Communicating During Crises: Five Lessons

By Ron Daly

For credit unions along the East and Gulf coasts, it has been quite a year for implementing contingency operations.

The 2008 hurricane season was one of the most active on record. In just more than six weeks, seven named storms affected communities throughout many coastal states. As cities shut down and residents evacuated, credit unions launched crisis plans—several on more than one occasion.

Ask these credit unions what their key focus was during such challenging times, and communication likely ranks top on the list.

So says Angela Head, vice president of marketing and information systems for $326 million asset Shell Federal Credit Union , Deer Park, Texas: “Communicate, communicate, communicate to staff and to your membership. You can’t do it enough during times like these.”

Prepare for rough weather

Before Hurricane Ike barreled onto the Texas coast, Shell Federal launched into disaster—and communication—mode. Employees and members received key messages from the credit union about the impending storm and plans for credit union operations.

“Using our e-mail list of some 50,000 members, we sent out e-mail blasts before and after Ike hit,” says Head, who worked closely with [[[Digital Mailer,]]] Herndon, Va., to deliver the messages. “Before the hurricane, we used e-mails and our Web site to share information with members on storm preparations and credit union accessibility.

“Afterward,” she continues, “we stayed in contact via e-mail and the Web site, constantly giving updates on our hours, which branches were open, shared-branching locations, and other storm-related information.”

Head says having the ability to communicate immediately with members via e-mail and the Web site was critical, especially during Ike’s aftermath when things changed quickly. “We had prepared our options ahead of time and were ready when we needed to get the word out.”

When lightning strikes twice

At a Key West, Fla., credit union, the unexpected happened not once, but twice in three weeks. Three weeks before it faced a mandatory community evacuation in advance of Hurricane Ike, it had experienced a similar situation in the face of Tropical Storm Fay.

In both instances, the credit union relied on Digital Mailer's emergency e-mail alert system to keep the credit union in touch with its more than 15,000 members. It also got the word out to members using local radio stations, branch signage, voicemail messages, and Web site notices.

The most important thing to communicate to members is that their money is safe no matter how bad the storm or crisis may be.

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