Do-Gooders Unite Brand Campaign

In 2014, I witnessed a conference speaker who talked about the power of harnessing your true brand in unlikely places. Among the rolling eyes of financiers and bankers in the crowd, I was completely energized because Warren (now Blue) Federal Credit Union embodied the spirit of doing good, we just needed to brand it. I took the concept back to our team and Do-Gooders Unite was born. ​ The approach was simple:

200 new accounts +  $100 to do good = $10,000 donation to Downtown Laramie.​

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200 new customers probably doesn't seem like much. But, the market we were trying to grow our share in was small. While a bustling college town, the permanent population doesn't often grow, making it difficult to acquire new members. The campaign was wildly successful and drove over 200 new checking accounts to the branch. This increased our membership in the community by 208% and the branch was busier than ever with a 34% usage bump in services.

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The campaign became the longest running activation during my time at the credit union. Each year, we would identify a new community that was in need of some good. After many repeated successes, there is still something magical about the first launch of Do-Gooders Unite in Laramie, Wyoming, because it's now also the place I call home.