EL PASO, Texas–When it comes driving change during the pandemic, one CEO says she has focused on three things.
Maria Martinez, CEO of Border FCU, said during a virtual session titled “Taking Action to Affect Change” she has been focused on engaging and motivating staff, attending to members’ needs and remaining involved. The session was part of the week-long “Commitment to Change” series being hosted by the African American Credit Union Coalition.
I: Engaging and Motivating Staff
“I engage our staff by allowing them to express themselves in various ways,” said Martinez.
As an example staff were able to choose walls in its branches to express messages. One branch built a wall that highlighted random acts of kindness. Another featured the message, “Behind every mask is a purpose.” Another branch built a tree made up of handprints and featuring pictures and written word messages.
“That is because all of us as individuals can make a difference in someone’s life,” said Martinez. “There is always an opportunity to do random acts of kindness.”
The main office focused its message on providing quality service to others with a wall that highlighted employees who went above and beyond the call of duty.
Separately, Martinez said she has also drawn the names of 12 lucky winning employees who were given a gift card and then urged to share half of it with another person. One group of employees was able to choose another coworker who was deserving of a gift and a note of appreciation.
“Our intent to keep our staff engaged and motivated,” said Martinez.
II: Attending to Members’ Needs to Affect Change
Martinez said it’s critical to know who is being served and what their needs are. That has meant, in the case of Border FCU, taking into consideration the fact many members lack the digital tools needed to leverage the new e-environment.
“As credit union leaders we must spend time thinking about the needs of our staff and those we serve,” said Martinez.
When it comes to service above self, BFCU has altered its drive-up window to be a walk-up window, and having staff in parking lots showing members who had never used a drive-through before how it works.
III: Remain Involved to Affect Change
Martinez said every credit union leader should have a checklist in order to remain involved. Among the bullets on that checklist, she said, should be:
- Stay informed about current events
- Expect change and arm yourself with the tools to act
- Join industry chat rooms
- Be compassionate and willing to accept change
- Check on your colleagues
- Be a responsible citizen (vote and encourage voting)
- Have passion about change just like we have passion about people helping people
Choice to Make
Martinez said Border FCU had been hosting an annual Virtual Youth Financial Conference that it now plans to host quarterly.
“Each of us has a choice and a chance to make things better, although change is not easy,” said Martinez.