By Lisa Hochgraf
In this Sunday's Democrat and Chronicle, Rochester, N.Y., a headline jumped out at me: "Nonprofit Group's Small Grants Can Change Lives: One-time assistance helps people through a rough spot."
The article was distributed by Gannett's news wire and accompanied by a large photo at the top of the front page of the "YourMoney" section. The text described New York-based Modest Needs as an organization that has as its goal to "keep people from slipping into poverty--people at risk of missing a house payment or losing their job because they can't afford to fix their car and drive to work."
This theme might sound familiar to credit unions working to serve the underserved or people with low incomes. While Modest Needs provides one-time grants and CUs provide such assistance through loans, I thought credit unions and Modest Needs had a lot in common.
And yet two things really made Modest Needs stand out in my mind:
1. The group has achieved some excellent media coverage. Has your credit union ever been picked up by a national wire service like Gannett? Or been on YouTube?
2. The group's Web site is outstanding. At first blush, its simple, ready-to-use design and fabulously punchy word use quickly and emotionally get its point across: Donate small amounts and you can help make a big difference. Dig a little deeper and you can see how the site is helping to develop community among givers, tell the stories of grant recipients, promote partnerships and sell Modest Needs' vision for its own future.
According to the article, Modest Needs started in 2002 with a $350 monthly commitment from the group's founder and had reached $1 million in donations by March 2007. If you need some inspiration for your CU's good deeds, check it out.
Lisa Hochgraf is marketing/operations editor for CUES' Credit Union Management magazine and edits the CUES Tech Port e-newsletter, News to Go.
For ideas on getting more press for your own CU's good deeds, check out CUES' Operation Outreach: Promote Your Good Works to Policymakers & the Press, which includes a free downloadable copy of the CUES manual Public Relations for Credit Unions.
