Vancity CU Finds its Niches

June 01, 2007
Vancity CU Finds its Niches June 1, 2007 Kelly McNeill-Sproxton, manager of relationship marketing for Vancity Savings Credit Union, Vancouver, B.C., shares with Credit Union Magazine the $6.4 billion asset institution's "thin and deep" strategy to target like-minded member segments. How big of a priority is member growth for Vancity?... READ MORE

Wild About Marketing

May 01, 2007
Wild About Marketing May 1, 2007 By Dianne Molvig Receiving top honors at this year's CUNA Marketing & Business Development Council Conference in Las Vegas were: Martin Kelly, Marketing Professional of the Year. Kelly is senior vice president of marketing and business development at $715 million asset US Federal Credit... READ MORE

Why Don't You Target the Hispanic Market?

May 01, 2007
Why Don't You Target the Hispanic Market? May 1, 2007 By Tony Malaghan The latest U.S. Census Bureau population estimates put the U.S. Hispanic population at 42.7 million, or 14.4% of the U.S. population. This means one out of seven U.S. inhabitants are Hispanic. The Bureau projects by 2050 the... READ MORE

Security As a Marketing Differentiator

May 01, 2007
Security As a Marketing Differentiator May 1, 2007 By Jay Barbour Historically, information technology (IT) security has been a business cost center. However, with the scope and scale of recent data breaches, including the TJX Co.s fiasco, consumers are tired of doing business with organizations that don't adequately protect personal... READ MORE

Community Ties

March 01, 2007
Community Ties March 1, 2007 By Dick Radtke and Lucy Harr Find a need and fill it. Cloverbelt Credit Union , Wausau, Wis., followed that sage advice, and Rebecca's Closet came to life. This partnership between Cloverbelt and the Volunteer Center of Marathon County began with a chance encounter between... READ MORE

Seven Ways to Get the Most From Your Database

March 01, 2007
Seven Ways to Get the Most From Your Database March 1, 2007 By Nick Bengel Many credit union managers say, "I know who my members are. They're military personnel, teachers, college students, etc." They define members by their select employee groups or the people they see the most at branches.... READ MORE

What's in a Name Change?

February 01, 2007
What's in a Name Change? February 1, 2007 By Cathy Fleming Reliable brands are hard to develop, but executives who have changed the names of their credit unions say doing so can boost their market presence. 'Some members didn't like that we changed our name,' notes Donna Michalka, vice president... READ MORE

At Bethex FCU, Business as Usual Won't Cut it

January 01, 2007
At Bethex FCU, Business as Usual Won't Cut it January 1, 2007 By Cathy Fleming Making loans to people with no job or 'on the books' income? Accepting promises to pay with no credit history? At $11 million asset Bethex Federal Credit Union , such practices are the rule, not... READ MORE

Membership Growth: The Better Thief Wins

January 01, 2007
Membership Growth: The Better Thief Wins January 1, 2007 By Rich Jones How do you grow a credit union in static or congested market? Growth is static in Elevations Credit Union's primary market, Boulder, Colo. The 2004 census information was depressing--Boulder County grew by 957 people. That's not to say... READ MORE

Training Program Improves Service to Underserved Latino Community

January 01, 2007
Training Program Improves Service to Underserved Latino Community January 1, 2007 Credit unions will have help tailoring their products and services for the underserved Latino community through an expanded agreement between IBT Enterprises LLC , Norcross, Ga., and CUNA Strategic Services . Under the new program, credit unions can reach... READ MORE


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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 ( 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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