Entry Category
Program Entry – Best Financial Health
Name of Intervention/ Program
Money Made Understandable: APGFCU’s Financial Wellness Education Program
Background and Situation Analysis
Financial decisions can be intimidating, particularly when information is filled with industry jargon or presented only after a consumer is already facing a financial challenge. At the same time, misinformation spreads quickly online, fraud schemes evolve daily, and younger audiences increasingly turn to social media – not traditional financial institutions – for information and advice. APG Federal Credit Union (APGFCU) recognized an opportunity to meet people where they already were and transform its social media presence from a promotional channel into an accessible, trusted source of financial education. Serving Maryland communities throughout Baltimore, Harford, and Cecil counties, as well as Baltimore City, APGFCU sought to address a common barrier to financial wellness: the perception that financial topics are too complicated, intimidating, or irrelevant to everyday life. Through conversations with internal subject matter experts and member-facing staff, and analysis of Google search trends, we identified recurring questions and knowledge gaps on topics such as budgeting, fraud prevention, digital banking, debt management, saving strategies, and the differences between banks and credit unions. The program was designed around one central belief: financial education should be understandable, approachable, and available when people need it most. Rather than waiting for members to seek help inside a branch, APGFCU proactively delivered timely, research-driven financial education through the platforms our audiences already use every day. The initiative also responded to emerging community needs. Fraud specialists regularly alerted the marketing team to scams affecting local consumers, allowing educational content to be developed and published rapidly – often within an hour – to help members recognize and avoid fraudulent activity before becoming victims. Recognizing that trust is foundational to financial wellness, APGFCU intentionally featured real employees in every video and educational post. By showcasing the expertise, personalities, and community involvement of our staff, the program reinforced that financial guidance comes from knowledgeable people who genuinely care about the communities they serve. Rather than focusing primarily on product promotion, APGFCU prioritized educational content that empowered audiences to make informed financial decisions. Approximately 60% of all social content produced during the program focused on financial education, 30% highlighted community engagement and volunteerism, and only 10% promoted products or services. This shift gave audiences meaningful reasons to follow the organization beyond transactional banking needs while positioning APGFCU as a trusted partner in lifelong financial wellness.
Priority Audiences(s)
The program primarily served adults throughout APGFCU’s Maryland service area, including existing members, prospective members, young adults beginning their financial journeys, families, business owners, and community partners. Content was tailored to each platform’s audience, with TikTok and Instagram focusing on younger audiences through approachable educational videos, Facebook emphasizing community engagement and local financial topics, and LinkedIn providing financial insights for professionals and business owners. By adapting both messaging and format to audience preferences, APGFCU increased accessibility and relevance while expanding financial education across multiple generations.
Behavioral Objectives
The primary behavioral objective was to encourage members and the broader community to actively seek out, understand, and apply trustworthy financial information to make more informed everyday financial decisions, while viewing APGFCU as their trusted financial education resource. Specific behaviors the program sought to influence included: • Recognizing and avoiding common financial scams by applying fraud prevention strategies. • Increasing confidence in understanding everyday financial concepts such as budgeting, saving, debt repayment, digital banking, and financial terminology. • Encouraging greater participation in free financial education opportunities, including webinars and community events. • Building confidence in using financial technology, including Interactive Teller Machines (ITMs) and digital banking services. • Inspiring younger audiences to engage with financial education through short-form, accessible content. • Strengthening trust in financial institutions by increasing transparency through authentic employee storytelling and behind-the-scenes content. • Encouraging members to view APGFCU not solely as a place to conduct transactions, but as a reliable, ongoing partner in financial wellness. The program intentionally reduced barriers to learning by translating complex financial concepts into plain language, delivering content in short, engaging formats, and responding quickly to emerging financial issues affecting the community.
Description of Strategy/Intervention
Money Made Understandable was built around a simple principle: if financial education is accessible, relevant, and delivered where people already spend their time, individuals are more likely to engage with it and apply it in their everyday lives. The program used audience insights to determine both content topics and delivery methods. Google Search trends helped identify financial questions people were actively asking, while internal collaboration with departments including Fraud, Mortgage, Business Banking, Digital Services, Virtual Tellers, Business Development, and Member Experience ensured educational content reflected real member needs. Instead of relying on highly technical language, educational content was intentionally translated into clear, conversational messaging. Videos answered common questions such as “What is lifestyle creep?”, “What’s the difference between a bank and a credit union?”, and “How can I recognize a text scam?” By breaking complex concepts into practical, relatable examples, the program lowered the intimidation often associated with financial education. Platform-specific strategies ensured that content matched audience expectations rather than simply cross-posting identical messages. TikTok was launched during the program period to reach younger audiences with engaging, educational short-form videos that made financial concepts approachable without sacrificing accuracy. Facebook focused on community storytelling, volunteerism, financial education, and timely fraud awareness, reinforcing APGFCU’s role as a trusted community institution. Instagram emphasized Reels, Stories, behind-the-scenes content, employee features, and interactive polls to create two-way conversations around financial topics. LinkedIn positioned APGFCU as a financial thought leader by sharing business-owner tips, organizational achievements, financial insights, and professional expertise. Authenticity was a defining characteristic of the program. Every educational video featured APGFCU employees rather than actors or influencers, helping audiences connect with the real people behind the institution while reinforcing credibility and trust. The strategy also emphasized responsiveness. Fraud alerts were monitored through internal partnerships, allowing educational content to be developed and published rapidly when new scams emerged. One fraud awareness post was created and published within one hour of learning about an emerging scam, generating more than 8,700 impressions while helping community members recognize and avoid fraudulent activity. Importantly, the program deliberately shifted the organization’s content mix away from product promotion. Approximately 90% of content focused on education or community impact, giving audiences meaningful reasons to follow APGFCU regardless of whether they were actively shopping for financial products. Community partnerships further strengthened the intervention. Social media amplified volunteer initiatives, financial literacy events, nonprofit partnerships, and educational programs such as Camp WillPower, demonstrating APGFCU’s commitment to improving financial well-being beyond traditional banking services. By combining educational content, authentic storytelling, timely fraud prevention, platform-specific communication, and community engagement, Money Made Understandable transformed social media into an always-on financial education resource designed to increase financial confidence and encourage healthier financial behaviors.
