I've talked and worked with many people in the credit union industry, and there is a lot of interest in reaching out to women consumers. In many ways credit unions are offering the kind of financial experience so many women are looking for.
And yet, there seems to be some hesitation, especially at the top,and often from men. In my conversation with credit union board members, here are some of the concerns they have voiced:
If we focus on women, will we turn off men?
Will our efforts simply drive more women to us? Will we end up with almost all women customers?
Will we have to change everything we do?
The answer to all of the above is "No."
When you do it right and meet the higher expectations of women, men benefit as well
When you attract more women, along with the women comes the business of their spouses and familiy members
You don't have to change things that are working for you. Simple, specific changes to your customer service, sales process and marketing can have a BIG effect.
Why aren't more men getting on board with focusing on women?
Last weekend I attended The Athena Film Festival - a celebration of women and leadership in New York.
The festival included films by and about women. The subject matter highlighted the wide diversity of women’s leadership in both real life and the fictional world.
Film is a medium known to nearly all people in nearly every part of the world. And films have power. They create conversation. They reveal truths. They inspire. Through feature films, documentaries, and shorts, the Festival will explore what makes a leader
So many things struck me about the movies, the panels, and the festival as a whole. There are so many amazing women's stories that aren't being told. There are so many inspirational women leaders who we aren't being acknowledged. There's a desperately needed point of view that's not being heard. The Athena Film Festival is one gigantic step towards changing that.
But there was another theme throughout the festival that really got my attention - and it was this:
Whenever I am asked for an example of a strong women's brand, I point to Susan G. Komen for the Cure®. Here's why it's such a strong brand:
They have a very clear and focused mission. The foundation exists to support women with breast cancer and stop women from dying from breast cancer. Every single woman I know has either had or been close to someone who has been diagnosed with breast cancer. This is a mission universal to women everywhere.
It is a brand run by, driven by, and supported by women. Are there super guys who are involved as well? Absolutely. But the heart and soul and machine that drives this organization are women.
An inspirational figure head. "Susan G. Komen fought breast cancer with her heart, body and soul. Throughout her diagnosis, treatments, and endless days in the hospital, she spent her time thinking of ways to make life better for other women battling breast cancer instead of worrying about her own situation."
A powerful brand identity everyone could relate to. When you say, "I am a supporter of Susan G. Komen," you are saying "I am taking an active role in supporting women with breast cancer. I am a powerful force working to prevent women from dying from breast cancer. I am joining with other like-minded women and men to create a positive change."
