Susan Toalson McGinty led the team at UICCU in implementing the "Financial Well-being for All" strategy and establishing the UICCU Partnership Program. Under her direction, the team successfully integrated the strategy across all channels and forged partnerships with over 20 regional and national businesses. In 2022, the Partnership Program won the ICUL's Louise Herring Award for financial well-being efforts. Additionally, the Partnership Program earned the 2024 CUNA Council Diamond Award for "Best in Category," highlighting their innovative contributions to the credit union community. Susan's leadership and strategic direction played a pivotal role in driving these achievements.

Presenter for the CUNA-FUSE Conference

The Credit Union Awareness program represents a collaborative effort among credit unions, leveraging research-based strategies and targeted paid digital campaigns to enhance consumer consideration for the credit union brand. Through partnerships with Credit Union Leagues, the initiative raised over $50 million in funding under my direction. This substantial investment underscores the collective commitment of credit unions to elevate brand visibility and promote the benefits of cooperative banking to consumers nationwide.

Consultant and liaison between CUNA and America's credit unions

Led the organization in its first name change in over 80 years while rolling out a new rebrand and new SEO-focused website. Created brand strategy that includes a strong internal and external communication focus on campus and community.

Led business development organization-wide, identifying, establishing and developing opportunities to serve new member groups in the community as well as maintaining and expanding visibility and penetration with existing member groups. Lectured on financial literacy for University of Illinois students.

As the card manager for the official card of the University of Illinois, was responsible for understanding the industry, generating performance reporting, and working across various functions such as marketing, underwriting, collections, finance, and compliance to make sure all of the pieces aligned toward the profit and member values goals while maintaining the business-partner relationship between the University of Illinois and the Division of Intercollegiate Athletics. As a result, this program in 2011 was rated #1 across all other college affinity programs for card acquisition according to the Consumer Financial Protection Bureau (CFPB). • Successfully grew the Affinity Credit Card program to over $20 million in outstanding balances in less than 30 months• Added over 7,000 new Affinity Credit Cards and account holders in less than 30 months

Led day-to-day operations of a diverse business organization providing opportunities to impact critical business and community issues. Facilitated relationships with Central Illinois media outlets that led to extraordinary PR opportunities for the UBA and the City of Urbana. Created and implemented new marketing initiatives for area businesses and special events. Increased value of membership resulting in 52% growth. Oversaw planning and execution of Urbana Sweet Corn Festival, increasing revenues by 46% and net-profit by 107%.