CenterPoint Fall 2012

Fall 2012

A publication of the Massachusetts Credit Union League, New Hampshire Credit Union League and the Credit Union Association of Rhode Island

WOMEN

TAKING THE LEAD

AT CREDIT UNIONS

Stories Inside:

7

Shared Branching Expansion Celebrated on International Credit Union Day

11

Governor John Lynch Kicks Off Sales of Make-A-Wish® Calendar

16

The Director’s Role In Marketing

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WOMEN

TAKING THE LEAD

New England Credit Union Services, LLC 800-842-1242

AT CREDIT UNIONS

Massachusetts Credit Union League, Inc. www.maleague.org

page 12

New Hampshire Credit Union League www.nhcul.org Credit Union Association of Rhode Island www.cuassociationri.org Daniel F. Egan, Jr., President EDITORS: Robert B. Kimmett Marguerite A. Thorsen CONTRIBUTORS: Donna M. Bevilacqua Robert Delaney Bonnie L. Doolin William F. Nagle Beverly Purtell Charlotte Whatley

Contents Table ofFeatures PUBLISHED BY

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04 MESSAGE FROM THE PRESIDENT 06 CREDIT UNION NEWS

– Students Honored at State House Essay Contest Award Ceremony – Shared Branching Expansion Celebrated on International Credit Union Day

7

– Massachusetts Heroes Among Us Honored by Banker & Tradesman – Hanscom Federal Credit Union Named Air Force Credit Union of the Year – Rhode Island Credit Unions Sponsor State Champ Soccer Classic

10 COMMUNITY OUTREACH – Credit Union Community Hope Initiative Raises More than $30K for the Homeless – Governor Lynch Kicks Off Sale of NHCUL Calendar for Make-A-Wish®

15 MACPAGE AND NECUS AUDIT SERVICES TEAM UP

9 16 THE DIRECTOR’S ROLE IN MARKETING 18 CREDIT UNION PEOPLE 22 CALENDAR fall.2012 | centerpoint | 3

M E S S AG E FRO M T H E P R E S I D E N T

| by daniel f. egan, jr.

SEIZING THE OPPORTUNITIES IN THE PUBLIC’S DISLIKE OF FOR-PROFIT FINANCIAL INSTITUTIONS Having the option of a not-for-profit alternative to for-profit banks is becoming increasingly important to consumers. National statistics show that approximately 2.5 million consumers became credit union members in the first half of 2012. This is further proof that the Bank Transfer Day that occurred in November 2011, was not a one-day, or even a temporary, event. It was just the beginning of a resurgence in the identity of credit unions as the consumers’ best choice for financial services.

O

n October 22, 2012, Nancy Folbre, an economics professor from the University of Massachusetts, wrote an article for The New York Times, published online, titled “Your Fees, Their Bank” explaining why consumers need to look at credit unions for relief from bank fees. After pointing out the significant increase in bank fees this year and the difficulty consumers have in recognizing those fees, she indicated the need for consumers to pursue credit union membership.

4 | centerpoint | fall.2012

She stated, “Efforts to regulate fees may prove less effective in the long run than a consumerdriven shift toward non-profit banks. Credit unions typically charge much lower fees than banks and offer more attractive interest rates. In rankings of customer satisfaction, they beat forprofit banks hands down.”

Every credit union should seize this opportunity and react to consumer unrest by highlighting its fee structure and the many other benefits of credit union membership. This education effort should also be aimed at current members so they fully understand the benefits of participating in a local, cooperative, not-forprofit credit union. Both prospective and current members should understand the significant benefits of doing all their financial transaction business with their credit union.

At the end of Folbre’s article she states, “Your fees, your fault – especially if you pay them to banks instead of a local credit union.” For longterm benefits, credit unions provide consumers with the peace of mind of knowing that all their financial transactions are dictated by the principle of what’s best for the member. This mission saves people significant money over time and helps guide them in their financial decision making process.

There is, however, also a qualitative as well as a quantitative difference in the credit union model. It is not just lower fees, better rates, and friendlier service. Credit unions also demonstrate true concern for the community. The

social context which gave rise to the need for credit unions was a vast working population without access to basic financial services. In 1909, it was primarily immigrant workers in factories. In 1934, it was working class people suffering from the Great Depression. Today, it is families who may not have the training and information necessary to navigate a complex and confusing financial services marketplace.

The mission of the credit union also extends to improving the quality of life in the community it serves, and building cooperative solutions together with local non-profit and government agencies to provide service to people in need within that community. Helping school children understand the value of saving as well as prudent borrowing, helping people understand the obligations of home ownership, and providing senior citizens with resources for retirement needs and protection of assets are all contained in the overall mission of credit unions.

The relevance of these founding principles of our not-for-profit credit union cooperatives has been reinforced in the past five years during this latest recession. The growth of membership and assets during this time is testimony to the true relevance of credit unions today. The continuing commitment to these principles will also provide a strong future for the emergence of credit unions as the strongest, consumer-focused, financial institutions in the country. • Daniel F. Egan, Jr., president

C R E D I T U N I O N N EWS

STUDENTS HONORED AT STATE HOUSE ESSAY CONTEST AWARD CEREMONY

Student Essay Contest winners were honored in the Great Hall at the State House. Present were League President Daniel F. Egan, Jr.; student finalists Simon Leite, Cassidy Melera, Avery Andros, and Jennifer Healy; State Treasurer Steve Grossman; winning essayist Michael Gross; student finalists Junika Ortiz, Briana O’Connell, and Kelsey Perrin; and Michael Hansen, president/CEO, Massachusetts Credit Union Share Insurance Corporation (MSIC).

At a State House ceremony on June 7, the Massachusetts Credit Union League and the Massachusetts Credit Union Share Insurance Corporation (MSIC) recognized eight seventhand eighth-grade students for writing winning essays in a statewide credit union-sponsored contest. The essay topic this year involved relating a story of how the student and his or her family reached out to help other people at some point during the previous year.

According to Massachusetts Credit Union League President Daniel F. Egan, Jr., this topic was selected because, “it gave the students a chance to consider the good that can be done when individuals take the initiative to do a good turn for their neighbors or the community.”

