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18ROCK STARS4827INTERNATIONAL CREDIT UNION DAY SPECIAL EDITIONVOLUME 79EDITOR’S LETTER7 THESE FOLKS ROCK!STEVE RODGERS, EDITOR-IN-CHIEF, CREDIT UNION MAGAZINEIf you boiled down the credit union movement to its essence, you’d wind up withthe familiar phrase “people helping people.” In honor of International Credit UnionDay on Thursday, Oct. 17, Credit Union Magazine celebrates credit union rockstars—ordinary people who are doing the extraordinary—in this special bonus issuefor our subscribers. All of us have bright ideas from time to time, but few of ushave the passion, conviction, and drive to put those bright ideas into action.ROCK STARS8 PATRICK ADAMSCrossing the Lineto Fight the Good Fight9 LAURA AGUIRREA Lion for the Low Income10 ARLENE BERNARDFun With Numbers11 FRED BROWN‘CU Man’ Takes Fight toPredatory Lenders12 LESLEY CARRELL,LISA NICHOLAS,AND ANDY REEDSelling the CU Experience14 CARA CARLEVATTIYoung Professional Lives Out HerPassion for Lifelong Learning15 AMY DAVISFilling Canoes for the Community16 MATT DAVISMaking a DifferenceThrough Innovation17 BRENT DIXONIn Constant Pursuit of Good Design18 DICK ENSWEILEROnce a Coach, Always a Coach19 HELEN ESTESA Beloved Rule BenderNamed ‘Rokmom’20 PAM FINCHFrom Auditor to Advocate21 AMY GRAVITTEPassionate About CU Philosophy—and Leadership22 JEFF HARDINNew Conference KindlesCooperative Spirit23 SARAH DALE HARMONSocial Media ‘Spokester’Speaks From the Heart24 CHAD HELMINAK ANDCHRISTOPHER MORRISThey Sing the Songs ThatMake the CU World Sing26 CHERRY HEDGESEmphasis on Education Drives Growth27 JOHN HERRERAA Champion of Change28 MANUEL HOCHHEIMER,JANET McNEILLY,AND JEANETTE RADMERBringing New Business on Board32 HANK HUBBARDMaking an Impact in Motown34 ERIC JENKINSHe Means Business4 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

35 JEFF JOHNSONThe Right People, the Right Initiative,the Right Time36 JAMES ROBERT LAYEx-Punk Rocker JoinsDigital Revolution37 DAN McGOWANA ‘Come-From-Behind’ Story Line38 PATRICK LIVINGSTON ANDBRANDON McADAMSYoung Execs Build Bonds Between CUProfessionals and Their Communities40 HEATHER MOSHIERGetting Results and Enabling CUs41 DICK NESVOLDSteward of the Movement’s Principles42 JASON OSTERHAGEIntellectual Curiosity Trumps Insularity43 JENNI PARAMOREEnthusiasm + Education =Enduring Results44 JOHN PARKSHooked on CUs From Day One45 PAUL PHILLIPSA Heart for Service46 TERI ROBINSONHer Refusal to Quit Is an Inspiration47 JIM SCHRIMPFCalling the Central City Home ‘Bass’48 YVETTE SEGARRAMuch More Than a Paycheck49 EMMA SMALLEYThe Accidental Educator50 BOB STOWELLInner Fire Fuels Desire to Serve Others52 SANDRA SULLIVAN-WOODSEmpowering Employeesto Serve Members53 ROBBIE THOMPSONOn a Mission to Protect the System54 LISA TOTAROA Source of Innovation55 BILL VOGENEYDeveloping Tomorrow’s CU Leaders56 NANCY WHITTAKERWalking in Members’ Shoes57 CORLINDA WOODENThe Nerf of Some People!EXECUTIVE COMMITTEEPATRICIA WESENBERG • chair, Marshfield, Wis.DENNIS PIERCE • vice chair, Lenexa, Kan.SUSAN STREIFEL • secretary, Federal Way, Wash.ROD STAATZ • treasurer, Linthicum, Md.PAT JURY • member-at-large, Des Moines, IowaBILL CHENEY • ex-officio, Washington, D.C./Madison, Wis.MIKE MERCER • immediate past chair, Duluth, Ga.DIRECTORSSTEPHEN BEHLER Ohio; ROBERT CASHMAN Mass.PETE DZURIS Mich.; JOHN GRAHAM Ky.BRAD GREEN Ala.; ROGER HEACOCK S.D.PAUL HUGHES S.C.; MICHAEL L’ECUYER N.H.WENDELL LYONS Ky.; BRETT MARTINEZ Calif.WILLIAM MELLIN N.Y.; MAURICE SMITH N.C.TROY STANG Ore.; SCOTT SULLIVAN Neb.EDWIN WILLIAMS Pa.; JEFF YORK Calif.EXECUTIVE STAFFBILL CHENEY • president/CEOPAUL GENTILE • executive vice president ofstrategic communications and engagementJOHN MAGILL • executive vice president/special assistant to the presidentBRIAN NELSON • chief financial officerSUSAN NEWTON • executive vice presidentof system relationsERIC RICHARD • executive vice president/general counselJILL TOMALIN • executive vice president/chief operating officer, Madison, Wis.SENIOR VICE PRESIDENTSTERRY COSTIN • marketing & salesRYAN DONOVAN • legislative affairsMARY MITCHELL DUNN • regulatory advocacyRICHARD GOSE • political affairsBILL HAMPEL • research & policy analysisJOIN THE CONVERSATIONVisit our special rock star page,creditunionmagazine.com/rockstar, for these features:• PHOTOS, PHOTOS, PHOTOS. See ourcredit union rock stars in action.• ROCK STAR WRITE-UPS. Read all aboutthese remarkable people, who represent abroad cross-section of credit unions, leagues,and related organizations.• NOMINATE YOUR PEERS. Do you know someone who regularly channels his/herinner credit union rock star? Visit creditunionmagazine.com/nominate-rockstar andnominate your unsung colleagues.• TWEET AWAY. Follow the hashtag #CUrockstar and join the conversation.See you online!WES MILLAR • CUNA Strategic ServicesSUSAN PARISI • legal affairsHARLEY SKJERVEM • human resources & facilitiesPAT SOWICK • league relationsTODD SPICZENSKI • center for professional developmentKATHLEEN O. THOMPSON • regulatory affairsPOSTAL INFORMATIONCredit Union Magazine (ISSN 0011-1066) is publishedmonthly, with an additional special issue to be published inOctober of 2013, for $69 per year by Credit Union NationalAssociation, 5710 Mineral Point Road, Madison, WI 53705.(Multiple-copy and multiyear discounts available.)Periodical postage paid at Madison, Wis., and additionalmailing office. Copyright 2013 by Credit Union NationalAssociation. Photocopying is illegal and unethical.POSTMASTER: Send address changes to Credit UnionMagazine subscription department, P.O. Box 461, AnnapolisJunction, MD 20701-0461. Single issues are available; call800-348-3646. A member of Cooperative CommunicatorsAssociation. Printed in USA by Union Labor.OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS5

DiscoverCUNACouncils.SYNERGYExperienced, connected and realworldfocused, CUNA Councils arethe only national organizations runby credit union professionals forcredit union professionals.2014 memberships available NOW —join today and enjoy the extendedvalue of the rest of 2013and all of 2014.Congratulationsto the 2013Credit UnionRock Stars!Join us at cunacouncils.orgDid youknow?15 of the CreditUnion UiMagazineRock Stars aremembers of theCUNA Councils.© Credit Union National Association 2013

MANAGEMENTPAUL GENTILEexecutive vice president ofstrategic communications and engagement202-508-6793 • pgentile@cuna.comDOUG BENZINEvice president of publishing608-231-4039 • dbenzine@cuna.comDOROTHY STEFFENSvice president of publishing operations608-231-5719 • dsteffens@cuna.comKRISTINA GREBENERdirector of editorial staff & strategic development608-231-4287 • kgrebener@cuna.comEDITOR’S LETTERThese Folks Rock!The credit union movement is all about people. If you boiled down thecredit union movement to its essence, you’d wind up with the familiarphrase “people helping people.”In honor of International Credit Union Day—Thursday, Oct. 17—CreditUnion Magazine is again publishing a special bonus edition as a gift to oursubscribers.This special issue is dedicated to credit union rock stars—ordinary peoplewho are doing the extraordinary. All of us have bright ideas from time totime, but few of us have the passion, conviction, and drive to put thosebright ideas into action.Some people do, however, and we call them “rock stars.”Without people who roll up their sleeves and actually make credit unionsfunction, the credit union vision would be just that—a vision. But thosewho work and volunteer for credit unions turn that vision into reality.We salute you.For the past several months, our subscribers have nominated their rockstarcolleagues on our website. If you missed this year’s nomination window, don’t worry. Just go to creditunionmagazine.com/nominate-rockstar tonominate one of your colleagues for next year’s edition.The end result of this year’s nomination process is what you see beforeyou—a showcase of 48 rock stars from a broad cross-section of credit unions,leagues, and related organizations. We didn’t have room for all of the photosand stories about our rock stars, so check out our website for more coverageof these remarkable people (creditunionmagazine.com/rockstar).As we move forward into 2014, you’ll notice more pages of our monthlymagazine dedicated to the credit union people who go the extra mile toserve their members and communities. In the meantime—Rock on!EDITORIAL STAFFJOHN WILEYpublisher310-490-3355 • jwiley@cuna.comSTEVE RODGERSeditor-in-chief608-231-4082 • srodgers@cuna.comSUE LANPHEARmanaging editor608-231-4086 • slanphear@cuna.comBILL MERRICKsenior managing editor608-231-4076 • bmerrick@cuna.comANN HAYES PETERSONdeputy editor608-231-4211 • apeterson@cuna.comADAM MERTZsenior editor608-231-4342 • amertz@cuna.comCRAIG SAUERassistant editor608-231-4918 • csauer@cuna.comCONTRIBUTORSPHIL BRITT, DIANNE MOLVIG,PATRICK TOTTYDESIGN & PRODUCTIONLINDA NAPIWOCKI • art directorDIANE LONG • graphic designerCHERYL GOKEY • graphic designerJOEY SABANI • graphic designerLARRY QUAM • ad productionADVERTISINGJOHN WILEY310-490-3355 • jwiley@cuna.comClassified adsLINDA CROCKER608-231-4122lcrocker@cuna.comfax 608-231-4370EDITORIAL ADVISORY BOARDSANDI CARANGI • Pennsylvania CU AssociationSUE DOUGLAS • State ECU, Raleigh, N.C.DALE FRANKHOUSE • Sun FCU, Maumee, OhioMICHELLE HUNTER • CU of Southern California, BreaWILLIAM KENNEDY • Interior FCU, Reston, Va.RICHARD S. MILLER • FeatherStone Planning and ConsultingROBERT REH • Nassau Financial FCU, Westbury, N.Y.CINDY SWIGERT • United FCU, St. Joseph, Mich.DARYL TANNER • Share One Inc.MAILING ADDRESSCREDIT UNION MAGAZINEP.O. Box 431Madison, WI 53701-0431SUBSCRIPTION SERVICESUBSCRIPTION DEPARTMENTP.O. Box 461,Annapolis Junction, MD20701-046800-348-3646Fax: 301-206-9789Steve RodgersEditor-in-chiefOCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS7

‘Our motto is:Passion over paycheck.’PATRICK ADAMSCrossing the Line to Fight the Good FightWhen you think of somebody willing tocross a line in the sand, Patrick Adamsshould come to mind.In 2012, the CEO of St. Louis Community CreditUnion defied a traditional boundary to begin a fouryearcollaboration with a bank.His reason? The need to bring all the power hecould muster to reach a dramatically underservedcommunity. “The problems in St. Louis are biggerthan any rivalry between banks and credit unions,”says Adams, noting the city has the nation’s third mostunderserved African-American population. Eightyfivepercent of the credit union’s members are lowto-moderateincome, and 80% are African-American.“We’re one of the largest CDFIs [community developmentfinancial institutions] in the city, and a bankcould use us to satisfy its community reinvestmentneeds,” he explains. “When I ran into an old friend andasked what he was up to, he said he was working forCarrollton Bank. I told him that if his bank needed touse CRA [Community Reinvestment Act] dollars, ourcredit union was the one to go through. Shortly afterthat, I got a phone call.”It took about a year to set up the collaboration.“There were no problems at the local level, but weguess it took a while to get the FDIC [Federal DepositInsurance Corp.] to fully understand—the approachwas so novel. A big help to getting this done was thecommitment of the bank’s president to serving themarket. He really understands the need.”Adams’ biggest target is payday lenders. “Missourihas the second-largest concentration of payday lendersin the U.S. They flock here and prey on the disadvantagedbecause there’s very little industry regulation.”The arrangement with Carrollton Bank involves$800,000 to help with operations, including financialeducation, marketing, and branch space. “We fundeda branch with them, and have 10 other offices as well.”In an in-your-face show of taking the fight to thefoe, Adams placed one of the branches in a strip malldirectly between two payday lenders.“We wanted to go after them. I’m a credit unionveteran who has taken the credit union movement’smission seriously for years. If credit unions drift awayfrom their original mission, it’s not good. So we decidedto find an economically disadvantaged communityand own it. We could have gone to the suburbs andbattled for deposits, and become a ‘me too’ institutionin the process, but that wasn’t for us.”Adams starts his work day early—usually arriving athis desk by 6:20 a.m. “I have a great staff. Our mottois ‘passion over paycheck,’ meaning we want peoplewho are in this for the good they can do, not just themoney they make.”8 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

