In a cooperative movement built on people helping people, gratitude is not just a sentiment—it is a strategic posture. As we close out another year, I find myself reflecting on the role gratitude plays in shaping how we serve, how we lead, and how we show up for our members and communities.

Personal reflection

Humbly, I started this year having no idea what my impact would be within the credit union industry, especially since it was my first year not “working” inside a credit union. Stepping into the role of Future Fund Program Coordinator at AACUC—and focusing specifically on Pillar 2: Small Credit Union Sustainability—was both unexpected and deeply meaningful.

Before I could fully determine what was next for me, AACUC offered the opportunity to champion small credit unions. “More than grateful” barely captures how I felt to become part of such a powerhouse organization while supporting a passion I discovered more recently: helping small credit unions thrive. Yes, I know—I’m late to the party! But small credit unions truly are the backbone of this industry.

Gratitude as a cooperative practice

Credit unions exist because members believe in cooperation over competition, community over profit, and trust over transactions. Gratitude keeps us rooted in these values. When someone becomes a member, they aren’t just opening an account—they’re entering a relationship built on shared purpose. (You guessed it: People Helping People!)

Every loan approved, every hardship conversation, every SEG visit—these are moments of connection. And when we approach those moments with gratitude, it changes how we serve.

Gratitude reinforces several cooperative principles, especially:

Democratic member control – appreciating every member’s voice.

Education and training – investing in the people who serve members daily.

Concern for community – recognizing our responsibility to local well-being.

Diversity, equity & inclusion – ensuring every member knows they belong and deserve equitable access to financial products, services, and opportunities.

AACUC often says we are a “leading voice in the cooperative movement,” but our strength truly comes from the credit unions and professionals who trust, partner, and stand with us. For that, we are deeply grateful.

Member gratitude as daily service

Financial services require emotional labor that often goes unseen. Many credit union team members serve as counselors, educators, advocates, and problem-solvers—sometimes all within a five-minute interaction.

Member gratitude sounds like:

“Thank you for choosing <insert CU name>. How can I serve you today?”

“Let’s work on your budget together.”

“Thank you for being with us for the last 18 years, <insert member name>.”

“Good news—I got your refinance approved with a 50% savings in interest.”

These moments reflect what makes credit unions unique. When gratitude guides our service, we shift from “What do we need to sell?” to “How can we support you today and in the future?” That shift is the heart of the cooperative difference.

The heartbeat of gratitude: Small credit unions

Nowhere is gratitude more visible than within small credit unions. Often serving rural communities, communities of color, underserved neighborhoods, and everyday workers—embody the purest form of member-centric service.

At small credit unions, gratitude looks like:

• Staying late to help a member finalize documents.
• Checking on an elderly member who misses a branch visit.
• Hosting community workshops on limited budgets.
• Fighting every day to remain open because the community depends on them.

Their resilience is not just operational—it is an expression of gratitude to the people who built them and still rely on them today. As AACUC expands its Future Fund initiatives and prepares for the Small Credit Union Solutions Summit in August 2026, as a pre-conference feature to the Annual Conference, we are reminded that preserving small credit unions isn’t just strategic—it is essential to financial inclusion.

Gratitude builds belonging and leadership

For many professionals, especially those from historically underserved or excluded communities, gratitude is the foundation of belonging. It fuels engagement, strengthens confidence, and helps retain incredible talent within the movement.

This is why mentorship matters.

Why leadership development matters.

Why the Future Fund focuses not only on small credit union sustainability, but also on Internships & Leadership Development. This pillar honors the past, invest in the present, and prepare diverse future leaders who will carry this movement forward.

Leading with gratitude in uncertain times

Economic pressures, regulatory complexity, and social division can make it challenging to stay anchored in our mission. Gratitude helps us reset. It encourages us to pause, look up, and see the human being—yes, the one standing in the mirror (MJ reference intentional!)—who is committed to making a difference.

As we step into a new year, I encourage credit union leaders and teams to:

• Thank your members—not only during holidays, but consistently.
• Thank your staff—their compassion and patience hold the movement together.
• Thank your partners—collaboration is reaching unprecedented levels.
• Thank your communities—their trust is the reason we exist.

Gratitude is not seasonal. It is a culture, a compass, and a commitment to staying people-centered in all circumstances.

As I reflect on AACUC’s work this year, my heart is full. Full of gratitude for our credit union partners, our volunteers, our board leaders, and the investors and allies supporting the Future Fund. But most of all, gratitude for the credit union staff across the country who show up every day with heart, humanity, and humility.

To every credit union professional reading this, thank you. You are the heartbeat of this movement. You are the embodiment of People Helping People. And we are grateful for you!

Original article here.