More than 1,200 students from across the state submitted essays to sponsoring credit unions. Essays were judged on originality, content, neatness, spelling, and grammar. The League’s Financial Literacy Committee, in addition to representatives from the League and MSIC, selected the grand prize winner and seven runners up.

The winning essay was written by Michael Gross, a seventh grade student at the Boston Latin School. He was sponsored by IC Federal 6 | centerpoint | fall.2012

Credit Union which is headquartered in Fitchburg.

Michael’s essay detailed how he was able to assist an elderly neighbor when he was passing by and saw her shopping bag burst. He helped her gather the groceries that had spilled all over the sidewalk and carried them to her home. When he arrived there he noticed that she could use some additional assistance with a lawn that was overgrown and a broken railing.

So he recruited his family and they brought over a hot meal. After they arrived, the family set about mowing, raking, and trimming the hedges. Michael and his dad then repaired the railing.

Michael and the other seven finalists, their families, and representatives from both the school and the sponsoring credit unions were invited to lunch and an awards ceremony at the Great Hall in the State House. Massachusetts Credit Union League President Daniel F. Egan, Jr. welcomed guests and offered his congratulations to the winners for a job well done and applauded their parents and teachers for instilling a love for learning in these children.

State Treasurer Steven Grossman was the

keynote speaker at the luncheon. Grossman talked about the importance of getting a strong grasp on the basics – reading, writing, and math – because these will be valuable tools throughout the students’ lives.

After a tour of the State House and visits with local lawmakers, the program closed with MSIC President/CEO Michael Hansen awarding plaques to all of the student finalists.

The other finalists were: • Avery Andros, Forest Grove Middle School, sponsored by Worcester Credit Union • Jennifer Healy, Sky View Middle School, sponsored by Leominster Credit Union • Simone Leite, B.F. Butler Middle School, sponsored by M/A-COM Federal Credit Union • Cassidy Melera, Atlantis Charter School, sponsored by St. Anne’s Credit Union of Fall River, Mass.

• Briana O’Connell, Fairview Veterans Memorial Middle School, sponsored by Pioneer Valley Federal Credit Union • Junika Ortiz, Boston Latin School, sponsored by City of Boston Credit Union • Kelsey Perrin, St. Michael School, sponsored by Jeanne D’Arc Credit Union •

SHARED BRANCHING EXPANSION CELEBRATED ON INTERNATIONAL CREDIT UNION DAY

Seven New England Credit Unions ink agreement with CO-OP Shared Branching on International Credit Union Day: (left to right) Sarah Canepa Bang, chief strategy officer, CO-OP Shared Branching; Nancy Zeppa, EVP/COO, Rhode Island Credit Union; Shelley Robinson, CEO, Tewksbury Federal Credit Union; Kristy Randazzo, Dover branch manager, Holy Rosary Credit Union; Courtney Tyler, AVP marketing and sales, Holy Rosary Credit Union; and Mark Warner, EVP, Triangle Credit Union; with Dan Egan, president, NECUS, LLC.

International Credit Union Day is all about celebrating the credit union difference.

This year, International Credit Union Day fell on October 18, and a group of credit union officials met at America’s Credit Union Museum to celebrate one of the most striking manifestations of the credit union difference, shared branching.

On this credit union day, seven credit unions headquartered in the states of Massachusetts, New Hampshire, and Rhode Island joined the CO-OP Shared Branching program increasing the number of credit unions participating in those states to thirtyone. These credit unions serve over one million members through 132 branches in the three states.

The seven credit unions that joined the program are: CPCU Credit Union and Tewksbury Federal Credit Union in Massachusetts; Holy Rosary Credit Union and Triangle Credit Union in New Hampshire;

and Cranston Municipal Employees Credit Union, Greenwood Credit Union, and Rhode Island Credit Union in Rhode Island.

“Shared branching is the answer to the challenges that credit unions face today and in the future,” said Daniel Egan, president, New England Credit Union Services, LLC (NECUS), a partner of CO-OP Financial Services. “It is, in fact, the quintessential credit union effort; and if every branch of every credit union was in the shared branching network, we would truly leapfrog the banks in terms of convenience.”

“Now, a credit union that is part of the shared branching network can tell its members that they have access at more than 7,100 locations throughout the United States to take care of their financial business. That is a larger number of locations than any financial institution in America and, best of all, they are through credit unions,” said Bonnie Doolin, COO of NECUS.

“Shared branching is the best way to demonstrate the credit union spirit of cooperation,” said Sarah Canepa Bang, chief strategy officer, CO-OP Shared Branching.

“We are very grateful for our partnership with NECUS, and we are very pleased to welcome our new member credit unions to CO-OP Shared Branching.”

Credit unions that joined the shared branching network all indicate that the program offers them the chance to make credit union services convenient to members who live, work, or are visiting places where it doesn’t make sense for the credit union to build a location of its own. “We have a number of members who go to Florida for the winter,” said Triangle Credit Union CEO Maurice Simard. “Shared branching makes it possible for us to be the members’ full service, personal financial institution even when they are 1,500 miles away from home. That is a huge competitive advantage.”

• fall.2012 | centerpoint | 7

C R E D I T U N I O N N EWS

MASSACHUSETTS HEROES AMONG US HONORED BY BANKER & TRADESMAN Recognizing the credit union difference that makes credit unions, as a group, more serviceoriented and involved in their communities, the trade publication Banker & Tradesman invited their readership to nominate individuals who stand out among credit union staffers. They dubbed these special few “Credit Union Heroes.”

Criteria included service within the credit union, both as providing superior service for members and nurturing guidance to other staff members.

Winners were also chosen by the quality and quantity of caring service provided to members of the community at large.

From the many nominations, the Editorial Board of Banker & Tradesman selected 11 credit union people from Massachusetts to receive the Credit Union Hero award. The Massachusetts Credit Union League salutes these heroes in the credit union movement and offers them heartiest congratulations.

