By: Pam Cohen, Chief Operating Officer at Affinity Federal Credit Union
As we enter the season of giving, credit union leaders should step up. We’re uniquely positioned to support and guide our members at this time, building on a yearlong commitment to community. Every year, people come together to celebrate treasured traditions, share festive moments, and give back. We can help by gathering with them.
The holidays are a chance to connect and celebrate, but they are also a challenge for many people. The cost of the season can approach $3,000 between travel, gifts, meals, and activities, according to our annual holiday spending report. With financial pressures rising, a greater number of families need assistance to make it through the winter months.
When credit unions lead by example, we create a ripple effect in the communities we serve. By getting involved now, we can demonstrate our support and inspire a culture of giving year-round.
The credit union difference
Credit unions were founded by communities, for communities. We maintain a strong ethos of “people helping people,” which sets us apart from other financial institutions. When we show up as people, rather than faceless companies, we demonstrate that difference.
During the holidays, there’s a strong opportunity to meet our members where they gather and make a positive impact on their lives. We can join them in celebration, building connections at craft fairs, tree lightings, and other festive events. We can support them in giving and volunteering or host them at charitable events that we organize. Every time we connect with a member, we establish trust and lay the groundwork for long-term engagement.
This time of year, people actively look for ways to help others. Credit union leaders are experts at community support, which means we can guide them in service. That could mean hosting a food or toy drive, taking donations for member support grants, or volunteering with teammates at a local organization. All these efforts demonstrate how to get involved, potentially even introducing people to neighbors and charities.
The holidays are often the only time people volunteer or give to charity. By engaging people now, we have a chance to encourage giving and establish stronger relationships.
Showing up to inspire change
Building a culture of service requires communication and collaboration. Dedicated leadership is also essential. When we lead by example and show up for our members, we make community support a core responsibility rather than an afterthought. This ethos inspires others to do their part.
As a leader, I spend significant time at events around our branches. I encourage Affinity staff to volunteer and engage by doing so myself. This past October, I participated in our annual food packing event, where over 300 teammates packed thousands of meals for families in need. It was amazing to connect with Affinity members from all our branches, and it inspired me to see the impact we made together.
Incentivizing community outreach is an important part of my work. I believe every credit union should encourage giving back. We can do that by offering paid volunteer hours, promoting various engagement opportunities, and expressing gratitude. By getting involved alongside our employees, credit union leaders can create a value structure around service.
Holiday spirit all year
Gathering data on your members is important, but it doesn’t tell you everything. For credit union leaders to tailor our services to our members, we have to get out there and meet them face-to-face. Seeing what people need firsthand allows us to make responsive decisions. It creates closeness and trust, forming stronger member-owned institutions over time.
During the holidays, presence means even more. It demonstrates that you’re willing to be with your members in all their best moments and times of need. When leaders show up – visibly and consistently – they model service for their teams and reinforce trust. Holiday engagement is more than a seasonal act; it’s a year-round reflection of the credit union mission.