Storytelling For Credit Unions

Marketing, Social Media, & Telling Your

Community Giving Story

The universe is made up of stories

Not of atoms

- Muriel Rukeyser

Image from NASA http://www.jpl.nasa.gov/spaceimages

Alan Robinson

Stephanie Arendt

Your Speakers

Alan RobinsonMarketing Manager

Stephanie ArendtMarketing Coordinator

We deepen connections

between credit unions &

their affiliates, members, &

communities, using the

power of social media

CafeGive Social & Credit Unions

• Why storytelling is competitive advantage for credit unions

• 7 best practices for storytelling for credit unions

• How to use storytelling in your social media & social impact

• Overview online storytelling platforms

• Examples from storytellers

We are a community

of storytellers

Brian Kaldorf Photography

1. Stories are how we think

& process information

2. Are how we connect

3. Frame our perspective

There are limits to the kinds of promotions that Credit

Unions can do:

- Offers

- Rates

- Special discounts

Storytelling offers key competitive advantage for

credit unions

• Communicate what makes you unique

• Express your good works

• Be approachable

Your stories are a way to share who you are

“”

#1 Have a unique voice

#2 Be Authentic

Which feels more authentic & compelling?

#2 Be Authentic

Which feels more authentic & compelling?

1. Umpqua Bank

2. @MorrisChris of NCUF

Timing is (Almost) Everything;

Pictures are the Rest

#4 Right Place, Right Time

Right Channel

Show Mentions, Members, stories

#5Multiple

Voices

#6 Show your impact

#7 Invite your community in

Stories as strategy

The Platforms

If you build it…

they won’t just comeChoose the right

channel & type of

story for your

goals

1. Educational Stories

Educational Stories

News Stories

U.S. Adults < 35

use social media

for daily news

Members Stories

Your CU’s Stories

FFCCU Movember Campaign

CUNA “History of The Credit Union”

Consumers will switch brands to

ones that support causes

1. 2013 CONE Communications/ECHO Study

2. The Nielsen Global Survey on Corporate Social Responsibility 2013

Moms & Millennials love

cause marketing

It’s one thing to say that we

support local, it’s another to

actually show our volunteers

at fundraising events, or the

paintings in our lobby from a

local artist, or feature a

member who won one of our

giveaways.

“

”

Tell the story:

• Who benefits?

• Why are you involved?

• How can your community

be a part of your story?MLK EXAMPLES

Shareable content has:

• Strong imagery

• I/we statements

• Gives advice or shares news

Bank of Ann Arbor: Jumpstarts

Use stories

+ DATA

Involve members & stay true to brand

Leverage your CU’s social impact

Right story, right channel

Your competitive advantage

7 Deadly Sins of Storytelling

“If a story is not about the hearer, he will not listen.

And here I make a rule—a great and interesting story

is about everyone or it will not last.”

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Need help telling your credit union’s story? We’d love to help

Contact Alan at alan@cafegive.com

@cafegive

CafeGiveSocial