Voices That Inspire Action: GoWest Awards 2026 Storytelling with Purpose Finalists

Posted by Alyse Knudsen on August 25, 2026

This week, we’re proud to spotlight the finalists for the 2026 GoWest Awards. These credit unions are using powerful stories to educate, inspire, and strengthen their communities. On Oct. 9 at MAXX in Denver, we’ll celebrate their achievements and the impact they continue to make across the region.

The GoWest Awards recognize excellence in nine categories, featuring both individual leaders and innovative credit union initiatives: Employee Experience, Member Program, Community Impact, Cooperation in Action, Storytelling With Purpose, Young Professional, Distinguished Director, Summit Advocate, and Summit Icon.

We are proud to highlight the finalists in the Storytelling With Purpose category. This award recognizes a credit union that has demonstrated exceptional leadership in storytelling, media engagement, and public messaging to elevate understanding of the Credit Union Difference.

Congratulations to the finalists in the Storytelling With Purpose category!

P1FCU, Idaho – Making Sense of Money Podcast

P1FCU’s “Making Sense of Money” podcast was created to make financial education more accessible, relatable, and useful for everyday life. Rather than focusing on products or promotional messaging, the credit union built a platform centered on real conversations with educators, nonprofit leaders, entrepreneurs, advocates, law enforcement professionals, and community members. Through discussions on topics ranging from fraud prevention and entrepreneurship to mental health and financial wellness, the podcast reinforced the credit union’s role as a trusted community resource.

Designed to reach people who may not traditionally seek out financial education, the initiative used a multi-channel strategy to meet audiences where they are. Long-form podcast episodes were distributed through YouTube, Spotify, Apple Podcasts, and P1FCU’s website, while key insights and stories were repurposed into videos, blogs, newsletters, and social media content. Partnerships with schools, nonprofits, businesses, and community leaders helped expand the program’s reach and credibility.

The podcast addressed a growing need for trustworthy financial guidance at a time when many consumers face economic uncertainty, misinformation, and increasingly sophisticated scams. By elevating local voices and focusing on practical, real-world challenges, P1FCU created a storytelling platform that built trust through education and authentic engagement. The result was a meaningful example of how credit unions can strengthen communities by helping people navigate complex financial topics and build greater confidence in their financial futures.

Tucson Federal Credit Union, Arizona – Proudly Tucson Campaign

Tucson Federal Credit Union’s “Proudly Tucson” campaign was built around a powerful message: consumers don’t have to choose between sophisticated financial services and a deeply local financial partner. Founded in 1937, TFCU used the campaign to highlight nearly nine decades of commitment to Southern Arizona, shifting the conversation away from products and rates and toward the credit union’s identity as a neighbor, advocate, and community partner. Through stories that showcased both its capabilities and its community roots, TFCU reinforced that its values are not simply part of its brand, but part of how it operates every day.

The campaign reached audiences through an extensive mix of local television advertising, digital and social media, community sponsorships, business media, and thought leadership opportunities. Messaging was tailored to current and prospective members, local business and civic leaders, the broader credit union movement, and national consumer audiences. Across every channel, TFCU shared stories of community impact, member support, and local partnerships that demonstrated its ongoing investment in Tucson and the people who live there.

At its core, “Proudly Tucson” addressed a challenge many credit unions face: standing out against the visibility and marketing power of large national banks. Rather than competing on rates alone, TFCU focused on the value of local relationships and community commitment. By highlighting real investments in Southern Arizona, including nonprofit support, financial inclusion initiatives, education partnerships, and community sponsorships, the campaign demonstrated that TFCU is more than a financial institution. It is an organization deeply connected to the success and well-being of the community it serves.

Westerra Credit Union, Colorado – Financial Literacy Campaign

Westerra Credit Union’s financial literacy campaign reinforced a message that has been central to its mission since its founding by eight schoolteachers in 1934: financial education has the power to change lives. Recognizing the importance of Colorado’s House Bill 25-1192, which would require financial literacy education for high school graduates, Westerra seized the opportunity to elevate the conversation and position itself as a leading advocate for financial empowerment across the state.

To reach educators, policymakers, parents, students, and the broader public, Westerra used a strategic mix of thought leadership and earned media. The campaign included a letter to the editor from the credit union’s chief operating officer supporting the legislation and highlighting Westerra’s existing financial education efforts, such as its School Grant Program and in-school workshops. The credit union’s leadership was also featured in a Forbes article focused on teaching financial literacy to children, helping extend the message to a national audience.

As momentum around the legislation grew, Westerra became a trusted voice on the issue. Following the bill’s passage, the credit union participated in an exclusive interview addressing questions and concerns surrounding the new requirements, resulting in coverage that ran in 18 Colorado newspapers. By connecting its long-standing commitment to financial education with a timely public policy conversation, Westerra demonstrated how credit unions can use storytelling and advocacy to expand awareness, strengthen communities, and help shape a more financially informed future.

Winners in all categories will be announced at the GoWest Awards Dinner & Gala on Oct. 9 at the Gaylord Rockies Resort in Denver.

Posted in Arizona, Colorado, Idaho, MAXX, Regional Member News, Storytelling.