Profits with Purpose: Fueling People, Creating Ripples

Earlier this month, I had the privilege of attending the Credit Union Development Educator (DE) training in Madison, Wisconsin.  It was an experience that both grounded and reignited my passion for the credit union movement and the communities we serve. It reminded me that our work isn’t just about serving members; it’s about serving people, and using our financial tools as levers for lasting change.

One of the most powerful themes that emerged throughout the training was the reciprocal relationship between profit and purpose. In the credit union world, margin and mission aren’t in competition; they’re in partnership. We generate profits so that we can serve people. And when we invest those profits back into our communities, reaching current members and those not yet connected to our movement, we build deeper trust, broader inclusion, and a more sustainable future for all.

This principle came to life for me during our volunteer service projects. At Forward Garden, we worked with our hands in the soil, helping cultivate healthy, sustainable food for local communities. At Porchlight, which supports people experiencing homelessness, our group witnessed firsthand how dignity and support, often powered by community resources, can change lives. These experiences weren’t just acts of service but vivid illustrations of how cooperative values can create real, human impact.

What DE training reinforced for me is that every act of service, every financial decision, and every new connection we make create ripples. Ripples that can lead to stronger communities, more inclusive economies, and lives transformed.

As we continue to balance margin and mission, let’s remember that our profits should always serve people. In doing so, we reinforce the very foundation of our movement. We don’t just serve members—we build futures together.  I welcome any opportunity to come into your credit unions and hear about the exciting initiatives you have going on or to discuss my experience and insight.

Let’s keep creating those ripples.