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From Big Banks to Belief-Based Banking: Aaron Caid's Commitment to Stewardship and Faith

Have you ever faced challenges in the marketplace that tested your values? In this episode of Seek Go Create, Tim Winders dives into the impact of overcoming obstacles and maintaining integrity in the business world. Joined by guest Aaron Caid, Senior Vice President and Chief Marketing Officer at Christian Community Credit Union, they explore the intersection of faith and finance, ethical decision-making, and the importance of aligning financial practices with personal beliefs. If you're intrigued by the idea of living out your faith in the workplace and are curious about a financial institution driven by faith-based stewardship, this episode is a must-listen.

""True stewardship aligns our financial lives with our faith." - Aaron Caid

Access all show and episode resources HERE

About Our Guest:

Aaron Caid is the senior vice president and chief marketing officer at Christian Community Credit Union, with over two decades of extensive experience in digital transformation and brand loyalty. His professional background includes roles at prestigious institutions such as Citibank, JPMorgan Chase, and the YMCA of Metro Chicago. Aaron is dedicated to helping Christ followers align their financial lives with their faith to embody true stewardship, and he is deeply committed to living out his faith in the workplace.

Reasons to Listen:

1. Gain insights on aligning your financial life with your faith, learn from Aaron Caid's experience in digital transformation and brand loyalty, and explore the impact of strong spiritual partnerships in the workplace.

2. Discover the unique approach of a faith-based credit union, with a focus on affordable financing for churches and ministries, transparent financial products, and a commitment to stewarding God's resources.

3. Hear firsthand accounts of career transitions in the financial industry, the value of ethical decision-making, and the impact of passion and faith on shaping professional roles, making this episode relevant for anyone navigating work and faith integration.

Episode Resources:

Website: Christian Community Credit Union website (mycccu.com)

LinkedIn profile: Aaron Caid's LinkedIn profile for questions and information about Christian Community Credit Union

Resources for Leaders from Tim Winders & SGC:

🔹 Unlock Your Potential Today!

  • 🎙 Coaching with Tim: Elevate your leadership and align your work with your faith. Learn More
  • 📚 "Coach: A Story of Success Redefined": A transformative read that will challenge your views on success. Grab Your Copy
  • 📝 Faith Driven Leader Quiz: Discover how well you're aligning faith and work with our quick quiz. Take the Quiz

Key Lessons:

1. Facing challenges in the marketplace can lead to growth and spiritual impact, emphasizing the opportunity for personal and professional development.

2. Advocating for what's right, setting a good example, and encouraging others to follow can create a positive impact in tough situations, both personally and in the marketplace.

3. Passion and exuberance in the marketplace can sometimes lead to exaggeration, emphasizing the importance of surrounding oneself with diverse perspectives to maintain balance and integrity.

4. Financial institutions can align with faith-based values, providing services that emphasize stewardship and serve the specific needs of Christ followers, churches, and ministries.

5. The importance of transparency, ethical decision-making, and aligning financial roles with faith-based stewardship, even if it means leaving a role due to ethical disagreements.

Episode Highlights:

00:00 Methodist upbringing, personal commitment to Christ, spiritual growth.

04:11 Deeper faith and leadership in church community.

09:05 Citibank program provided diverse, rewarding experiences.

11:20 Remembering Sears and Kmart amid changing industry.

13:16 Discussing faith and conflict in corporate world.

18:58 Watch out for manipulation in marketing.

20:39 Passion and exuberance can lead to exaggeration.

24:50 Christians serving faithfully in every aspect of life.

29:40 Onboarding and teamwork thrived despite remote work.

32:25 Bank ethically with Christian community credit union.

34:48 Financial transparency and simplicity benefit the consumer.

38:19 Join as a member through church, school, charity.

43:08 Focused on digital marketing, serving Christian followers.

45:26 Effective inexpensive SEO tactics drive organic traffic.

47:47 Discover banking and lending products and resources.

51:41 Intrigued by myccu.com, seeking transparency and control.

Thank you for listening to Seek Go Create!

Our podcast is dedicated to empowering Christian leaders, entrepreneurs, and individuals looking to redefine success in their personal and professional lives. Through in-depth interviews, personal anecdotes, and expert advice, we offer valuable insights and actionable strategies for achieving your goals and living a life of purpose and fulfillment.

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Mentioned in this episode:

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Transcript
Aaron Caid:

When you have a strong mission and everyone's eyes are

Aaron Caid:

focused on the mission, people just naturally they're available.

Aaron Caid:

They, they want to collaborate.

Aaron Caid:

Want to help each of us be successful because we're, when we succeed

Aaron Caid:

as a, as a team, we succeed and we're helping grow the kingdom.

Aaron Caid:

And, so the mission matters.

Aaron Caid:

No, no, no, no.

Tim Winders:

When you combine finance the banking world and faith, how does

Tim Winders:

one lead with a mission-driven approach?

Tim Winders:

Welcome to Seat Go Create, where today we're joined by Aaron Cade.

Tim Winders:

I.

Tim Winders:

Senior Vice President and Chief Marketing Officer at

Tim Winders:

Christian Community Credit Union.

Tim Winders:

Aaron stepped into this role with a desire to align his extensive marketing

Tim Winders:

expertise with his faith guiding a finance institution dedicated to not just profit.

Tim Winders:

But purpose.

Tim Winders:

With over two decades of experience in digital transformation and brand

Tim Winders:

loyalty across notable organizations like Citibank, JP Morgan Chase, and

Tim Winders:

the YMCA of Metro Chicago, Aaron's journey is a blend of strategic

Tim Winders:

innovation and principled leadership.

Tim Winders:

Aaron, welcome to Seat Go Create.

Aaron Caid:

Thank you, Tim.

Aaron Caid:

It's a pleasure to be with you and your listeners.

Tim Winders:

Yeah, I am glad that you're here.

Tim Winders:

We're gonna have a fun conversation.

Tim Winders:

First thing let's do, let's just do a little icebreaker.

Tim Winders:

Somebody bumps into you and say, I just ask what you do.

Tim Winders:

What's your answer typically to people

Aaron Caid:

So I, I would say I, what I'm passionate about is I help

Aaron Caid:

Christ followers align their financial lives with their faith, to bring,

Aaron Caid:

to, to bring true stewardship to their lives, the gifts that God has.

Aaron Caid:

ENTRUSTED with them are, obviously they're not ours, they're

Aaron Caid:

just, God is entrusted to us.

Aaron Caid:

It all belongs to him.

Aaron Caid:

So how do we put it?

Aaron Caid:

Put our financial gifts to their best use to further the kingdom.

Aaron Caid:

So I'm just thrilled to be in a role where I can do what I love to do professionally,

Aaron Caid:

which is marketing in financial services, and align it with my own faith and

Aaron Caid:

help other Christ followers align their finances with their own Christian faith.

Tim Winders:

So what's your, what's your personal, faith story?

Tim Winders:

Faith journey?

Tim Winders:

Have you, you know, Christian from birth or, has that been a journey?

Tim Winders:

Process?

Tim Winders:

Like most of us, what's, just, and you gimme the high points of, you

Tim Winders:

know, when you decided that you were gonna be a follower of Christ.

Aaron Caid:

Yeah, I, I was raised in a Methodist family.

Aaron Caid:

so I, I have very early memories of, of being in church and going to

Aaron Caid:

Sunday school, and, but I really, I, I made my own personal commitment to

Aaron Caid:

Christ when I was a junior in high school and a very good friend of mine.

Aaron Caid:

we just had a conversation one night and, and he just.

Aaron Caid:

Shared with me his own story and asked me if that, you know, if this

Aaron Caid:

was a journey I wanted to embark upon, and we prayed together.

Aaron Caid:

I accepted Jesus as my Lord and Savior that night.

Aaron Caid:

And, you know, it's, it's, I can't say it's always been a smooth journey

Aaron Caid:

since, I don't think it is for anybody.

Aaron Caid:

but I can say that over the last, since I met my wife, almost eight

Aaron Caid:

years ago at this point, she, she's a true spiritual partner for me.

Aaron Caid:

and it's.

