Making the feeling 'mutual' for a new generation of bank customers

"Well, your money's in Joe's house, that's right next to yours. And in the Kennedy House, and Mrs. Macklin's house, and, and a hundred others. Why, you're lending them the money to build, and then, they're going to pay it back to you as best they can."

Seventy-eight years ago, George Bailey memorably explained the operation of a mutual savings and loan to a national audience in It's a Wonderful Life. But while today's bankers understand mutuality, do today's potential clients? On the latest episode of the ABA Banking Journal Podcast — sponsored by TransUnion — bank leaders Gregg Tewksbury and Lori Dufficy discuss a new campaign, Mutuals Matter, that aims to educate consumers about mutual bank ownership. Among other things, they talk about:

• Why present, and future, customers need to be educated about the distinctive values of mutuality.
• How the campaign developed messaging that resonates with consumer.
• The role of the campaign in helping mutual bank employees understand their unique value proposition and take pride in their work.

This episode is presented by TransUnion.

• If you can't see the audio player above, click here to listen to this week's episode.
• View the campaign at MutualBanksMatter.com.
• Read more in the ABA Banking Journal about public opinion on mutuality.
• Register for the ABA Mutual Community Bank Conference, April 6-7 in Washington, D.C.