far as advertising so this has been a great cost efficient way to spread the word and show that credit unions are making a real difference in the community," said Cook. "It is something that credit unions can brand and do on a state or even national level that way when bankers try to say we're getting more 'bank-like' legislators and consumers can see what good we do and that we are in fact unique." –[email protected]