Management

Stretch the Boundaries

 ‘True success is by design, and measured by the good it does for others.’

September 01, 2012
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When your credit union has growth potential but it’s not meeting expecta­tions, what’s the spark that gets it moving? For Tarrant County Credit Union, Fort Worth, Texas, that spark was awareness, says Lily Newfarmer.

When she became CEO in 2001, the credit union’s assets were $24.6 million and it had 5,046 members. Today, assets have increased 174% to $67.3 million, and membership has nearly doubled to 9,949.

“We drilled down a little more and ratcheted up awareness,” she says. “We added a full-time business development position to tell our story and to dovetail with the marketing effort.”

Community and field-of-membership awareness were boosted through a campaign with the tagline, “We do that!” to publicize the credit union’s robust line of products and services.

Another factor in Tarrant County’s impressive growth is incentives—for staff and members—to:

► Attract more checking accounts;

 Attract new members;

► Increase debit card use; and

► Expand members’ use of core services.

One promotion had a goal to increase the number of checking accounts by 350.

The incentive for staff was an iPad to the employee who captured the most referred/opened checking accounts and issued debit cards. The incentives for members included free debit card personalization, a free computer screen cleaner, and a chance to win an iPad.

The credit union met its goal, the iPads were awarded, and community awareness increased.

Sometimes, however, members have more complex needs, says Newfarmer.

In 2007, when the credit union’s field of membership was Tarrant County employees (it’s now a community credit union), a data sampling of members showed that 12% were using payday lenders.

While that’s low compared with most financial institutions’ estimates, this data gave Newfarmer hard evidence of the need for payday loan alternatives. She led the credit union in instituting several options:

► An early-bird checking account, which gives members who sign up for direct deposit a one-day float for depositing their payroll.

► A payday alternative loan product, with a six-month repayment period, starting at a maximum 18%, and reducing to 15% when borrowers meet certain repayment criteria. It includes financial counseling and free financial education classes.

 Second-chance checking for members who’ve had trouble maintaining checking accounts in the past. The account requires no minimum initial deposit, no minimum balance, and no monthly fees. It includes free financial education classes.

The main thing is to find ways to help, says Newfarmer, adding, “Don’t be so afraid that it stops you from helping your members.”

Since its inception in 2008, the payday alternative loan program hasn’t had a “hiccup,” she says. “We’ve made 2,741 loans totaling $1.2 million, with minimal losses of approximately $10,000.”

Recently the credit union—whose loan-to-share ratio has averaged 96% during the past 10 years—began analyzing denied loans to provide additional help to members. Plus, Newfarmer realized the credit union had additional potential in C- and D-paper loans.

“We’ve trained our loan officers to dig deeper on these so we can do more loans,” she explains.

Retraining lending staff to dig deeper on loan decisions has contributed to the credit union’s continued loan growth, which has averaged 18.25% during the past six years.

Delinquencies and charge-offs, which both stand at 0.3% of total loans, haven’t increased, leaving room to continue helping higher-risk borrowers.

It goes beyond finding ways to increase the bottom line, she says. The commitment is about helping people help themselves.

“Credit unions keep talking about how we’re not-for-profit,” she says. “But there’s so much more to our cooperative structure. When your focus is on service and your commitment is to the member, the income will follow. But it takes courage and a strong belief in your product and your ability to deliver it to put yourself out there.”

NEXT: Outside the Box

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Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory (www.appreciationatwork.com/assess) will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

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