Implementation
Between July 2025 and July 2026, APGFCU implemented Money Made Understandable through a consistent, year-round content strategy spanning Facebook, Instagram, LinkedIn, and TikTok. During the program period, 762 pieces of content were published across all platforms. Facebook averaged five to six posts per week, LinkedIn averaged five posts per week, Instagram averaged two to three posts per week, and TikTok – launched in June 2026 – published approximately two educational videos each week. Content planning balanced proactive education with rapid-response communication. Educational topics were identified through Google Search trends, recurring member questions, and regular collaboration with subject matter experts throughout the organization. This ensured content reflected real-world financial concerns rather than assumptions about audience interests. Cross-functional partnerships played a critical role in implementation. Fraud specialists provided updates on emerging scams, Mortgage and Business Banking teams contributed educational expertise, Digital Services and Virtual Tellers supported technology education, and Member Experience teams identified common questions from members. These partnerships enabled APGFCU to quickly transform internal expertise into public-facing educational resources. The hallmark of implementation was agility. When departments identified emerging fraud trends, social media content was developed, approved, and published in as little as one hour, allowing APGFCU to provide timely guidance while scams were actively circulating in the community. Video became the primary educational format. More than 50 original videos were produced during the program, covering financial literacy topics, fraud prevention, digital banking education, employee expertise, community partnerships, and financial wellness initiatives. Several pieces of content demonstrated the program’s impact. A video highlighting Camp WillPower – a children’s financial education camp developed in partnership with community organizations – became APGFCU’s most-viewed video, receiving more than 4,200 views in under one week. Educational fraud prevention content consistently generated strong engagement and sharing, while videos showcasing APGFCU employees, workplace culture, and community involvement strengthened trust and humanized the institution. Employee participation was intentionally prioritized. Rather than relying on paid influencers or scripted spokespersons, APGFCU empowered employees to serve as authentic educators and ambassadors. This approach increased credibility while encouraging internal advocacy, with employees increasingly sharing organizational content and tagging APGFCU in their own social media posts. The program also reinforced financial education through community involvement. Volunteer activities during National Volunteer Week and National Volunteer Month, along with partnerships with organizations including Baltimore Hunger Project, Habitat for Humanity of the Susquehanna, Moveable Feast, and the Boys & Girls Clubs of Harford and Cecil Counties, demonstrated APGFCU’s commitment to supporting financial wellness alongside broader community well-being. Through implementation, paid advertising was reserved for separate product marketing initiatives managed by an external agency. The financial education program itself relied almost entirely on organic content, emphasizing authentic engagement rather than paid reach.
Evaluation Methods and Results
Program evaluation combined platform analytics, engagement metrics, qualitative audience feedback, and internal organizational observations to assess both reach and indicators of behavior change. From July 2025 through July 2026, the program generated: • 16,343,046 impressions • 62,549 engagements • 25,009 post link clicks • 34,900 video views • 2,445 direct messages • Net audience growth of 1,415 Compared with the previous period, APGFCU achieved: • 358% increase in engagements • 377% increase in link clicks • 213% increase in impressions • 30% overall audience growth • 115% increase in net audience growth • 15,139% increase in video views Beyond quantitative metrics, qualitative outcomes demonstrated growing audience trust and engagement with financial education. Members regularly commented that fraud prevention posts were helpful, shared educational content with friends and family, and saved posts for future reference. Fraud awareness content generated active discussion and sharing, suggesting audiences were not only consuming information but also helping distribute it within their own networks. Internal departments increasingly recognized social media as an effective educational channel and proactively collaborated to identify emerging financial topics requiring public education. Employees also became stronger advocates, frequently sharing APGFCU content organically and extending its reach. The 120% increase in direct messages indicated that audiences increasingly viewed APGFCU as an accessible, trusted resource for financial information and assistance rather than solely a financial services provider. Community-focused educational initiatives also demonstrated meaningful engagement. Videos highlighting financial education events, such as Camp WillPower, generated exceptional viewership, while promotion of community events contributed to increased attendance and participation. While long-term financial behavior changes are inherently difficult to measure directly, multiple indicators suggest the program successfully reduced barriers to financial education by increasing engagement with trusted information, encouraging conversations around financial wellness, expanding participation in educational initiatives, and strengthening APGFCU’s reputation as a reliable source of financial guidance. Together, these outcomes support the program’s central objective of empowering community members to make more informed financial decisions through accessible, understandable financial education.
Entry Number: 15