Aaron Caid:

I've really, it's really accelerated my spiritual growth and the,

Aaron Caid:

the deepening my, a deepening relationship with, with the Lord.

Aaron Caid:

And I just, you know, and it, and it makes for a very fruitful and abundant

Aaron Caid:

marriage as well, just to have, to be not just a, a, a strong married

Aaron Caid:

couple, but spiritual partners as well.

Tim Winders:

I think it's an amazing, and, and that story is very common, amazing.

Tim Winders:

Where we have, we'll, we'll, we'll call it hard charging, maybe

Tim Winders:

success oriented dudes, guys like, you know, probably we are that.

Tim Winders:

Many times seems like just my perspective, there's a strong

Tim Winders:

faith, faith-driven woman that keeps just a lot of that stuff on track.

Tim Winders:

That's the way it is for me.

Tim Winders:

I don't know if that is for you.

Tim Winders:

Sounds like it.

Aaron Caid:

It is.

Aaron Caid:

It's, and it's just, and it's, you know, we've become, we've grown deeper

Aaron Caid:

in our, in our local church community.

Aaron Caid:

we've become leaders in our church and it's just been

Aaron Caid:

an, it's been a good organic.

Aaron Caid:

fruitful journey together.

Aaron Caid:

so I just feel like my, my faith grows day by day and, and then being in a,

Aaron Caid:

in a, in a, in a company where I can live out my faith every day at work.

Aaron Caid:

where it's encouraged, where, where it's welcome, where, where we

Aaron Caid:

actually work together to not only to help achieve business objectives,

Aaron Caid:

not only to serve our members, but to help each other grow in faith.

Aaron Caid:

so it's just a, it's, it's just been a complete blessing for me.

Aaron Caid:

This, this, even the, the last few years of my, my spiritual journey.

Tim Winders:

Yeah, that is good.

Tim Winders:

when you've got, you know, Christian in the name of your organization, it

Tim Winders:

kinda, and we'll talk about this in a little, I probably creates a bit

Tim Winders:

of a, a standard and a purpose and maybe, maybe also a target and all.

Tim Winders:

We'll talk about that in just a second.

Tim Winders:

But I, for those that are listening, for those that are watching this on YouTube,

Tim Winders:

you'll see that Aaron has, is that.

Tim Winders:

Is that burnt orange?

Tim Winders:

What color is that?

Tim Winders:

That, that, that shirt is there.

Aaron Caid:

It is burn orange.

Tim Winders:

Orange?

Tim Winders:

Yeah, orange.

Tim Winders:

And there's a, there's a picture of a, guess a longhorn, you know, some

Tim Winders:

kind of outdoor animal on there.

Tim Winders:

And so my big question is, is, is it possible to, to be a Christian

Tim Winders:

and go to the University of Texas?

Tim Winders:

I'm, I'm just wondering about that because that's gotta be

Tim Winders:

part of the journey, right?

Aaron Caid:

Absolutely.

Aaron Caid:

it's, there was a, there was a, I have to say, a strong faith community,

Aaron Caid:

at the university when I was there.

Aaron Caid:

very active, very active Christian, student groups, but

Aaron Caid:

is absolutely, and sometimes the, the longhorns do test my faith.

Aaron Caid:

But this, this last year was a particularly good year, in

Aaron Caid:

terms of football, at least.

Aaron Caid:

but I, I look back on my time at the University of Texas and

Aaron Caid:

appreciate every moment of it.

Tim Winders:

We'll, we'll, we'll see how things go as y'all move

Tim Winders:

over into, you know, that whatever, Southeastern Conference and all that.

Tim Winders:

So, one other question, just a rumor I heard about, Texas, that many people

Tim Winders:

there believe that Matthew McConaughey may be the second coming of Christ.

Tim Winders:

Is that a true or false statement?

Aaron Caid:

I don't know what other people believe, but I certainly

Aaron Caid:

don't believe that he's a good actor.

Aaron Caid:

He is a funny guy.

Aaron Caid:

He is a good, he is a good, team supporter, but, no.

Tim Winders:

Uh, I think, what's the title now?

Tim Winders:

Mini Minister of Culture or something like that at the school.

Tim Winders:

I don't know.

Tim Winders:

All right.

Tim Winders:

Well, enough, enough enough with the fun stuff here.

Tim Winders:

Let's, let's, let's talk serious.

Tim Winders:

I, I did.

Tim Winders:

When you first jumped on, I said, Hey, where's your banker outfit, man?

Tim Winders:

You're wearing like, you know this longhorn pullover here and, don't, don't

Tim Winders:

you, bankers, don't Y'all all wear suits?

Aaron Caid:

Yeah, no, not us.

Aaron Caid:

And and I haven't worn a, you know, a suit on a regular basis for a long time.

Aaron Caid:

It's been a long time.

Aaron Caid:

And, so, so we're not stayed, we're not stayed bankers.

Aaron Caid:

We're, we're very, we're vibrant Christ followers.

Tim Winders:

Very good.

Tim Winders:

Alright, well let me do a couple things here.

Tim Winders:

I, I want to dig a little bit in how you ended up, and it looks

Tim Winders:

as if your journey has been.

Tim Winders:

In a, in and around a lot of the banking world.

Tim Winders:

And you know, there's some, yeah, you're with Christian Community

Tim Winders:

Credit Union now, but some of these, some of these banks are the big or

Tim Winders:

the big ones that are out there.

Tim Winders:

Citibank, JP Morgan Chase.

Tim Winders:

Did you, did you come outta school and go into the banking world?

Tim Winders:

it was, is finance always been your thing?

Tim Winders:

or did you just realize that somewhere along the way.

Aaron Caid:

It, it came a little later in my, career development when I first

Aaron Caid:

came out of the University of Texas.

Aaron Caid:

I was a, i, I worked for Accenture.

Aaron Caid:

Interestingly.

Aaron Caid:

I was doing, I, I was doing IT consulting and, that gave me, I.

Aaron Caid:

Great.

Aaron Caid:

I, I learned skills there, especially in project management that have served

Aaron Caid:

me well for the rest of my career, no matter what area I've been focused on.

Aaron Caid:

it was after graduate school that I, that I, I made the move into

Aaron Caid:

financial services, joining Citibank, right out of my graduate program.

Aaron Caid:

And, Got exposed to a lots of different areas of the consumer banking, business,

Aaron Caid:

operations, finance, and then marketing.

Aaron Caid:

And marketing is where I really found my passion, and that's where

Aaron Caid:

I've developed my career since.

Tim Winders:

So did you, did you ease into marketing or was it something

Tim Winders:

you were like, you know, you were focused on getting into, did it,

Tim Winders:

you know, was it the grace of God?

Tim Winders:

Was it luck?

Tim Winders:

Was it focus?

Tim Winders:

What strategy, what, what was the path?

Tim Winders:

Because it, you know, from the, it truthfully, let me just say that's.

Tim Winders:

That's a tough leap if one really is looking at it from what the world would

Tim Winders:

say would be like that traditional path.

Tim Winders:

So how did, how did that come to be?

Tim Winders:

I'm always, I'm fascinated with Journey.

Tim Winders:

We love the journey here on See go, create.

Tim Winders:

So how, what was that journey like?

Aaron Caid:

I mean it, I joined, at Citibank, I joined an intentional

Aaron Caid:

management development program.

Aaron Caid:

So it was intentionally designed to, to provide.

Aaron Caid:

Three very different experiences in the consumer bank over three years.

Aaron Caid:

And I, so I started in a role that was in finance and then in operations.

Aaron Caid:

I, I, I worked in a call center for, for a, a period of time, and then

Aaron Caid:

took on a rotation in marketing.

Aaron Caid:

And just marketing was something I had never really.

Aaron Caid:

Done before.

Aaron Caid:

So a lot of it was learning, understanding how to connect with consumers, how to

Aaron Caid:

find, how to connect with them on, on, on solving problems or, or meeting needs.

Aaron Caid:

And I just loved it.

Aaron Caid:

I just, I just found that the whole process of, of, of connecting

Aaron Caid:

with consumers was just so fun.

Aaron Caid:

and you get instant feedback so you can, you can learn and adapt

Aaron Caid:

and improve and do new things with.

