Get outside your bubble. Stop preaching to the choir. You hear phrases like this all the time in response to displayers of left- or right-wing political support, such as the rally organizer who only reaches out to fellow liberals or the Facebook post-happy Trump supporter whose friends list comprises solely of other Trump supporters. But they’re good messages for credit union professionals to keep in mind as well.

Because, although it may seem – within your inner circle of family, friends and colleagues at least – that no one should have any reason not to do business with a credit union, there’s a bigger world out there of non-members who are still utterly clueless about what we do. With alternative financial services providers continuing to threaten the industry, it’s time to stop taking our success for granted and begin actively reaching out to those who have not yet joined the movement.

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Natasha Chilingerian

Natasha Chilingerian has worked in the credit union space for over a decade. She joined CU Times as managing editor in 2015 and was promoted to executive editor in 2019. Before that, she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union) in Los Angeles from 2013-2015, and as a CU Times freelancer from 2011-2013. She has been a professional writer and editor for more than 17 years, specializing in news and lifestyle journalism as well as marketing copywriting for companies in the finance and technology space.

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