As Americans start to feel the credit crunch, credit unions have an unprecedented opportunity to inspire loyalty among existing – and new – members. Why? Because extending a hand when it’s not easy (prudent, but not easy) is what ultimately drives loyalty.

As some banks and lending institutions lose the trust of their customers, credit unions have an outstanding opportunity to leverage the “credit union difference.”

Touting the business-as-usual message is important; as is supporting that message with action. Maintain your healthy programs, and don’t forget to talk about them.

Your members may make wrong assumptions about their ability to qualify for home, auto or small business loans because of what they’ve been hearing and seeing in the news. Keep touting your willingness and ability to help them achieve their financial goals.

Stay in close touch with your members on an individual level and reassure them that credit unions are member-owned, pooling their resources to help one another in difficult times. Encourage them to be responsible, yet at the same time brave enough to pursue their dreams – you have their backs.