Jim Morrell: The Ultimate Credit Union Advocate!
October 19, 2021
For many credit union leaders, serving is about more than products and services, interest rates, and loans. Those things are critically important, true, but so is a seemingly 24/7 dedication to community impact and advocacy to keep credit unions strong. That’s certainly the lifework of Jim Morrell, President and CEO of Peninsula Community Federal Credit Union, and the 2021 NWCUA “Summit Advocate.”
Presented earlier this month at the MAXX Convention, the Summit Advocate award recognized Morrell for outstanding achievements and leadership in credit union advocacy.
Why He Won
“When I think about what truly engaged advocacy looks like, Jim immediately comes to mind,” said Jennifer Wagner, NWCUA Chief Advocacy Officer and Executive Vice President. “Thank you, Jim, for always leaning in and taking credit union advocacy to the next level, again, and again, and again.”
In a credit union career spanning three decades, Morrell has focused on sharing the collective credit union story with elected officials in the Washington statehouse and inside the D.C. Beltway. His work helped to make prize-linked savings possible at the federal level and moved the needle on such significant credit union initiatives as tax reform, affordable housing, data security, public funds, and more. He is highly regarded across the industry as a trusted authority on all things advocacy and has cemented strong relationships with legislators throughout his career.
Being called to the MAXX stage to accept the Summit Advocate award surprised Morell, who was given no hint in advance. But as always, his remarks were moving and eloquent.
“If we want our members to be served with the financial services many people don’t get in other places,” Morrell said, “our influence and our stories make the difference, not only with legislators but with the people whose lives we impact.”
Morrell is intentional about crediting the team at PCFCU for member service that drives successful advocacy.
“The team listens with empathy and pursues the passion of each member,” Morrell told Anthem. “That creates ‘WOW’ stories every day that are good for the members and the community, and being able to share those stories makes advocacy easier and more effective.”
A Commitment to Service
In addition to his focus on advocacy, Morrell demonstrates credit unions’ “people helping people” philosophy in his service to the industry and in his everyday life. He holds the reins as the Chair of the CUNA Payments sub-committee and as Chair of Wespay’s western regional payments group. He previously served as Chair of the CUNA Technology Council and as Vice Chair of the NACHA, the network driving direct deposits and payments. He is a Credit Union Development Educator, both in the United States and in Africa. In his local community, Morrell is Chair of the Community Foundation of South Puget Sound. He and his husband are enthusiastic contributors to Credit Unions for Kids and help to support homeless LGBTQ+ youth.
He is truly an advocate – for credit unions, their communities, and their members.