Northern Birch Credit Union

5 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 11 and summer camps to senior care facilities, and heritage and musical festivals both financially and with volunteer hours from team members. “Members often choose to bank with us and remain loyal to us because of our community efforts,” Saar says. For example, Northern Birch financially supported the development of a mural at a senior residential center and the planting of more than 60 new birch trees at a summer campsite in 2021 According to Saar,“we support all types of efforts that matter to our members and the communities they are a part of.” Traditionally Northern Birch has received a large percentage of its new members from referrals. Dating back to before the merger, the marketing efforts largely have been through website and social media communications, direct member emails, and a newsletter that is also translated into Estonian and Latvian. The credit union also continues to advertise in cultural newspapers that are of interest to its membership. However, expanding the credit union’s marketing efforts is a major goal in the coming months and years.While digital strategies and investments will be a part of that effort, further expanding community partnerships is a major part of the credit union’s strategy. One significant project that will have a strong branding and reputational effect is Northern Birch’s support of a new community hub, KESKUS International Estonian Centre that is in construction in the Annex neighborhood of downtown Toronto. This marks the first time in over half a century that a new Estonian cultural center is being built outside of Estonia. Northern Birch has provided seed financing for this center, together with project founders Toronto Estonian House, Tartu College, a not-for-profit student residence next door to the new center, and Estonian Foundation of Canada. Along with these three partners and a wide range of other supporters, Northern Birch has helped to bring this project to fruition and given lift to the capital campaign that has raised some $17 million from supporters around the world, for construction of the KESKUS Center. Oce KESKUS opens, Linda Erika Kaaramees