Putting words into action: How First Alliance is working to become a more inclusive credit union
When it comes to diversity, equity, and inclusion, the staff at First Alliance Credit Union wanted those words to go beyond corporate buzzwords. They wanted those words to be actions. And the first action they took was to listen.
Partnering with the Intercultural Mutual Assistance Association (IMAA) in Rochester, they invited various speakers to come in to have open conversations with their staff. “We had speakers come in every month,” said Mark Hettinger, Executive Vice President and Chief Operating Officer. Hispanic, Afghan, Hmong, LGBTQ+, and other communities were all included. No topic was off-limits. Religion was included. “We took it head-on,” said Hettinger, “and it’s made us a better organization.”
That listening brought about actionable changes to enable the organization as whole to better serve their members and the greater community. “We’re taking everything we’re learning internally,” said Tony Billmeier, Member Solutions Advisor. “We’re moving it externally to help our communities that we serve.”
Language Line
With the Language Line, First Alliance sought to make banking more accessible to the various community members for whom English is a second language. Partnering again with IMAA, staff at the credit union can reach out for an interpreter. “We can have an interpreter come to an appointment to help with documents,” said Lisett Comai-Legrand, Director of Retail Member Experience, “and just help with the discussion.” Since the First Alliance Credit Union team now includes Spanish and Bosnian speakers, the Language Line isn’t used as often as it once was. But the Language Line is still available for many different languages. “It’s good to know it’s there if we need it,” said Comai-Legrand.
In-person appointments
First Alliance also offers mobility for staff to go to where community members need them. Credit union staff have tablets that enable them to take the credit union wherever it suits community members best. Sometimes, that takes team members to the IMAA offices, where they have worked to assist incoming Afghan refugees.
“We’re able to just go to their offices and help the Afghan refugees open up accounts,” said Hettinger. Being more aware of the cultures of the various communities they serve and meeting community members where those individuals are the most comfortable helps build trust, especially with groups unfamiliar with the American banking system.
Investing in broadband
Access to reliable broadband has become a vital resource for many households over the past couple of years, particularly ones with young learners at home. Working with IMAA, First Alliance was an early investor in a program to expand internet access to families in need. Starting with a contribution of $10,000, the pilot program later generated interest from the State of Minnesota, which led to additional funding for broadband access in the area.
“It was because of the First Alliance example that the state decided to say, ‘this is worth investing in,’” said Rawhi Said, a First Alliance board member who previously worked as a DEI consultant with IMAA. “They are one of the few institutions that is really practicing what they are preaching, and that’s one of the things I love about First Alliance.”
Youth mentorship
First Alliance Credit Union is also a partner in the greater community in Rochester. At the invitation of the Mayo Clinic College of Medicine and Science, the credit union is a financial literacy resource for the RISE for Youth pathway program put together by Mayo Clinic and the Rochester branch of the National Association for the Advancement of Colored People (NAACP). Staff from the credit union participated in the RISE for Youth career fair and interested participants are invited to come to a branch location to experience the career side of banking.
“The financial industry is known to be very white,” said Hettinger, “so how do we make a change to that? How do we passionately show that we want to be different and inclusive so we’re welcoming to all?” The program will provide both career and financial literacy mentorship. In addition to budgeting, basics of credit, interviewing, and resume writing skills, participants will see banking and finance as a possible career path. “It’s really working in a partnership to provide life skills” said Comai-Legrand
Being part of the community
Community is also about showing up. In conversations with IMAA and others, First Alliance learned another way it could serve Rochester’s diverse communities was through financial literacy. But to do so, they understood they would have to rethink their approach. “Rather than having them come to a branch, we wanted to think about equity and inclusion,” explained Said, who now works in the office of Education Diversity, Equity & Inclusion at Mayo Clinic. “Some people may not have transportation, some may be working late hours, some of them may be single parents.”
Through the Meadow Park Initiative, First Alliance set up classes in underserved areas to discuss topics such as what it takes to get a loan, or open a bank account. For Said, the efforts showed that First Alliance was serious about becoming a more inclusive institution. “They would bring their staff on weekends, when most financial institutions are off,” he said. “That really showed their dedication to this effort.”
(Cover photo: Rawhi Said)
