Home Work Biz Scoop Desert Financial Credit Union kicks off 2018 with new name, foundation

Desert Financial Credit Union kicks off 2018 with new name, foundation

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Desert Schools Federal Credit Union has changed 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. They have many locations in Mesa.

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,” Meshey said. “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 $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.

“Our credit union has always been known for giving back to the community,” said Cathy Graham, senior vice president of marketing. “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.”

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