Conference Agenda
The National Credit Union Conference for Directors and Senior Management is full of timely sessions packed with fresh ideas and innovative solutions to the issues facing today’s credit unions.
Thursday, May 18, 2023
Schedule subject to change. Registered guests are welcome during these (GP) credit union conference events.
Earn 12 CPE credits while attending this conference.
11:30 a.m. - 1:00 p.m.
Conference Registration
1:00 – 1:15 p.m.
Opening Remarks
1:15 – 2:15 p.m.
U.S. Economic Outlook and Its Impact on CUs
Bill Farley, President/CEO, aCUmen America, LLC
GDP, interest rates, unemployment, housing, inflation, recession…all of these are top of mind when navigating our credit unions into the future. More than ever, as credit union leaders, we must solve how we maintain safety and stability, execute strategy, and help members help themselves.
In this session, we’ll review key economic indicators as well as an analysis of the credit union marketplace to help you make better strategic decisions through 2023 and beyond.
2:15 – 2:25 p.m.
Credit Union Compensation Philosophy
Rewarding & Retaining Key Executives
OM Financial
2:25 – 2:40 p.m.
Networking and Refreshment Break
2:40 – 3:40 p.m.
Succession Planning for Boards and Management Teams
Ancin Cooley, Founder and Principal, Synergy Credit Union Consulting, Inc.
Your favorite football team knows exactly whom they will put in the game if their star quarterback gets hurt. Likewise, your favorite basketball team knows exactly who’s coming off the bench if the star player is out. So why don’t most credit unions know exactly how they would handle a vacant board or CEO position BEFORE the need arises? Most credit unions have an incomplete plan or no plan at all when it comes to board and management succession planning. This lack of planning can cost their organization greatly in the long term. Managing the succession of talent is a vital strategic process that minimizes gaps in leadership and enables your best people to develop the skills necessary for continuity and success.
This session provides real-world examples of how to design and implement an effective and flexible board or CEO succession plan that will help your organization develop a culture centered around talented management, rather than talented individuals.
3:40 – 4:00 p.m.
Daily Wrap Up
5:00 – 6:00 p.m. (GP)
Welcome Reception
Join us for cocktails, light dining, and great conversation. Registered guests are welcome to attend.
CU Conferences is grateful for the support of its sponsor, OM Financial, and would like to thank them for co-sponsoring the reception. Learn more about OM Financial.
Friday, May 19, 2023
8:00 – 9:00 a.m. (GP)
Sit-Down Breakfast
Join us for a hearty sit-down breakfast. Registered guests are welcome to attend.
9:00 - 9:15 a.m.
Introduction
9:15 – 10:15 a.m.
Leadership, Culture, Strategy
Bill Farley, President/CEO, aCUmen America, LLC
Quality products and services just don’t cut it anymore. Equally or more important is how products and services are delivered, and how fast. We will take a deep dive into the basics of what makes your credit union special in a way that creates loyal, raving fans. You will be able to return to your next planning session, starting from a completely different perspective.
10:15 – 10:30 a.m.
Networking and Refreshment Break
10:30 – 11:30 a.m.
What Your Board Packet Is Really Telling You
Ancin Cooley, Founder and Principal, Synergy Credit Union Consulting, Inc.
Directors’ roles and responsibilities continue to broaden as evolving regulations and increasing demands for risk oversight turn up the heat on credit union boards. Board reports should help directors assess their credit union ’s condition and determine if the level of risk taken by the credit union conforms to the board’s policies and risk appetite. To use board reports effectively, directors should look at the trend and level of individual measures and the interrelationships among capital, asset quality, earnings, liquidity, market risk, and balance sheet growth. Understanding the true picture starts with asking the right questions, and to ask the right questions, you must understand the board reports. This session will focus on important accounting, risk, and regulatory issues facing credit union boards.
After attending of this session, you will be able to:
Increase director understanding of key board reports
Provide a framework for directors to effectively measure credit union performance
Identify key elements of increased risk and potential red flags
Learn how to implement current best practices
11:35 a.m. – 12:35 p.m.
Living Broke: The New America Dream for Millennials & Centennials
Don Arkell, Owner, CU Lending Advice, LLC
Millennial/Gen Z generation surpassed the Boomers as the single largest block of consumers in the US. The average age of credit union members in the US is increasing. Straddled with student loan debt, this generation is entering peak borrowing years. This generation of borrowers has different expectations than previous generations. Learn why you aren’t attracting and maintaining a relationship with these new borrowers.
The Expectation Gap between your Board and Millennials
‘Adulting’- Financial Literacy is at an All Time Low
Student Loan Debt Crisis
The Sharing Economy is Putting Your Auto Portfolio at Risk
It’s About the Experience
12:35 – 1:35 p.m. (GP)
Group Luncheon
Join us for lunch. Registered guests are welcome to attend.