Aaron Caid:

With real life feedback from real life people.

Aaron Caid:

And, so I just loved it.

Aaron Caid:

So that's, that's the direction I chose to go from that moment on.

Aaron Caid:

both at Citibank and then later, with JP Morgan Chase.

Aaron Caid:

and at Sears as well.

Aaron Caid:

I worked in the, I was the chief marketing officer in the financial

Aaron Caid:

services business at Sears.

Tim Winders:

So you moved after the consulting roles.

Tim Winders:

You, it seems like you did move into that, that retail banking industry, and,

Tim Winders:

and Sears, was that in their credit area?

Aaron Caid:

It was, it was in the financial services business,

Aaron Caid:

which was, you know, the Sears card is the biggest part of that.

Aaron Caid:

But

Aaron Caid:

there were many different products that were meant to help facilitate sales, help,

Aaron Caid:

help consumers to be able to, to, to make.

Aaron Caid:

Whether it's a big appliance purchase, to be able to finance that over time or

Aaron Caid:

to be able to get, you know, the apparel and back to school items for their kids.

Aaron Caid:

it ran the gamut and it covered Sears and Kmart.

Aaron Caid:

and Land's End at that time was part of, a part of the Sears universe too.

Tim Winders:

Are they still around?

Tim Winders:

Sears?

Tim Winders:

I know Kmart.

Tim Winders:

They're not quite, are they gone?

Tim Winders:

All gone?

Aaron Caid:

almost all gone.

Aaron Caid:

Almo.

Aaron Caid:

They're still there.

Aaron Caid:

there's still a few stores.

Aaron Caid:

There's still an online presence, but, no.

Aaron Caid:

It's, it's, it's, it's not the, it's not the place it was when

Aaron Caid:

I was there, unfortunately.

Tim Winders:

I, I am, I'm of the age that still remembers all the Sears stores.

Tim Winders:

Kmarts too.

Tim Winders:

All of those.

Tim Winders:

And it's, I think that's the nature of business, that things ebb and flow.

Tim Winders:

But you, you know, we, we have Amazon delivering at our doorstep even though

Tim Winders:

we're in an RV almost every day.

Tim Winders:

But it, and that's a reflection on that.

Tim Winders:

Industry going by the wayside.

Tim Winders:

E Aaron, when when I asked you at the beginning kinda what you do, you brought

Tim Winders:

up that communicating stewardship to, to, to the people you interact with

Tim Winders:

and how they could be stewards with their finances and all was important

Tim Winders:

to what you do now, if you back up to, you know, JP Morgan, Citibank and

Tim Winders:

then into that Sears arena, was that.

Tim Winders:

Stewardship focus present then, or did that grow over time?

Tim Winders:

Did it, did it come to a head when you came with the credit union?

Tim Winders:

what?

Tim Winders:

Talk about that process because I, that process has been interesting for me.

Tim Winders:

What's that been like for you going through those type organizations?

Aaron Caid:

Yeah, I.

Aaron Caid:

It was present back then, it was, it would be a more, the more secular version of

Aaron Caid:

stewardship, which is financial health or, financial fitness, or investing for the

Aaron Caid:

future, you know, saving for the future.

Aaron Caid:

Those things aren't specifically stewardship.

Aaron Caid:

They are part of, they can be part of stewardship, but it's

Aaron Caid:

the secular version of that.

Aaron Caid:

and so taking that and taking it to its, To, to where God intends us to to be has

Aaron Caid:

been very much interwoven with the, the role that I currently have at Christian

Aaron Caid:

Community Credit Union and really being able to take practices that were effective

Aaron Caid:

in helping consumers and businesses, achieve better financial health, but then

Aaron Caid:

turn that toward, eternal gain, not just, not just, financial gain in this world.

Tim Winders:

Hmm.

Tim Winders:

I, I, I, I'm one that I could do some, I don't say bashing, complaining

Tim Winders:

about some of the big banks out there.

Tim Winders:

I.

Tim Winders:

but I don't want us to do that here.

Tim Winders:

I'd rather not.

Tim Winders:

We'll talk a little bit about the differences between credit unions and

Tim Winders:

banks, in just a moment, but I, I think the thing I'd love to know is, did you

Tim Winders:

have any, when there are often people that are in what we'll call a marketplace.

Tim Winders:

That, that their, their faith is growing, they're moving through the

Tim Winders:

corporate, either the ladder or they're just moving and, you know, trying to

Tim Winders:

attempt to do the things they need to do there, that, that conflicts will

Tim Winders:

arise between their faith and either what they're asked to do or who they're

Tim Winders:

interacting with or anything like that.

Tim Winders:

Without bashing, were, were you ever faced with some conflicts?

Tim Winders:

Were there things where your faith was stretched or strained where

Tim Winders:

you felt, I, I'll use the word compromise, if that makes sense, where

Tim Winders:

you said, Ooh, this is something I would rather not, anything like that

Tim Winders:

come to mind when I bring that up?

Tim Winders:

Because those are some really profit driven big organizations

Tim Winders:

that you were a part of.

Tim Winders:

I could see the possibility for conflict.

Aaron Caid:

And, and I, and without being specific or using names, which I, I

Aaron Caid:

think you're asking me to do, I, I have been in situations where I've

Aaron Caid:

been asked to undertake a, a, a, a, the development of a product or a project.

Aaron Caid:

That didn't have, in my mind, the right focus.

Aaron Caid:

It was focused on maximizing profits for the company as opposed to

Aaron Caid:

maximizing value for the consumer.

Aaron Caid:

And I think you, you know, I, I, I think it, it can be very easy to, for

Aaron Caid:

those paths to diverge, but ultimately the best profits and the ones that

Aaron Caid:

are sustainable are the ones that are derived from generating value for the

Aaron Caid:

consumer, for the end consumer, when they are getting value for their money.

Aaron Caid:

They will remain, they will be loyal, to your product and to your company,

Aaron Caid:

and they will buy more from you.

Aaron Caid:

They will take on more products.

Aaron Caid:

So, oftentimes it's, you know, it's, I, and I did find myself, you know, being

Aaron Caid:

asked to do things that I thought, Hmm, this seems like we're trying to trick.

Aaron Caid:

People.

Aaron Caid:

I see how this generates profit in the short term, but it's done through tricking

Aaron Caid:

people or not being entirely forthright.

Aaron Caid:

and I don't agree with that.

Aaron Caid:

So, I, and, and, and I, you know, I, did, I did, I did argue for, my position

Aaron Caid:

when, when these things came up.

Aaron Caid:

and in many cases I was successful.

Aaron Caid:

in other cases, I wasn't as successful.

Aaron Caid:

I, I, you know, I, there's, there's at least one job that I left because,

Aaron Caid:

there were too many instances of, of, the the company making a decision that

Aaron Caid:

what might be good for the short term, for short term profitability, but not

Aaron Caid:

good for, not good for consumer value, and not good for long-term health

Aaron Caid:

and profitability of the company.

Tim Winders:

Yeah.

Tim Winders:

You know, I, I, I feel confident, Aaron, that.

Tim Winders:

Anyone who's been in the marketplace has probably faced something like that.

Tim Winders:

I, I, I think when we're faced with those things, I think

Tim Winders:

there's a couple things happen.

Tim Winders:

Number one, we grow because we learn and, and I think that at times when

Tim Winders:

we're in a compromise position for too long, I think it could impact our soul.

Tim Winders:

And, you know, you just mentioned that you left a, a job or anything like that,

Tim Winders:

but one of the things we love to do here is if there's a quote unquote ministry

Tim Winders:

opportunity, is there, is there anything that you might say to someone who's in a.

Tim Winders:

In a tough spot right now that they're, maybe they're in a bigger organization

Tim Winders:

or something and they're just trying to, trying to live by that faith too.

Tim Winders:

I don't, and if nothing comes to mind, that's fine, but just any,

Tim Winders:

anything that you learned while navigating that process yourself.

Aaron Caid:

I mean, I think you can advocate for what's right and you

Aaron Caid:

can, and you can do the right thing and set a good example and others

Aaron Caid:

and, and encourage others to follow.

Aaron Caid:

And I, I think that's, we can all do that no matter where we work.

