Summary
A diverse approach to community involvement has allowed Barnsley Building Society to enhance relationships with existing members and attract new business.  For example, a an affinity account set up for the Barnsley Football Club now has nearly 2,000 individual investors.

Background
Barnsley Building Society has provided mortgage, savings and investment services to the South Yorkshire area for over 150 years.  They are an independent mutual organisation with almost 40,000 voting members. The Society began focusing on developing a community programme in 1997 in response to competition.  It was also a great way of putting the concept of mutuality into practical action.

How they do it

School Banking.  The School Banking programme is designed to teach children about saving and financial management at a young age.  Branch offices are involved in their local schools in a variety of ways.  Some schools set up accounts for children, while others invite Barnsley Building Society cashiers to assist with math courses.

Affinity Accounts.  Barnsley Building Society currently has five affinity accounts with local sports teams.  Supporters of the sports team are invited to set up an affinity account with the team and receive a higher interest rate for this savings account.  The program benefits both the team and the Society.  The team receives an annual bonus from the Society and increased goodwill from their fans, who benefit from higher interest rates.  The Society receives access to new customers and publicity as a major supporter of the local sports team.  Affinity account balances now reach £7 million.

Pride in the Community programme.  The Barnsley Building Society offers £15,000 per year in grants to community groups who can demonstrate their positive impact on the community.  The programme is advertised in local newspapers and the Society newsletter, making it a high profile activity. As the Pride in the Community programme expands the Society will be offering physical assistance to community groups in the form of painting, gardening or whatever else a community group might need.

Barnsley Building Society Brass Band. Over ten years ago a local brass band was facing closure because they could not find a sponsor.  The Society agreed to sponsor the band in exchange for five free performances, on behalf of the Society, per year.  This successful partnership has lasted over 10 years and the free performances provide the Society another way to support community groups.

 The business benefits

Employee development.  Society branch staff have gained communications skills through their involvement with the School Banking scheme.  As the Pride in the Community programme expands, employee volunteer days will help build teamwork and develop leadership skills. 

Access to new customers.  Affinity accounts have helped the Society reach out to new clients and build their client base.  The flagship affinity account - the 'Reds Saver' with the Barnsley Football Club - has almost 2,000 investors with an account balance reaching nearly 6 million pounds.

Increased profile.  The Society has increased their local presence through their community activities.  For example, the Society is featured as a major donor at the games of the sports teams involved in the affinity accounts scheme.

Enhanced relationships with members.  The number one reason new clients come to the Society is because a friend or colleague recommended the company.  By being involved in the community and communicating their involvement to Society members, the company has solidified relationships with their existing members.