The winners were presented with their awards at a dinner on September 10. Many brought their enthusiastic supporters from their credit unions with them to share in the joy of the event.

•

The stories of these credit union heroes were told in a special section of Banker & Tradesman in its September 10 edition:

Charlene Bauer SVP Business Development and Community Relations Metro Credit Union

Janis Caines

Vice President, Administration Everett Credit Union

Nicole Curtin Assistant Vice President, Marketing and Communications Manager Workers’ Credit Union

Eugene Foley President/CEO Harvard University Employees Credit Union

Steven Jones Vice President – Community Development, CRA Officer Jeanne D’Arc Credit Union

Leo MacNeil Senior Vice President, Community Relations HarborOne Credit Union

Edward Nunez Business Development Officer Freedom Credit Union

Anabela Pereira President/CEO Pioneer Valley Federal Credit Union

Donna Russo Senior Vice President, Human Resources & Training Digital Federal Credit Union

Nancy Seguin Assistant Vice President, Human Resources Workers’ Credit Union

Paul Swat Senior Vice President, Retail Services Metro Credit Union

RHODE ISLAND CREDIT UNIONS SPONSOR STATE CHAMP SOCCER CLASSIC Rhode Island credit unions have teamed up with the Rhode Island Interscholastic League (RIIL) to present the high school soccer state championship tournament. The 2012 Credit Union Soccer Classic decided state titles in all six divisions of girls and boys high school competition.

“The Rhode Island Credit Unions are 8 | centerpoint | fall.2012

HANSCOM FEDERAL CREDIT UNION NAMED AIR FORCE CREDIT UNION OF THE YEAR

William Rone, director of financial management and comptroller, Headquarters Air Force Special Operations Command (left), presents the Air Force Credit Union of the Year award to Hanscom Federal Credit Union President/CEO David Sprague at the Defense Credit Union Council’s annual meeting in Denver, Colorado.

Hanscom Federal Credit Union has been recognized by the United States Air Force as Credit Union of the Year for 2011.

This honor is given annually to the Air Force credit union that offers the highest quality of financial products and services, as well as membership growth and community support.

Hanscom Federal Credit Union President/CEO David Sprague accepted

the award at the recent annual conference of the Defense Credit Union Council, held in Denver, Colorado.

“We are so pleased to be honored among our peer credit unions,” said Sprague. “We are dedicated to service for all members, and our military heritage is an important part of who we are.”

Hanscom Federal Credit Union’s multitude of comprehensive online services

uniquely dedicated to all Rhode Island Communities and Rhode Island High School Sports. As the principal sponsor of the RIIL Basketball Championships and now the Soccer Classic, the Rhode Island credit unions have provided a great opportunity for our athletes, coaches, and fans to enjoy a first class tournament and, more importantly, a lasting memory,” said Tom Mezzanotte, executive director, RIIL. The championship games of the Credit Union Soccer Classic were held at Rhode Island College. At press time, the championship games (scheduled for early November) had not yet been played.

“This tournament is a culmination of a season of hard work by these athletes,” said Ellen Ford, president and CEO of People’s Credit Union in Middletown, RI. “We are honored to help the Rhode Island Interscholastic League recognize the teams’ accomplishments this season.”

Just as all the coaching and practicing has paid off for these young athletes, credit unions work every day to create a favorable financial future for their members. Especially during these tough economic times, credit unions are there to help families weather stormy conditions and achieve the American dream.

•

benefit those in the military, especially those deployed throughout the world and those who live far from a branch. As a bonus, these enhanced online services increase convenience for all members, saving them time and money.

The credit union added reverse mortgage services in 2011, along with a seasoned reverse mortgage loan officer. Included with this product is counseling to be sure the product will benefit the member. Hanscom Federal Credit Union’s program shows dedication to the credit union motto, “Not for profit, not for charity, but for service.”

The award also recognized support for the local military community. The credit union sponsors activities on Hanscom Air Force Base and beyond, contributing to base activities, bringing national programs such as Operation Best Wishes, participating in various programs for active duty military, and supporting veterans’ programs.

Membership growth was also a factor in receiving the honor. Hanscom Federal Credit Union’s experienced a 19 percent increase in new memberships in 2011.

•

fall.2012 | centerpoint | 9

C O M MU N I T Y O U T R E AC H

CREDIT UNION COMMUNITY HOPE INITIATIVE RAISES MORE THAN $30K FOR THE HOMELESS

Lois Ferraresso, associate director, Massachusetts Coalition for the Homeless, tells the crowd how much their support means to the Coalition, as Rob Kimmett looks on.

Early morning risers for the Massachusetts Credit Union League’s Community Hope Initiative charity golf tournament on August 15 to benefit the Massachusetts Coalition for the Homeless were tricked by the weather as the skies opened up at 7:00 a.m. with torrential rains and a thunderstorm at Juniper Hills Golf Course in Northborough, MA. Most golfers waited in anticipation for the 9:00 a.m. shotgun and began to doubt the predicted forecast of clearing. However, as quickly as the storm moved into the area, by 9:15 a.m. more than 100 golfers set out for a day of fun and fundraising as the skies cleared and a beautiful, blue-

sky, summer day appeared. The group enjoyed a wonderful day of golf and their generosity was the overall winner as more than $30,000 was raised from the day’s event for the coalition.

The team from NMTW Community Credit Union took the First Place award and the team from RPM and Kaeding & Company took Second Place. The team from Jeanne D’Arc Credit Union showed the most courage as the Most Honest Team for the day. Tom Nemeczky from Enterprise Car Sales took the honors for the men’s most accurate drive and Diane Richard from Digital Federal Credit Union put it closest to the line for the ladies.

Closest to the pin honors went to: Dan Trombley from City of Boston Credit Union; Bob Delaney from Members Insurance Agency, LLC; Jeff Ward from RPM; and Clark Jones from NMTW Community Credit Union.

Digital Federal Credit Union and Members Plus Credit Union displayed their commitment to the cause by sponsoring the tournament awards barbeque. Harvard University Employees Credit Union won the prize for fielding the largest number of golfers on the course (eight) as well as contributing for the Hit the Green Sponsorship.

