A Sweet Challenge
Cyprus FCU ‘Cake Wars’ Nets Funds for Area Nursing Facility
By Donna Adinolfe
Cyprus Federal Credit Union’s mission has never been to be the largest credit union, but the most loved, and when the ongoing pandemic slowed down its activity in the communities it serves, the credit union had to come up with a safe, socially distant way to support the needs of area residents.
What they did: The West Joran, Utah credit union came up with its own version of Food Network’s “Cake Wars” with a “Kick COVID” twist to benefit Community Nursing Services, Utah’s oldest nonprofit organization, providing home health and hospice care.
Employees were challenged to make a Kick COVID cake with all-edible components, according to David Sant, chief marketing officer. A total of 18 entrants submitted photos of themselves holding their cakes. The photos were posted on the company’s Intranet and employees voted for the top five.
Results: The five finalists’ cakes were posted on Cyprus’ Facebook page where viewers “liked” their favorite cakes. Every like was equal to a $1 donation, which Cyprus matched and rounded up to a $5,000 donation. Altogether, the cakes garnered 1,143 likes.
“This was a really fun way to get engagement,” Sant said, adding the project was completely organic and had no promotion. “It outperformed our most promoted post.”
The employees, as well as the nursing agency, became their promoters. The contest was posted once and was shared 123 times.
“My measurement for success is engagement,” Sant said, adding that the project received 8,500 engagements with 4,700 Facebook followers. “We don’t chase likes.”
Lesson learned: Give more than you receive. Credit unions are a product consumers do not want, but need, Sant said. Consumers need them to better reach their financial goals.
“They may need our product every two, five, or 10 years,” he said. “If you see us giving to schools, children’s hospitals, serving dinners, you’re going to make that affinity. You have an emotional attachment if you’re always giving.
“We’re in a competitive world. We give back. We give more. We’re invested in helping the community.”