Aaron Caid:

and, you know, I've been, I've been very fortunate that it's, it's,

Aaron Caid:

it hasn't been, this has not been something I've had to address.

Aaron Caid:

Much in my career.

Aaron Caid:

There was that one instance a long time ago.

Aaron Caid:

that, but you know, ultimately a lot of, I do find that, there

Aaron Caid:

is a lot of good in this world.

Aaron Caid:

and there are a lot of people who want to do the right thing.

Aaron Caid:

Sometimes people can get distracted by.

Aaron Caid:

Short term gain by short term profits.

Aaron Caid:

But if you can just, if you can advocate for the right thing, model the right

Aaron Caid:

behavior, and encourage others to follow.

Aaron Caid:

A lot of times you can, you can get, you can get others to follow you

Aaron Caid:

and, and, and, and do what's right.

Tim Winders:

Yeah.

Tim Winders:

What's interesting is we've had this conversation a lot here at Seek Go Create.

Tim Winders:

There are many people that would say that.

Tim Winders:

A ministry role is where everybody needs to be.

Tim Winders:

That's a follower of Christ.

Tim Winders:

And you see what you just said to me highlights the need for people of faith

Tim Winders:

to be in the marketplace because you and you may have known about it and

Tim Winders:

you may not even know where, had to be an example to some other people.

Tim Winders:

And it sounds like it was positive.

Tim Winders:

You know, we mess up.

Tim Winders:

But, anyway, sounds like it.

Tim Winders:

It was, there, there was something you mentioned just a few minutes

Tim Winders:

ago that before I go into the differences between the organizations

Tim Winders:

you were with and now the, the organization you're currently with.

Tim Winders:

I, I'd like you brought up the word, I think tricking people, which is, which

Tim Winders:

is interesting I think in the, capitalist free enterprise, which I love by the way.

Tim Winders:

I'm.

Tim Winders:

I'm a business consultant.

Tim Winders:

I'm an entrepreneur, and started my first business way back in

Tim Winders:

the mid eighties in college and have had companies and all that.

Tim Winders:

However, I do notice.

Tim Winders:

And I'm a marketing guy too.

Tim Winders:

I love doing marketing things and I, I do notice it's very easy to go from,

Tim Winders:

uh, promoting maybe persuasion to somewhere along the line we can often

Tim Winders:

cross over into manipulation, deception.

Tim Winders:

It's, and it sounds like you have seen maybe some of that, and that might have

Tim Winders:

been part of what you were just talking about, but you talk a little bit about

Tim Winders:

that and, and I've got a follow up question that might help us lead into

Tim Winders:

the, talking about where you are now, but to, to me, with all that is going on.

Tim Winders:

And, and I, you know, my feed shows it in social media.

Tim Winders:

My, I see it if I turn on, you know, YouTube or something like that for,

Tim Winders:

for those, you know, there was a couple football games yesterday.

Tim Winders:

There's commercials and things going on.

Tim Winders:

How do we stay on that promotion side?

Tim Winders:

Maybe a little bit of persuasion and not step over into the

Tim Winders:

manipulation and deception.

Aaron Caid:

Well, I think, and it's e and it, and it can come

Aaron Caid:

from actually a good place too.

Aaron Caid:

It can come from passion and exuberance and you, you really believe in what

Aaron Caid:

you're, what you're selling and the, the product and you get into it.

Aaron Caid:

It, sometimes it can overflow into exaggeration and or glossing

Aaron Caid:

over the, over the, the negative.

Aaron Caid:

And so, you know, it, it isn't always coming from a bad place, but

Aaron Caid:

it can just be an, it can be a, a.

Aaron Caid:

An extension of, of something that started and is ultimately a good, a good thing.

Aaron Caid:

And I think where you, where you can help yourself there is to surround yourself

Aaron Caid:

with other perspectives and voices.

Aaron Caid:

So people who are not afraid to say no or to say, Hey, I, I see what you're saying.

Aaron Caid:

But, so I think it's, I think it's, I, I love being in a culture that

Aaron Caid:

promotes that diversity of thought and diversity of perspective, because

Aaron Caid:

everyone just keeps each other.

Aaron Caid:

On the, on the, on the, on the right path.

Aaron Caid:

because people aren't afraid to say, but did you think about that?

Aaron Caid:

Or How about this?

Aaron Caid:

Or maybe we could, maybe we could say it better this way.

Aaron Caid:

so I think that's important.

Aaron Caid:

You have to, it has to be an intentional approach because it's, you know, it,

Aaron Caid:

it can be very easy to get into a command and control kind of environment.

Aaron Caid:

Where, where, People do what they're told and that's not good.

Aaron Caid:

It's, it ultimately is not good for them, not good for the leader, and it's not

Aaron Caid:

good for the culture or for the consumer.

Aaron Caid:

So I, I, I love environments that promote that.

Aaron Caid:

And I've worked, I've worked in many places that do, and it's just fun.

Aaron Caid:

It's fun and creative and you just, you, you keep things on

Aaron Caid:

the, on the right path that way.

Tim Winders:

Hmm.

Tim Winders:

I lo I love what you said about diverse thought and, and things like that.

Tim Winders:

And listen.

Tim Winders:

D, diversity, I wanna say this loud and clear.

Tim Winders:

Diversity is not a bad word.

Tim Winders:

A lot of people in today's world.

Tim Winders:

It, it becomes political.

Tim Winders:

Diversity's a great word, but it goes all the way around.

Tim Winders:

My wife worked for a Silicon Valley company and, and they were heavy into

Tim Winders:

diversity and, and, and all of that, but not really the type of diversity that

Tim Winders:

she brought to the table, which was a conservative southern Christian woman.

Tim Winders:

I.

Tim Winders:

You know, it was more other, I, I love having a wide variety around the table,

Tim Winders:

but the, the thought that came to me, and, and this is where I want us to

Tim Winders:

start migrating towards talking about the, Christian Community Credit Union.

Tim Winders:

When you were in the roles, you, you talked about they were, they were

Tim Winders:

consumer driven, with your previous, we'll call 'em the retail banking industry.

Tim Winders:

did those organizations serve?

Tim Winders:

And when I say serve, I, I don't necessarily necessarily mean customers.

Tim Winders:

who were they in servant to?

Tim Winders:

and, and I, and I think this is gonna lead us into the question about

Tim Winders:

Christian Community Credit Union.

Tim Winders:

I think you're smiling.

Tim Winders:

I think you know where I'm going here.

Tim Winders:

So talk to me about who those organizations serve.

Tim Winders:

And then I'll see if there's a follow up before we bridge into the next area.

Aaron Caid:

Yeah, for the most part, you're serving, you're

Aaron Caid:

serving investors, right?

Aaron Caid:

You're helping deliver a, a return to shareholders, a

Aaron Caid:

return on their investment.

Aaron Caid:

and I.

Aaron Caid:

There's, there's absolutely nothing wrong with that.

Aaron Caid:

it's, it's, it's how we've, it's how we have built this incredible economy.

Aaron Caid:

It's how we've built this comp country.

Aaron Caid:

so that's, that's good.

Aaron Caid:

It has to, you know, you have to be doing that in the, delivering those

Aaron Caid:

returns to shareholders because you're meeting needs for end consumers.

Aaron Caid:

You're solving problems for them.

Aaron Caid:

You're helping make their lives better.

Aaron Caid:

but yeah, ultimately you're serving, you're serving shareholders.

Tim Winders:

And, and the challenge going back to the

Tim Winders:

potential conflicts is at times.

Tim Winders:

There can be a built in, built in conflict between what we were talking

Tim Winders:

about, you know, maybe manipulation, tricker, whatever word you want to use.

Tim Winders:

And, and that is that, is that, is that a true statement?

Aaron Caid:

I mean there, there can, you know.

Aaron Caid:

That, that's why, and that's then when you talk about ministry not being the

Aaron Caid:

only way you can serve faithfully, I think that's why we need, you know,

Aaron Caid:

we need Christian, we need Christ followers throughout our economy

Aaron Caid:

who are, yes, they're, they're working hard to deliver value for

Aaron Caid:

shareholders, but they're doing it by serving customers, by doing

Aaron Caid:

the right thing, earning profits in the right way, in a sustainable way.