At the awards banquet, the golfers heard from Lois Ferraresso, associate director of the Massachusetts Coalition for the Homeless, who expressed appreciation for the continued support that the credit unions in Massachusetts have shown the coalition.

“The Credit Union Community Hope Initiative’s support this year has been critical in enabling the Massachusetts Coalition for the Homeless to address the growing needs among low-income and homeless people and to create innovative programs to meet these needs,” she said. “We couldn’t do any of this work without the continued kindness, commitment, and support from the Massachusetts Credit Union League. The League has been a partner with the coalition in the truest sense of the word.”

•

The League would like to thank the following tournament sponsors in addition to all those who sponsored tees and greens and made other donations to this worthy effort.

AWARDS BANQUET Digital Federal Credit Union Members Plus Credit Union LUNCH CU Direct Corporation CLOSEST TO THE PIN CUNA Mutual Group HIT THE GREEN Harvard University Employees Credit Union

10 | centerpoint | fall.2012

RECEPTION MassMutual Federal Credit Union GOLD Quincy Credit Union UMassFive College Federal Credit Union Workers’ Credit Union SILVER Boston Firefighters Credit Union Mass Bay Credit Union Members Insurance Agency, LLC Kaeding & Company Nutter, McClennen & Fish, LLP

The Winning Team from NMTW Community Credit Union (left to right) Ken Del Rossi, Clark Jones, and John Daley raise their clubs in victory.

GOVERNOR LYNCH KICKS OFF SALES OF NHCUL CALENDAR FOR MAKE-A-WISH®

Wish Child Jessica autographs her photo on the first 2013 NHCUL/Make-A-Wish® Calendar purchased by Governor Lynch. Looking on are from left to right, Wish Child David; New Hampshire Credit Union League Chairman Gerald Dumoulin, president/CEO, Guardian Angel Credit Union; and New Hampshire Governor John H. Lynch.

Five Wish Children celebrated the 2013 NHCUL/Make-A-Wish® Calendar kick off with New Hampshire Governor John H. Lynch and New Hampshire credit unions: (left to right, back row) Make-A-Wish Foundation® of New Hampshire CEO Julie Baron; New Hampshire Social Responsibility Committee Chairman Brian Hughes, president/CEO, Holy Rosary Credit Union; Wish Ambassador Corey; (left to right, front row) Wish Child Jessica; Wish Ambassador Stephanie; Wish Child David; New Hampshire Governor John H. Lynch; Wish Ambassador Megan (Miss New Hampshire); and New Hampshire Credit Union League Chairman Gerald Dumoulin, president/CEO, Guardian Angel Credit Union.

On October 10, New Hampshire Governor John H. Lynch was joined by members of the New Hampshire Credit Union League (NHCUL), representatives of the Make-AWish Foundation® of New Hampshire, credit union employees from throughout New Hampshire, and local guests, to launch the sales season of the Make-A-Wish® 2013 Calendar Raffle. The event to launch the 2013 Calendar Raffle, limited to 2,500 calendars, featured speeches from representatives of both

the NHCUL, Make-A-Wish®, and Lynch.

Lynch commended New Hampshire credit unions for their corporate social responsibility and for making a difference for non-profit organizations in New Hampshire – including Make-A-Wish®. In addition, Lynch shared the podium with the five Wish Children in attendance, and asked each to share details on the Wishes they received.

Lynch commented, “I believe there is nothing nobler a person can do than to help

others. The credit unions’ support of MakeA-Wish® and these remarkable young people is a fantastic example of that.” Lynch then purchased the first 2013 calendar and Wish Children – David, Jessica, Corey, Stephanie, and Megan (Miss New Hampshire) – were on hand to autograph the governor’s calendar.

The group presented the governor with a special photo memory book from the previous three calendar event kick-offs.

Gerald Dumoulin, NHCUL board chairman, informed guests of the significance of fundraising initiatives by New Hampshire’s credit unions, and praised Lynch for his support of the raffle.

“Starting this month and throughout the year, the credit unions of the NHCUL are joining forces to raise funds for Make-AWish®,” Dumoulin said. “The Make-A-Wish® Calendar Raffle is in its fifth year and a total fundraising goal of $155,000 has been set to support Make-A-Wish®. To achieve this goal, New Hampshire credit unions participate in a variety of fundraising programs, which include: The Richard D. Mahoney Memorial Golf Tournament; candy bar sales; League Chapter and state convention auctions; and theme park ticket sales. The NHCUL is grateful for the support of the more than 500,000 New Hampshire residents who are credit union members, and for Governor Lynch, who has been a steadfast supporter of MakeA-Wish® and the fund raising efforts of New Hampshire credit unions.”

Julie P. Baron, CEO of the Make-A-Wish Foundation® of New Hampshire, praised the philanthropic spirit and philosophy of New Hampshire’s credit unions.

“The Make-A-Wish® Foundation of New Hampshire is so appreciative of the amazing partnership we share with the NHCUL,” she said. “New Hampshire credit unions live and exemplify their sense of corporate social responsibility – ‘people helping people’ – throughout the year. Their impact has reached every corner of the state, and is key in assisting Make-A-Wish® grant beyond 1,000 wishes and celebrating our 25th anniversary in 2012.” • fall.2012 | centerpoint | 11

WOMEN TAKING THEAT CREDIT LEAD UNIONS

BY KRISTIN CANTU

T

here’s been a lot of news recently about the status of women in business. Are they taking over the workplace? Can women have it all? What’s the secret to balancing work and home life?

Hanna Rosin’s recent book The End Of Men And The Rise Of Women details the rise of women in the workplace. Princeton professor Anne-Marie Slaughter penned a controversial piece on why women can’t have it all, saying the work and home life balance, especially for women in high-powered positions, is unachievable.

The status of women both in the workplace and at home is a topic that’s getting a lot of attention – and the rising numbers of women serving as presidents and CEOs has local credit unions taking note.

Women have long played a role in the credit union industry. Dora Maxwell, one of the most prominent pioneers, secured charters for hundreds of credit unions across the country. She also participated in the 1934 Estes Park conference, helping establish the Credit Union National Association, and served as an organizer for the Credit Union National Extension Bureau.

