Pub. 11 2021-2022 Issue 2


A Word from CBA: Industry Advocacy Starts with ‘People People’

Bankers are “people-people.” What I mean by that is bankers select this line of work because they genuinely care about the people they work with and serve every day. They choose to become – and stay – bankers because they enjoy taking an active role in helping customers meet their goals and achieve their dreams.

While the circumstances were unprecedented, the past 18 months have been a textbook case of bankers’ customer- and community-focused sweat equity. Without hesitation, bankers reiterated and reinforced their dedication to their customers in cities and towns across the country by rolling up their sleeves to facilitate the Paycheck Protection Program and other economic stimulus programs to help Americans financially navigate and survive the COVID-19 pandemic.

Bankers pivoted quickly to meet the changing needs of their customers as the pandemic raged on – even signing documents on hoods of cars – to keep the economy moving, and people took notice. After more than a decade of bearing the brunt of misguided and misdirected blame following the 2008 economic crash, our industry is enjoying some hard-earned and well-deserved support.
It is important that we capitalize on this positive public sentiment to build solid and lasting relationships with public officials essential to our industry’s viability. One opportunity to do so is participating in our Center for Bank Advocacy program, which will be relaunching in August – including the return of in-person visits to the state capitol and to Washington D.C. to meet with lawmakers, regulators and Colorado’s Members of Congress.

Now entering its ninth year, the first-of-its-kind program has become a model for others across the country in developing an advocacy model, not unlike the “relationship banking” with which you are already familiar.
Just like you have more comfort lending to someone you know, public officials and media also rely more on people they know and trust. That earned trust is the single most powerful tool our industry has to effect positive change. Serving as a go-to resource on finance-related matters can help us to drive conversations and decisions to endpoints that are better for our banks and, most importantly, our customers.


I am gratified that many members of CBA’s Government Affairs Committee and Board of Directors – including CBA board officers – are program alumni.

CBA’s Center for Bank Advocacy immerses participants in a selective leadership experience, and CBA’s highly accomplished advocacy professionals oversee the duration of the program. Attendees enjoy a program that includes monthly sessions with accomplished and notable presenters, covering a series of topics relevant to banking advocacy, including analysis of election results; priority issues for banking; how legislative and regulatory processes and the media operate; where and how to influence others and activate your colleagues and community; and PR problems and solutions. Upon completion, participants will join the highly enthusiastic alumni to continue advocacy of your bank, the banking industry, and their future.

I am gratified that many members of CBA’s Government Affairs Committee and Board of Directors – including CBA board officers – are program alumni. Leading bankers see and have experienced the value of this program, and it is helping them amplify their voices for their industry while growing their individual careers.

I encourage you to learn more about the program and to share the information with other colleagues who might be interested in participating. You can find all of the information you will need on our website: or by contacting Lindsay Muniz at or 303-825-1575.