Eric Morse’s Post

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Management consultant, investor, board member

One of the important ways community banks distinguish themselves from their large bank competitors is through customer engagement in their community activities. Years ago, in discussing our community giving budget, a CEO opined that our community donations budget really didn't belong to the bank. It belonged to our customers and our community. We were merely holding onto to the money until we decided where best to donate each year. The opportunity, we realized, was that if it was truly our customers' money, we needed to find a way to engage our customers in where "their money" went. We partnered with A World For Good (https://lnkd.in/ermhZpMc), to invite our customers' input on where to donate. It fundamentally changed our perspective and immediately boosted online engagement as well as brand differentiation. It was another important strategy in demonstrating to our market, why community banking is a better option than big banking.

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As a part of ICBA’s commitment to making a positive difference in our community, we joined the DC Association community and Soles4Souls for the Soles4theDistrict campaign to raise awareness and money to help homeless children in DC get a new pair of shoes at the start of the school year. We raised a total of $6,380 for Soles 4 the district, and were one of the top 10 associations in terms of amount raised for this cause. ICBA employees will be handing out the shoes at a local elementary school in DC on September 22nd.

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