Maxwell’s part in credit union industry is just one of many contributions from women. Some might say that the basic premise of credit unions – “people helping people” – is what draws so many women to the industry. That is because the motto doesn’t just refer to helping credit union members; it’s also about employees. Credit unions strive to enrich their lives and ensure they love coming to work – and also have a life outside of the office.

Women leaders in credit unions’ stories are similar. Many began as tellers, worked hard, and over time, through numerous positions and ranks, climbed to their positions at the top.

Something that helped them all along the way was the pursuit of a higher level of education. Earning bachelor’s and master’s degrees ultimately helped their ascent to the top.

“I took night and weekend courses to complete my [bachelor’s] degree,” said Anabela Pereira, president and CEO of Pioneer Valley 12 | centerpoint | fall.2012

Federal Credit Union, Springfield, MA. “Raising two young children, working full-time and completing my degree was a true challenge, but I had the support of my board and management team.”

“I do think that education is important for anyone who wants to lead,” said Kathy Hutchinson, president and CEO of UMassFive College Federal Credit Union, Hadley, MA, adding that being a good strategic thinker, understanding the purpose of the credit union movement, and surrounding yourself with strong people are important as well.

And, due to the fact that there are currently more female college graduates than male, and the number of women graduates has more than tripled since 1970, according to the U.S. Bureau of Labor Statistics, the credit union industry should be prepared to welcome more female leaders into its fold.

WEARING MANY HATS

Another key for successful female leaders in this industry is the ability to play a variety of roles.

“I got to where I’m at today because of my diverse background and knowledge of the credit union organization,” said Pereira. “I enjoyed the challenge of learning the different aspects of each department, and seeing how it all interconnects.”

A willingness and initiative to do whatever it takes to get the job done – whether a task is perceived as important or not – is also critical to success, said Denise Caristi, president and CEO of Granite State Credit Union, Manchester, NH. “A credit union is a cooperative, and I think that, to some extent, there’s a natural fit there; women are more embracing of that cooperative model. Women are also willing to move around laterally … gaining experience in other parts of the company that gives them a broad skill set.”

The idea that credit unions suit female sensibilities is a common one among its women leaders.

Anabela Pereira

Debbie Guiney

Denise Caristi

Ellen Ford

Kathy Hutchinson

Marilyn Sperling

Karen Duffy

“There’s a greater opportunity for women to shine in the credit union industry,” said Pereira. “Not only can we be assertive, but women are likely to be more empathetic and flexible. Credit unions are known for being more compassionate to members’ needs.”

“I think being more intuitive and having the skills to really take a look at the membership and doing things in the best interest of serving that group … fits women’s leadership skills and gives them the ability to flourish,” said Hutchinson. “You’re in an environment where you’re encouraged to learn and try new things.”

Ellen Ford, president and CEO of People’s Credit Union, Middletown, RI, and chairperson of the Credit Union Association of Rhode Island, views credit unions as more of a “holistic type of organization that generally match well with women running families and being active in the community.” For her, credit unions were the perfect match with her own personal values.

“The core purpose of a credit union is to help people and communities they serve … which fits women who want to make a difference and have a fulfilling career,” said Marilyn Sperling, president and CEO at Greylock Federal Credit Union, Pittsfield, MA. “The philosophy is appealing to me personally and professionally. I enjoy making a contribution to the community.”

“We try to embrace people by being involved in [members’] lives,” said Debbie Guiney, president and CEO of AllCom Credit Union, Worcester, MA. “Maybe that’s easier for women to embrace … understanding the need for family life and providing for good opportunities.”

teetering act,” said Pereira.

“I really marvel at the ability of working moms to juggle,” said Guiney. “I wonder how successful I would’ve been if I’d had children, to tell the truth.”

“You balance it as best you can,” said Caristi, mother of four.

“Early on I didn’t have that. I learned from it because I went through a divorce.”

“It’s not smart to make [people] choose,” between work and family, Caristi added. “Sometimes I need you 110 percent, but I understand that your family needs you, too. You’re constantly trading off. It’s never perfect, but what you try to do over time is balance it yourself.”

Ford entered her position as president and CEO when her son was relatively young. “I had to do some soul searching,” Ford said about accepting the position, especially when “you have a child that needs you. I have an extremely supportive husband and that helps.”

“I absolutely cannot abide by the phrase ‘having it all,’” said Karen Duffy, president and CEO at Worcester Credit Union, Worcester, MA. “There are always compromises and causalities in the pursuit of work and home life. [‘Having it all’] is an unrealistic expectation … and I think we all need to be realistic.”

“To me, that is probably the greatest challenge that women have today,” Sperling said about the balancing act. “There are expectations that are placed on women in the home today that haven’t changed from many years ago, yet their roles in the business world have grown and expanded. I think it’s important that we, as an organization, help with a healthy balance.”

WORK-LIFE BALANCE

CLIMBING THE LADDER

The elusive balancing act of devoting equal time to both one’s work and home life is something all of these women deal with on a daily basis.

“Instead of calling it a balance, I think I might describe it as a

The roles that women play in credit unions have changed over time as well. Where it was once common for women to only work as tellers, continued on page 14 fall.2012 | centerpoint | 13

Women Taking the lead at Credit Unions Continued from page 13

it’s just as likely now to see women serving in managerial positions.

“I think that we are seeing a shift from male CEOs to women CEOs just because of the era we’re in,” said Pereira, adding that a significant percentage of CEOs retiring are men and that there are more women than men in the workplace today.

“The thing I remember most is that even from my very first position, I was always looking at the next step and believed I could

do that,” said Duffy. “It takes self-confidence to be a leader.”

While women are rising in the ranks at credit unions, it tends to be more common in smaller institutions than larger ones.

“Women are not in the top position unless it’s in small credit unions,” Caristi said. “My credit union is different … and locally I’m the only female CEO. Women tend to be at smaller organizations and if they can execute growth, then they end up in

te Comple

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higher positions.”

