White Paper

Performance Through Purpose: Leading a Purpose-Driven Organization

By CUNA Councils

posted 09.10.2019 (ceo)

An extensive collection of business research supports the benefits of establishing and delivering a compelling organizational purpose. Purpose-motivated organizations drive and inspire:

  • employees to work individually and collaboratively to achieve a common objective,
  • improvements and commitment to member service,
  • authentic differentiation in the marketplace, and
  • a desire to improve organizational and member financial outcomes.

Fortunately for credit unions, purpose is inherent to the business model, and it is capable of driving stronger performance in an often-crowded financial services landscape.

This white paper examines:

  • case studies from five credit unions for which purpose is a strategic guide for decision-making, product development and pricing, and daily operations,
  • strategies to build motivating narratives that illustrate purpose in action,
  • way to incorporate purpose in staff recruitment, training, and advancement, and
  • methods to measure the impact of purpose on employee engagement, member engagement, and financial performance.

Also available: One Page Summary

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