Arizona’s largest credit union celebrates new name with launch of
charitable foundation, commits to giving $7 million back to the
community in 2018
PHOENIX--(BUSINESS WIRE)--#community--In a press conference this morning, Desert
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Schools Federal Credit Union has officially announced that it will
change its name to Desert Financial Credit Union. Founded in 1939 as
a way to serve area teachers, Desert Schools expanded its charter in
1996 to serve anyone who lives, works, worships or attends school in
Maricopa, Pinal and Gila Counties, in addition to family of current
members.
According to a focus group conducted by Desert Schools in 2016, 60
percent of participants believed that Desert Schools only serves
teachers and students; a common misnomer that Desert Schools CEO Jeff
Meshey believes to have impacted business.
“We were having a bit of an identity crisis,” says Meshey. “Our market
research has shown that in order to grow our business, we needed to make
clear who we serve. People got really hung up on the word schools, but
also showed an affinity for our brand at the same time,” he continued.
“We tested several new potential names at the beginning of 2017, and
Desert Financial resonated extremely well with our focus groups. We let
the research decide and are already seeing positive feedback from our
current members and interest from the general public.”
In addition to celebrating the new name, Desert Financial also
officially announced the formation of the Desert Financial Foundation,
the organization’s first-ever non-profit entity. The foundation will
partner with Desert Financial in its upcoming “Year of Giving,” an
initiative that outlines plans to give back an extraordinary $7 million
to the community through grants, charity fundraisers and surprise
giveaways, of which $5 million is earmarked to return to members in the
form of membership rewards.
Following the presentation of 10 grants totaling more than $100,000 to
local non-profits like St. Joseph the Worker and Local First Arizona,
attendees of this morning’s event – which included roughly 50 community
leaders, non-profit partners and local press – were treated to a special
surprise when Meshey announced that each person in the room would
receive a $1,000 donation in their name to a local charity of their
choosing.
“Our credit union has always been known for giving back to the
community,” said SVP of Marketing Cathy Graham. “Moving forward, we want
to be very clear that the only thing that is changing is our name.
Desert Financial Credit Union positioned to do exceptional things in
2018, and we’re making sure that it’s going to be a fantastic year for
our members, our employees and the community we serve.”
For more information on Desert Financial Credit Union, along with
interviews or images, please contact Shelby Tuttle of ANDERSON
Advertising & Public Relations at (480) 945-2229 or shelby@anderson-adv.com.
About Desert Financial Credit Union
Celebrating its 78th year in Arizona, Desert Financial is
Arizona’s largest credit union with $4 billion in assets, more than
300,000 members and branch locations across the Valley. As a
not-for-profit cooperative, Desert Financial prides itself on sharing
success with members, employees and the community. Learn more at www.desertschools.org