Dec. 28, 2007 at 1:55pm

Go back to your big ideal

Posted by Kurt Jacobson in Differentiation is Key, Social Responsibility
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According to Jonah Bloom, a columnist from Advertising Age, research by Cone Communications proves it. Eighty-seven percent of people say they will switch from one brand to a comparable one based on its association with a good cause.

What is your good cause and how will prospects know about it? Sixty-six percent consider a company’s position on social issues when deciding to buy its stock. Do your prospects know they become stockholders when they join your credit union? Do they know what cause you stand for?

Consumers are voting for big ideals with their wallets. Toyota hybrid buyers no longer get a tax credit and still bought 24 percent more cars than last year. Fair trade coffee has more than 10 percent market share. Kiplinger’s Financial Personal Finance says investing in green companies is a smart strategy.

So what’s your credit union’s big ideal? If you just give money to a variety of worthy causes that have little to do with your credit union’s mission or philosoply, you are kind, but you don’t have a big ideal. Once you pick your big ideal, do you make it as important as serving members? Do you, your board and staff live it every day? Do you go find partners to support your big ideal? And in the end, will prospective members know you for your big ideal? Bloom’s Advertising Age article says Steve Hayden, vice chairman of Ogilvy, uses this simple, fill-in-the-blank exercise to try to find that ideal:

“[_______Credit Union] believes the world would be a better place if ________.”

Living and telling people about your big ideal will bring you new members.

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