CENTENNIAL, Colo.–Columbine Federal Credit Union has introduced new mission and vision statements that stress it gives a “damn.” Given how much readership the statement received when originally reported by CUToday.info, it’s a focus other credit unions might want to consider.
In its entirety, the new mission statement for the $66.5-milllion Columbine FCU reads, ““We listen to your personal story and provide the tools and education you need to reach your dreams and succeed. When others don’t, we give a damn.”
The new mission statement appears not only on the credit union’s website, but also on tumblers, t-shirts, email signatures and other locations where staff and members are likely to see it, according to CFCU. CEO Arick Williams described the CU’s previous mission statement a “nice,” but it also said it could have applied to any financial institution.
“Our old mission statement was not motivating,” Williams said. “It was not inspiring anyone to get out of bed and come to work.”
Simplifying Decision-Making
The credit union worked with South Carolina-based Your Marketing Co. in facilitating its planning sessions, during which YMC CEO Bo McDonald worked with the CU to craft a mission and vision that would “help simplify all decision making and get the team raring to come into work in the morning.”
The new vision statement reads, “Our vision is to be the leader in helping our members, employees and the community pursue their dreams.”
According to McDonald, Columbine FCU had already found its niche serving motorcycle businesses and enthusiasts in its field of membership.
Williams, meanwhile, added that the credit union is also unique in that its willing serve traditionally underserved communities.
Examples Cited
As an example, Columbine FCU said it provided loans for three different motorcycle businesses to open, one of which just celebrated its 12th anniversary, with Columbine FCU reps on hand to join them.
Separately, CFCU said its mission doesn’t stop at members and includes employees, and it cited as another example one employee who wanted to become a teacher and whom the credit union is currently helping to reach that goal by adjusting her schedule. In fact, her productivity has actually increased since that time, too, Williams said.
Watch Your ‘Assumptions’
Williams advised other credit unions considering new mission and vision statements to prepare, but also advised, “Don’t let assumptions impact possibilities.” He noted he had what he thought was an excellent starting point, none of which made it into the final result.
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