Since August of 2008, when I earned the CUDE credential, I have been asked to define it by many who see it on my e-mail signature. In some cases, senior executives with a career in the movement are at odds with the value of Development Educators and don't understand why they should send their staff.
DE training teaches the core philosophy of cooperation and collaboration that built credit unions over the past 100 years. DE defines social responsibility in credit unions' mission to serve the underserved. DE underscores credit unions' mission of service to members.
We need the DE philosophy more now than ever. In these tough economic times, we have a tendency to close in on ourselves and worry about our own business-how we can survive instead of looking at the opportunities to increase membership and help members understand the value of saving for the rainy day.
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Some may say I drank the Kool-Aid. To those I say passion for the core values of the movement and learning how to improve on a proven success story requires commitment. If you are not part of the solution, you are part of the problem.
I believe DE training should be required for any executive employed by a credit union. Send the Gen Y staffer, and credit unions will build their future from within. Every former banker hired by a credit union should attend before permitted to speak with one member. I am proud to say several Credit Union Times staffers will be joining the DE ranks in 2010. One of our independent sales executives, John Wiley, paid his own way!
Scott McKain, keynote at the recent NAFCU Annual Conference, talked about a high concept statement that explains a business' value to their prospects and clients. This is not a mission statement, but it outlines the business in a short, powerful and compelling way that creates immediate understanding. For example, "You're in good hands with ___________." I bet you all fill in the blank correctly.
The high concept statement for credit unions is "people helping people." Does it get any better than that?
–Thomas R. Greve
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