#4086: How Backbone Coalition's Aligned Storytelling is Elevating Credit Unions' Collective Impact...

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​Linda Armyn, CEO of FourLeaf Federal Credit Union, and Jacqueline Lee Rivera, Senior Director at Bryson Gillette, joined us on the show to share the many benefits of the Backbone coalition, specifically around aligned storytelling across the credit union industry and elevating collective impact nationwide.

Jacqueline provided a quick Backbone overview and Linda shared why her credit union was one of the first founding CUs to join the coalition -- and what value she saw -- and sees -- in being part of this nationwide partnership.

Jacqueline then talked about innovative strategies Backbone has used to showcase the collective value of credit unions, as well as how Backbone has helped credit unions like FourLeaf elevate their collective voice and tell aligned stories across the industry. She also commented on how they measure the success of these communications efforts in elevating credit unions’ profiles -- getting a recent placement in Forbes, as an example.

Linda provided a couple of examples how participating in Backbone has allowed FourLeaf to have a greater impact in their community. She even mentioned an unexpected PSA TV commercial for Backbone produced by the local cable provider. Nice surprise, indeed.

From a media standpoint, Jacqueline discussed why it's important to show the impact of credit unions as a network rather than as individual organizations -- hence the organization's "We Stand as One" slogan.

From the credit union perspective and as a CEO, Linda explained why it's important for credit unions to come together now as a coalition.

Q&A summary
What is the Backbone coalition and how does it benefit credit unions?
The Backbone Coalition is a collaborative effort among credit unions aimed at sharing tools, strategies, and resources to enhance their collective impact. It focuses on aligned storytelling to amplify the positive work credit unions do in their communities.
Can you provide an example of how credit unions have addressed national issues through Backbone?
One example is how credit unions responded to the loneliness epidemic by sharing real stories of support for community members, such as aiding wildfire evacuees and protecting military families from predatory lenders, which led to national media coverage.
How does Backbone measure the success of its communication efforts?
Success is measured by the breadth and depth of audience reach, ensuring that credit unions resonate with diverse communities and generations, thus expanding their relevance in the financial services industry.
Why is it crucial for credit unions to come together as a coalition now?
It's essential for credit unions to unite to defend their tax status and to ensure that their collective impact is recognized, especially among younger generations who value community-focused financial services.
What role does social media play in the Backbone coalition's strategy?
Social media is vital for sharing stories and articles, allowing credit unions to engage with their members and the public, thereby increasing visibility and fostering community connections.
How does Backbone attract younger generations to credit unions?
Backbone attracts younger members by aligning with non-traditional media and influencers, creating engaging content that resonates with their values and interests, such as financial literacy and community involvement.

Check it out and let us know your thoughts. And be sure to watch the entire episode below for all the details.