This holiday season, without a doubt, you will be asked to make donations – toys for kids, food for families, supplies for schools and more. The world of charitable asks is saturated; so much so that you can be presented with all of these giving options when checking out at the grocery store. You, too, will be asking credit union members to donate to their local Children’s Miracle Network Hospitals.

So how could anyone possibly support all of these worthy causes? And how can charities stand out among the 1.5 million charities in the United States alone (according to the National Center for Charitable Statistics)?

I believe the answer lies in smarter stories – telling potential donors exactly what their donation provides and how that impact is personally relevant to them. We need to shift our charitable asks from transactional to more relational partnerships. It’s how we can show authenticity in our efforts, and hopefully create lifelong credit union members and donors.

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