Aaron Caid:

And so I, I, you know, I want to see.

Aaron Caid:

I wouldn't wanna see every Christ follower in a, in a ministry role.

Aaron Caid:

It would just, we, the impact would be, would be diluted.

Aaron Caid:

we wanna see Christians, believers in every aspect of, of our economy

Aaron Caid:

and our society having an impact.

Aaron Caid:

Because anything you, many aspects of life can be ministry.

Aaron Caid:

They don't have to be served teaching in a, in on Sunday at church.

Aaron Caid:

you can minister in many ways.

Tim Winders:

Yeah, and I, and I wanna say this sort of as a follow up, is that there

Tim Winders:

are probably some ministries in churches.

Tim Winders:

I'm on the board of a few ministries and you know, churches that they

Tim Winders:

may not be serving the proper thing.

Tim Winders:

Also, they might be in it for something different than is pure.

Tim Winders:

So I don't, this is not just a,

Aaron Caid:

Because humans are fallible,

Aaron Caid:

right?

Tim Winders:

Yeah, it's like, it's, it's more of a human thing, not

Tim Winders:

just, not just, but I, but I do think sometimes we can structure things to

Tim Winders:

where they have the higher likelihood of moving into that stewardship

Tim Winders:

role that you brought up earlier.

Tim Winders:

So having said all that, somewhere along the way, you left the, the

Tim Winders:

bigger banks I bank at Wells Fargo.

Tim Winders:

And let me, let me just say I.

Tim Winders:

I, I loathe them at times.

Tim Winders:

Right now I'm in a situation where they, it's, it's related.

Tim Winders:

I'll share this.

Tim Winders:

It's related to the Patriot Act.

Tim Winders:

They need a physical address.

Tim Winders:

Well, I don't have one.

Tim Winders:

I am a nomad homeless, and they are needing that to conform.

Tim Winders:

You probably know it in your industry, and, and they finally got one.

Tim Winders:

But there's a relative of ours that's in similar situation.

Tim Winders:

They shut down an account.

Tim Winders:

Because they didn't have it.

Tim Winders:

So anyway.

Tim Winders:

Alright, rant over.

Tim Winders:

Somewhere along the way you moved into a credit union situation.

Tim Winders:

And to put a capper on that Christian community Credit Union.

Tim Winders:

So talk about that transition and then in a little while, I wanna, I want to,

Tim Winders:

I want it for someone who may not know, we're gonna talk about the difference

Tim Winders:

between credit union and that retail bank and all that, but talk about your

Tim Winders:

transition and what that looked like.

Aaron Caid:

I really consider it providential, that I became aware of

Aaron Caid:

the, of the role that I have today.

Aaron Caid:

I frankly didn't know that there was even such a thing as a Christian credit union.

Aaron Caid:

I did not know that you could, you could, that there were faith-based organizations

Aaron Caid:

that collect deposits, lend money.

Aaron Caid:

I didn't know, until I, until I, I learned about it from a recruiter, and

Aaron Caid:

I, at that moment, I, I, I really felt God gr grabbing me by the lapels and

Aaron Caid:

saying, this is what you need to do.

Aaron Caid:

This is, this is for you.

Aaron Caid:

And I'm so, I'm so thankful for that.

Aaron Caid:

and, you know, and, and credit unions, I, they explicitly align your.

Aaron Caid:

incentives with what's right for members.

Aaron Caid:

So just a, any credit union.

Aaron Caid:

your credit unions are owned by the members.

Aaron Caid:

so I, I'm a, I'm a member of Christian Community Credit Union.

Aaron Caid:

I'm a, I'm a part owner of the credit union.

Aaron Caid:

you credit unions exist to serve their members.

Aaron Caid:

Their board of directors is elected from among their members,

Aaron Caid:

and the profits you earn.

Aaron Caid:

Go back to members in the form of better rates and lower fees.

Aaron Caid:

and in the case of Christian Community Credit Union, we also give back to

Aaron Caid:

ministries who are serving to spread the gospel, to protect vulnerable

Aaron Caid:

children, to combat human trafficking.

Aaron Caid:

So we, we do, we take up, we intentionally take a portion of,

Aaron Caid:

of, our prophets and donate them to, to expanding the kingdom and.

Tim Winders:

how long have you been with them?

Tim Winders:

What was the timeframe?

Tim Winders:

I saw it somewhere.

Tim Winders:

I don't have it in front of me here.

Aaron Caid:

It is been a little over three years, and those

Aaron Caid:

three years have flown by.

Aaron Caid:

That's, I still feel like the new guy at the, at the credit union, but I've,

Aaron Caid:

it's been three years and it's just, it's been, it's just been an incredible

Tim Winders:

So you made that transition in the midst of,

Tim Winders:

what I guess worldwide pandemic?

Tim Winders:

Correct.

Tim Winders:

How, how, how was that changed during that we're, I'm hopeful that we're getting

Tim Winders:

away from having the discussion, but I'm always intrigued by changes that people

Tim Winders:

went through during that timeframe.

Aaron Caid:

I, didn't even meet my team face to face until I had

Aaron Caid:

been on the job for six months.

Aaron Caid:

So it wasn't possible to travel and to go into the office for the

Aaron Caid:

first six months I was on the job.

Aaron Caid:

and, you know, we really didn't skip a beat.

Aaron Caid:

I.

Aaron Caid:

I.

Aaron Caid:

wondered how this would be, get onboarding, taking on a new job, getting

Aaron Caid:

to know, you know, my peers, my boss, getting to know my team purely on Zoom.

Aaron Caid:

And it worked.

Aaron Caid:

It worked.

Aaron Caid:

And I think a lot of that has to do with the culture of the, of the credit union.

Aaron Caid:

People are just.

Aaron Caid:

Collaborative.

Aaron Caid:

when you have a strong mission and everyone's eyes are focused

Aaron Caid:

on the mission, people just naturally they're available.

Aaron Caid:

They, they want to collaborate.

Aaron Caid:

Want to help each of us be successful because we're, when we succeed

Aaron Caid:

as a, as a team, we succeed.

Aaron Caid:

We're helping members become.

Aaron Caid:

Better stewards helping members succeed financially, and we're

Aaron Caid:

helping grow the kingdom.

Aaron Caid:

And, so the mission matters.

Aaron Caid:

Having a good, strong, and in our case, Christ-centered mission is, is so

Aaron Caid:

critical for, for our, our culture, so critical for how we work together, so

Aaron Caid:

critical for the successes we're able to achieve, and in my case, so critical

Aaron Caid:

for being able to join a new company.

Aaron Caid:

And get to know everyone virtually.

Tim Winders:

What's interesting, you brought this up and I'm, I'm

Tim Winders:

thinking the same thing on my end.

Tim Winders:

I'd like to think I'm pretty familiar with businesses, business models

Tim Winders:

in my, you know, 60 years here 'cause I've studied it and all that.

Tim Winders:

I.

Tim Winders:

I was not aware of an organization, a credit union that was a,

Tim Winders:

a banking organization that, what's, was faith, faith based.

Tim Winders:

I, I was aware of the insurance, the health insurance.

Tim Winders:

That's kinda like the, you know, the medical share and things like that.

Tim Winders:

I was somewhat aware of those things.

Tim Winders:

I did not know it existed in the banking world.

Tim Winders:

But before we go too much farther into that, what I'd let you, you did it a

Tim Winders:

little bit, and I know this is probably a question you answer a good bit.

Tim Winders:

So this is almost like if, if you've got pitch mode, this might

Tim Winders:

be the pitch mode to go into.

Tim Winders:

I'm giving you permission.

Tim Winders:

Why a credit union over a, a traditional retail bank.

Tim Winders:

You mentioned members and things like that, so if there's some

Tim Winders:

repetitiveness, that's okay, but give me the reason or the contrast.

Tim Winders:

What's the difference between the two that, I'm a Wells Fargo guy.

Tim Winders:

Go ahead and sell me.

Tim Winders:

Tell me why I should leave and take all my accounts, business and all and come

Tim Winders:

over to Christian Community Credit Union.

