While it may sound like he's sipped a bit too much of the credit union Kool-Aid, since learning about the industry over the years, Nicoletta has become a believer in the value credit unions offer.

"I know I'm not saving the world, but I look at what credit unions do and believe I'm making more of a difference in members' lives than if I worked at another financial institution," he said. "Helping people, solving problems, whether mine or someone else's, that's what drives me."

His current e-Marketing role allows him to wear many hats, from strategic development and outreach strategy for digital channels to operational issues and data analysis. The experience has been a rewarding one as its helped Nicoletta focus on the big picture strategic drivers while feeding his creative side as well.

"It's important to keep learning," Nicoletta said. "Don't be afraid to ask for help. There's something to learn from everyone you meet. I'll admit I'm independent, enjoy finding solutions myself, and early in my career, I learned you can't do everything by yourself, or be an expert in every area. It's not worth the resource investment of time, so ask the experts for help. On the flip side, you also have to be open to give help when asked for it as well."

Drawing on the expertise of others has been something Nicoletta has had to work on over the years but the results of what can be accomplished has helped in developing innovative solutions to common challenges. Viewing innovation with roots in experimentation boils down to a willingness to take the risk of different approaches rather than gravitating to a particular technology or the latest new thing, he explained.

"There is a conservative culture in the industry as a whole, born out of the sense to protect members' assets and the trust members place in us. It's noble but it also hampers our ability to be creative and innovate solutions that may lead to bigger rewards," Nicoletta said. "Not every approach may work every time but we've got to keep trying to find solutions that are a little different."

At Bank-Fund Staff, that has translated into using existing tools to simplify every process, with an eye on practical utility and ease for members and staff alike.

In 2011, Nicoletta headed a corporate website redesign aimed at increasing member satisfaction with the online experience. A private community portal was created as part of the online banking platform. The growing community has a few thousand registered members of which some 200 are fairly active.

Positioned as a members-only benefit, the portal has focused on financial education while facilitating interaction among locals who share common interests and challenges whether they be retirees, students, or those with young families. It also serves as a way to share information and educate members about mobile banking or discuss the implications of local or national news such as the recent Target and Home Depot breaches.

"It's been a good, safe space for members where we can talk about whatever our members want to discuss," Nicoletta said. "Some of our members may not feel comfortable discussing certain things in a more public social media forum like Facebook, and this has provided some value for us. With the Home Depot breach, we didn't just post an article but had our informational security officer come 'in' and engage with the community answering their questions."

He said opportunity exists for the industry as a whole to work on becoming more nimble in delivering solutions that resonate with members.

"If you think about it, something is only a barrier to the most obvious solution," Nicoletta suggested. "There is never just one solution to a challenge. So, what can we try to ultimately accomplish our goal? What other approaches can we draw from technology, other industries, experiences, whatever, to solve a common problem? We don't have to do what's always been done."

As humans, he added, the tendency can be to find and push a new piece of technology, then, be surprised when it isn't quickly adopted.

"Whatever that technological solution, improvement has to be better designed than what it's replacing, whether it's more features or having a greater impact. It also has to be extremely easy to use," Nicoletta said.

There is only so much learning people are willing to do with a new product, he noted.

"If they have to struggle they will be less receptive. Look at Apple; there are no instructions with the iPhone. You pick it up, figure out the basics and you are immediately shown the value."

While the digital delivery of products and services in the future offers exciting opportunities, the rapid nature of change will remain an ongoing challenge, which has Nicoletta wondering where and how credit unions will fit moving forward.

"Our being a cooperative is something we don't always sell as we should," he said. "We should be investing in causes that are important to our members. It's worth the risk to differentiate ourselves around something we're passionate about. Invest the resources, find community partners who share your beliefs and also, aren't just in it for the money. How can we leverage our relationship with members and show the real value of the credit union difference?"