The heart of the matter: A look at RCU’s social impact in the community

In October of 2023, Redwood Credit Union’s entire team of more than 800 people met at the Sonoma County Fairgrounds in Santa Rosa and built 418 bicycles to donate to local children. This is just one of many of the good deeds being done by RCU employees. The best part: The recipients are not the only ones benefitting.

“These events not only benefit our community, but they also inspire our team members—seeing something you built with your own hands that brings joy and better health to a child is an incredibly rewarding experience,” Mishel Kaufman says.

Kaufman is RCU’s chief operating and risk officer and president of the Redwood Credit Union Community Fund (RCUCF), the organization’s 501(c)(3). As president of the fund, Kaufman can attest to the company’s commitment to its community.

“I’ve witnessed first-hand the devastation of those impacted by natural disaster, and it has been both gratifying and humbling to help connect survivors to the resources they need to get back on their feet,” Kaufman says.

After the Boyles Fire in September in Lake County, through a partnership with state Sen. Mike McGuire’s office and the Konocti Unified School District, RCU was able to hand out gift cards to families, individuals, and schoolchildren who’d lost their homes, Kaufman says. “Being there when our communities need us most is part of RCU’s mission, and I’m so honored to be able to be part of that.”

A team-focused culture and commitment to social responsibility are ingrained in the day-to-day work at RCU, she says. “Working for a mission-driven organization, I get to come to work every day and help members, team members, and the communities we serve. It doesn’t get much better than that.”

Kaufman notes that RCU was founded on the concept of people helping people. “It’s always been part of who we are as an organization,” she says. “Our mission is to passionately serve the best interests of our members, team members, and communities. Over the years that commitment has continued to grow stronger.”

Last year the credit union participated in 224 events with 5,739 volunteer hours and RCU representatives served on the boards of more than 40 nonprofits and other community groups. They provided more than $4 million in support through sponsorships, fundraising and support to local nonprofit agencies. They reached more than 4,000 people through financial education programming, including programs for youth.

Kaufman says the company regularly surveys its now 950 employees and consistently gets feedback about how proud they are of their hands-on volunteer work and the ways the company shows up for the community in times of need.

RCU partners with more than 70 organizations that build inclusive communities and foster positive societal change.

“All of these partnerships help advance meaningful and sustained change that contributes to a local economy that is strong, prosperous, and innovative,” Kaufman says. “Our Celebrate Community and Giving Marin partnerships allow us to pool our contributions with other prominent local companies to make a larger community impact than any one of us could have done individually.”

RCU supports local chambers of commerce and the North Bay Leadership Council. “We’re able to help build an inclusive workforce, provide thought leadership, and foster relationships with other local organizations, as well as support and elevate local businesses,” Kaufman says.

In 2015, RCU established the nonprofit Redwood Credit Union Community Fund. RCUCF helps empower local communities through financial education, disaster relief, housing, and community wellness initiatives. They have raised and distributed close to $38 million, with 100% of donations going directly to the community, free of any overhead costs.

RCUCF has increased its impact through investments to expand much needed community resources and capacity, such as donating $250,000 for The Boys & Girls Clubs of Sonoma-Marin Roseland Community Clubhouse for youth and provided $250,000 in support to Ceres Community Project, which home-delivers meals to community members with health challenges.

The Community Fund also has a holiday mortgage program that helps a handful of members who are struggling by making their mortgage payment during the holidays. “We’ve distributed over $40,000 to date,” Kaufman says. “Making those phone calls every year is heartwarming. Truly, there’s no greater gift than being able to make a measurable and often lasting difference in someone’s life.”

Perhaps one of the sweetest ways the company helps in giving to others is through its Random Acts of Kindness program where employees have been able to pay for a stranger’s gas, lunch, groceries, even their prescriptions. “They’re small gestures that can make someone’s day,” Kaufman says. “Many of our team members describe experiencing a rush of joy in making that connection.”

Each year RCU also honors a few volunteers who go above and beyond with our Community Heart and Community Pulse awards. “But really, there are so many at RCU who have made it their mission to give back to our communities,” Kaufman says. “Volunteering is all about building relationships—with each other, with the community—and personal development. It’s the heart of what we do here at RCU.”

For more information on the Redwood Credit Community Fund head to rcucommunityfund.org.