Beyond the headlines and bold print, there’s you. The members, the stories and the small moments that make a big difference.

In this week’s episode of Headlines and Fine, we discussed two words that the spotlight doesn’t often shine on regarding business strategy decks: Showing Up.

And Show Up we did, twice.

A few weeks ago, we hosted our first Member Appreciation Days of the year at our Eden and Greensboro branches.

We didn’t just bring snacks and swag. We brought our ears and our hearts. And our members? They shared their stories.

Stories about how a branch teammate helped them rebuild credit, save for retirement and work through a life-changing event.

Throughout the day, members shared how they feel seen, heard and understood in ways that haven’t been before at a financial institution.

Here’s the headline: Hosting a Member Appreciation Day isn’t just a nice thing to do. It’s a strategic thing to do.

Small Town. Pride in Place.

A quaint, rural town tucked into the northern corner of Rockingham County, Eden is where you’re greeted by everyone you pass.

Despite economic shifts and changing industries, Eden has held on to something special: Pride.

At our Eden branch, that pride is evident in every interaction. Our team personally knows almost all members by name and many non-members, who visit our branch to do their banking via CO-OP’s Shared Branching Network because their credit union no longer provides branch access.

When you’re rooted somewhere like Eden, relationships matter. Showing up matters.

Bigger City. Same Heart.

A week later, we had our second Member Appreciation Day in Greensboro.

Compared to Eden, Greensboro is a larger city with busy streets and a diverse mix of industries, universities, and neighborhoods representing every walk of life. It’s also home to our Greensboro branch, located right on Battleground Avenue, a hub of activity.

Throughout the day, members came in waves, some on their lunch breaks, others with strollers and dogs in tow. A few may have come for the giveaways, but the majority went for the same reasons as our Eden members: To show their support, share stories about the Greensboro team’s impact and speak directly to senior management.

Where Eden is more personal by nature, Greensboro showed us what it means to build community intentionally in an urban setting. It’s not about bumping into someone at the post office. It’s about creating a space where people feel welcome and valued, even in a hurry.

We saw professionals, truck drivers, retirees, young families and first-time members chatting with our teammates and new branch manager, Sharnell.

What did every conversation have in common? Trust. Not the kind you get from endless billboards and slick ads, but the kind you earn, one discussion at a time.

The Fine Print

It’s simple. These events didn’t just feel rewarding. They delivered value. That’s why every business, not just our credit union, should consider doing the same for five reasons:

1. Real-time Feedback. Showing up is where the rubber meets the road. It’s the easiest way to learn what’s working and what’s not. No filter. Just the truth.
2. Culture Amplified. The energy is contagious when the spotlight is on relationships, not results. These events aren’t about metrics, they’re about belonging.
3. Loyalty You Can’t Manufacture. When people feel appreciated, they stick around. Loyalty isn’t bought with discounts; it’s built through moments that matter.
4. Brand Differentiation. This may sound like marketing-speak, but seriously. Every business has products or services, but not everyone will show up with a folding table, goodies and a smile.
5. Community Investment, Returned. When you show up for the community, they show up for you.

Belonging Happens on Purpose

If you’re reading this today and wondering whether hosting a member or customer appreciation event is worth it, it is.

It tells your customers, team and community, “We see you and we’re glad you’re here.” In a world that feels increasingly disconnected, that’s one of the most powerful things any organization can do.

We’re happy to share what worked, what we learned and what we’d do again in a heartbeat and will be doing again closer to the end of the year with our other four branches in Winston-Salem, Mooresville and Charlotte.

So that’s the headline and fine print on Member Appreciation Days. Two events, countless conversations and a reminder that belonging doesn’t happen by accident. It happens on purpose.

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