A Lion for the Low I ncomeLaura Aguirre had a humble upbringinginvolving public assistance andthe fear of homelessness.As a result, she understands—perhaps morethan most—how encouragement and kindnesscan change lives.“Fortunately, one day I landed in the creditunion world” after a 15-year banking career,Aguirre says. “I absolutely fell in love with thecredit union philosophy of ‘people helpingpeople.’ Everywhere I looked I saw people whoreminded me of how I grew up.”As the president/CEO of Hawaii First FederalCredit Union in Kamuela, Aguirre was “determined”and “empowered” to help underserved,low-income, and native communities.Aguirre pushed her credit union to obtain alow-income designation and Native CommunityDevelopment Financial Institution certification.She also created a 501(c)(3) arm of the creditunion to serve the community with free accessto job-seeking assistance, credit and debt management,one-on-one financial counseling, andfinancial education workshops.Aguirre’s passion has rubbed off on her team.“She lives and breathes our mission of servingthe underserved and empowers our teamto ‘wow’ our members,” says Mary Ann Otake,Hawaii First Federal’s vice president of operationsand development.Aguirre believes in surrounding herself withlions, not deer—an illustration from one of herfavorite books, “You Don’t Need a Title to Be aLeader” by Mark Sanborn. In his book, Sanbornmakes the point that leaders embody the characteristicsof lions, whereas deer are more timid.Aguirre concedes that serving those who reallyneed it isn’t always easy. One of Aguirre’s firstinteractions with a member is a case in point.“The member wanted to apply for a car loan,and as I handed him an application he lookedlike he was in physical pain,” Aguirre recalls.She subsequently discovered the man couldn’tread or write—and she no longer assumes anymember interactions are routine.“Taking a few extra minutes could be the differencebetween someone receiving the help theyneed or walking out the door,” Aguirre says. “Ourstaff is expected to take these extra few minutes,and it shows. We have very loyal members.”The mountain of thank-you cards the creditunion receives is proof, she adds. “It doesn’t getany better than that.”LAURA AGUIRRELaura Aguirre poses withyoung member Ava-Amalia,who was designated a“Super Saver” by HawaiiFirst FCU during National CUYouth Week earlier this year.OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS9

‘She’s remarkably cool underpressure and handles themundane job of accountingwith grace and dignity.’Tom QuigleyARLENE BERNARDFun With NumbersFor management, numbers and accountingcan be a boring part of the job.Thanks to Arlene Bernard, that’s not the case atXCEL Federal Credit Union in Bloomfield, N.J.Bernard has served as the credit union’s chieffinancial officer only about a year and a half. But she’salready having a big impact and quickly earning therespect of senior leadership.“Normally, it’s a pretty boring department,” saysTom Quigley, XCEL Federal’s director of marketing.“She explains the financials with such passion that weall actually care about accounting.”So much so that Bernard would be an expert at theJeopardy category “Fun with Numbers,” Quigley says.“She loves accounting and all things numbers,” hesays.Previously, Bernard served for 16 years as CEO ofSaint Vincent’s Employees Federal Credit Union inNew York, which merged with another institution.Since coming to XCEL Federal, Bernard has had alot on her plate, including:• Dealing with the aftermath of an employee embezzlement;• Incorporating three new staff members in adepartment of four;• Handling some difficult NCUA guidelines; and• Working with many technology efforts.The credit union is ahead of most similar-sizedinstitutions technology-wise, says Quigley.XCEL Federal drives its own ATMs , offers a mobileapp loaded with extras, and is starting a wholly ownedcredit union service organization.“All this means a lot of work for her,” says Quigley.“But she’s remarkably cool under pressure and handlesthe mundane job of accounting with grace and dignity.“She could be the MVP here,” he continues. “She’sbeen our most valuable employee.”Bernard has accomplished a lot in a short time atXCEL Federal, Quigley says. She has improved andensured timely vendor payments, streamlined theentire accounting department, boosted morale, andskillfully managed the credit union’s relationship withregulators.“Oh, and she’s a pleasure to work with,” Quigleysays.She’s dedicated, motivated, and compassionate, headds, as well as down-to-earth—basically a great coworkerto have on your side.“She is smarter than me, but she doesn’t let on,”Quigley jokes.10 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

‘CU Man’ Takes Fight to Predatory LendersThere’s a superhero in our midst, born outof the frustration of big banking and sent toteach us better ways to handle our money.Immune to the gravitational pull of traditional banking,this consumer champion is strong enough to obliteratehigh fees, able to leap predatory interest rates in a singlebound—and lightning fast with loan approvals.Who is this subduer of subpar financial providers?It’s Credit Union Man, a.k.a. Fred Brown—mildmannereddirector of marketing/member developmentfor Northeast Family Federal Credit Union, Manchester,Conn., by day and credit union superhero some nightsand weekends during youth events, trade shows, andannual meetings.His initial mission was to entertain and teach kidsabout credit unions and smart money management. Butthe appeal of Brown’s message—and superhero threads—quickly spread to a wider audience. “When people seeme, they ask what I’m doing—and that gives me the perfectopening for a conversation about banks versus creditunions,” Brown says. “People let their guard down whenthey see me making a fool of myself.”They’re also receptive to Credit Union Man’s message,sometimes sharing impassioned stories of poor treatmentat the hands of banks. “When people know they canreceive the same services at a credit union, which caresabout them as much as the bottom line, most will movetheir accounts, or at least begin making the transition.”Brown feels fortunate his chosen method of spreadingthis message has been so successful. “I’m lucky to workin an industry that embraces that special kind of crazyall credit union marketers have within us.”The Credit Union Man persona is one way he maintainsa fresh marketing approach on a limited budget.“We can’t be everything to everyone. You need to identifyyour market and market to it. Use social media, guerillamarketing—dress up in a superhero costume if need be.”CU Man raised money for financial literacy efforts in Connecticut byposing for photographs and selling T-shirts during the 2013 CUNAMarketing & Business Development Conference.FRED BROWNOCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS11

Selling the CU Experience“Justify your existence” would bea fitting mantra for these marketingand business developmentrock stars, who sing the praises of• Lisa Nicholas, vice president of marketing for$627 million asset Amplify Federal Credit Union, Austin,Texas (Marketing Professional of the Year).These pros discuss keys to success in the marketing/businessdevelopment arena—and share somelittle-known tidbits about themselves.LESLEY CARRELLstrong analytics as way to provetheir endeavors are worth themoney budget crunchers sometimesbegrudgingly allot to them.The CUNA Marketing & Business DevelopmentCouncil named these Diamond Awardwinners as their top marketers for 2013:• Lesley Carrell, senior vice president ofmarketing for $750 million asset Fibre FederalCredit Union, Longview, Wash. (Hall ofFame);• Andy Reed, manager of business developmentfor $5.5 billion asset American AirlinesFederal Credit Union, Fort Worth, Texas, andthe council’s secretary/treasurer (BusinessDevelopment Professional of the Year); andCU Mag: What’s your guiding marketing/business development philosophy?Reed: “Leadership equals sales.” I heard this expressionfrom a credit union CEO whose career began asa marketer [Teresa Freeborn, CEO of Xceed FinancialFederal Credit Union, El Segundo, Calif.], andit quickly became my philosophy as well.Credit unions can’t take the marketplace by stormif they don’t understand the contribution they maketo people’s financial well-being. And the best wayto make that happen is to become a member andexperience the difference.We have to sell people on the credit union experience.Hopefully, we do that consultatively throughour commitment to improve people’s financial wellbeingand not to drive numbers or metrics.But number crunchers need numbers to crunch.If credit unions don’t embrace a sales culture, giveour profession a seat at the strategic table, and getserious about growth, our industry is at high risk ofextinction. Business development is about ensuringsurvival. Training is the backbone of the organizationand business development is the future.Nicholas: Marketing should be built on a strongfoundation that results in a positive outcome for themember and is fiscally responsible for the organization.We’ve had a lot of success getting team memberson board and genuinely believing in what creditunions do: helping people achieve financial success.So we do a lot of internal training for staff, andalso for members. I think that’s why they come backand refer us to their friends. Also, marketers have toknow where they’ve been so they know where to go.So I base a lot of our decisions on analytics.Carrell: Marketing is as important as finance,operations, information technology, or any otherdiscipline in helping credit unions succeed. A goodmarketer has to be proactive in leading efforts toupdate, launch, and improve products, procedures,and systems—and we must always think strategically.12 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

CU Mag: What are some keys to success?Carrell: Think strategically and understand that greatmarketing is an incredible investment. But you mustbe able to prove that. You must be able to lead and livethe credit union’s brand. And you’ve got to be willingto institute and campaign for needed changes—whetherit’s with the budget, the culture, orthe product. Marketers need to takethe lead on this.Nicholas: The key to success, atleast in my organization, is that I don’twork in a vacuum. My team workswith every department on promotions.We need things from differentareas, so working with everyoneis critical to our success and to theorganization’s success. Again, it’s important to analyzeeverything so we can prove what we do is successfuland that it’s worth the money we spend.Reed: It starts with the organization’s leadershiprealizing the value marketing and business developmentbring to the table and investing in both. Manyleaders undervalue our professions because they don’tunderstand them. We have to become adept at usingmetrics, which is their language to prove our value.Other keys to success include being a change agent,ANDY REEDthinking strategically, being a visionary, having endlessamounts of energy, being a great networker, and beingable to build relationships quickly.You also have to be good at motivating yourself andcelebrating your own successes.CU Mag: What’s one thing your colleaguesmight not know about you?Nicholas: I was a professional sled dog driver. Growingup, I had 40 to 80 dogs at any given time. Peopleknow the Iditarod, which is a distance race, but wewere sprint racers, going for speed.Reed: I’m kind of a cruise-aholic. I love to travel,and I’ve been to many incredible places. Cruises giveme the chance to get off the grid, disconnect, be withmy family, and recharge. Travel is relaxing, but it alsofulfills my need for adventure.Carrell: I’ve always wanted to write a book, and I’mretiring soon so I’m going to finally get the chance. Itcould be fiction or nonfiction; maybe both.I’ve got a lot of ideas germinating, but I haven’tmapped anything out yet.LISA NICHOLASOCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS13

Young Professional Lives OutHer Passion for Lifelong LearningCara Carlevatti says the rock star shewould most like to be is Gwen Stefaniof “No Doubt” because of the musician’sadvocacy for strong women.“There are a lot of women in leadership roles incredit unions in the state of New York,” says Carlevatti,member development coordinator for Great Erie FederalCredit Union, Orchard Park, N.Y. “Advancing inthe credit union is something that young professionalscan look forward to.”As a young professional herself, Carlevatti embracesthe credit union culture of community involvement.In two short years with Great Erie Federal, she hasrevamped the credit union’s youth savings programto include savings rewards such as savings depositsfor report card grades. She also started a credit unionlibrary with books, DVDs, and games for both youthand adult members. The financial literacy libraryallows members to borrow materials and then returnthem to the credit union at no cost. She has workedwith local Girl Scout troops, day camps, and otherlocal groups, bringing them to the credit union tolearn the basics of financial literacy.“Financial literacy is important at every age,” shesays. “From the time children receive their first paymentfrom the tooth fairy, proper money managementis a lifelong skill. If you get into‘From the timechildren receivetheir fi rst paymentfrom the toothfairy, proper moneymanagement is alifelong skill.’bad habits when you’re young,they’re harder to break whenyou’re older.”Another important elementof financial education isinforming consumers of theadvantages of credit unionmembership, adds Carlevatti,who was just recently electedvice chairman of the CreditUnion Association of NewYork’s Young ProfessionalsCommission.Her passion for educationextends to Carlevatti’s personallife as well. She is studying forher MBA at St. BonaventureUniversity. “You need to take advantage of everyopportunity that comes your way,” says Carlevatti,who advises young credit union professionals to dothe same. “Credit unions have such a rich history. It’simportant to stay true to credit union principles whileadapting for the future.”But current and future credit union leaders needto stay up-to-date on the evolving financial needs ofmembers and the techniques to best serve those needs,advises Carlevatti, who is also an active member of the“Don’t Tax My Credit Union” campaign.CARA CARLEVATTI14 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

