Last month when the East Coast was getting hammered by snow storms, the national morning shows aired segments on everything from how to shovel to preparing an emergency kit.

As a born-and-raised Midwesterner, the concept of devoting air time to what are life-skill basics to us in the Heartland seemed silly.

Credit union veterans likely feel the same way as national media continue to feature stories on the basics of financial responsibility as though it’s “news.” To them, due diligence, fair pricing and thrift are simply rudimentary.

But just as I found empathy for my coastal counterparts – who don’t have a lifetime’s worth of experience to draw on when weathering a snow storm – credit unions must do the same. After all, for their members and prospects, financial responsibility will not always come naturally.

Launching financial education initiatives is a great way to both acknowledge and address the need for these consumers.

A second step – and the one in which CUs can begin to reap their own rewards – is supporting that financial education with responsible financial products.

By keeping credit card terms and fees fair and adding prepaid options to support members who may not be ready for the responsibility of credit, CUs not only grow their member’s chances for financial success – they grow their own, as well.