 By Lindsey Hefta, DakCU VP of Marketing and Communications This year's 2025 DakCU New Ideas Conference brought together an incredible group of credit union professionals in historic Deadwood, South Dakota, on October 14 and 15 for 1.5 days of learning, inspiration, and connection. From thought-provoking sessions and interactive cohort challenges to networking and laughter, this year’s event delivered exactly what it promised – key takeaways and new ideas that credit unions of any size can take home and implement right away. For me, this year’s conference also came with a bit of nostalgia. My very first DakCU event, four years ago, was right here in Deadwood. It was also where I met Christopher Lorence for the first time. I still remember his energy and ability to connect with everyone in the room. Fast forward to this year, and it felt fitting that he was once again our emcee, kicking off the event with that same spark that leaves everyone feeling motivated! Popping the Cork on Engagement Our first presentation set the tone in a memorable way. Amanda Thomas of Two Score quite literally kicked things off with a pop - of champagne. Her session, Employee Engagement: The Secret Sauce to Unstoppable Marketing, reminded us that success starts from within. Amanda shared that people don’t buy what you do. They buy why you do it! And the member experience, she said, always mirrors the employee experience. With 68% of employees not engaged or actively disengaged, she encouraged us to build “champagne moments” that celebrate progress and make connection contagious. Her formula for doing so:
When engagement and marketing align, Amanda said, the result is “world domination.” Her message was clear: everything we do creates member stories, and those stories are the heart of our marketing. The Fraudacity of Cyber Criminals Next up was Nick Podhradsky of SBS CyberSecurity with The Fraudacity of Cyber Criminals: What Goes On in a Day in the Life of a Hacker. Nick pulled back the curtain on the emotional tactics behind cybercrime, from phishing and text scams to quishing and deepfakes. He explained that cybercriminals prey on emotions like fear and empathy, and the best defense is to slow down and verify. His advice: apply his “golden rule” - treat every communication as a potential attack and always confirm who, what, and why before acting. I think his talk left attendees more alert, but also more empowered. Selling as Serving Day two began with high energy thanks to Nick Brown of SalesCU, who delivered Serving Through Sales: Unlocking Your Credit Union’s Potential. Nick reframed the concept of sales, reminding us that in the credit union world, selling isn’t about pushing products - it’s about helping members succeed. He encouraged us to think of selling as serving, where recommending the right products or services can save members time and money, make them money, or give them a greater sense of security. To do that well, we have to ask meaningful questions, listen, and align our solutions to their real needs. His acronym “SURPASS” set the standard for building a service-minded culture that turns every interaction into a story of member success. A Ted Lasso Conversation About Credit Unions Chris Lorence returned with It’s Time for a Ted Lasso Conversation About Credit Unions. He spoke about appealing to HENRYs: High Earners, Not Rich Yet - a growing demographic who crave both digital convenience and genuine connection. While fintechs like Chime and SoFi excel in tech, they can’t replicate the empathy and trust that define credit unions. So how do we compete? Chris outlined practical ways to strengthen relationships and stay relevant:
Crisis Communication: Prepared, Not Panicked After lunch, Chris Lorence joined Denise Gabel for a long-requested topic: Crisis Communications. I think this session was heard by all attendees regardless of job title, as both speakers emphasized that good crisis communication isn’t reactive - it’s intentional. They defined effective crisis communication as honest, transparent, unified, and member focused. They also covered what it’s not - guessing, finger-pointing, etc. Chris and Denise broke down the anatomy of a strong plan, including how to manage the flow of information, who should communicate, and how to monitor and adapt as situations evolve. UnPin Your Potential Closing the conference were Can-Do-Ology’s Denise Gabel and Isabella Meadows with UnPin Your Potential: How to Get Unstuck. Their message was timely and uplifting, offering tools to regain creativity, confidence, and calm when life or work feels overwhelming. They spoke about recognizing when you’re “pinned” by challenges, feel the feeling, finding humor when possible, and taking a step back to see the bigger picture. Their “Can-Do Mindset” reminded everyone that even when things get tough, we have the ability to reset, refocus, and move forward. Idea Collaboration in Action Throughout the conference, small groups of eight met in cohort sessions to brainstorm a “new idea” any credit union could bring to life right away. The creativity that poured out of these discussions was inspiring just as it was in this same space four years prior! From innovative outreach programs to new ways of deepening member engagement, the ideas were as diverse as the attendees. The top three projects were recognized! Awesome Attendee Feedback Early Slido feedback from participants said it all! Newbies calling it “an amazing experience - so educational and interactive.” Others described it as “innovative, engaging, and exciting,” with “excellent speakers and a very impressive lineup.” One attendee said, “I already texted my boss about all the brainstorming, collaboration, and idea-sharing we did,” while another summed it up simply as “worth the time.” Across the board, the message was clear: this year’s New Ideas Conference left an impression! Wrapping It All Up From champagne bottles and from deep discussions on cybersecurity to the laughter that comes with rediscovering our potential, this year’s New Ideas Conference delivered. Standing once again in the same Deadwood venue where I attended my first DakCU conference years ago felt a bit like a full-circle moment. Many of the faces have changed, but the purpose of this event hasn’t - it’s still about connection, collaboration, and what’s next for credit unions. This year also brought an exciting shift in the crowd - about half of our attendees were brand new to the New Ideas Conference! It was incredible to see so many fresh faces jumping right in, sharing perspectives, and collaborating alongside our seasoned conference ‘veterans.’ Until next year, thank you to everyone who joined us for another inspiring DakCU New Ideas Conference. The ideas shared here are sparking the kind of change our movement is built on! Bonus Session Alert for New Ideas Attendees! If you joined us in Deadwood for this year’s conference, keep that creative spark alive with an exclusive bonus virtual session happening this Friday, October 24, at 1:00 PM CT: UnPin Your Influence: How to Get People On Board with Your Ideas. You should have received your special invite in the post-event email from DakCU. Didn’t see it? No problem - just reach out to me and I will get the registration link. Comments are closed.
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