1:35 – 2:35 p.m.
Credit Union Survival in a Crowded Market Starts with Asking the Right Questions
Nicolette Lemmon, President, LemmonTree Marketing Group
Across the financial industry, the last few years have turned business upside down as digital competitors have appeared with 60-second online lender decisions. These fintechs have shifted the expectation of consumers to fast service and the ease of using online applications. With credit unions encumbered with maintaining legacy systems, staffing branches, and low loan margins, asking the right questions help make better decisions.
While credit unions have the potential to capture their members’ financial services for a lifetime relationship, the Millennial/Gen Y segment is not acting the same as their Gen X and Baby Boom parents. Boomers have moved into their senior years, so it’s key to capture new younger members, gaining more of their financial services, and keeping the existing member business which requires a cohesive growth strategy.
Takeaway 3 key factors for surviving in a crowded banking marketplace:
What are the numbers to watch? – Building a growth plan that truly supports increasing net membership, loan/deposit accounts, and non-interest income (measurable, trackable & results oriented)
Who is your CU “tribe?” Using market research and outreach that enhances a sense of belonging, of being a member not a number (the credit union tenant that has been lost)
What is the plan forward? When discussing the future, your review must include realistic growth, technology, marketing, merger, and expansion ideas with a successful brand that is supported by employees, management, and the board (the faces of your CU)
Having sat through many board meetings as a consultant and director, Nicolette has the unique perspective on the types of questions that achieve the best discussions when planning for your credit union’s success.
2:40 – 3:40 p.m.
Knowing Your Members: Market Research Strategy for CU Success
Dennis Koepke, Vice President, LemmonTree Marketing Group
What can you get from market research? Do you know what your members (and prospective members) want, and what they need? Are you REALLY sure? Why do some credit unions conduct a lot of market research? Why do some of those same credit unions spend a lot on market research?
The answers are varied and need to be explored to understand how to best meet member needs. It is key to gain the most value from a variety of market research tools, techniques, and results. From the board and senior management, there are often questions they want answers to guide strategic decisions for your credit union such as:
In what age groups, geographic areas, or product types are we not growing?
Do we know what product/service mix is most profitable for us to achieve?
Do we know why members choose our credit union?
What are we offering that the competition does not?
What is the competition doing differently than us?
What impacts a member's decision to leave a somewhat questionable deliverer of service to try a new one?
Research tools that provide useful information for the credit union can be confusing whether market research or member research:
A competitive analysis including national trends down to mystery shopping
Strengths/weaknesses/opportunities/threats (SWOT) exercises
Marketing customer information file (MCIF) and member data analysis
Asking members directly: Focus groups, advisory councils, member surveys
This session will provide insights about how these tools can provide actionable information and serve as a foundation for marketing to your members and to your prospective members.
3:40 – 3:50 p.m.
Daily Wrap-Up
Saturday, May 20, 2023
8:00 – 9:00 a.m. (GP)
Sit-Down Breakfast
Join us for a hearty sit-down breakfast. Registered guests are welcome to attend.
9:00 – 9:05 a.m.
Opening Remarks
9:05 – 10:05 a.m.
Decision Making Success - How to Use 3 Key Questions
Nicolette Lemmon, President, LemmonTree Marketing Group
As a director, executive, or manager, the changing financial services industry requires a focus on making the best decisions to achieve goals. With the groundwork of 3 questions, the credit union team can build the foundation for a successful brand story and culture that attracts member business.
Nicolette, will review the 3 key questions to discuss with your management team and board, especially during the strategic planning process. With these questions, the key is there are no firm answers. It’s about the ability to discuss with your team how to drive success in this overly competitive and crowded marketplace.
10:05 – 10:20 a.m.
Networking and Refreshment Break
10:20 – 11:20 a.m.
The Robots are Coming! Machine Learning/AI in Consumer Lending
Don Arkell, Owner, CU Lending Advice, LLC
AI is taking over more loan decisions as human beings gradually cede control. What does this mean for your credit union? What is the impact to your lending portfolio? And how might it affect your delivery channels? In this impactful session, Don Arkell from CU Lending Advice will discuss how AI is taking over lending decisions and the challenges presented to credit unions.
We will cover:
How ML/AI replicates a loan decision
Extending your credit risk appetite across space and time
Regulatory concerns and challenges
The metrics you need to analyze
The problems AI can create for you and your members — and how to avoid them
11:25 a.m. – 12:25 p.m.
Roundtable Discussion
Exchange ideas with fellow participants during a lively discussion. The first part of the roundtable will allow time for discussion on key topics. The second part will consist of representatives from tables sharing thoughts and ideas.