Duffy agrees. “From my perspective, credit unions have done a good job of moving forward, of encouraging women.”

“There’s still progress to be made,” she said, including increasing the number of women on boards and developing women as leaders of larger credit unions, in addition to those serving at mid-level and smaller sized institutions.

But for those women who have risen to the top, they say it may have been a challenging process, but they wouldn’t change a thing about how they got there.

“All the roadblocks that came my way have helped me in some way become a better leader,” Pereira said. “Learning the hard way has led me to better judgment.”

“I wouldn’t change anything about how I got here,” Ford said. “I like the fact that I came through the ranks. It gives me a higher level of respect in the company.”

THE NEXT GENERATION, AND THE NEXT STEPS

These female leaders want other women to follow in their footsteps. Some, like Duffy, have a daughter who entered the credit union industry, others have mentored women who have ascended to managerial positions.

Guiney’s favorite example applies to a “girl we brought in through a school-towork program who had big brown eyes and bangs.” She worked with AllCom through high school and college part-time, and is now a vice president with the credit union.

Even though all of these women have reached what many would consider to be the top of their careers, there’s still more they want to achieve. None of them have plans for early retirement.

Pereira wants to make a “significant impact on financial literacy,” teaching young adults what it means to be financially responsible. Guiney would like to work with veterans and open a Dunkin’ Donuts one day. Ford, among many of the women, is focusing on strengthening her credit union in the current economic environment. Duffy is expanding her role by serving on nonprofit boards.

“I don’t want to sit back and rest on the good things we’ve done to this point,” said Hutchinson. “I still have that motivation and don’t think I’ve stopped learning.”

•

MACPAGE AND NECUS AUDIT SERVICES TEAM UP On September 28, 2012, New England Credit Union Services LLC (NECUS) Audit Services transitioned to new ownership as Kathy Enderlin, senior vice president, audit services, retired. Mike Moreau, and Francesca Szafranski of the Audit staff began work at Macdonald Page & Co. LLC (Macpage) on Monday, October 1, 2012. Auditor Pat Carbee accepted an internal auditor position with Freedom Credit Union, Springfield, MA. Macpage, a well-known and respected CPA firm with 90-plus employees located in South Portland and Augusta, Maine, has been working with NECUS on a variety of projects since 2011.

The firm has been auditing credit unions for over 25 years and has a great deal of experience with credit union clients throughout northern New England. Over the past year, Macpage has partnered with NECUS Audit Services to deliver annual compliance and internal audits.

“We want to be sure that our credit unions will continue to receive high quality audit services,” stated Kathy Enderlin. “Macpage has demonstrated that they not only know the audit side of the business, they understand credit unions, both the philosophy and operations.

Macpage’s Credit Union Division, led by Mark Ayers, is willing and able to work with management to provide the custom-designed audit programs credit unions are used to receiving.”

Macpage is looking forward to building relationships with new credit unions in Massachusetts, New Hampshire, and Rhode Island.

Macpage President Graham Smith states, “Our relationship with NECUS evolved organically.

What began as a casual conversation about possible collaboration has resulted in a full partnership. We are thrilled to be welcoming our new staff and to continue the tradition of excellence that has been the hallmark of NECUS Audit Services.”

NECUS is committed to ensuring a smooth transition for all client credit unions according to President Daniel F. Egan, Jr. “Macpage has proven to be a trustworthy, flexible, and professional partner for our credit unions. We are happy to know that our current Audit Services staff will continue working with our credit unions on behalf of Macpage. The additional advantage of having CPAs on staff will only augment the services our credit unions will have at their disposal.”

•

(Left to right) NECUS Audit Services staff, Pat Carbee, Mike Moreau, Francesca Szafranski, and retiring SVP Kathy Enderlin, starting new career adventures.

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THE DIRECTOR’S ROLE IN MARKETING

By Robert B. Kimmett

One of the variables that the credit union marketing professional must consider is that they work in one of those areas in which everyone has an opinion and few are shy about expressing it. Sometimes the advice will come from colleagues on the credit union staff and other times it will come from the board of directors. When the information technology experts go on about DPS, servers, and T3 lines, the room stays quiet and people nod or doodle. On the other hand, after the marketer winds up his presentation everyone is fired up and is ready to chime in on the color scheme, copy, or media schedule.

There is never a shortage of feedback available to the credit union marketing department and properly managed feedback will only lead to a stronger marketing and communications program for a credit union.

However, too much of the wrong kind of in-

put can lead to a fragmented, ineffective, and thoroughly dysfunctional public communications effort. Knowing where to draw the line, how to communicate ideas and opinions, and most importantly, when to step back are the keys to success.

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The flow of information between the board and the marketing department (or marketing person) should be governed by the credit union’s policies on staff/board communications. In general, the role of the board is to set policy and the staff manages and executes that policy. In some credit unions there are committees of the board that take a more direct role in building strategy or even implementation, but the scope of those activities should be carefully spelled out.

That said, there are some very useful things that directors can do to further the credit union’s marketing efforts. The director’s role in credit union marketing can be seen in four distinct parts: Scout, Sage, Guide, and Advocate. Not every director will be equally adept at each one of these functions but it is likely that each can bring something to the party in at least one of them.

As a Scout the director can gather information from the credit union members that

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Technology she represents. As the director moves about her daily life, it is likely that she will come into contact with other credit union members and knowing that she is a director she is bound to have conversations about the credit union and financial services. So she will learn what members know about credit union products. She will find out where they are doing business or about products and services that they wish the credit union offered. This information, when brought back to the board room, can be distilled and used as marketing intelligence. That said, it does not mean that the credit union should put up a branch on every street corner that every member suggests. The insight that they provide is just that and it should be analyzed and become part of the decision making process.

The Sage is called on to filter information and put it to use balancing competing interests. Since the credit union’s resources are finite, spending them in one direction will often preclude investment in another. Similarly the board has to balance business opportunities and promotional ideas with the credit union’s philosophy.

Acting as a Guide is perhaps the credit union director’s most traditional role. By setting policy, setting budgets, and helping to allocate resources, the credit union director is setting policy and helping to ensure that the credit union is on a sound path.

