“Great things are done by a series of small things brought together.” – Vincent Van Gogh
Change is happening every day, but sometimes our perspective keeps us from seeing the big picture. We can be so embedded in the process that we lose sight of what we are growing or building toward. An overly narrow or intense focus obscures the ultimate fruit of our efforts.
Sometimes I have an experience that makes me remember the value in stepping outside of our day-to-day processes and routines to see how change is being brought about in other groups or organizations.
I recently had the opportunity to re-visit some friends in Namibia, in southeast Africa, who are working to strengthen their communities through purposeful action. During my visit, I was introduced to the work of Ongha Vocational Training Centre, a technical trade school in the Ohangwena region, near the country’s northern border with Angola. Under the direction of Ismael Hamunyela, this center is teaching new skills in horticulture and crop management to people who have been cultivating the land for hundreds of years. I was honored to have the opportunity to speak with the Centre’s students, encouraging them in their work.
It is no longer feasible for many communities in Namibia to just continue the agricultural practices of earlier generations. Greater efficiency and productivity are imperative for meeting the increased demands of growing communities. By learning new ways of farming the land, the participants in this program are creating an opportunity – not just for their communities, but for themselves and their families. They are building toward generational change through a transformative shift in the entire culture.
Initiatives like this in Namibia are part of the reason we established and invest in Support Global Outreach (GO), our giveback program through which our employees contribute in their daily roles to transform lives and communities throughout the world. It connects the work we do every day to a larger purpose and the “fruit” we collectively produce.
The Director of Ongha Vocational Training School, Tate Ismael Hamunyela, and his wife, Meme Tuyenikelawo Hamunyela.
Vision + Effort = Outcomes
Whether you’re growing crops to feed a village or joining together to meet financial needs, the vision of what is possible must come before the effort that will make it a reality. It begins with awareness of a shared need, which leads to that effort, which brings about the fruit.
As leaders, I challenge each of you – and yes, it sometimes is a BIG challenge – to remind yourself how you are making a difference beyond the immediate outcome or objective of your day-to-day tasks. Sometimes the difference you make is visible in your own community. Other times, the payoff doesn’t come with a press release or photograph, but it means providing security or opportunity to individual members and their families.
Let’s take, for example, the challenge of attracting the next generation of credit union members. Nurturing that generational market takes time; much cultivation is needed before you will see the fruit. Lack of engagement from Gen Z may have several causes. For example, they may think that a local credit union won’t have the digital banking capabilities of the mega-banks. In many cases, as a recent survey found, these prospective members aren’t even aware that joining a credit union is a possibility for them.
(But having even this knowledge already gives you clues to the strategy you need to reach this pool of prospective members. Imagine what more precise, in-depth intel about your OWN members and potential members could do for you!)
Creating Opportunities Intentionally
As a leader, I find that nothing takes the place of getting in front of the people you’re trying to reach. Yes, sometimes that means physically going to where your target audience is. Sometimes it’s a change in your mode of communication. In every case, though, it means listening – to what people want and need, to what they want to make of their lives, and to what they are struggling with.
Rhonda inspiring students at the Ongha Vocational Training School in Namibia.
So, as credit union leaders, you should be taking steps every day to invite conversations with the next generation of financial consumers. You need to be intentional about creating opportunities to understand your potential members better, even as you invite those members to get to know you. Relationship building can be a slow process. But each interaction at each touchpoint – done well – builds member loyalty that sustains and drives your organization.
Just as some progress is better than no progress, even incremental change can build toward a fundamental transformation. And it is this change – purpose-directed and brought into being a little bit each day – that ultimately bears fruit, yielding great outcomes for your credit union and those you exist to serve.
Is this the day you start on your path to transformative change? We can help you get to where you want to be. Get in touch with our experts today!