‘We have canoes in city halls.We have canoes in local malls.We have them in the libraries….’AMY DAVISFilling Canoes for the CommunityFor Amy Davis, success equals red canoesfull of donated school supplies.Davis, vice president of marketing for Red CanoeCredit Union in Longview, Wash., has garnered anumber of marketing awards in her career. But she’smore likely to beam about results from her team’s“Fill the Canoe” school supply drives.“I am pretty proud of the work we’ve done in thecommunity,” Davis says. “We try to stand for what thecredit union difference is all about.”The annual canoe-filling event, which encouragesthe public to drop off school supplies in canoes displayedat branches, has been a huge success. Since itsinception, the credit union has collected and matchedmore than 47,000 pounds of donated school supplies.Plus, local business partners clamor to participate—65joined the effort this year.“W e have canoes in city halls. We have canoes inlocal malls. We have them in the libraries. A coupleof churches have come on board and brought in theirown canoes,” Davis says.The effort is a centerpiece for the credit union’soutreach efforts and builds on a brand pushed downstreamby Davis and others in 2007. That’s when theinstitution changed its name from WeyerhaeuserEmployees’ Credit Union.“We definitely see return from Fill the Canoe eventhough that isn’t our intention. When you do rightthings, right things happen,” Davis says.The event, originally pulled together in a matter ofweeks, reinforces Davis’ ability to collaborate, not onlywith her team of “rock stars” but with the businesscommunity.“Amy is a talented marketer with a world-class marketingmind. She brings innovation and creativity toa higher level. You only need to look at the growthof her credit union to see this,” says Sean McDonald,director of business development for Mid-State FederalCredit Union in Carteret, N.J. “I’m always impressedwith Amy’s input and contributions.”McDonald and Davis both serve as members of theCUNA Marketing & Business Development Council’sexecutive committee. Participating on the council isone way she gives back to those who helped her earlyin her career.Back when she barely knew what a credit union was,Davis recalls receiving assistance from the council andan employee at another credit union that, technically,was a local competitor.“I just remember being so touched by that,” Davis says.The council is happy to have her intelligence andpassion on the team, says Michelle Hunter, chair ofthe executive committee.“She donates her time and talents graciously toadvance our profession nationally,” says Hunter, seniorvice president of marketing and development at CreditUnion of Southern California. “She is genuine, responsible,resourceful, and intellectually curious—characteristicsthat contribute to her being a ‘rock star’ inour profession.”OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS15

Making a Difference Through InnovationMatt Davis, director of innovation at theFilene Research Institute, is much morethan an idea man.He’s a doer. And his impact is rippling across thecredit union movement.“He’s got a combination of whip smart intellect andthe rare ability to do the things he talks about,” saysGeorge Hofheimer, Filene’s chief research and innovationofficer.Davis guides the prestigious i3 program that createsnew products, services, processes, and businessmodels for credit unions.He’s the author of several Filene publications, thecreator of The Credit Union Warrior blog, and theco-founder of cuwatercooler.com.Hofheimer is glad Davis is on Team Credit Union.“His values match up really well with the creditunion system,” Hofheimer says. “He is extremely helpfuland earnest. He really personifies that in his workand personal life. He is always willing to pitch in.”His list of innovations and accolades is too longto cover adequately in limited space. Basically, hetalks the talk and walks the walk.“He is extremely action-oriented. That was his hallmarkeven before coming to Filene,” Hofheimer says.Davis got his credit union start as director of publicrelations for Members Credit Union in Winston-Salem, N.C., where his “What Are You Saving For?”program was featured in Fast Company.So, where do all of Davis’s good ideas come from?“Empathy is the most reliable source of good ideas,”Davis says. “The willingness and ability to observehuman behavior and put yourself in the shoes of othershelps a creator understand problems that need tobe solved, when they are experienced, and how thoseproblems impact the people who experience them.“Innovation,” he adds, “is a problem-solving mechanismthat is fueled almost entirely by empathy.”Davis is glad to be working for a movement thathas a long history of improving people’s lives throughmutual self-help.“What fires me up about credit unions is the tremendouspotential we have to make a difference inthis world,” he says.MATT DAVIS‘Empathy is the most reliable source of good ideas.’16 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

‘It’s OK to positivelydisrupt the system.’BRENT DIXONIn Constant Pursuit of Good DesignOn his LinkedIn page, Brent Dixon sayshe’s “a designer, educator, and musician—in no particular order.” He’s not a sticklerabout such things.Dixon emphasizes the importance of design to creditunions “because it’s a way to show they care about people.I want to overcome the idea that design is solelyabout making something look aesthetically pleasingwhen it’s really about making things work beautifully.“It’s melding form and functioninto seamless interactions. At thecredit union level, it includes takingsomething logical—such as budgeting—andjoining it to somethingemotional—money. It’s about makingsomething that works well inaddressing both, whether it’s bankingproducts, a website, or branchdesign. Delight and happiness aretools used to design good creditunion experiences.”An example of good designresearch comes from The Cooperative Trust, a youngprofessionals group Dixon founded while working withthe Filene Research Institute. He oversaw a variety ofproject types, including one involving unbanked andunderbanked consumers.“Despite their fear of financial institutions, manyof the people we met with were more on top of theirfinances than banked people,” he says. “They can’tafford mistakes.”That research project led members of the CooperativeTrust to develop Tru Circle—a pilot programinspired by “village banking,” which is used in manydeveloping countries. “At no risk to the credit union, agroup of five friends or family members contributes aset monthly amount into a common account,” explainsDixon. “When a member requests a loan, the groupmust unanimously approve it. The transactions helpborrowers establish credit histories.”The Cooperative Trust enables young credit unionprofessionals to design and prototype products and servicesthat are relevant to young consumers. “It’s OK topositively disrupt the system,” says Dixon, who’s nowpursuing a master’s of fine arts degree.OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS17

Once a Coach, Always a CoachDick Ensweiler set off for college to become abasketball coach, but got sidetracked. After takinga summer job at State Central Credit Unionin Milwaukee, he was hooked on credit unions.“The treasurer/manager and I hit it off well to the extent thathe promised me a position when I got out of college and themilitary,” Ensweiler recalls. “I took him up on it and he createda first-ever management training program. It paid off, and18 months later I became the treasurer/manager of the HarleyDavidson Credit Union.”It’s almost 50 years later and, in a way, the Cornerstone CreditUnion League CEO did become a coach—employing traits suchas consensus-building, perseverance, and adaptability in the faceof difficult circumstances. The most recent of the many creditunion milestones he’s experienced over the years is the merger ofthe Texas, Oklahoma, and Arkansas credit union leagues.“Leagues were facing shrinkingnumbers and finding it more difficultto provide full services,” Ensweiler says.“We saw value in a larger organizationwith broader reach. It took fouryears to get through all the questions,answers, and considerations, but onceinterested parties remained at the table,it took less than a year to come to an‘Make sure there’sa strong vision ofwhat could be.’agreement. The merger is everything we hoped it would be. We’remore relevant now than before. With 650 credit unions, we havea bigger voice with potential partners, vendors, regulators, andnational associations.”Ensweiler also came to credit unions’ aid in 1974 when disintermediationcaused savings rates to skyrocket from 6% to 22%.“Credit unions could not meet members’ withdrawal requestsand I was appointed to a task force of league presidents to find asolution,” he says. “We proposed to CUNA a new financial andsupport system—and created the corporate credit union network.”He also played a key role in forging a partnership with CajaPopular Mexicana (CPM) in Leon, Mexico. Today, CPM has morethan one million members, 330 branches, and $1 billion in assets.“The CPM partnership has been successful and mutually beneficial,”Ensweiler says. “We’ve learned a lot from each other.”DICK ENSWEILER18 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

HELEN ESTESA Beloved Rule Bender Named ‘Rokmom’If you know only two things about HelenEstes, they’ll tell you a lot.When we asked if she has any favorite rock stars,Estes, who will retire next year, immediately replied,“I’m a rocker at heart. My 36-year-old son was in aKISS tribute band and has played since he was 15.I’ve been a band mom since then, and knew all of thelocal groups. In fact, my email address is ‘rokmom.’ ”Her daughter also looks up to her mother, findinginspiration and guidance in her own credit unioncareer.Another thing about Estes, loan officer at Old DominionUniversity Credit Union in Norfolk, Va., is that shedetests credit scores. “I don’t believe in them. They don’ttell the story you need to hear. If you’re going to lendmoney to somebody questionable, why charge an outrageousrate just to foreclose on them a year earlier?”Her lending decisions run the gamut, from $100 consumerloans to $1 million mortgages. She recentlyhelped an overseas professor who had a $450,000down payment on a $1 million mortgage but couldn’tget a secondary market-approved loan because hedidn’t have a credit score.“I gave him the loan,” she says, adding that everyoneinvolved agreed the member was a good credit risk.As a one-woman loan department, Helen is in aunique position to bend the rules to everybody’s benefit.“Old Dominion accepts that I’ve occasionally madea wrong call, but they support my approach.”Her openness to borrowers’ stories doesn’t mean shenever says no. “The first time I had to say no I wasscared. It was difficult. I had to explain our policy andwhy this loan wouldn’t work. Many times when I sayno it’s from a gut feeling.”Credit scores‘don’t tell the storyyou need to hear.’She can be strict. “SometimesI’ll spend hours witha member, methodicallycontacting and paying offcreditors. When we’re finished,I say, ‘This is the onlytime I’ll do this for you. Ifyou go back to these lendersagain, where will you get the money to pay them off?’ ”Helen meets with almost all applicants face to face.“They have to sit down and talk to me. I know thepeople I lend to and I know their stories.”If her answer is “no,” she’ll work with the memberand explain the steps needed to make improvementsbefore the credit union can offer services. “Sometimesthey cry, and sometimes I cry right with them.”OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS19

SARAH DALE HARMONSocialMedia‘Spokester’ SpeaksFrom the HeartIn 2010, as Mississippi’s Youngand Free “spokester”—a job shecompeted for via social media—Sarah Dale Harmon drove upand down Mississippi in a brightpurple car visiting credit unions.Meeting people who operate serviceoriented,cooperative credit unions helpedher decide on her career path. After herstint with the Young and Free youth marketingcampaign, she attended the CreditUnion Development Education programin 2011, and later was hired as marketingspecialist at $132 million asset MagnoliaFederal Credit Union in Jackson, Miss.“Credit unions have products andservices created for the sole purpose ofhelping people,” notes Harmon. “That’ssomething I can feel good about. I don’thave to ‘sell’ anything to members—I justhave to be honest with them.”Since joining Magnolia Federal, Harmonhas overhauled its Facebook/Twitterpages and added other social medianetworks such as Vine, Pinterest, Blogger,and Instagram.“Social media is an inexpensive way topromote our products and services, communicatewith our members, and increaseour presence in the community,” she says.Harmon makes Magnolia Federal’sFacebook page attractive by updating itdaily, giving away prizes on Trivia Tuesday,and posting articles, tips, and picturesof staff out in the community.“Sarah Dale’s social media results areastounding,” says Lanet McCrary, vicepresident of marketing and businessdevelopment. “The ‘Likes’ on our Facebookpage increased from just over 200 inOctober 2012 to more than 3,600 today.”Magnolia Federal had reached approximately26,000 people through Facebook asof May 2013—a figure that grows monthly,with most of those contacts residingwithin its field of membership.Magnolia’s statistics are impressive. Inthe first half of this year, membershipincreased 7.6%, checking accounts andonline banking grew by‘I don’t have to“sell” anything tomembers—I justhave to be honestwith them.’approximately 10%, andmobile banking was upmore than 21%.In addition to handlingall digital marketing,Harmon also servesas Magnolia’s “Adopt-a-School” liaison, recentlyworking with a schoollocated in the communitysurrounding the creditunion’s newest branch.“Sarah Dale has amazing social mediaskills and the ability to reach our localyouth,” says McCrary.“We aren’t a huge credit union,” addsHarmon, “but with a little initiative andsmart use of our advertising dollars, we’vereally had some success.”OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS23

