ST. PAUL, Minn.—Looking to improve on the “Pay It Forward” concept often used by credit unions, Affinity Plus FCU has introduced “Plus It Forward.”
Much like previous Pay It Forward campaigns where credit unions have randomly given people money and ask them to pay the good deed forward, Plus It Forward encourages the entire community to do a good deed and then share the details on Affinity Plus’ new Plus It Forward microsite—but no cash is handed out.
CEO Dave Larson contends that by not handing out money, the campaign will have a bigger impact.
“We have done campaigns in which we have given out $10 and encouraged people to pay it forward using those funds, and it generated a lot of positive feedback from our members and people in the community,” said Larson. “But kind acts are something you can give freely at any time, and we think the new campaign will inspire even more kindness.”
Those who visit the microsite read about the good deeds of others, and Larson beleives that will encourage people to do the same—and talk about it.
“We want to encourage people to do anything kind, whether that means holding open a door or giving a compliment,” said Larson. “We want Plus It Forward to be its own movement. We want kindness to be spread, and stories to be shared.”
Affinity is handing out “You’ve Been Challenged” cards so people can hand someone the card, nominate the individual to perform an act of kindness, and then share their story on the Website.
Each card has a unique code that nominees enter on the site, as well. Then, Affinity hopes, that person will nominate someone else with the card. “This way we can track the ripple effects one act of kindness can have,” Larson explained.
The Plus It Forward site launched in June and has attracted 429 users, 1,583 page views and 19 stories.
Plus It Forward actually began in September 2013, with “Plus It Forward Day,” where the $1.8-billon CU rebuilt a local park and cleaned up others, hosted blood drives and more, said Larson. “It was very successful, so we wanted to support the program with other tools, like the Website.”
A second Plus It Forward Day is scheduled for mid-October.
Affinity has promoted the campaign on its website, through its newsletter, on social media and inside branches.
Larson hopes people will think of the credit union as they spread kindness.
“As a credit union, we feel it’s important to be present in our communities and make a positive difference for the people who live and work in them,” said Larson. “Our goal for Plus It Forward is that it becomes its own movement in which people do kind things, share their stories, and inspire others to do the same.”