Some credit union directors embrace their role as Advocate more readily than others. This element is every bit as vital as the others. Other members expect credit union directors to be big proponents of the credit union. In fact, it seems a little odd when they are not. If those that are most knowledgeable about the credit union are not excited about what it has to offer and do not talk it up, what does that say?

By taking some time to discuss what directors can do to help the credit union thrive in the market place, directors and credit union marketing professionals can work together to make the credit union more successful.

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Robert B. Kimmett serves as Senior Vice President, Public Relations and Marketing for the Massachusetts and New Hampshire Credit Union Leagues, and the Credit Union Association of Rhode Island. fall.2012 | centerpoint | 17

C R E D I T U N I O N P EO P L E

Leominster Credit Union Appoints Paul D. Gilbody President and CEO The board of directors of Leominster Credit Union (LCU), LeominPaul D. Gilbody ster, MA, has appointed Paul D. Gilbody as president and CEO. Gilbody succeeds Gordon R. Edmonds who served as president and CEO since 2007. Edmonds retired from the credit union on September 30.

Gilbody brings with him 25 years of diversified banking experience. Most recently, he held the position of EVP, chief operating officer, and senior lender at Bay State Savings Bank in Worcester, MA, where he worked for the past 15 years. He was responsible for the bank’s commercial lending, operations, and retail divisions.

Prior to Bay State, Gilbody served as a vice president at Fleet Bank.

“We are pleased to have found someone of Paul’s caliber and with all the qualifications that he brings to the credit union,” said Anthony A. Gasbarro, chairman of the board. “He has a proven track record of effectively leading organizations toward their goals, and he has a sincere commitment to the community banking philosophy. We believe his expertise in the critical areas of bank operations and administration will allow him to make a positive impact at LCU.” “I am excited to join the Leominster Credit Union team. LCU has a great reputation in the market place,” Gilbody said. “LCU prides itself on providing personalized service to its members, and it was LCU’s strong service culture that first attracted me to the position. I look forward to working with the board, management team, and employees to continue to shape the direction of LCU’s future.”

In addition to his work in financial services, Gilbody serves on the board of Devereux, a nonprofit, behavioral health organization that supports underserved and vulnerable members of the community, and the Central Massachusetts Workforce Investment Board, which oversees and implements local workforce development initiatives.

“A key goal of LCU’s mission is to give back to the community,” said Gasbarro. “It was important to the directors to appoint a leader who shares this value. Paul has demonstrated a commitment to community service, and we know 18 | centerpoint | fall.2012

that under his direction, LCU will continue to be an advocate for the needs of our local communities.”

A graduate of Babson College, Gilbody earned a bachelor’s degree in finance, investments, and quantitative methods. He also attended the BAI School for Executive Bank Management at Emory University.

Gilbody is a resident of Shrewsbury, MA, where he lives with his wife Monica and their two daughters.

Petersen to Serve as United Way Campaign Chairman Doug Petersen, former president and CEO of Workers’ Credit Union, Doug Petersen Fitchburg, MA, agreed to serve as the 2012-2013 campaign chairman for United Way of North Central Massachusetts.

“Workers’ Credit Union has been a very strong supporter of United Way over the years, financially and with volunteers,” said Bob Chauvin, board chairman of United Way of North Central Massachusetts. “With Doug leading our campaign efforts, I know the passion and commitment of wanting to create opportunities for a better life for all in our community will set the tone for a very successful year.”

Each year, United Way of North Central Massachusetts conducts over 150 workplace campaigns, which support 35 programs focused on health, education, and income initiatives.

During the organization’s most recent fiscal year, over 120,000 services were provided to local families in the 19 communities it serves.

Granite State Credit Union appoints Fleury Senior Vice President Risk Management Granite State Credit Union (GSCU), Manchester, NH, has announced the appointment of Robert Fleury to its senior management group in the new role of senior vice president of risk management.

Prior to joining GSCU, Fleury spent 21 years at the State of New Hampshire Banking DepartRobert Fleury

ment, where he served as field examiner, chief bank examiner, deputy bank commissioner, and acting bank commissioner.

“Bob’s expertise in the critical areas of financial institution management and regulatory requirements will prove invaluable to the credit union as it continues to grow throughout the state of New Hampshire,” shared Denise L. Caristi, president and CEO. “In an era of increasing complexity and risk that span all aspects of the financial industry, Bob adds a unique perspective to our executive team that will ensure our strategies focus on key aspects of risk management while continuing to deliver excellent service to our members. We’re delighted to have Bob join the leadership of Granite State Credit Union,” concluded Caristi.

Fleury holds a bachelor’s degree from the University of Maryland and is a graduate of the New England School of Banking at Williams College. He also served in the United States Navy.

Ossam Promoted to Senior VP, General Counsel at Hanscom Federal Credit Union Hanscom Federal Credit Union, Hanscom AFB, MA, has promoted David Ossam to senior vice president, human resources/general counsel. He joined Hanscom Federal Credit Union in December 2010 as vice president of human resources.

Ossam oversees talent recruitment, employee relations, benefits, and training at the credit union. His new position reflects the role he plays in attending to many of the credit union’s legal needs.

“We have benefited from [Ossam’s] unique background, which combines human resources experience with a prior career as a practicing attorney,” stated chairman of the board Paul Marotta. “We are pleased to formally recognize many of the additional responsibilities he has already assumed.”

Ossam earned a Juris Doctor degree from Emory University in Atlanta and practiced law prior to embarking on a career in human resources. He lives in Wellesley, MA. David Ossam

Continued on page 20

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C R E D I T U N I O N P EO P L E

Kathy Enderlin (center), senior vice president, League audit services, received warm wishes from President Daniel F. Egan and NECUS COO/ SVP Bonnie Doolin.