CHAD HELMINAKThey Sing the SongsThat Make the CUWorld SingBy day, they’re professional communicatorsfor the credit union movement.By night, they’re literally creditunion rock stars.In their spare time, Christopher Morris fromthe National Credit Union Foundation (NCUF)and Chad Helminak from the Wisconsin CreditUnion League travel the country singing themovement’s praises as musicians with a mission,known as The Disclosures.“People think we’re crazy sometimes becausewe finish our day jobs and then go work oncredit union music, but it’s something we loveand have a passion to do,” says Morris, NCUF’sdirector of communications. “It might seem alittle weird, but we have a niche and it’s great.”The duo embarked on the unique musicaljourney in 2009, releasing an album of creditunion-themed songs “(Hey, We’re) The Disclosures,”in 2011.A follow-up children’s album—aiming tomake the band “the School House Rock/Wigglesof financial education”—is slated for releaselater this year.“It’s our way of helping consumers understandcredit unions, but also letting credit unionpeople, especially young professionals, knowthey’re part of this amazing movement,” saysHelminak, the league’s vice president of development.The band was an outgrowth of NCUF’sDevelopment Education (DE) training program—whichhas been providing lessons incooperative principles, credit union philosophy,and member-centric business models for morethan 30 years. Both went through the training.Both were inspired.“Suddenly, it turns your credit union job intoa career you believe in, where you’re workingtoward a greater good,” Helminak says.The two struck up a friendship when Helminakwas going through training in 2009 andMorris was serving as a mentor, having gonethrough the program years earlier. They discoveredthey both played guitar, lived in Madison,Wis., and had an unbridled passion for creditunions.For fun, the pair started playing covers ofclassic rock tunes at local open mic shows. Butit wasn’t until their participation in an innocentcredit union-themed song contest that theyhoned their thrift rock sound.The band’s entry, “Movin’ on With My Mon-‘No one told us to start a CUband, but somewhere along theway people encouraged us to becreative and that happened.’24 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

‘People think we’re crazy sometimesbecause we fi nish our day jobs andthen go work on CU music.’ey,” was an immediate success. Shortly after itsrelease, it blew up on the Web in credit unioncircles and landed on The Huffington Post.“The response was great,” Morris says. “Musicand humor proved to be a unique and effectiveway of communicating messages.”Since then, the band has released tunes forInternational Credit Union Day, Bank TransferDay, National Credit Union Youth Week, aswell as a legislation-specific advocacy song. Ithas performed at staff training sessions, leaguemeetings, vendor meetings, and CUNA conferences,including one at the historic Estes Park.“I think what we’ve been able to prove is thatif you give young people a chance and someroom to think big—like Chris and I have in ourworkplaces—good things will come out of thatorganically,” Helminak says. “No one told us tostart a credit union band, but somewhere alongthe way people encouraged us to be creative andthat happened.”While their nights, weekends, and vacationday gigs have the cachet, Morris and Helminakhave been known to rock their day jobs, too.Helminak started in the league’s communicationsdepartment but advanced into developmentand outreach. He’s been influential inorganizing a strong network of about 300 youngcredit union professionals.“It’s really energizing to help other people getfired up about credit unions,” Helminak says.Morris got his credit union start as a temp atNCUF while he was trying to find a high-schoolteaching gig.“Then I went through DE and it changed mylife,” Morris says. “One thing DE does is that itties the movement together and helps you realizethe powerful, global impact of credit unions.”Ever since, Morris has been involved with theprogram in various capacities.Together, Morris and Helminak are a potentcombination of passion, creativity, and intelligence.And they complement each other well.Helminak says of Morris: “A lot of ideasfloat in the ether sometimes. He has this abilityto package it and put it into something that’sactionable. He has creativity, but also a groundednessabout him that allows that creativity tocome alive.”Meanwhile, Helminak, jumps where manyothers might not, Morris says of his bandmate.“Chad is one of those people who always hasthe spark to take it to the next step. He’s alwayswilling to go for it,” Morris says.Both are thrilled to share their passions witheach other and the world. It’s brought them toplaces and given them experiences they neverimagined.“We’re so lucky and honored to do this,” Morrissays.CHRISTOPHER MORRISOCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS25

CHERRY HEDGESEmphasis on Education Drives SuccessAt Virginia Credit Union in Richmond,commitment to financial educationcomes right from the top.A firm belief in the power of financial educationto help members succeed led President/CEO JaneWatkins to seek out a trained educator to serve asthe credit union’s first full-time director of financialeducation.The commitment became a reality when VirginiaCredit Union hired former public school teacherCherry Hedges six years ago.“I was attracted to Virginia Credit Union becauseof the vision it has for helping its members,” saysHedges. “I loved the idea of using my teaching experienceto help people get ahead financially.”The credit union offers week-long money camps forteens, an introduction to personal finance for collegestudents, adult workshops in budgeting and reducingdebt, and seminars for first-time home buyers.Last year, Virginia Credit Union reached a newmilestone when more than 12,000 people participatedin its financial education programs. Young peopleaccounted for two-thirds of the participants.Effective financial education makes for smart,savvy consumers.After Hedges worked with a local communitycollege, an instructor recalled the way one of herstudents discussed home ownership in a final exampaper.“Integrating new thinking about their future is thegoal of this program,” the instructor wrote to Hedges.“I’m so pleased to see students asking questions andtrying to take ownership over their adult finances.Thank you again for bringing your knowledge andtools to our program.”Virginia Credit Union is the largest state-charteredcredit union in Virginia with 220,000 members,550 employees, and 16 branch offices. During thepast 10 years, assets have more than doubled from$1.1 billion to $2.5 billion.Education and empowerment for members andthe community have been a key to the credit union’ssuccess.“Our sole purpose as a cooperative is to help ourmembers be more successful,” says Watkins. “That’swhy we put such a priority on financial education.”“People are hungry for this,” says Watkins. “It tookthe recent recession for people to wake up and seehow important it is.”‘I loved the idea of using my teachingexperience to help people get ahead fi nancially.’26 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

Offi cial White House photo by Pete SouzaJOHN HERRERAA Champion of ChangeIf he could be a rock star, John Herrerawould be Elvis, “because he had goodlooks and good moves.”Herrera has made good moves since heco-founded Latino Community Credit Union,Durham, N.C., in 2000. The credit union hasgrown to a $100 million asset institution todaywith more than 55,000 members (a 30% increasein the past five years).A senior vice president at Self-Help CreditUnion, Durham, N.C., since 1999, he was recognizedearlier this year in the White House’s “Championsof Change” ceremony, which honored 11foreign-born entrepreneurs.North Carolina has several rural, underservedareas, where prospective members live on farmswith little access to the financial services foundin large cities, says Herrera. He sees a network oflocal farm bureaus, churches, mobile branches, andmobile communications providing financial productsand education to meet their needs.“Once folks know the benefits of the credit union,they’ll use it,” says Herrera, who has seen his creditunion help members buy their first homes and firstcars, open businesses, and send their children tocollege. Helping members in their financial questsis what Herrera finds most rewarding about his job.“Every day you’re changing people’s lives by helpingthem grow financially and realize their dreams.”“People helping people” is the primary theme of‘Every day you’rechanging people’s lives.’Latino Community and other credit unions, Herrerasays. “We work for our members. We want topromote the idea of volunteerism and the sharedbenefits of community development. We worktogether better than we do individually.”The White House announcement said Latino CommunityCredit Union “has become the fastest growingcommunity development credit union in the nationand a banking model for new immigrants.”“I remember when we started, people saw immigrantsas too expensive to serve,” Herrera recalls.“But we were created to serve the underserved.”The previously underserved individuals andbusinesses have rewardedLatino Community’sfaith in them by not onlykeeping the credit unionstrong, but also by helpingit grow during therecent financial crisis,adds Herrera, a naturalized American from CostaRica, who cites his faith and his family as the drivingforces in his life.Herrera sees Vietnamese communities in severalareas as needing the same financial servicesthat Latino communities need. And, he adds, theseservices are the same as what northern Europeanimmigrants needed only a few generations ago.“The sooner we embrace them, the sooner we’llhave stronger communities,” says Herrera.OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS27

MANUEL HOCHHEIMERBringing New Business on BoardNumerica Credit Union’s team of business developmentmanagers has been together just one year. But what a yearit’s been.Drawing from their separate areas of expertise, Manuel Hochheimer, JanetMcNeilly, and Jeanette Radmer teamed up to identify the Spokane Valley,Wash., credit union’s target demographics and introduced initiatives to broadenits market share within those segments.The trio’s Dealer Center Outbound Conversion Program dramaticallyimproved engagement among indirect auto loan recipients. Its University OutreachProgram deepened interactions between Numerica and more than ahalf-dozen colleges in its service area. And the credit union’s emphasis on thegrowing medical, dental, educational, and small-business communities in theregion meshes with its goal of attracting more 25- to 49-year-olds.Radmer sums up the team’s strategy:“Be strategic in your businessdevelopment efforts. Know the demographicyour credit union is targetingin its efforts to be successful andthrive in the future. Then, reach out tothat demographic, get to know them,and introduce them to the benefitsyour credit union has to offer.”The group’s successful onboardingprogram stands out as its chief accomplishment.In the past year, Numericaconnected with approximately 70% ofits indirect members, converting nearly20% of them into primary financialinstitution members—a rate about 10times the industry average.“Simply by reaching out to people,having a conversation, and listening totheir stories, we’ve become a partner intheir quest to find financial well-being,rather than the place where they havetheir car loan,” Hochheimer says.Numerica tailors financial educa-28 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

JEANETTE RADMER‘Know the demographicyour CU is targeting in itsefforts to be successful.’tion presentations for students and faculty at collegessuch as Gonzaga University, Whitworth University,and Eastern Washington University, and partners withthem on community involvement projects. The creditunion also offers a tour of its headquarters with anexecutive Q&A.Thanks to the region’s emphasis on becoming abusiness corridor, many of those rising stars remainin the area following graduation to start their careers.Numerica has positioned itself as their trusted financialadviser.“I get excited about learning what motivates membersand identifying their unique needs,” McNeillysays. “This process wouldn’t be as fulfilling if I didn’twork for a company that I believe in. I can honestlysay I enjoy going to work every day.”JANET McNEILLYOCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS29

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HANK HUBBARD1Making an Impact in Motown“You’re Hank Hubbard, the presidentof Communicating Arts Credit Union,right?” the member asked with an angrylook on his face, interrupting Hubbard’sguided tour of the credit union’s branchin Highland Park, Mich.For the first few years of the branch’s existence,Hubbard couldn’t walk into the lobby without a memberthanking him. No financial institution had openeda location in that underserved community encircledby Detroit in 20 years, since before the Chrysler Corporationrelocated its headquarters to the suburbs.But this exchange started with a different tone.“And as a member, you work for me, right?” theman asked rhetorically. Hubbard nodded.The member complained that his calls to the creditunion continually funneled directly to voice mail.Hubbard responded that Communicating Arts hadjust opened a call center to address that problem, andasked if anything else was bothering him.Suddenly, the man’s mood changed, and he brokeinto a broad smile. “Would you like to hear the goodnews?” the member asked.Communicating Arts had twice renegotiated termsof Aaron McIver’s used vehicle loan for his beloved2005 GMC Yukon. The original $23,000 dealer loancarried an astounding 24.95% interest rate over sixyears. The credit union sliced that rate in half, andthen by half again after helping McIver improve hiscredit score, to 5% over five years.That memorable exchange, which inspired thecredit union’s Auto Bailout Loan program, explainsthe community development credit union’s positiveimpact through its progressive programs—and thereason Hubbard loves his job.“The truth is, you kind of get sucked into servingthe underserved—once you try it you just wantmore,” says Hubbard, a past winner of CUNA’s LouiseHerring Philosophy in Action and Dora MaxwellSocial Responsibility Community Service awards,and the Michigan Credit Union Foundation’s CommunityVolunteer recipient for 2011.Since Hubbard’s successful launch of the Auto32 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

