If you've heard of TOMS shoes, chances are you know about the company's corporate giving program. The popular, casual canvas shoes are worn by a variety of people from children to adults. But what people most often remember about TOMS is not just the style of the shoe, but the company's one for one policy – for every shoe you purchase, TOMS gives a pair of shoes to a child in need. The company's brand is so intrinsically tied into its corporate giving that any time I've heard anyone talk about TOMS shoes, a comment about the company's giving program always follows.

A company's corporate giving can often be a huge driver in selecting its products. A June 2017 article in Forbes said, “Caring about the world around them is what drives millennial consumers to choose socially responsible companies like Toms Shoes … And they don't abandon these ideals when they walk into their offices. A recent study by Sacunas found that 80% of millennial business buyers say that the environmental, social and philanthropic efforts of potential vendors are important factors in their consideration.”

This type of strong company identity and community giving could also be used in the credit union community. In fact, it's often what sets credit unions apart from large banks.

In a world of growing competition, having an individual, distinct identity allows your credit union to stand out. When your brand is associated with giving back, people make a positive association with your credit union. This model is working for the $8.2 billion San Diego Community Credit Union, where community giving and involvement is engrained in the culture.

Nathan Schmidt, EVP of brand strategy and digital channels at SDCCU, said each year, SDCCU supports more than 75 non-profit organizations and participates in hundreds of community events to support the neighborhoods where its branches operate.

“SDCCU employees know that community involvement is engrained in our culture and highly encouraged, which results in a huge impact in the communities we serve. This focus on community engagement is what sets us apart and is a cornerstone of the overall credit union movement,” he said.

This positive impact is tangible: Its involvement in the community has elevated its brand and raised awareness of SDCCU's products and services. Schmidt said SDCCU has grown to $8.2 billion in assets and membership continues to grow, reaching more than 354,000 members.

Schmidt noted that SDCCU receives a lot of positive response from the community for the great work the credit union is doing to enhance lives in the areas where it operates. “We are often told that 'SDCCU is everywhere,'” he said. For example, the SDCCU Stuff the Bus is currently on tour to collect school supplies for the more than 22,000 students experiencing homelessness in San Diego.

The bright blue and yellow bus is literally a moving advertisement for the credit union; the impact and reach is likely far greater than any glossy billboard or fancy marketing material.

The credit union also recently sponsored the 43rd San Diego LGBT Pride celebration.

The SDCCU Stuff the Bus is currently on tour to collect school supplies for the more than 22,000 students experiencing homelessness in San Diego. Last year, the program received an overwhelming amount of support, helping SDCCU, in partnership with the San Diego County Office of Education, collect nearly 250,000 supplies, supplying close to 5,000 backpacks for students in need.

Volunteering and partnering with different organizations for community events, such as a Pride celebration, can potentially get your organization's name on marketing materials that may otherwise be expensive or difficult to advertise on, allowing you to ultimately reach a wider market base.

Having a volunteer program is also a way to better understand the pulse of the community. Amy Ivey, vice president of marketing and development at the $857 million Bay Federal Credit Union in Capitola, Calif., oversees Bay Federal's community development department, which is an essential component of the credit union's culture.

“Volunteering in the community demonstrates the organization's commitment to serving its neighbor. It also helps us be better aligned with the needs of the community so we can identify how we can provide better products, services and programs to help our community members achieve their financial goals,” Ivey said.

The Boston College Center for Corporate Citizenship completed a Community Involvement Study based on a survey of 236 companies that examined how companies are investing in their communities. The study revealed that community involvement contributes to key business goals. The top three benefits of employee volunteer programs are: Improves employee engagement, helps to establish positive brands within operating communities and displays organizational values in action.

So not only do volunteer programs help the local community, they also benefit credit union employees.

When people – employees or members – choose a company that gives back to the community, it makes them feel good. The Forbes article noted, “Consumer brands routinely rely on emotion to connect with millennials, highlighting the ways in which their brands fulfill deep emotional needs … tapping into clients' emotional drivers is critical to building the trust necessary to win their business.”

But most importantly, being involved in the community is the right thing to do. Doing the right thing generates a positivity and light that can't be paid for. Altruism has no price tag.

What is your credit union doing to get involved with the local community? What is your brand identity and how are you using it to increase your membership and improve their experience? Email me your examples and stories.

Tahira Hayes is Correspondent-at-Large for Credit Union Times. She can be contacted at thayes@cutimes.com.

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