Tim Winders:

I'm okay with you selling me.

Aaron Caid:

Okay, great.

Aaron Caid:

Well, you can, you can bank just about anywhere.

Aaron Caid:

you can bank with an organization that uses your money to fund questionable

Aaron Caid:

practices, may invest your money in questionable or, or, or, or.

Aaron Caid:

The things that you don't agree with morally or spiritually, or you can

Aaron Caid:

take your money and, and and and put it on deposit with Christian Community

Aaron Caid:

Credit Union, where you know that that money, the money you put on deposit,

Aaron Caid:

helps us provide affordable financing to build new churches, to help ministries

Aaron Caid:

grow, to help impact the kingdom.

Aaron Caid:

And it's.

Aaron Caid:

Ultimately going to further the gospel, not in support of an organization

Aaron Caid:

that might be trying to suppress the gospel like, like many of the big

Aaron Caid:

banks seem to be doing these days.

Aaron Caid:

and in the process, because we exist to serve members, not to earn profits for

Aaron Caid:

shareholders, you're getting better rates.

Aaron Caid:

Most of you know, often you're getting better rates than you could at a, at

Aaron Caid:

a, at a, at a secular bank, lower fees.

Aaron Caid:

And you, you've got products that are designed with your needs in mind,

Aaron Caid:

transparent, providing you value, serving, serving your needs, helping you steward

Aaron Caid:

God's resources in the best way you can.

Tim Winders:

wanna, I wanna drill down on that word transparent, because

Tim Winders:

as a member driven organization, my guess is that transparency is I.

Tim Winders:

The members have access to, I don't wanna say all the financials,

Tim Winders:

it's, it's, it's available.

Tim Winders:

We used to be the members of a, co-op that was a power company

Tim Winders:

and you know, they would actually.

Tim Winders:

Pay money now that, we're years ago.

Tim Winders:

We lived there.

Tim Winders:

I still get a check every few years because there was, there was funds

Tim Winders:

that were made while we were members, quote unquote paying, and we're

Tim Winders:

still getting some of that back.

Tim Winders:

But anyway, that I, I do think I.

Tim Winders:

There's a higher level of transparency in a member driven credit union than,

Tim Winders:

let's say, one of the big retail bank.

Tim Winders:

I don't know that much about Wells Fargo.

Tim Winders:

I could probably study their shareholder reports, but hey, I

Tim Winders:

don't, I don't dig in much there.

Tim Winders:

So, transparency.

Tim Winders:

Good thing.

Aaron Caid:

Very good thing.

Aaron Caid:

And we, we publish our financials, our audited financials every year.

Aaron Caid:

We have an annual meeting of members,

Aaron Caid:

um, where, they can bring questions, they can ask us questions about the financials.

Aaron Caid:

We, and we actually publish our financials more frequently than once a year.

Aaron Caid:

but we make a big push to members, in that annual meeting.

Aaron Caid:

and, and the transparency also comes in the way products are designed.

Aaron Caid:

you know, some financial institutions, the way they.

Aaron Caid:

The way they make money is they create complicated products that have catches

Aaron Caid:

and hooks and, you know, and, you know, hidden fees and things like that.

Aaron Caid:

you know, with us and with many credit unions, you just want to, you want

Aaron Caid:

to provide, you want to create a product that is serving a need, a, a

Aaron Caid:

defined financial need that members have in the simplest way possible.

Aaron Caid:

So, it's not, you know, you're not looking to create all these.

Aaron Caid:

Fees that, that, that maybe in the short term help the bottom line, but

Aaron Caid:

in the long term, aren't serving, aren't serving the end consumer well.

Aaron Caid:

So I think the transparency comes in many ways, and all the way down to, to

Aaron Caid:

how products are designed and marketed.

Tim Winders:

Now a lot of people traditionally, the, their bank, they

Tim Winders:

wanted it on the, you know, corner of, you know, main Street and third Avenue.

Tim Winders:

So I guess they could go down and check their money or something.

Tim Winders:

I'm not sure.

Tim Winders:

I can't, I can't tell you the last time I've actually been in

Tim Winders:

a physical bank, but, but a lot of people feel the need for that.

Tim Winders:

Has the banking industry moved?

Tim Winders:

To primarily virtual or are, are y'all still specifically

Tim Winders:

even with Christian community?

Tim Winders:

Is it, is it location driven?

Tim Winders:

I know, I know there's some regulations with where you can do business.

Tim Winders:

Right?

Aaron Caid:

Well, so we serve Christians in all 50

Aaron Caid:

states.

Aaron Caid:

We serve Christian ministries in all 50 states.

Aaron Caid:

we, because we're a credit union, we're part of the co-op

Aaron Caid:

network of shared branches.

Aaron Caid:

So the branch, the shared branch network is over 5,600 branches across the country.

Aaron Caid:

That's more than Chase or Wells Fargo have.

Aaron Caid:

so.

Aaron Caid:

But most of our, most of our members, the vast majority of our members

Aaron Caid:

do business with us digitally from the convenience of their phone.

Aaron Caid:

And, and just like you, I can't remember the last time I was in a branch,

Aaron Caid:

or needed to do something there.

Aaron Caid:

But if, if a, if a member does need to do branch banking of some sort,

Aaron Caid:

they can go to their, the, their neighborhood credit union and, and,

Aaron Caid:

and conduct and conduct business.

Aaron Caid:

And there's over 30,000 surcharge free ATMs as well that you can

Aaron Caid:

take out money without paying fees.

Tim Winders:

And one of the things that I, way back when I had heard you

Tim Winders:

need to be part of a credit union, it's just a better banking experience.

Tim Winders:

That was in general, I.

Tim Winders:

However, because I was not necessarily, you know, in a

Tim Winders:

community we've been, my wife and I have been traveling for 10 years.

Tim Winders:

I, I wasn't necessarily a former military person or I, I didn't believe

Tim Winders:

I was part of a community that was a credit union because it is, you know,

Tim Winders:

the people that are in the community.

Tim Winders:

Share something they share either as an a, I hate saying alumni,

Tim Winders:

but, and, and the one that keeps popping to mind is the Navy federal.

Tim Winders:

I guess those are people that served in military or family or anything like that.

Tim Winders:

Is the, is the requirement strict for membership?

Tim Winders:

This is not where I want to ask for a profession of faith.

Tim Winders:

We'll talk about that in just a moment.

Aaron Caid:

Okay.

Tim Winders:

But is the membership requirement strict that people

Tim Winders:

need to be part of that group?

Aaron Caid:

Yeah, we, we, you can be, you can become a member in one

Aaron Caid:

of three ways, or you can qualify for membership in one of three ways.

Aaron Caid:

One is through your church, school, or, or, or ministry.

Aaron Caid:

You, you might work for one of them.

Aaron Caid:

You might be a, A member of

Aaron Caid:

a, of a, of a ministry, or you might be a regular attendee.

Aaron Caid:

that's one way, you can qualify is just by virtue of, of the, of the church, school,

Aaron Caid:

or ministry that you're affiliated with.

Aaron Caid:

Another way is you could be related to a, a a, an existing

Aaron Caid:

member of the credit union.

Aaron Caid:

So, and the third way is, you can join our partner.

Aaron Caid:

Charity.

Aaron Caid:

So we, we are, we are partnered with Christian Alliance for Orphans, and

Aaron Caid:

they just do incredible work to, to, to lift up the widows and the, and

Aaron Caid:

the fatherless, both here domestically and, and, and across the globe.

Aaron Caid:

and, you can join Christian Alliance for Orphans at the same time you

Aaron Caid:

join the credit union and be, and be eligible for membership that way.

Aaron Caid:

so.

Tim Winders:

so in credit unions in general, there is that membership.

Tim Winders:

Component and you just went through.

Tim Winders:

I think for, for y'all's, gimme, I, I think I saw it somewhere on the site

Tim Winders:

and, and I'm sure you could probably do this fairly easily, it wasn't always

Tim Winders:

Christian community and this organization has been around, this isn't something

Tim Winders:

that just popped up here a few years ago.

Tim Winders:

I think I saw it was 50, 60 years or something.

Tim Winders:

Maybe I might be wrong on that, but.

