Are You the Credit Union People Talk About… for the Right Reasons?
Credit unions have long held a unique space in the financial ecosystem, known for their member-first mindset, friendly service, and localized approach. But in today’s competitive financial landscape, being a community contributor isn’t just a value - it’s a brand differentiator.
Rivel Banking Research’s latest research suggests that not all credit unions are capitalizing on this reputation. There's a clear gap between perception and potential.
According to Rivel’s research, 49% of consumers believe credit unions make strong contributions to their communities, compared to just 40% for banks. Yet when we ask consumers about their local credit union, only 39% say yes - their credit union is a strong community contributor.
Let that sink in. While credit unions in general are perceived as community-focused, many local institutions are missing the mark locally. And for marketers, that’s a brand opportunity—and a wake-up call.
Your Brand Is Bigger Than a Logo. It’s the Story You Tell - And the Actions You Take.
In marketing, we often talk about a brand as story. But in the credit union world, your story doesn’t just live in ad copy or social media—it lives in the town hall, in the high school classroom, in the financial counseling you provide to a struggling member.
Your brand is your community footprint. Your brand is your impact.
Community engagement isn’t fluff. It’s a strategy. Credit union marketers who align storytelling with meaningful action build not just awareness, but trust, loyalty, and advocacy.
That means rethinking your marketing calendar to spotlight the right work:
- Partnering with local schools for financial literacy programs
- Offering first-time homebuyer education and personalized loan counseling
- Sponsoring local entrepreneurship grants or business workshops
- Supporting disaster relief or underserved neighborhoods with targeted products
- Creating student loan solutions backed by scholarship programs
If you're doing these things already - fantastic. But are you measuring and marketing them effectively?
Trust Is Earned—And Quantifiable
Let’s look at trust—perhaps the most valuable brand currency.
In Rivel’s latest Benchmark survey, 66% of respondents rated credit unions as trustworthy, compared to 57% for banks.
But zoom in: Only 49% of credit unions were seen as “extremely trustworthy” in their own trade area. And 13% were seen as not very trustworthy at all.
If you're assuming your community views you positively, it might be time to test that assumption.
Because marketing isn’t just about pushing out content, it’s about listening. Do you know where your credit union ranks in community trust, relevance, and value compared to your competitors? If not, you could be leaving meaningful member growth on the table.
Marketing That Builds Belonging
Great credit union marketers already know: this work isn’t about pushing products. It’s about stewarding relationships between your institution and the people you serve.
Community involvement isn't just something for PR. It's central to your positioning. Especially for Gen Z and millennial members, purpose-driven branding isn't optional; it's expected.
When your credit union takes an active role in community development, you don’t just serve members. You become part of the fabric of their lives.
Be the Credit Union People Brag About
Ask yourself this: If you ran into a member at a local event, what would they say about your institution?
Would they describe you as their trusted partner? Their community advocate? Their go-to for life decisions?
Because that’s what’s possible—when your story, your strategy, and your service all align.
And it starts with data-driven insight.
Next Steps: Measure. Market. Multiply.
To truly lead in your market, your credit union needs to:
- Measure your current brand perception: Know where you stand in your trade area, especially versus local competitors.
- Market your community impact authentically: Don’t just say you care—show the receipts. And tie those efforts to member benefits.
- Multiply your influence: Use community engagement as a strategic growth lever. Build partnerships, activate staff ambassadors, and align internal culture with external messaging.
We’re here to help you do that, backed by over 250,000 member and prospect insights from across the country.
Final Thought
Serving your community isn’t a checklist item; it’s your greatest competitive advantage. When done with intention and clarity, your community contributions don’t just change lives, they change brand trajectories.
Let’s make sure your credit union is not only in the community, but truly of it.