‘The truth is, you kind of get suckedinto serving the underserved—onceyou try it you just want more.’Loan Bailout program, Communicating Arts has helpedmore than 250 members reduce their loan rate by an averageof nearly 7% and save about $100 on their monthly payment.The branch in gritty Highland Park—where parts of Eminem’s8 Mile and much of Clint Eastwood’s Gran Torino werefilmed—has opened about 3,200 accounts since coming tothe neighborhood in 2008. A branch in Detroit’s Eastsideneighborhood opened more than 1,300 accounts since 2011.Communicating Arts promotes community-focused projectsand partnerships, including annual charity drives, financialeducation seminars, and free tax assistance. Recently,Hubbard spearheaded a volunteer day with the Metro WestChapter of Credit Unions at a Detroit-based food rescuenonprofit. About 125 credit union staff and members participated,raising nearly $14,000 for Forgotten Harvest andpacking more than 11,000 pounds of reclaimed food.“Ever since I’ve known Mr. Hubbard, not a day goes bywhere he isn’t doing something for the community,” saysSharlena Clair, administrative assistant to the vice presidentof finance at Communicating Arts and one of 30 young professionalsand high school students Hubbard mentors.“Seeing how driven he is builds my appreciation for workingfor this company. He inspires not just his employees, butthe community, too,” says Clair.Of Detroit’s many rock stars. Marvin Gaye is Hubbard’sfavorite. Gaye’s social awareness also appealed to Hubbard,whose modern music idol is Bono—the philanthropic, socialactivist lead singer for U2. “He’s the poster boy for using hispowers for good,” Hubbard says.The building that housed the world’s first moving assembly line—1producing the Ford Motor Co.’s Model T—stands in disrepairacross the street from Hubbard’s Communicating Arts CU branch inHighland Park, Mich.Hubbard plays with children at an AIDS orphanage in Kenya,2where he’s traveled twice on behalf of the World Council ofCredit Unions. The children love to play with his long, straight hairand beard, Hubbard says.3Communicating Arts CU employees work a craft tent at a holidayfair, helping children make ornaments.Hubbard and Shandel Small, a Communicating Arts CU branch4manager, volunteer at Forgotten Harvest, an organization thatrescues surplus food and repackages it for food pantries in Detroit.A Communicating Arts CU crew, led by Hubbard, boards up5abandoned homes around Detroit, where the home vacancyepidemic breeds crime and lowers the value of nearby properties.23 4 5OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS33

He Means BusinessUnder Eric Jenkins’ leadership,CU Partner Link’s first big idea hasbecome the “Next Big Idea.”The company’s NOWaccount, which enables smallbusiness-to-business sellers to better manage cash flow,won a “Shark Tank”-like competition, claiming theNational Association of Credit Union Service Organizations’honor for the industry’s best new concept.NOWaccount provides simple, cost-effective accessto capital by turning accounts receivables into cash.The product also gives credit unions a “legitimatechance to offer something of significant value for smallbusinesses that banks can’t or won’t provide,” says AngiHarben, director of communications for the GeorgiaCredit Union Affiliates (GCUA).GCUA and the Cornerstone, Iowa, Ohio, and California/NevadaCredit Union Leagues own CU Partner Link.NOWaccount has “supercharged” business prospectsfor Logo Surfing Promotional Products, an onlineretailer based in Georgia that produces branded materials,says Logo Surfing CEO Matthew Watkins.“Before, I was literally afraid of getting too many bigPhoto: Stuler Photographyorders at once, which would put me in the positionof potentially having to walk away from an order forlack of funding,” says Watkins, who used to rely ontraditional lines of credit and home equity loans tobalance the books. “NOWaccount allows me to go afterlarger national accounts because we have the fundingto process just about any offer we close.”Logo Surfing added two service reps and increasedits average order total 35% to put the company on pacefor a record year. It counts among its clients both startupcompanies and giants such as The Coca-Cola Co.,The Dow Chemical Co., and OfficeMax.Jenkins envisioned making precisely that type ofimpact when he joined CU Partner Link as chiefoperating officer after more than 20 years representingcredit unions. That includes a stint as a senior vicepresident at GCUA and a 10-year run as president ofPalmetto Health Credit Union in Columbia, S.C., duringwhich time the institution grew from $5 million to$50 million in assets.To become the financial institution of choice formembers, credit unions “must be willing to evolvequickly and be open to creating value for consumersin new and innovative ways,” Jenkins says.CU Partner Link aims to drive revenue for creditunions by expanding membership, increasing loanoriginations, and creating additional fee income.“Small businesses can be very profitable membersif you have the right products and services to meettheir needs,” Jenkins says. “This is largely an untappedmarket for many credit unions.”ERIC JENKINS34 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

JEFF JOHNSONThe Right People, the RightInitiative, the Right TimeDeveloping the credit union movement’sfirst integration specifications has been asrewarding as the need is obvious, accordingto Jeff Johnson, who—as formervice chair of the CUNA TechnologyCouncil—spearheaded the project.But consider the scale of this undertaking: Countingconferences, committee meetings, and working groups,Johnson estimates participants have invested between10,000 and 15,000 volunteer hours getting CreditUnion Financial Exchange (CUFX) up and running.“A tremendous amount of effort has been put intoCUFX from credit unions, core processing providers,and third-party vendors,” says Johnson, senior vice presidentof information systems at Baxter Credit Union inVernon Hills, Ill. “More so than any time in the past,technology is a key driver of success, and it’s gratifyingto know that technology professionals are comingtogether to solve such a big industry challenge.”CUFX is an open, vendor-agnostic, broad integrationstandard designed by credit unions and vendors toreduce the time and costs of systems integration, whichhave increased as technology grows more complex.Johnson quips that the need for CUFX is as self-evidentas being nice to your mother on Mother’s Day. Heattributes the success of the effort to the right peoplediscussing the right initiative at the right time.He’s focused on delivering results, not getting credit.“Ultimately, the member wins, because we’ll be ableto get to market faster with more innovative products,”he notes. “The end goal isn’t technology, it’s to improveour competitiveness in the broader financial servicesmarketplace.”CUFX first tackled personal finance managementspecifications, which have been in production morethan a year, followed by membership application. Mostrecently, specs for online and mobile banking have beenapproved, with a request for proposal issued this fall.“Each iteration has built on the iteration before andwe improve each time,” Johnson says. “The project willnever be done because things always change and thespecs need to change as the world changes.”Early adoption of these standards by credit unionsand vendors willbe key to CUFX’ssuccess, accordingto Johnson, whowants to elevate‘The end goal is to improve ourcompetitiveness in the broaderfi nancial services marketplace.’credit unions’visibility in thefinancial world.“The creditunion movementis uniquely positioned for the benefit of its members,”Johnson says. “If credit unions, core processors, andthird-party vendors all focused on serving membersthrough integrated, robust, and secure offerings, wecould provide solutions unmatched by other financialinstitutions.”OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS35

JAMES ROBERT LAYEx-Punk Rocker Joins Digital RevolutionMost guys join rock bands to woowomen. James Robert Lay quit one towin his girl’s heart.While studying management information systemsduring his sophomore year at San JacintoCollege in his native Texas, Lay was living hisdream—playing in the emo punk band PerfectBalance, and waiting tables to pay the bills.Until one day...“I met this girl in the library who told me Iwould never make a career out of a punk band,”Lay recalls. “I liked her a lot and wanted toimpress her.”Lay had recently taken a course in Web designand the opportunities presented by the digital revolutionfascinated him. So he quit the band, soldhis guitar and other band equipment, and fundedhis new company with a couple hundred dollars.The leap of faith paid off. Not only did Lay getthe girl—Delena, now his wife—but the businesshe started in his parents’ basement in 2002 isgrowing and is stronger than ever.Lay has worked with more than 400 NorthAmerican credit unions, won more than 50 marketingawards, and shared throughout the industryhis belief in aligning people, product, andprocess around their purpose to deliver 1-on-1digital experiences.This month marks another bold step for Lay.He rebranded his company from PTP NewMedia to CU Grow, which will emphasize buildingdigital marketing and lead generation systemsfor select credit unions.“We were slowly but surely becoming allthings to all credit unions, which is something Ispeak about avoiding,” Lay says. “Focus is a mustfor continued success. And focus, according to[leadership guru] Jim Collins, is what takes anorganization from good to great.”CU Grow’s “destroying the box” mantraunderscores the company’s desire to revolutionizethe industry.Lay has long savored leveraging new mediaplatforms. With his brother and longtime colleague,Jonathan, the company produced astreaming video in 2003—two years before You-Tube came onto the scene.But Lay frets that many credit unions adoptdigital tools without any long-term plan to bringthem to market or maximize their potential.“Here’s a good analogy,” he says. “You go downto the hardware store to purchase a shovel, hammer,nails, wood, and concrete to build a fence.But if there’s no construction plan in place, aperson is left with an unfinished job and frustrationwhile the tools and most of the suppliescollect dust.”Lay believes this could be a golden age forcredit unions if they cease self-limiting practicesand embrace the brave new digital world in waysthey haven’t done before.“My vision and hope,” Lay says, “is that fiveyears from now, credit unions are celebrating a20% market share, and continuing to grow.”36 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

DAN McGOWANA ‘Come-From-Behind’ Story LineStop if you’ve heard this before: Maninherits motley crew and transformsthem into an elite organization.Sounds like “The Bad News Bears,” “The Dirty Dozen,”or “Major League.” Now, it’s the script of PioneerWest Virginia Federal Credit Union in Charleston.The once struggling credit union just completedits third acquisition in as many years, and is now thelargest credit union in the southern half of the state.Along the way, it earned national awards and a cleanslate from regulators.The turnaround was a team effort, says DanMcGowan, the credit union’s executive vice president/chief financial officer (CFO). “Think of the emotionsyou feel when watching those ‘come-from-behindto-win’movies,” says McGowan. “That’s us—we werejudged losers but now we’re clearly winners. We arethe little credit union that could, and did, and continuesto do great things.”Three years ago, McGowan found himself in therole of outcast after he was ousted as CFO from aRock Star Dan McGowan (center) credits Pioneer West VirginiaFCU’s success to his “backup band,” PIMA (Pioneer’s IntrinsicallyMotivated Achievers).Florida credit union after losing his bid for CEO. Thatnight he saw a job opening at Pioneer West VirginiaFederal and applied in unorthodox fashion—mentioninghe’d just been let go, so the timing was good.That candor resonated with CEO C. Dana Rawlings,who was in his first year on the job. Rawlings calledMcGowan the followingnight and they hit it offimmediately.“For some reason,he seemed to think wewould make a great team,”McGowan says. “Turnsout he was right.”Among his manyachievements, McGowanengineered a tenfold‘We are the little CUthat could, and did,and continues to dogreat things.’increase in the credit union’s investment portfolioyield, developed a variable-rate certificate in whichmembers’ return can only increase over its four- orfive-year term, and conducted the first financial literacytraining program for the board of directors.“Dan has the ability to see things how they can be,not as they are,” Rawlings says. “He’s relentless in hispursuit of excellence.”OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS37

PATRICK LIVINGSTONPhotos by Paul StyronYoung Execs Build BondsCU Professionals and TheirIf they could be rock stars, BrandonMcAdams and Patrick Livingston seethemselves as long-lived stars that havespanned the ages with their work–MickJagger and Elton John, respectively,though McAdams is quick to add: “notin the leather pants.”McAdams and Livingston are employees withCoastal Federal Credit Union in Raleigh, N.C., andcreators of CUaware, which brings credit union professionalstogether to learn from each other and bridgethe knowledge gap between experienced veterans andthose who are new to the profession. It provides anopportunity to share ideas and contacts as well as successesand burdens, and take proactive steps to helpthe communities that credit unions serve.Part of helping those communities is to span generationsand to strive to engage Millenials, much asElton John does, according to Livingston, who is alsoCoastal Federal’s director of business transformation.He sees CUaware as a way to help credit unionemployees bridge the awareness gap with membersand prospective members. Unlike generations of thepast, Millenials typically aren’t brought up knowingthe services that financial institutions—particularlycredit unions—provide.It’s not only the typical checking, savings, and otheraccounts that credit unions bring to their communities,it’s the volunteerism in rescue missions, children’sgroups, and other similar community efforts,says Livingston. “A lot of the members don’t understandthe impact that credit unions are making intheir communities.”“If you’re not sacrificing for your community,you’re not doing your job as a credit union executive,”adds McAdams, Coastal Federal’s consumer lendingproduct development manager. “You have to care. Ifyou’re only in it for the paycheck, then you shouldget another job. You’re not going to get the happinessyou want if you’re not willing to sacrifice. Dedicationto the community adds a lot of value to what you do.”CUaware’s website (cuaware.org) offers informationabout local volunteerism and networking opportunitiesfor credit union participants to interact with38 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

BetweenCommunitiesone another. The site also encourages credit unionexecutives and staff to learn from one another, particularlywith new credit union participants learningfrom veterans.“You need to be fully immersed in the cooperativespirit of the credit union,” Livingston adds, recommendingthat credit union leaders of the future looknot only to credit unions but to other cooperativebusinesses and the National Cooperative BusinessAssociation for ideas and inspiration.McAdams, like Livingston, says he’s inspired bystories of credit union managers and staff going theextra mile to meet a member’s needs—like the branchmanager who gets up at 3 a.m. to travel to a communityevent. Those types of efforts are commonplace,but are largely unknown in the community. Both havecontributed to the hundreds of hours CUaware haslogged in the community, but don’t talk much aboutit, like their peers in throughout the industry.“Credit unions are terrible about bragging aboutwhat they do,” explains McAdams, adding that creditunions offer opportunities for employees as well as formembers. “Young employees can excel. They have theright opportunity. Good guys can win here.”Credit union leaders of the future need to be willingto stretch themselves, even if it means taking a paycut to move to a different job within the organizationto expand their skills, McAdams adds.“This isn’t Bank of America, where you have peoplespecializing in a very small area, you have to know avast array of products,” McAdams explains.While credit union executives and staff should beproactive, they should also make it easy for membersto obtain the products and services they wantand need, McAdams says. But he advises that creditunions need to talk to members and prospectivemembers to understand—rather than assume—whatthey want. One of the things he likes best about hisjob at Coastal Federal is helping members obtainproducts and services they need to grow their wealth.It’s a similar philosophy of people helping peoplethat’s behind the efforts of CUaware, which Livingstonand McAdams hope helps credit unions and theirmembers reach their potential now and in futuregenerations.BRANDON McADAMSOCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS39

