Others think of credit unions as offering second-class service, compared to banks. And credit unions have themselves partly to blame, admits Gordon. Some have let democratic control and social responsibility fade into the background. They've become indistinguishable from the bank down the street. Attracting new members rests on becoming more consumer and community-oriented, contends Gordon.
Some credit unions remain very much involved in community development.
Metro Credit Union, for example, guarantees loans under Toronto's Community Loan Fund. These are loans to local entrepreneurs who want to start or expand a business, but have been unable to get money from other sources. Toronto's Bread and Roses Credit Union is another community-oriented credit union where the flame of social commitment still burns brightly. Membership includes a broad spectrum of community organizations as well as individuals. It has made many loans to community-based organizations and businesses which would not otherwise be eligible for bank loans.