Aaron Caid:

years ago.

Tim Winders:

Yeah, gimme, gimme.

Tim Winders:

Quick, quick history and then I've got a couple other things here that I want

Tim Winders:

us to hit before we start wrapping up.

Aaron Caid:

So, 66 years ago, a handful of American Baptist ministers

Aaron Caid:

got together and were comparing notes about how hard it was to get.

Aaron Caid:

Financing to build a church or to expand their ministry because

Aaron Caid:

banks just didn't understand them.

Aaron Caid:

it's, they said they don't understand an organization that lives off

Aaron Caid:

of the generosity of its members.

Aaron Caid:

and they don't know how to read a giving statement.

Aaron Caid:

They, so they found it very difficult to do that.

Aaron Caid:

But they said, what if we pool our resources together, we could then

Aaron Caid:

help others in our same position?

Aaron Caid:

So help other.

Aaron Caid:

American Baptist Ministers.

Aaron Caid:

And that's how it got started.

Aaron Caid:

It got started in the back of a church, one day and started with

Aaron Caid:

I think four or five ministers.

Aaron Caid:

It was, originally the American Baptist Minister's Credit Union.

Aaron Caid:

And then over time, the, grew to serve the entire American Baptist

Aaron Caid:

community, became the American Baptist Credit Union, and then about

Aaron Caid:

25 years ago expanded to include.

Aaron Caid:

to become the Christian Christian Community Credit Union.

Aaron Caid:

so, and we're now the largest faith-based credit union in

Aaron Caid:

the country in terms of assets.

Tim Winders:

Yeah, so this is a slightly, I I sometimes just give a warning.

Tim Winders:

This is a slightly cynical question, so I'll just go ahead and prepare you when

Tim Winders:

we attach the name Christian to Things.

Tim Winders:

Now, many times in our culture, it unfortunately has almost become a little

Tim Winders:

more divisive than it has welcoming.

Tim Winders:

And and to, to even do another layer of cynicism, people will start trying to say,

Tim Winders:

this denomination, that denomination, I, you could tell by the question, I'm not.

Tim Winders:

For all that.

Tim Winders:

But how do you, how do you address that?

Tim Winders:

How do you either prevent that?

Tim Winders:

How do you, how do you open up but yet have members, you

Tim Winders:

mentioned the requirements earlier.

Tim Winders:

how do you determine if someone's a Christian?

Aaron Caid:

Well,

Tim Winders:

That's a bigger question there.

Tim Winders:

If you, if you don't.

Aaron Caid:

part of part of the membership process is reviewing and

Aaron Caid:

agreeing with our statement of faith, which, which would be familiar to, to,

Aaron Caid:

to many, to many Christians and, and, and our beliefs of the Trinity and the,

Aaron Caid:

and, it that is part of the process.

Aaron Caid:

So, somebody could.

Aaron Caid:

Lie, But we're trusting that, that they wouldn't do that.

Aaron Caid:

that you want to associate yourself with other Christians.

Aaron Caid:

you want to build God's kingdom.

Aaron Caid:

and, and if you're, you know, if, if you're demonstrating your eligibility

Aaron Caid:

for membership, agreeing to the statement of faith, you know, we,

Aaron Caid:

we welcome you into the family.

Tim Winders:

Right.

Tim Winders:

And other than just being like on really cool podcast and talking

Tim Winders:

about what you're doing, what, what are some of the roles that you are

Tim Winders:

filling with you and your team?

Tim Winders:

this is I'll probably ask for some business.

Tim Winders:

I.

Tim Winders:

Tips on this, but, what, tell me what your specific role is

Tim Winders:

currently with the organization.

Aaron Caid:

We, so in addition to leading marketing across really any channel, and

Aaron Caid:

we don't, we don't play in every channel.

Aaron Caid:

You know, we're not, we're not advertising on television.

Aaron Caid:

You're not gonna see a Super Bowl ad with Christian Community Credit Union.

Aaron Caid:

You're not gonna see a, a stadium named after us.

Aaron Caid:

But we are, we're, we are very active in the digital space.

Aaron Caid:

So, digital marketing is a, is, has proven to be a very effective way to reach

Aaron Caid:

Christ followers, across this country and make, and make known who we are and

Aaron Caid:

who we serve and how we, how we serve God, and, and, and building the kingdom.

Aaron Caid:

But we do a lot of, we do a lot of other things, internally and, and

Aaron Caid:

something I love about being in, at Christian Community Credit Union, being

Aaron Caid:

in a, you know, we are the largest faith-based credit union, but we're

Aaron Caid:

small in comparison to, to even, you know, you mentioned Navy Federal.

Aaron Caid:

They're much larger than us.

Aaron Caid:

so it's a small team and we, we all jump in to help each other,

Aaron Caid:

whether we're in operations or in our ministry development team or finance.

Aaron Caid:

You really don't find people saying, that's not part of my job,

Aaron Caid:

or drawing strong distinctions.

Aaron Caid:

So people jump in on business development.

Aaron Caid:

If we're, if we have an opportunity to serve a large ministry, we'll jump in as

Aaron Caid:

marketing, others will jump in as well, to help serve that ministry's needs and,

Aaron Caid:

and serve the members of that ministry.

Aaron Caid:

so I, I, I, that's something that is just, I, I, I love about our culture

Aaron Caid:

and a and, and a lot of it comes to.

Aaron Caid:

Comes down to the, the mission that we profess to and who we serve, and,

Aaron Caid:

and, and the, and the, the size, the, the size of the, of the staff.

Aaron Caid:

People just

Aaron Caid:

very willing to help.

Tim Winders:

What is, what is something, there's a lot of listeners

Tim Winders:

and myself included, that do things in that digital space and you know, you

Tim Winders:

don't have to gimme away any of your trade secrets or anything like that.

Tim Winders:

However, in the, in the spirit of good Christian sharing, what are, what are some

Tim Winders:

things that are working well for y'all now to, to get to your target audiences?

Tim Winders:

What are some either.

Tim Winders:

Techniques, tactics, you know, strategies.

Tim Winders:

What are some things that you're seeing?

Tim Winders:

This is working well and we're excited about this as

Tim Winders:

we, you know, head into this.

Tim Winders:

We're recording in early-ish 2024 as we head into 2024, what

Tim Winders:

are some things you're liking?

Tim Winders:

I.

Aaron Caid:

So a lot of the work that we do to, to drive organic traffic.

Aaron Caid:

So a lot of the search engine optimization work we do, is, is one, it's inexpensive,

Aaron Caid:

and two, it can be very effective.

Aaron Caid:

A lot of the work we, we do a lot of testing with, our user experience.

Aaron Caid:

So we have a, we have, some tools in place that allow us to test one.

Aaron Caid:

Presentation versus another one to find which one is going to resonate

Aaron Caid:

most with, with website visitors.

Aaron Caid:

and we have found some, we've found some tactics that work very

Aaron Caid:

effectively in, in, in attracting.

Aaron Caid:

New prospects and helping them discover our products and get through

Aaron Caid:

the application process more easily.

Aaron Caid:

And that's, that's also relatively inexpensive to do.

Aaron Caid:

So, we do have, we do have good success with paid search, although, you know,

Aaron Caid:

it's, we have to, it's, it is a daily.

Aaron Caid:

Battle.

Aaron Caid:

because, you know, big tech is not friendly to, to faith-based institutions.

Aaron Caid:

And so we, we find that we have to continuously, and daily we have to, we

Aaron Caid:

have to refine our, our strategies, our creative, because we will have creative

Aaron Caid:

just get, you know, it maybe it mentioned, faith or was too faith-based, and it gets.

Aaron Caid:

It doesn't get shown.

Aaron Caid:

so it's, we have good success there, but it's, it's very, we have to be

Aaron Caid:

very vigilant, in managing that.

Aaron Caid:

And then we implemented a marketing automation solution, about a

Aaron Caid:

year and a half ago, and that's been very good at helping us, to.

Aaron Caid:

Connect with folks who may have started an application but didn't complete it.

Aaron Caid:

Help encourage them to come back and, and, and pick up where they left off.

