Opportunity Finance Network (OFN) helps member Community Development Financial Institutions (CDFIs) and their partners ensure that underserved people and communities have access to affordable, responsible financial products and services. OFN needed us to create a unifying value proposition and marketing resources to tell their stories across the nation. 

We conducted nationwide quantitative and qualitative research to identify each CDFI’s unique values and attributes within their respective communities. Our primary takeaway was the urgent need for them to amplify their messages through as many channels as possible to dispel the type of “too good to be true” financial misinformation and transactions that often victimize vulnerable consumers. Debut of a new CDFI value proposition to the CDFI community nationwide through an online toolkit consisted of a diverse library of consumer marketing resources and messaging formats in English and Spanish. Customization of creative assets made it an easy-to-use process for CDFIs to download and transcreate their materials to be culturally relevant and adaptable to each CDFI’s community. The CDFI Consumer Marketing Library (https://www.cdficonnect.org/marketing/marketing-library) has been a reliable resource for more than 1,100 CDFIs across the nation.