Set goals for your clubs and change with the times

Northwestern Financial Review, Mar 1, 2002 by Clary, Sheila

WE ARE on the doorstep of the 2002 Heritage Peer Group meeting. This is a very special time of the year for all bank club directors. In addition to visiting and learning from other directors, we charge our batteries for the upcoming year. Greeting old friends and meeting new directors is always the highlight of a successful Heritage Peer Group meeting. The agenda planned will keep us informed and updated as to what the banking and travel world wants and needs from our bank clubs.

Analyze what your club, your bank, and you as a club director have accomplished over the last year. Then consider the direction your club will take and where you want to be at the end of 2002. As leaders, we must look ahead and anticipate what our club demographics will be in the year ahead. I am finding that the strategy used in the past is not what our clients want in their travel today. Change is so important. We must learn to keep current with the times for our organizations to be successful.

This has become a much tougher task in today's economic environment. We must rely on the loyalty of our customers, which means loyalty to the bank and to their bank club. Our job has become a major factor for the banking industry and bank management is depending on their club directors for support. It can be a real challenge for directors to retain the loyalty of customers. In addition, we must continually demonstrate to our managers the importance of our clubs in growing core deposits.

I visited parts of Michigan last summer and experienced first-hand what a beautiful state it is, with very gracious people. I encourage each of you to plan a visit to this region. You and your members will love the sights and really enjoy Michigan hospitality.

I will be leaving the Board of Heritage Clubs International at the end of our March meeting with a whole new perspective of HCI. I can see clearly the goals and objectives of this organization; I can see what we have accomplished and what we are working to accomplish. It is very exciting. I encourage everyone to seek a role on the Board.

It is very hard to put into words just how much I have learned and incorporated into my bank's Classic Club since being elected to the Heritage Board. I have a better understanding of what Heritage Clubs International means, not only to me but to the structure of any good bank club. This kind of support is the foundation we have come to rely on and expect from our fellow club directors. Keep up the good work!

I look forward to meeting everyone on March 13 in Grand Rapids, Mich. I will miss representing you as a Board member. "Thanks" to each of you for your support and confidence over the last three years.

Sheila Clary is director of the Classic Club at Central Trust and Savings Bank in Geneseo, Ill.