Getting ResultsAnd Enabling CUsHeather Moshier is all about results. That’swhere she finds a lot of her motivation to serveas executive vice president of IT at San DiegoCounty Credit Union. Moshier is also the formerchair of the CUNA Technology Council.Credit unions need more leaders like her, says Brian Bodell,CEO of Finivation. The firm specializes in systems integrationand software development for credit unions, communitybanks, and technology providers.‘The business mustdrive technology.’“Heather combines the pace andexactitude seen in many tough industries,like venture capital and hedgefunds, with the warm, people-orientationof the credit union movement,”says Bodell. “Not an easy thing to do.”At San Diego County Credit Union,Moshier makes sure technology is a “business enabler.”“The business must drive the technology,” she says, not theother way around.Moshier brought the same results-oriented style to her leadershiprole with the CUNA Technology Council.“Heather has demonstrated clear leadership as chair, pushingforward many initiatives and driving both people andorganizations to be decisive, fast, and accurate with theirexecution,” Bodell says. “I have seen few people be such astrong driver, yet still be liked and admired by all involved.”He says Moshier and her team have been important driversof the CUNA Technology Council’s volunteer-poweredCredit Union Financial Exchange (CUFX) initiative—anopen, vendor agnostic, broad integration standard designedto reduce the time and cost of systems integration.“Heather’s work on CUFX has required much creativity,focus, and persistence,” Bodell says.Moshier’s high standing among peers might be due to herstrong inclination to work as a team and collaborate for thegreater good.“I strongly believe in the credit union philosophy of ‘peoplehelping people,’” she says. “I love the credit union industrylike family. We learn from each other, collaborate, anddiscuss and share information to help each other succeed.”HEATHER MOSHIER40 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

‘I hope every day I can have a positive impacton somebody, somewhere, someplace.’DICK NESVOLDSteward of theMovement’s PrinciplesDick Nesvold is an innovative and passionatesteward of his credit union and themovement.The president/CEO of SouthPoint Federal CreditUnion in New Ulm, Minn., took over the top post in1996 and has presided over tremendous growth andprosperity for members, even through the past few yearsof economic turmoil.He oversaw the construction of a new main office,the introduction of checking and debit cards, a field ofmembership (FOM) expansion, and a name change—setting up the credit union for a sustainable future.“It’s not just about being bigger,” Nesvold says. “Whenwe expanded our FOM it was all about finding that criticalmass that we could leverage to try and stay on theplaying field as long as we can.”Nesvold’s innovative leadership has been a differencemakerfor the credit union. “These changes might nothave happened without his foresight and intuition,” saysTroy Diedrich, SouthPoint Federal’s vice president ofmarketing and development. “He has hired the rightpeople and instilled in them his vision.”That vision is simple yet profound: Making people’slives a little bit better each day. “Fortunately, the creditunion charter and the cooperative philosophy are prettycool things,” Nesvold says. “I’m not sure our membersand potential members always understand what thatmeans, but for those of us in leadership roles, it’s veryShayds of Colormeaningful. Our focus and vision are about the bettermentof our members.”Nesvold is an engaged leader, communicating regularlywith staff and volunteers, participating in creditunion-sponsored activities, committing himself andstaff to training, and investing his time with communitygroups. “He sees the need to reinvent ourselves regularly,”says Diedrich, “and he’s willing to take a chanceon ideas that will lead to greater success in the future.”The entire movement benefits from Nesvold’s commitmentto the credit union cause. He’s been an advocatefor credit unions in Washington, trying to makeelected officials understand the impact excess regulationshave on institutions such as SouthPoint Federal.Nesvold has built credit union bonds abroad as well—specifically in Paraguay. He was one of nine credit unionprofessionals inducted into the World Council of CreditUnions’ International Executive Volunteer Corps.“I hope every day I can have a positive impact onsomebody, somewhere, someplace,” Nesvold says.OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS41

JASON OSTERHAGEIntellectual Curiosity Trumps InsularityIntellectual curiosity explains JasonOsterhage’s affinity for a widerange of subjects.These subjects include Frank Gehry’sprovocative architecture, the powerful lessonsof business thinkers Nancy Duarte andAlexsander Osterwalder, and Pixar’s blend ofproductivity and creativity.“I find inspiration in all of these placesbecause I share Peter Drucker’s view thatmanagement is a liberal art,” says Osterhage,senior vice president of lending at AlliantCredit Union in Chicago. “It draws on psychologyand philosophy, economics and history,current events, culture, ethics, and thelatest applications of the physical sciences.“I’ve always tried to find my way onto teamswhere I’m the dumbest person in the room,” hecontinues. “If I ever feel like I’m the smartestperson in a room, there’s the potential to stoplearning and growing.”Osterhage entered the credit union industryeight years ago with Delta CommunityCredit Union in Atlanta and last year movedto Alliant, where he’s intrigued by the organization’scommitment to ask challengingquestions and remain committed to creditunion philosophy.One of Alliant’s goals is to promoteresponsible borrowing in a way that createslasting social benefit. That jibes with Osterhage’sdedication to monitor groundbreakersin all fields.“Look beyond credit union boundaries todefine the limits of what’s necessary and possibleto accomplish,” Osterhage says. “Ourbusiness is unique in ways that matter, but Ibelieve we can spend too much time talkingto ourselves about ourselves.”With social entrepreneurship, cross-sectorcollaboration, and conscious capitalismbecoming buzzwords, credit unions possessa rare opportunity to differentiate themselves,Osterhage says.To that end, credit union executives mustrecognize that they serve as the primaryengine of growth and change, he adds.“Leaders would do well to think of themselvesas strategic leaders of social enterprisesnavigating today’s business environment—and then search within that broader framefor ideas and inspiration,” Osterhage says.Jason Osterhage and his family—which includes hiswife, Melanie; son, Noah; and daughter, Charlotte—areall smiles on their new home turf, Chicago.HJB Photography, Chicago, Ill42 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

JENNI PARAMOREEnthusiasm + Education = Enduring ResultsEnthusiasm comes naturally to JenniParamore, community outreach educationcoordinator for Directions Credit Union,Mansfield, Ohio.That enthusiasm has been a boon to financial educationin northern and central Ohio—a primary goalin Directions’ strategic plan for more than five years.“Our business development department was giventhe task of becoming the No. 1 source for financialeducation in our communities,” says Paramore. “I’mpleased to say that has happened.”Last year, Paramore logged a total of 255 outreachhours, reaching almost 6,500 people.Venues for financial education include churches,shelters, public and private schools, libraries, prisons,and juvenile detention centers. Directions’ programsalso target college freshman as well as nontraditionalstudent programs. Select employee groups receive customized“lunch and learn” presentations.“My job is to develop and present financial tools sopeople can make wiser, more informed financial decisions,”says Paramore. “We make these classes availableto anyone who asks.”Initially, management used incentives to get frontlinestaff to track new accounts gained through communityoutreach. Now the leadership team is workingto develop an ongoing program to track results.Some of the programresults come back to Paramoreas anecdotes, whichshe calls “the experiencesthat thrill me.”After attending an eightweekmoney managementprogram at Richland CorrectionalInstitution, one ofthe offenders told Paramore‘We make classesavailable to anyonewho asks.’that because of what he learned about finances, afterhis release he and his wife decided to get on a budgetthat would allow them to pay off their debt, repairtheir credit, and prevent bankruptcy.“Another time, while at lunch, I noticed that thewaitress was using a Directions Credit Union pen. Icommented on it, and she told me that her son hadrecently completed the Reality Store program foreighth-graders. In one class, he learned to balance acheckbook register and reconcile a statement.“When I called the branch to ask about the youngman’s experience, I was told that he asked all of thequestions that we discuss with the students. He hadlearned one of our most important lessons—‘Don’tsign your name to anything you don’t understand, soask questions!’“My hope is that I help my communities to be better,smarter communities—the kind of place wherepeople want to live and grow,” says Paramore.As for who she’d be if she were a big-name RockStar? “Bob Dylan, because of his social commentary.”Paramore (left) presents a check to Diane Tobias, children’s librarian, forthe Mansfield-Richland Public Library’s summer reading program.OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS43

11 Parks (left) and board member TomMurphy represent Sioux ValleyCommunity CU at the Pioneer Valley Daysparade in August.2 Intern Alexa Modrell reads thewinning ticket at Sioux ValleyCommunity’s annual Member AppreciationDay as Parks looks on.2JOHN PARKSHooked on CUs From Day OneJohn Parks has had a major impact onSioux Valley Community Credit Union’soperations, but perhaps his greatestcontribution is his effect on staff.“I can’t imagine working with someone other thanJohn Parks,” says Katie Johnson, director of operations.“He’s a great coach and mentor, and his positive personalityis addictive.”In 2011, Sioux Valley Community—which serves a12-county area of Iowa, Nebraska, and South Dakota—lost its CEO, who was killed in a roadside accident.The economy was weak, and a large meat-packingemployer had closed and‘The people made iteasy to get involved,learn, and grow.’laid off 1,400 workers.Membership was indecline, lending was slow,and investment earningswere next to nothing.“That made it tough tryingto keep three branchesrunning,” recalls Johnson.Parks arrived in March 2012, having previouslyserved as branch manager for two other area creditunions. His accomplishments since then are impressive.He added a debit card program, which helped thecredit union bring back previous members and gainnew ones. Next came user-friendly online bankingwith free bill pay. He increased advertising to communicatethe credit union’s willingness to lend.Parks completely rewrote loan policies, allowinggreater flexibility to lend to those who qualify or needa second chance. Sioux Valley’s delinquency rate hasstayed under 0.5%, and the credit union now promotesbuy-down interest rates for loans financed elsewhere.Sioux Valley’s loan portfolio increased from $5.3 millionto $9 million between March 2012 and August 2013.“Our board and staff are engaged in the community,working with local schools and businesses,” he says. “Ourstaff does an excellent job researching needs and implementingtheir findings. Our board helps with everythingfrom joining parades to celebrating staff victories.”The credit union has partnered with SiouxlandCommunity Action Agency to offer individual developmentaccounts with matching funds from the IowaCredit Union Foundation.Parks is in his fourth year as president of the NorthwestIowa Chapter of Credit Unions.His passion for credit unions has grown with hisinvolvement, starting with his first visit to a creditunion shortly after college. “I opened an account andwas hooked because of the great service,” he recalls.“Working for credit unions, I’ve received tremendoussupport from directors, staff, and professionalsat all levels,” says Parks. “The people have made it easyto get involved, to learn, and to grow.”44 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

PAUL PHILLIPSA Heart for ServiceAt a strategic planning session a fewyears ago, directors and key executives atFreedom First Credit Union, Roanoke,Va., focused on one vital questi on:“If we weren’t here, who would care?”From the discussion arose a new commitment.“We said, ‘Let’s be different,’ ” recalls Paul Phillips,president/CEO. Under Phillips’ leadership, FreedomFirst embarked on a bold effort to serve people wholack access to traditional financial institutions.“In doing so, we’ve breathed new life into the creditunion and given our work purpose,” Phillips says.“Our skill sets are evolving to include such things asgrant writing and leading community collaborationsto do things for-profits either would not or could notdo. It’s been a fun journey.”In 2010, Freedom First obtained designations as acommunity development credit union, a low-incomecredit union, and a community development financialinstitution. It also created products and programsdesigned specifically for low-income people, whocomprise 61% of the credit union’s members.One such program is Responsible Rides, a collaborationwith community nonprofits and Enterprise CarSales. Borrowers get not only a loan, but also classesin personal finance and vehicle maintenance.Most of the loans go to single minority motherswith credit scores below 600 and annual incomes ofno more than $18,000.Phillips reports a “manageable”delinquencyrate for the $1 millionportfolio.He remembers thefirst borrower, whoarrived to make her firstcar payment only to findthe lobby door lockedon a Saturday.“She started cryingbecause she was so‘We’ve created aninterdependencybetween the CUand communitystakeholders.’proud of making that first payment,” Phillips says.The woman soon realized the drive-through wasopen. For the first time in her life, she used a drivethroughto conduct financial business.Freedom First also participates in the Federal HomeLoan Bank’s Set-Aside Program to issue forgivableloans for home weatherization, repairs, mobility adaptations,and more.Membership is sweet at Freedom FirstCU, which provides free ice cream duringfamily-oriented community and nonprofitevents. “We really believe that doing goodis good business,” says CEO Paul Phillips(left).OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS45