A Fond Farewell to Kathleen Enderlin Senior Vice President, Audit Services, Retires from League/Association At the end of September, Kathy Enderlin retired from the Massachusetts and New Hampshire Credit Union Leagues and the Credit Union Association of Rhode Island after an illustrious career that she would describe as fun and exciting. She was the senior vice president of the Audit Services Department – a department that she created and then grew to a regional presence for auditing solutions during her 20-plus

years with the Leagues/Association. During her last months in this role, Kathy worked on the smooth transition of the auditing business to a new partner for CPAs and IT and management advisors. Macpage will continue Kathy’s legacy and be a provider of auditing solutions for our credit unions, and Kathy ensured her staff would be part of this transition as a resource to her client credit unions.

Kathy was a pioneer in much that she did, from fighting to join a union for higher wages in a male-dominated environment during her college years, to selling firmware during the boom of the technology years. She served as chair of AACUL’s Auditors Task Force and as president and vice president of the MA Bank Internal Auditors – background to be expected!

Perhaps unexpectedly, she is a certified master in Tai Chi, rode a motorcycle, has traveled the world, including training in China as a Tai Chi master, and she has a music collection that would be the envy of many. So typical of her, the night before her retirement party she was at a Peter Gabriel concert – one of literally hundreds of

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concerts at which she has rocked the night away.

Her education is indicative of the complex and interesting person she is. She holds a bachelor of science degree in accounting, and a bachelor of arts in humanities and a master’s in liberal arts – an accountant with a rich and welleducated soul!

While we have bid her farewell, we cannot quite say she has retired, because there are definitely other chapters to be written by our colleague and friend. We wish her well, but miss her enthusiasm, loyalty, and passion for everything she did while working with us.

STCU Credit Union hires Tony Filipe as Vice President of Mortgages STCU Credit Union, Springfield, MA, has hired Tony Filipe as vice presiTony Filipe dent of mortgages.

Filipe brings with him over 30 years of lending experience. He holds bachelor’s degree in education and languages from Westfield State University.

A true innovator in the banking industry and a skilled speaker and manager, Filipe has closed in excess of $600 million worth of mortgage loans.

He speaks Spanish, Portuguese, and English.

Pioneer Valley Federal Credit Union Trecia Marchand Selected as 40 Under Forty Trecia Marchand, Pioneer Valley Federal Credit Trecia Marchand Union, Springfield, MA, vice president, marketing/business development, has been recognized as a rising star in the business community of Western Massachusetts.

Marchand was selected as a member of BusinessWest’s 40 Under Forty Class of 2012.

Marchand has been with Pioneer Valley Federal Credit Union (PVCU) since 2006. In her role at PVCU, she oversees brand strategy implementation, member delivery channel optimization, market penetration, and service satisfaction.

In addition to her work at PVCU, Marchand serves on various educational and community boards.

•

JOHN LEONARD, CPA, PRINCIPAL FINANCIAL INSTITUTION AUDIT & ASSURANCE

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C R E D I T U N I O N C A L E N DA R

Special Events

Seminars and Schools

CONFERENCES AND CONVENTIONS

Credit Union Employee Boot Camp November 28...........................................CU Center, Marlboro, MA

Rhode Island Get-Together November 28........................................ Spain Restaurant, Cranston, RI Rhode Island Governmental Affairs Day January 24, 2013............ Rhode Island State House, Providence, RI CUNA Governmental Affairs Conference February 24-28, 2013........................................... Washington, DC

Financial Educator Meeting November 29...........................................CU Center, Marlboro, MA Developing Great Managers, Part III of III December 4.............................................CU Center, Marlboro, MA

Credit Union Business Documents: Email & ESI Retention/ Destruction Policies & Procedures

December 13

Regulation E Alert: New Requirements for Consumer Foreign Remittance Transfers

December 18

Bankruptcy Today: Reporting, Proof of Claims & Identifying Fraud

December 19

Webinar and Webcast Sessions Networks LENDERS NETWORK Bankruptcy November 28................................... DoubleTree Hotel, Milford, MA Collections November 29................................... DoubleTree Hotel, Milford, MA

Debit Card Error Resolution & Regulation E Investigations

November 27

Legal Update – Loans: 2012 in Review

November 28

Required Compliance Series: Robbery Preparedness for all Staff

November 29

QuickBites

ONE-HOUR TELEPHONE CONFERENCING Website Compliance.............................................November 28 Effective Variable Pay Lending Strategies............ December 3 Data Breaches...................................................... December 13 Network Security Updates................................... December 28

HR NETWORK MEETING

Escrow Account Compliance

Conducting an HR Audit December 12...........................................CU Center, Marlboro, MA

The Last Frontier: Risks & Opportunities for Business Loans

Chapter Meetings and Activities – MA

The Last Frontier: Risks & Opportunities for Business Loans

Berkshire County Chapter

Legal Update – Deposit Operations: 2012 in Review

Chapter Meeting – Holiday Toy Drive November 28............................. Mazzeo’s Ristorante, Pittsfiled, MA

December 4 December 6

December 11 December 12

Metro Boston Chapter Chapter Meeting – Toys for Tots December 4........................................ Florian Hall, Dorchester, MA Chapter Meeting February 19, 2013...........................Café Escadrille, Burlington, MA Chapter Meeting March 19, 2013...............................Embassy Suites, Waltham, MA

Southern Mass. Chapter Chapter Meeting – Holiday Toy Drive December 5................................. Chateau Restaurant, Norton, MA Chapter Meeting January 16, 2013.................... Benjamin’s Restaurant, Taunton, MA Chapter Meeting March 20, 2013......................... White’s of Westport, Westport, MA

Chapter Meetings and Activities – NH Merrimack Valley Chapter Chapter Meeting – 24th Annual Make-A-Wish® Auction December 3............................The Bedford Village Inn, Bedford, NH Chapter Meeting – CEO Night February 11, 2013....................... America’s Credit Union Museum, Manchester, NH

Monadnock Chapter

Chapter Meeting – Holiday Make-A-Wish® Auction December 13...............................Pap Gallo Restaurant, Keene, NH

Holidays

December 24 – Day before Christmas (CU Center closed) December 25 – Christmas Day January 21, 2013 – Martin Luther King Day February 18, 2013 – President’s Day

22 | centerpoint | fall.2012

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