Friendship and Member Acquisition.

Think about your closest friends. Not the ones who “like” all your Facebook posts, but your true “ride or die” friends. You’re “hold my beer” friends. The friends that you consider family. 

Really think about it. It's a miracle that you ever met. It's amazing that you’re still close despite evolving lives that are polluted with distractions - human and digital.

Now think about your best credit union members. It’s pretty amazing they’re still with you too, right? All the stars and planets had to be aligned in both situations:

Proximity: You had to cross paths to even begin your friendship. Whether you’re in the same neighborhood or go to the same concerts and events, you likely met your besties several times before becoming friends. 

In this digital age, you can certainly build friendships online too, but ask yourself if you are really closer to your virtual friends.  

Your members are the same. They may need to come across you many times before you can build a relationship. That’s why you need a cohesive, comprehensive, omni-channel approach to marketing. You need to be at the events, in their inbox, on their apps. You also need to be in their neighborhood. Yes, members expect to do more business with you online, but to truly be seen as a “bestie” you’ll need that in-person contact. If you want them to rely on you for friendly advice, you need to be there for them. 

Shared Values: I believe it is the sharing of common values that bind friends together. I have a friendship that values the appreciation and making of great music. Another friendship is rooted in the importance of laughter and not taking ourselves too seriously. 

To share values, you must first possess values. If your brand is your credit union’s personality, that personality must have a foundation of values. Identifying, defining and communicating your credit union values allows the community to better understand who you are, what makes you different and extends a reason for member’s to build a long-lasting relationship with you. 

Without shared values, you are likely simply acquaintances. 

Give and Take: Friends make each other better!  They are not one-sided. When your closest friends are in trouble, you will drop everything to help them … and vice versa.

It’s the same with any successful credit union. If you simply see members as deposits, loans and fees, they will know. And they will find a new friend. 

When your friends (and members) sit down to think about who is important to them in their lives, if your name comes up, you are a true friend. That should be the goal. 

The “About”: Anna Goldfarb, author of Modern Friendship: How to Nurture Our Most Valued Connections, says that every friendship needs an “about.”  What is our friendship about?

Your friendship may be about rooting for every Cleveland sports team, or it may be about running together.

Your members also have an “about.”  You and your team need to be adept at identifying the member’s “about.” What is the nature of the member’s relationship with you?  Is it about saving money? About learning to budget better? About a mutual passion for the community?

When you have a strong “about,” you know why you make time and effort for each other. When you can identify and nurture your “about,” you’ll have richer friendships and a deeper connection to each member. 

When you take the time to look at your members as friends, you have a new perspective. You are closer to them, not just in distance but in an indomitable need. Your shared values make you value each other more. You have each other’s backs and help make life better. And, you know what your relationship is about.