TERI ROBINSONHer Refusal to QuitIs an InspirationWhen Pacific Northwest IronworkersFederal Credit Union approachedthe brink, Teri Robinson helpedpull it back.And her grace under the pressure of a networthrestoration at the Portland, Ore.-basedcredit union caught the attention of many inthe credit union movement.“Her credit union is thriving now and othersare taking note of what she’s done—implementingher ideas and positive attitude to help theirown credit unions perform better,” says BradyHowe, president/CEO of Cutting Edge FederalCredit Union, also based in Portland.Robinson wasn’t always sure things wouldwork out in the face of daunting financial difficulties.But she conjured up a positive attitude,put her head down, and got to work.“I wasn’t afraid to ask for help from my vendors,staff, and board,” she says. “I told them ‘I’min it to win it.’ So, how are you going to help me?I didn’t give them a chance to tell me ‘no.’ ”Throughout the restoration, the plan was tohold on to shares and loans—not to bleed offassets—and to continue making loans despitepast losses.The plan worked. Now, Robinson has to worryabout growing too fast after emerging fromthe net-worth restoration.“It has been really hardwork, and took a lot of dedicationto keep our foundingleaders’ dreams alivewith our credit union,” shesays. “Many people wouldhave given up. Our creditunion very easily couldhave been gone. But we have a mission to helpunion ironworkers. No one else would be hereto help them.”Robinson wasn’t interested in hearing “no” or“can’t” during the long days and nights it tookto right the ship. And her positive leadershipand “why not” attitude keep the credit unionmoving forward.“I look at how we can do things instead ofhow we cannot,” she says.The credit union movement is important,Robinson says—members belong for manyreasons. Understanding these reasons shouldbe a driving force for all credit union leaders.“We are relevant and needed more now thanever,” she says. “You have to believe this as aCEO or leader in your organization or give upyour spot to someone else who does.”‘It took a lot of dedication to keepour founding leaders’ dreams alive.’Robinson’s determination and success atPacific Northwest Ironworkers Federal reachesbeyond the branch walls. “She uses her experiencesand expertise to motivate other leaders inthe credit union industry whenever possible,”Howe says. “Her positive, can-do attitude iscontagious and inspiring.”46 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

JIM SCHRIMPFCalling the Central City Home ‘Bass’The Beatles’ breakthrough in the early1960s inspired Jim Schrimpf to set asidehis accordion and play rock ’n’ roll.But he wasn’t sure which instrument to play. Afriend told him that his band always had a hard timefinding a bass player.“Even at 12 years old, I understood supply-anddemand,”Schrimpf recalls. “So, bass it was.”Nearly five decades later, Schrimpf still channels hisFab Four idol, Paul McCartney, at Milwaukee-area gigswith his band, The Boomers. But even during a 30-yearhiatus from music to raise three sons, Schrimpf foundhis groove in the credit union movement as a championof services for people of modest means.Schrimpf became CEO of Brewery Credit Union inMilwaukee in 1999 when it was at a crossroads. Twodecades had passed since the credit union expandedits field of membership after the demise of some of thecity’s major brewers—Schlitz, Pabst, and Blatz.Brewery posted losses for three straight years beforeSchrimpf ’s arrival. The board directed him to restorethe credit union’s profitability or find a merger partner.Schrimpf decided to concentrate the credit union’sefforts on the central city. Traditional financial institutionshad largely abandoned the area and its low- tomoderate-income residents. To Schrimpf, that meantless competition and a great opportunity.Since refocusing on the central city, Brewery hasdoubled its asset size to $36 million and its membershipto 7,645 while obtaining 17% capital.“Don’t assume you can’t profitably serve workingpoor and modest income households,” Schrimpf says.“With the right product mix, competitive pricing, andrisk controls, you most certainly can.”Brewery offers payday lending alternatives, creditbuilderaccounts, mobile and text banking, mortgageloans under $25,000, individual development accountsthat match up to $2,500 for a down payment on a house;sells bus passes and stamps in its lobby; and conductsfinancial seminars. Its Fresh Start Checking provides asecond chance for consumers locked out of the mainstreambanking system.1In the past 13 months,Brewery claimed the WisconsinCU League’s LouiseHerring Award, the Spirit ofCU*Answers Award, and theMilwaukee Business Journal’sCentral City Business Awardfor serving the underserved.21Schrimpf performs at Milwaukee-area venues, “slappin’ dabass” with his band, The Boomers.2In the 14 years since Schrimpf became CEO, Brewery CU hasdoubled its asset size and membership by focusing itsservices on low- and moderate-income members.OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS47

‘I love theCU movement.The leagueis part ofmy life.’YVETTE SEGARRAMuch More Than a PaycheckNot much that goes on at theNew Jersey Credit Union League(NJCUL) gets past Yvette Segarra.But somehow her colleagues managed topull off a surprise party last year to celebrateSegarra’s 25th anniversary with the league.To make sure she would be surprised, onlyPaul Gentile (the league’s CEO at the time,now CUNA’s executive vice president of strategiccommunications and engagement) anda couple other people were involved in theparty planning.Other employees were a bit perplexedabout the announcement that there wouldbe an all-staff meeting one Friday evening.Segarra had no inkling what was going onuntil she walked into the room and spottedher grandson.“It was absolutely wonderful,” she says ofthe event in her honor.When Segarra arrived at the league in 1987,she didn’t know what a credit union was. Butit didn’t take long for her to embrace creditunions’ people-helping-people philosophy.“I love the credit union movement,” shesays. “The league is part of my life. It’s notjust a paycheck.”Left: Segarra is a top-notch negotiator,attracting top-tier speakers for leagueevents, including “The Pursuit ofHappyness” author Christopher Gardner.Below: Yvette “is the glue that holds ustogether,” says Candice Nigro, director ofmarketing/communications for the NewJersey CU League (right).As NJCUL’s special events manager,Segarra plans major conventions and conferences.One of her duties is to line up keynotespeakers, which over the years have includedthe likes of Christopher Gardner of “Pursuitof Happyness” fame and Joe Torre, when hemanaged the New York Yankees.“I’m a good negotiator; I give myself creditfor that,” Segarra says. “We save a lot of money.”Some years ago, for instance, the leaguepaid a hefty fee to bring in comedian PaulRodriguez as a convention speaker. The nextyear Segarra called Rodriguez directly.“I told him we had no money and askedif he’d come back,” she recalls. “He did forhalf the price.”Another part of her job is building relationshipswith vendors, whether it’s coordinatinga newsletter, selling booth space atconventions, or enlisting fund-raiser sponsors.She looks forward to working with newleague CEO, Greg Michlig.The secret to success in all such effortsis “treating people the way you want to betreated,” Segarra says. “If you treat peoplefairly, it works.”48 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

EMMA SMALLEYThe Accidental EducatorWhen Emma Smalley sees a need, sherolls up her sleeves.The financial counselor for Boulevard Federal CreditUnion in Amherst, N.Y., constantly pushes herselfand her credit union to improve, excel, and reach outto those who most need credit union services.Smalley is working with NCUA to start a new creditunion for poor communities in Buffalo, N.Y., whohave limited access to high-quality, affordable financialservices.The city has seen a great influx of refugees andimmigrants from all over the world. And while thereare some credit unions in Buffalo, none are in theimmediate poor, west-side neighborhoods the newinstitution wants to serve.“Many of our proposed members do not have afirm grasp on the language, much less the financialsystem,” Smalley explains. “The idea of these smart,kind, and industrious people walking into a big bankand unknowingly signing up for high-fee checkingaccounts was enough to keep me up at night.”With support from her husband, friends, the CreditUnion Association of New York (CUANY), and theNational Federation of Community DevelopmentCredit Unions, Smalley’s plan got underway. The creditunion could be up and running by the summer of 2015.“Starting a new credit union is beyond rare, andI think Emma’s ability to think outside the box andstrive for the highest goals really make her unique,”says Cara Carlevatti, vice chairman of CUANY’s YoungProfessionals Commission and member developmentcoordinator at Great Erie Federal Credit Union,Orchard Park, N.Y.“I admire Emma’s tenacity and dedication to hercraft,” she continues. “She is genuine and really wantsto help the underprivileged residents of Buffalo’s WestSide neighborhoods.”‘Many of our proposedmembers do not havea fi rm grasp on thelanguage, much lessthe fi nancial system.’Smalley has made the creditunion movement’s missionher own.Since starting as a creditunion teller, she has pushedherself and her credit unionto improve.With encouragement fromher manager, Smalley startedBoulevard Federal’s financialeducation department. Shealso earned her DevelopmentalEducator certificationfrom the National Credit Union Foundation.“I got into financial education by accident,” Smalleysays. “I was a loan processor, and I was really discouragedwhen people had bad credit because theydidn’t understand how it worked—no one told themthe rules of the game.“To me it seems basic that financial education isimportant,” she adds. “What other area really affectseveryone? Peoples’ ability to properly handle theirfinances has a huge impact on the quality of their lives.”OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS49

BOB STOWELL1Inner Fire Fuels Desire to Serve OthersWhen Bob Stowell isn’t performing hisduties as a Minnesota credit union executive,he might be off in Haiti mixingconcrete for a village well-houseconstruction project.Or you might find him administering polio vaccinedrops to children at a clinic in India.Such activities are part of Stowell’s volunteer workthrough Rotary International, which sponsors projectsthat improve life for people around the globe.“There are parallels between credit unions andRotary,” says Stowell, senior vice president/chief operatingofficer at US Federal Credit Union in Burnsville,Minn. “Rotary serves others, and so do credit unions.Our credit union takes great pleasure in helping ourmembers secure their financial future.”For Stowell, the urge to help others goes back tochildhood. He grew up enduring parental abuse andneglect.50 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

When he left home at age 18, he was six feet, two inchestall—and weighed only 120 pounds.“Food was rationed at home,” he recalls, “so I was starved,always hungry. The truth is, when you’re hungry, nothingelse matters.”Stowell had performed poorly in school, and his social skillswere impaired. His future looked dismal.But those bad memories turned into major motivators yearslater. “I don’t want people in the U.S. or any country to bedeprived of water or food,” Stowell says. “I don’t want othersto have to live the life I had.”After leaving home, he signed up for a four-year stint in thearmed services, which included a year in Vietnam. Eventually,he finished college and embarked on a banking career.Stowell also searched for a service organization he couldjoin to fulfill his personal motivation to make a difference—and that’s when he discovered Rotary.He’s been at US Federal since 2006 and is active in theCUNA Operations, Sales & Service Council and the CUNALending Council, for which he serves on the executive committeeas secretary-treasurer.Over the years, Stowell has made several trips overseas towork at or visit various Rotary projects. He has seen with hisown eyes the impact these projects have.Stowell remembers meeting a woman in Haiti, for instance,who told him that a new village well would save her hoursof hauling water in a five-gallon pail weighing 40 pounds,balanced on her head.Her two children also had to haul water. She pointed to heryoungest, telling Stowell, “Now he can go to school.”“It occurred to me that if we can get people water, we getthem through the day,” Stowell says. “If we can give them aneducation, we get them through life.”Whether it’s his volunteer work or his credit union dayjob, Stowell relishes working in an environment that valuescooperation.“The credit union philosophy mirrors my personal philosophy,”he says. “It’s about finding ways to give others hope.”‘When you’re hungry,nothing else matters.’Many of these children—and even adults in1 remote Indian villages—have never seenpictures of themselves, making Stowell’ssmartphone a popular item.Stowell administers life-saving polio drops2 to children in India. “We must continue towork hard until this disease is eradicated.”Dr. Abul Sharah (left) trains women in India3 to educate their peers about familyplanning, basic health care, and cleanliness.The man in the center, who serves as a4 village mayor of sorts, wants Stowell tocheck out his spear. “I tried to make sure it didnot get too close to me,” Stowell says.A mobile clinic started by Dr. Abul Sharah5 (right) provides medical services in remoteIndian villages—saving thousands of lives eachyear.23 4 5OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS51

