The $150 million Affinity Group Credit Union of suburban Detroitsaid this week it is charting new ground by linking a localeducation charity to the launch of a branded virtual branch.

The Pontiac, Mich., credit union said it hopes to derive incomefrom the virtual branch serving school teachers within a year as itsigns up new accounts. It also expects to share the profits withthe charity, known as “Operation: Kid Equip,” said Affinity.

“We believe we are the first to start this kind of a virtualbranch in Michigan and perhaps elsewhere, as well,” said MattJenkins, vice president of marketing and public relations atAffinity Group.

Affinity's OKE Financial branch was officially debuted to schoolteachers at grand opening ceremonies at a local restaurant twoweeks ago, Jenkins said.

The charity helps teachers and students by providing free booksand equipment and has been in operation for more than a year. “Wedecided to adapt their program to our business model and branchingbrand,” Jenkins said.

OKE Financial, in effect, becomes another of Affinity's existingbrands serving members at the credit union's five southeastMichigan branches.

Unlike credit unions which eliminate the local brand in mergers,the 20,000-member Affinity has retained the existing name on the$25 million to $35 million credit unions it has merged since 2007.The latest was Kensington Valley Community CU, which like the others kept itsname but added “a part of Affinity Group Credit Union.”

OKE Financial will contain the same designation, said Jenkins.Affinity said its new virtual branch started with a simplecharitable relationship between Affinity Group and OKE and hassince grown.

“Teachers are facing school budget cuts, pay and benefit cutsand having to dip into their own pockets for basic classroomneeds,” said Glenda West, Affinity Group CEO. By establishing thevirtual branch, Affinity Group demonstrates that “we understand theirsituation. We get it and want to help by putting money back intoteacher pockets.”

At the same time, Affinity Group believes it can “grow creditunion support for Operation: Kid Equip as teachers become newmembers and move their loans and financial services to the branch,”the credit union said.

“The partnership with Affinity Group will help OKE provide moreschool supplies, books, hygiene items, clothing and food for kidsacross metro Detroit who need them the most,” said MenachemKniespeck, CEO of Operation: Kid Equip.

Jenkins said it was uncertain how many new accounts might besigned up through OKE Financial but stressed it is “focused onsaving teachers money by putting money back in their pockets whenthey bring their loans and financial services to the credit union.As the branch generates new members, we will also be able toincrease our support for Operation: Kid Equip,” said Jenkins.

Affinity Group's membership stretches across five southeastMichigan counties: Wayne, Oakland, Macomb, Monroe andLivingston.