CEO Update: Where Do We Go From Here?

Throughout our 63-year history, the Defense Credit Union Council continues to make a significant difference for the credit union industry. It is our strong mission identification, a solid foundation of credibility, and several well-connected member institutions that have propelled DCUC into an expanded role and positioned us to take industry leadership on important matters. This has led to our recent growth from directly representing 23 million credit union members to over 45 million today. It has been a remarkable journey.

Taking on a leading industry role was born out of necessity. Yet, we quickly realized DCUC’s organizational structure allows us to be much more agile and responsive to industry threats. As a result, DCUC has become the industry’s leading voice on Congressional matters, and when engaging with policy makers throughout the Executive Branch. It is not bragging when you have the receipts. Plus, DCUC’s credibility, voice, and mission identification have always been our strength.

Clearly, the industry needs DCUC. …and just so we’re clear, DCUC needs our industry partners as well.

Collaboration has always been the hallmark in cooperative organizations. This collaboration was especially important in last year’s battle to preserve the industry’s taxexemption along with many other industry challenges. DCUC has never shied away from taking an immediate stand against banker attacks and industry-threatening legislation. We have also mobilizied credit union proponents on Capitol Hill to support important legislation that bolsters our industry. We are proud to do our part and more.

In each instance, DCUC organized and led joint trade association and league meetings, prepared the discussion materials, and worked to coordinate efforts. These meetings were highlighted in the trade press to demonstrate our collective commitment to each of our member institutions. No other trade association or league has volunteered to lead these industry-wide efforts, which places our collaborative efforts in a class above the rest.

The question is where do we go from here?

Today, DCUC is at a crossroads in terms of further expansion and continuing our role as the leading national trade association versus returning to a more niche organization focused solely on active-duty military and the occasional veteran-related issues. To be honest, I don’t see DCUC ever going backwards.

However, there are several values we will adhere to as we consider our future:

1. DCUC will keep its focus on serving our military and veteran communities. Many of our credit union members have asked us never to abandon our roots. I could not agree more. Thus, we have no plans on doing so.
   
2. DCUC is built on serving those who serve. Thus, we can also serve other credit unions whose members serve our country and communities. There are millions of veterans serving as firefighters, law enforcement officers, teachers, engineers, government workers, labor union members, and many others. This is a natural outgrowth of our mission.
   
3. DCUC will continue to collaborate and partner with leagues, fellow trade associations, and system providers. Collaboration has many benefits and having more than one voice allows the industry to broaden its appeal to a greater range of decisionmakers.
4. No trade association can be truly successful in being “all things to all people.” Attempting to do this will always upset varying percentages of the membership. Yet, I believe we can agree to a certain set of core principles and apolitical positions that will help shape and clarify any confusion in our advocacy priorities. This is where collaboration is important. There are other trades and organizations that have a different point of view or political bias. We don’t fault any of these organizations for addressing their member’s needs and will always try to find common ground—just as we have all along.
5. The main thing is to keep our focus on improving our industry and pushing back against industry detractors. Everything else is noise.
   

​That said, the DCUC Board has convened an important mid-year planning update at the end of the month. We have lots to discuss including the results from our brand survey which were very positive). Stay tuned for more updates and don’t forget to register for our Annual Conference (August 3–6). Many of the strategic outcomes and plans will be highlighted during the conference and Annual Business Meeting.

Thanks again for all your support—and let’s continue winning for our industry!