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New Tools to Tell the
Story of America’s Banks
by Rob Nichols, President and CEO
American Bankers Association
Rob Nichols
One of the reasons the banking industry is seeing understands the business, understands community,
an improved policy environment in Washington is understands what we’re doing, our challenges and
because bankers have spent the last few years telling that Mother Nature plays a big role.”
their stories.
Still more stories demonstrate banks’
They didn’t ask for regulatory relief because they commitment to local nonprofits and revitalizing a local
were tired of red tape (even though they undoubtedly neighborhood, and spotlight ways bank employees
are). They asked for regulatory reform because rules have gone above-and-beyond for their customers,
were making it hard for their banks to make good including one who checked up on an elderly customer
loans to creditworthy customers and were diverting daily – including weekends and holidays -- for more
resources that could be better spent helping their than 10 years.
communities thrive. Those stories – of how a perhaps
One must-see video on the site (under “Helping
well-intentioned but poorly executed provision in law
Communities”) is a special eight-minute documentary
was harming the people it was supposed to help –
ABA produced that demonstrates how three banks of
have made a difference.
very different sizes, all on one city block, collectively
ABA, too, has been telling bankers’ story. We drive growth and renewal in downtown Denver.
started our reputational campaign a couple years ago The focus is Denver – but it’s a story playing out in
with a special website – aba.com/AmericasBanks – countless communities across America, providing a
that offered data illustrating the role banks play in their visual illustration of how bankers support the activities
communities and the economy. In April, we took our and growth of manufacturers, property developers,
efforts up several notches with a reimagined site that service businesses, nonprofits and others as those
really brings that data to life. companies and organizations drive employment and
Visit aba.com/AmericasBanks and you’ll find not opportunity in the city.
only national statistics on how much banks have lent to What you find on the America’s Banks site is
small businesses, farms, homeowners and state and just the beginning. We have more material we’ll be
local governments, but also – for the first time -- an rotating in later, and we hope you’ll help us keep
interactive map that allows you to see banks’ economic the content fresh by sending similar videos, photos,
impact by state. Data points include jobs, branch/office customer testimonials or employee stories to
locations, mortgage, small business and small farm AmericasBanks@aba.com.
loans; customers and volunteer hours donated.
We also ask that you help us amplify the good
You’ll also find anecdotes, photos and videos – news by sharing the site far and wide. For help in
most submitted by banks – that show what their retail doing this, please download our social media guide at
and business customers value most in them. Such aba.com/AmericasBanksGuide.
customer testimonials include praise for a bank’s
`By amplifying the story of America’s banks,
mobile app, the support provided following a hurricane
you can help policymakers and the public better
and the guidance that helped one couple buy their
understand how banks deliver jobs, growth, safety
first home. As one customer put it when describing
and convenience.
his raspberry farm’s decades-long relationship with a
local bank, “it’s super important to have a bank that
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June 2018 IllInoIs RepoRteR