SANDRA SULLIVAN-WOODSEmpowering Employees to Serve MembersSandra Sullivan-Woods’ personality isa hit with employees and members atSpartanburg (S.C.) Regional FederalCredit Union.Described as “fun, caring, and creative,” thebranch manager raises the bar on member serviceat her credit union through coaching andempowering employees.“I always try to make everything fun,” saysSullivan-Woods, who has been known to sing toher staff and make up motivational credit unioncheers. “You’ve got to keep yourself pumped up.”Her methods are paying off, says SpartanburgRegional Federal CEO Patricia West. ThroughSullivan-Woods’ leadership, employees havebecome empowered to better their workplaceand members’ lives.“She has created new and unique ways to showstaff how not to miss opportunities and to realizethey’re in control of their future,” West says.“Her coaching has given employees a sense ofownership and pride in helping our members.”Sullivan-Woods encourages her staff to figureout what works and what doesn’t and suggestways to improve operations.Sandra Sullivan-Woods stops for a picture with her son atan American Cancer Society Relay for Life event in SouthCarolina. Sullivan-Woods takes an active role in her creditunion’s community activities.“I direct it back to them,” she explains. “I letthem tell me.”And she leads by example with high energyand empathy.“I love laughing and joking around,” Sullivan-Woods says. “And I don’t ask staff to do anythingI won’t do myself.”West recalls a time when Sullivan-Woodssaved an account from closing “by using herability to put members at ease.”West tells the story“You’ve got tokeep yourselfpumped up.”this way: A memberapproached the creditunion intending to closehis account because he wasmoving to another townwhere he was buying anew home. He mentionedthat he was having troublesprucing it up and Sullivan-Woods actually spenttime going over color choices with him.At the end of the conversation, the memberchose to stay with the credit union due to thepersonal attention he received and the productsthat made his membership too valuable to lose,even though he was moving to another city.The great thing about Sullivan-Woods, accordingto West, is that she’s ambitious, always willingto learn, and will continue to grow with thecredit union.52 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

On a Mission toProtect the SystemRobbie Thompson, president/CEO of theCredit Union Association of the Dakotas(CUAD) would like to be Michael Stipe,lead vocalist for R.E.M. “He’s creativeand a little quirky, and I look a little bitlike him,” Thompson says.Thompson’s creativeness shows through in how heconsistently champions new products and initiativesinvolving member education, awareness, and advocacy.He was the driving force behind CU Social Good(cusocialgood.com)—a website that provides an onlineaccounting of credit unions’ community activities. Healso helped launch the consumer awareness campaignCU on the Road that brings credit unions’ messageto local community events. CUAD’s daily electronicnewsletter, The Memo, gives readers quick updatesof current credit union industry events. And socialmedia enhances all CUAD communications.All of theseefforts and initiativesbroadenand strengthenCUAD’s relationshipwithstate and federallawmakers.He recognizesthat success isa group effort,and he’s quick tocredit his staff for any recognition he receives. “Webuilt a collaborative and innovative environmentwhere everyone’s voice matters,” he says.Credit unions still don’t have the recognition theyshould, according to Thompson. “Credit unions arethe right financial institutions for most Americans.”Credit unions are community stewards, Thompsonsays, pointing to their dedication to member servicerather than to profits. The CU Social Good websitehas more than 1,000 contributed stories discussingcharitable activities, financial literacy, scholarships,Thompson regularly attends local events in addition to state andnational legislative meetings promoting the CU message.volunteerism, and other individual andcommunity support efforts. “Communityinvolvement is built into our DNA,” he says.Despite all of these efforts, overregulationand overlegislation remain threats.“If credit unions were legislated or regulatedout of existence, it would be a terribleblow to members and their communities,”Thompson says.Cooperative spirit and communityinvolvement separate credit unions fromother financial institutions. That’s whyhe advises current and future leaders toembrace the cooperative philosophy.“I’m passionate about protecting thecredit union system,” says Thompson, whoregularly attends local, state, and nationallegislative meetings to promote the creditunion message. He also works with statecredit union associations, credit unions, andother entities to advance the cause.“When you believe in something, it makesyour job a lot more fulfilling,” Thompsonadds. “I enjoy fighting for credit unions. They do theright things. I enjoy telling people about the creditunion difference.”Getting the credit union message out never endsin Thompson’s opinion. “We need to do a betterjob of telling our story. People need to understandcredit union advantages. I’m stunned by the lackof knowledge of the credit union difference. Let’schange that.”ROBBIE THOMPSONOCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS53

LISA TOTAROA Source of InnovationContent manager Lisa Totarosensed that the nonstop flurryof short-term tasks assignedto the marketing departmentat Sunmark Credit Union inLatham, N.Y., hampered thegroup’s creativity.Credit Totaro—who once interned atthe National Baseball Hall of Fame andMuseum—for a grand-slam solution.She recalled Filene Research Institute CEOMark Meyer’s advice that credit unions mustleave their comfortable but limiting cul-desacand get on the autobahn of ideas. SoTotaro latched on to a concept that companiessuch as Google and 3M employ.She implemented Innovation Day last fall,generating diverse ideas from her marketingteam, and held another event last month.“Innovation doesn’t always come fromthe top down—often it springs from lowerlevels and moves up,” she says. “That’s a reallygood sign for the future of our industry.”Participants must craft a project or idea ina single day, and present their creation the next morningto the rest of the marketing department.One project that paid immediate dividends demonstrateshow Innovation Day can circumvent a classicCatch-22: a productivity tool an employee knew wouldimprove his efficiency—if only he had time to create it.Another project will be unveiled soon: a “nontraditionalemployee communication channel” that cutsthrough the morass of emails, Totaro says.Sunmark encourages innovation, as evidenced by“crowdsourcing” a wide variety of designs for a newwebsite. Totaro’s team selected a Guatemalan designer’slayout in the open Internet competition.“Lisa is the true definition of a leader in that shealways puts what’s best for the organization ahead ofwhat’s best for herself,” says Cara Carlevatti, memberdevelopment coordinator for Great Erie FederalCredit Union in Orchard Park, N.Y.Totaro belongs to The Cooperative Trust and sits onthe CUNA Marketing & Business Development Council.She formerly chaired the Credit Union Associationof New York’s Young Professionals Commission.“I’ve had opportunities to grow, and I seek to createopportunities to help other people reach their potential,”says Totaro, CUANY’s Outstanding Young Professionalfor 2013.54 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

BILL VOGENEYDeveloping Tomorrow’s CU LeadersLook at Bill Vogeney’s career and threethemes emerge—service, education, andfinancial performance.Vogeney has served as an officer of the CUNA LendingCouncil since 2010 and is currently council chair.In 2011, as part of the executive committee, Vogeneyassisted members of the Crashers group—now knownas The Cooperative Trust—in their bid to attend thecouncil’s annual meeting. “Getting young peoplewho are passionate about credit unions and lendinginvolved in this experience is very satisfying,” he says.What initially attracted Vogeney to the council’sconferences was the opportunity to exchange information.“I met great lending professionals, and I lovesharing ideas with other credit unions,” he adds.“Bill is always willing to help credit unions ofany size, especially smaller credit unions with fewerresources,” says Aaron Bresko, senior vice president/chief lending officer for GTE Financial, Tampa, Fla.“He shares documents, best practices, and his extensiveknowledge when consulting with them on anylending topic,” adds Bresko, previous council chair.Networking with young professionals remindsVogeney of his good fortune when he was hired atage 27 as vice president of lending at a $200 millionasset credit union nearly 25 years ago.“It was a great learning experience, although one Iwouldn’t recommend for everyone,” he adds.Currently executive vice president/chief lendingofficer for $3.7 billion asset Ent Federal Credit Unionin Colorado Springs, Vogeney says his lending philosophyand practices helped during the recent recession.“Looking back, I think we benefitted from makingdecisions about lending products, underwriting, andstrategies that were reasonably sustainable regardlessof the economic environment,” he says. “I’ve seen a lotof companies and products perform really well for severalyears, until some series of events causes turmoil.“I try to make incremental changes and measurethe results,” he says. “Our credit union might not beamong the fastest growing in an economic expansion,but we won’t have to stop lending or make drasticadjustments to tighten credit in a downturn, either.”Vogeney says good leaders should be good educators.“I like teaching and developing people. Developingtomorrow’s credit union leaders should be everyexecutive’s most important job.”“I’m a golf fanatic,” says Vogeney, who blogs on golf clubcollecting, has written a book on collectable putters, and stillfinds time to actually play his favorite courses.OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS55

‘Everything we do or sayis for the betterment ofour members.’Walking in Members’ ShoesMachel Montano, a soca singer and and push a member out the door. We’ll find a waysongwriter, gives audiences high energyto achieve our members’ financial goals and dreams.”Members know Whittaker’s dedication, so they seek herand fast-paced performances. That’s theout when they need help. She loves the interactions, whichtype of energy Nancy Whittaker brings is critical to learning how to meet their financial goals.to her job as manager of member servicesand compliance for Cayman Islands just from a casual conversation,” Whittaker explains.“Sometimes you can learn what our members needCivil Service Cooperative Credit Union.“By seeing a member walking to work every day, we’llWhittaker uses it to motivate her team and providego the extra mile to assist that member with a car loan.”members with services they need. Her dedication is evidentin her 12 years with the organization, where sheThose are the moments Whittaker finds personallyrewarding. “It’s always nice to hear a member say westarted as a member service representative. Thelma Badal,helped them purchase their first home, first piece ofassistant manager, member services and compliance,property, or first vehicle. We have a great group ofbelieves Whittaker will be a CEO down the road.members.”NANCY WHITTAKERBut for now, Whittaker says her main goal is toassist members in meeting their financial goals. As ateam leader, she empowers her staff to learn new waysto reach out to members and discover their needs.Thisinvolves giving staff the tools to serve members andto understand the credit union’s philosophy: Membershelping members reach their financial goals.“I’m a member of the credit union,” Whittakerexplains. “Staff have to stay focused on what the creditunion is about. We offer everything a retail bankoffers, but we’re completely different. Everything wedo or say is for the betterment of members.“Staff place themselves in our members’ shoes,”she says. “They understand members’ needsfirst. For example, a member might want ashort-term loan that would be difficult torepay. Instead, our staff might offer a longtermloan with more affordable monthlypayments. We don’t want to just say no56 CREDIT UNION MAGAZINE ROCK STARS OCTOBER 2013

The Nerf of Some People!Every credit union person who’s metCorlinda Wooden knows she lovesbrainstorming’s freeform style.Even so, “Though I’m a big believer in brainstorming,we have a set of rules we follow that everybodymust be clear on,” she says. “If somebody breaks a rule,others at the table can lob a Nerf ball at them. Thiskeeps the environment fun and focused.”Recently relocated to Houston from Unitus CommunityCredit Union in Portland, Ore., Wooden leftbehind a legacy of innovation in terms of training andmotivating staff. She now runs Wooden Consulting,which aims to teach her methods to credit unionsnationwide.How does Wooden come up with her ideas—suchas sessions with Dr. Seuss or game-show themes? “Ilike to take a cooperative approach and use people’snatural talents and playfulness. We’ll have all-daybrainstorming sessions that start off with stimulatingmental exercises. Then we cover goals, theresults we’re trying to achieve, and how we’re goingto achieve them.”Wooden picked up herKeep peoplelaughing whilethey’re learning.techniques by attendingmany conferences and salesmeetings. “I watched how[speakers] motivated peopleand then rolled those goodpractices and insights intomy own style. I looked atwhat companies like Nordstromand Ritz-Carlton weredoing to set clear goals and motivate [staff], and wantedsomething similar we could do ourselves.”The “Member Service Sales and Service Standards”program Wooden designed stems from enterprisewideinitiatives. “But because branches have theirown agendas tailored to their teams and circumstances,we needed to create standards more specificto our unique role.”Another technique she developed to help keepservice standards alive and present was “ConsistentWooden uses Dr. Suess- and game showthemedtraining sessions to encourage people’splayfulness and make the experience fun.CORLINDA WOODENMonthly Huddles.” These are structuredcheck-ins across the entire branch networkwith themes such as “achieve,”“believe,” “own,” or “show.”During check-ins, “we announcethe team’s successes by name, discussfailures—not by name but by description—andmaybe look at a funny You-Tube video that spoofs a particularsituation to help keep everyone laughingwhile they are learning.“We never assume that failure wasmalicious or that somebody was tryingto fail,” she continues. “If a person’sintent was good and their heart was inthe right place, their mistake becomesa teachable moment.”Wooden’s training techniques fallinto three categories:1. Facilitating internal classes;2. Leading outside huddles and salesconferences; and3. Coaching one-on-one. “These are the sessionsthat provide those wonderful ‘aha’ moments, whenyou see a person understand something. We do thesecompassionately so the person I’m helping feels comfortabletelling me what I need to know and acceptingfeedback.”Outside of work, Wooden describes herself as an outdoorswoman who grew up with horses. She intends forher two daughters to continue the tradition.OCTOBER 2013CREDIT UNION MAGAZINE ROCK STARS57

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