As the holiday season ramps up, it’s easy for any institution to get swept up with the festive frenzy. But while flashy campaigns might grab short-term attention, is that what a credit union system searching for long-term deposits needs? Moreover, is it delivering on mission?

‘Tis the season to spend, and retailers know it. Shop windows (digital or otherwise) are awash with seasonal deals and cash-grab gimmicks, perfectly engineered to entice and engage—but credit union marketers need to stay focused.

In truth, credit unions have an edge that no sale or giveaway can replicate: Mission. And with so many people hurting financially, credit unions have a critical opportunity to differentiate themselves this winter. Here are five tips to help your credit union prioritize purpose over products this holiday season.

1. Reclaim the narrative

Avoid using retail sales terminology to underscore the importance and impact of your credit union. Instead of offering lower loan rates during a holiday “Sale,” reposition the promotion as a “Smarter Spending” exercise. Similarly, emphasize credit building solutions to cut through the noise, repositioning the credit union as a long-term, transformational partner, not a short-term transactional provider.

2. Harness the energy for good

With optimism, enthusiasm, and positivity in the air, there’s no better time to educate and inform your membership about the issues that matter to your credit union. Help raise awareness of local nonprofits, incentivize donating to them (consider match-funding pledges) and don’t shy away from celebrating your own institutional support.

3. Strengthen your local economy

With nationwide consumers increasingly looking to spend their dollars locally, strengthening relationships with nearby merchants and offering incentives for consumers to spend local—with credit union cash—cements your credit union’s position as the community financial partner and opens up the door to increased business lending.

4. Celebrate your impact

Purpose-driven marketing isn’t about tooting your own horn—it’s about amplifying the voices of those you serve. The holidays are an ideal time to showcase how your credit union has helped members achieve financial milestones. The trick is to focus on the impact, not the product. Remember: Nobody wakes up thinking that’s the day they get a loan; they wake up thinking that’s the day they start building a better life.

5. Lend responsibly

These tips aside, there’s no getting away from the fact that many people over-exert their finances during the holidays. Relationship-based lending cuts both ways: Yes, members with lower credit may often be able to secure loans because you know them, but credit unions also have a fiduciary responsibility to ensure that member’s long-term financial wellbeing. The answer never has to be “No,” but sometimes it does have to be “Not right now.”

In a market saturated with offers, gimmicks, and flashy campaigns, credit unions have the opportunity to stand apart—not by competing, but by doubling down on their mission. If that sounds like you, let’s talk.