Aaron Caid:

you know, we'll even connect, prospects with a, with a human being

Aaron Caid:

to help 'em through the process.

Aaron Caid:

so if, if, if it was something about the application that was too daunting,

Aaron Caid:

we've got a, we've got somebody who is available on chat or even by

Aaron Caid:

phone who can help them with that.

Tim Winders:

Very good.

Tim Winders:

So yeah, I heard, I, I and I like that SEO is a, is a strong source for you

Tim Winders:

and because those are obviously lower cost, but takes work over a long time.

Tim Winders:

And then I, I was wondering if y'all were doing.

Tim Winders:

Anything paid, and if y'all are seeing any positives or negatives, and I, I just,

Tim Winders:

it is an interesting world out there.

Tim Winders:

is Christian Community Credit Union, that is your website, is that kind of a

Tim Winders:

focal point that you would want to drive people to if they want more info for you?

Aaron Caid:

Absolutely it's, it's my ccc.com and there you

Aaron Caid:

can see, you can discover the products that we have to offer.

Aaron Caid:

We've got a full range of banking and lending products for consumers,

Aaron Caid:

as well as a full range of banking and lending products for churches

Aaron Caid:

and ministries and business.

Aaron Caid:

And then we have an entire section of resources.

Aaron Caid:

Which, contains budgeting tools, stewardship tips.

Aaron Caid:

we have a whole blog series on, on, raising your, helping your

Aaron Caid:

children learn good financial habits, learn good stewardship habits,

Aaron Caid:

learn, you know, giving back to, to the kingdom at an early age.

Aaron Caid:

so a whole full set of resources there you can find as well.

Tim Winders:

Is this, and I'm actually scrolling down the site now, and

Tim Winders:

I like, this is, this is probably a good, marketing question that,

Tim Winders:

welcome CD five months, 5.25% a PY.

Tim Winders:

got my attention.

Tim Winders:

I'm sure that's, y'all are aware of that, right?

Aaron Caid:

Mm-Hmm.

Tim Winders:

Compared to the, you know, the 0.001, I asked the guy, Wells Fargo,

Tim Winders:

I said, are you embarrassed even saying that rate that you're paying right now?

Tim Winders:

And he, he, he didn't know what to say.

Tim Winders:

He had no answer for that.

Tim Winders:

Sorry.

Tim Winders:

That was, that was probably me not being Christ-like to him is, and

Tim Winders:

if I need, I need to work on that.

Tim Winders:

And yeah.

Tim Winders:

I'm scrolling down through here.

Tim Winders:

So, so, business, is it possible for a business to have an

Tim Winders:

account outside of a ministry?

Aaron Caid:

It is, yes, we have, a full range of business pro,

Aaron Caid:

business products and services.

Aaron Caid:

and, and, and now that's an area we're really looking to,

Aaron Caid:

to have a greater impact on.

Aaron Caid:

so we're really looking to expand the, the number of businesses we're able to serve.

Aaron Caid:

so it's a big area of focus for this, this year, to not to continue serving

Aaron Caid:

ministry, well continue serving consumers well, but we wanna be able to serve

Aaron Caid:

Christian business owners as well.

Tim Winders:

Okay.

Tim Winders:

Very good.

Tim Winders:

All right, well, Aaron, I appreciate it.

Tim Winders:

I'm scrolling through here actually looking at things very intriguing to me.

Tim Winders:

So what else, what else would you like to say for someone to connect

Tim Winders:

with you or get together with you?

Tim Winders:

Where, where can they find you?

Tim Winders:

And just get more info.

Tim Winders:

And this is, this could be either you personally, or through the

Tim Winders:

credit union you gave the website, and we'll make sure we include

Tim Winders:

all those links and all the notes.

Aaron Caid:

Beyond the website, my ccc.com.

Aaron Caid:

you can find me on LinkedIn, Aaron Cade.

Aaron Caid:

You can email me, a cid@myccc.com.

Aaron Caid:

I'd be happy to hear from you and answer questions and help you discover, what

Aaron Caid:

we have to offer at the credit union.

Aaron Caid:

So, and we've got a whole, whole team who can, who can jump in and assist as well.

Tim Winders:

Good.

Tim Winders:

Yeah, I've had had fun with the conversation.

Tim Winders:

My final question, Aaron, we are seek, go create those three words.

Tim Winders:

Definitely have some spiritual meaning to them, but if I allowed you to choose

Tim Winders:

one of those over the other two and why, which word would you choose?

Tim Winders:

Seek, go, or create.

Aaron Caid:

I would choose, create.

Aaron Caid:

and I, and there's one, that's what I love doing.

Aaron Caid:

I love building, I love making things.

Aaron Caid:

so it's, I've had a great time doing that at the, at the, at

Aaron Caid:

the credit union coming and just.

Aaron Caid:

With my team, just building new things with the, with

Aaron Caid:

the larger credit union team.

Aaron Caid:

But it's taking, for me, it's, it's, it, it connotes taking the

Aaron Caid:

resources God has given you and use them to create something bigger, in,

Aaron Caid:

in, in his glory, in his service.

Aaron Caid:

And so I, it just, I get excited thinking about, about creating new

Aaron Caid:

things that are, to the glory of God.

Tim Winders:

Very cool.

Tim Winders:

Aaron.

Tim Winders:

I appreciate the conversation.

Tim Winders:

And for those that are listening in, go, go check out Christian Community

Tim Winders:

Credit Union, my CCU dot, was it or do

Aaron Caid:

My ccc,

Aaron Caid:

my ccc.com.

Tim Winders:

My ccu.com.

Tim Winders:

Yeah, very good.

Tim Winders:

And I'll tell you that one of the reasons that I even wanted to have this

Tim Winders:

conversation, 'cause I'm intrigued by the model and things like that, but it's

Tim Winders:

just something that's always nagging at me is, where's my money going?

Tim Winders:

Who is it supporting?

Tim Winders:

I.

Tim Winders:

You know, what degree of control and transparency do I have with it?

Tim Winders:

So I appreciate it.

Tim Winders:

This has almost been a little bit of me just checking it out to

Tim Winders:

see if it makes sense for, for me and my companies and businesses

Tim Winders:

and ministries that we have too.

Tim Winders:

So I appreciate it.

Tim Winders:

Go check out all that Aaron has and connect with him over on

Tim Winders:

LinkedIn if you wanna do that.

Tim Winders:

We are seek, go create.

Tim Winders:

We're releasing new episodes every Monday here.

Tim Winders:

Your support means the world to us.

Tim Winders:

Now you can tip us, buy me a coffee, or offer financial support@seekgocreate.com

Tim Winders:

slash support contribution.

Tim Winders:

Start at just $1, and if you leave a comment, your comment could

Tim Winders:

be featured in a future episode.

Tim Winders:

Once again, visit seek, go create.com/support.

Tim Winders:

Until next time.

Tim Winders:

Continue being all that you were created to be.

About the Podcast

Show artwork for Seek Go Create - Christian Entrepreneurship, Faith-Based Leadership, Spiritual Growth, Purpose-Driven Success, Innovative Leadership, Kingdom Business, Entrepreneurial Mindset, Christian Business Practices, Leadership Development, Impactful Living
Seek Go Create - Christian Entrepreneurship, Faith-Based Leadership, Spiritual Growth, Purpose-Driven Success, Innovative Leadership, Kingdom Business, Entrepreneurial Mindset, Christian Business Practices, Leadership Development, Impactful Living
The Leadership Journey

About your host

Profile picture for Tim Winders

Tim Winders

Tim Winders is a faith driven executive coach and author with over 40 years of experience in leadership, business, and ministry. Through his personal journey of redefining success, he has gained valuable insights on how to align beliefs with work and lead with purpose. He is committed to helping others do the same, running a coaching business that helps leaders, leadership teams, business owners, and entrepreneurs to align their beliefs with their work and redefine success.

In addition to his coaching business, Tim is also the host of the SeekGoCreate podcast and author of the book Coach: A Story of Success Redefined, which provides guidance for those looking to redefine success and align their beliefs with their work. With his extensive background, unique perspective and strengths in strategic thinking, relationship building, and problem-solving, Tim is well-suited to help clients navigate through difficult times and achieve their goals.