MAXX25: GoWest Execs Introduce a 'Shift' in New Messaging Strategies to Complement Current Outreach Efforts...

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Katy Wagnon, VP of Marketing and Communications at GoWest Credit Union Association, and Jennifer Wagner, EVP at GoWest Credit Union Association, joined us in the Studio Lounge to share the association's new shift in their communications outreach to the industry, GoWest member credit unions, and state legislators.

In particular, Katy and Jennifer talked about "Shift" task forces are formed to merge data with storytelling, and a resource center is launched to support ongoing advocacy and relevance.

Q&A summary
What was the weather like during the 2025 GoWest MAXX event in Portland?
The weather was absolutely picture perfect every day, making it a delightful experience for attendees.
What was the main focus of the storytelling session at the event?
The session emphasized the importance of storytelling, featuring insights from a guest speaker from Pixar, highlighting how to effectively tell a story.
What significant fundraising achievement occurred during the event?
The event raised a record-breaking $1.53 million in one night for the Union for Kids Auction, showcasing the community's generosity.
What is the new messaging strategy being implemented by GoWest?
The new strategy focuses on shifting from defensive messaging to proactive storytelling, emphasizing why credit unions do what they do rather than just what they do.
How does the new messaging initiative aim to change perceptions of credit unions?
The initiative seeks to clarify misconceptions about credit unions by proactively sharing their stories and the unique value they provide to members and communities.
What is the long-term goal of the new advocacy messaging strategy?
The long-term goal is to ensure that elected officials and the public understand the cooperative model of credit unions and their significant impact on communities.

Check it out and let us know your thoughts. And be sure to watch more Studio Lounge interviews from 2025 MAXX -- as well as support our host/sponsors: GoWest Credit Union Association, Tyfone, Zest AI, DDJ Myers, Cook Solutions Group, Backbone, and Despite Impossible podcast.