Dow Credit Union brings financial literacy to transit riders where they are
Dow Credit Union transformed a transit plaza into a financial education hub on National Financial Awareness Day, offering free bus rides and interactive educational stations to more than 400 transit riders. The unique partnership with Saginaw Transit Authority Regional Services helped their credit union reach more members of their community and removed barriers to accessing financial literacy.
Turning a transit hub into a financial education center
When Dow Credit Union wanted to reach people who needed financial education most, they didn't wait for them to walk through branch doors. Instead, the Midland, Michigan-based credit union brought the financial guidance directly to the Saginaw Transit Authority Plaza—and picked up the tab for every bus ride that day.
The Aug. 14 event, coinciding with National Financial Awareness Day, drew more than 400 transit riders who cycled through four educational stations covering basic budgeting, credit score fundamentals, checking and savings accounts, and borrowing basics. Participants collected stamps in custom passports as they moved between stations, earning entries for prizes including foldable grocery carts and gift cards.
"We truly believe in being multipliers for good in every facet," said Alayna Gant, director of marketing and community relations for Dow Credit Union. "Whether that means the kindness we show, the products we offer, the community support we provide, everything we do is meant to multiply that good and reach the most people we possibly can.”
Meeting riders where they are
The partnership emerged from a casual conversation between Gant and Jamie Forbes, director of external affairs at Saginaw Transit Authority Regional Services. Forbes mentioned wanting to do something for transit riders around National Financial Awareness Day, and Gant immediately saw an opportunity.
"I was like, 'Oh my goodness, I love this idea,'" Gant recalled. "We are all about financial literacy."
The credit union's strategy centered on removing barriers. By sponsoring a free ride day across the entire transit system, Dow Credit Union ensured that cost wouldn't prevent participation. Riders could hop on buses throughout the day to run errands, attend the financial literacy event during transfers at the plaza, and continue their journeys without paying a fare.
"We wanted to reduce those barriers," Gant said. "Hop on a bus, come see us, get all of your errands done. If you needed more time with us, come back, talk to us again, and be on your way home.”
The approach worked. Riders took advantage of the five-hour event, many returning multiple times to visit different educational stations and absorb information at their own pace.
Impact beyond the numbers
The credit union distributed more than 400 copies of a 20-page financial literacy booklet designed specifically for the event.
"We really wanted it to be something people could absorb on a high level, but then again, if they wanted something deeper, individuals were able to check a box on their passport and request one-on-one coaching," Gant said.
Individual success stories emerged throughout the day. One grandfather and his two granddaughters spoke with staff about opening bank accounts for the girls. Another person working toward buying their first car had an extended conversation at the lending table, getting questions answered about next steps in the process.
Several attendees approached team members to discuss a topic that resonated with many, credit scores. "I really was lost. I didn't know how to fix it," one participant told staff, according to Gant. That person told Gant that after talking to the Dow team, they have a better understanding.
The credit union provided handouts listing free and low-cost apps for credit monitoring and improvement, giving attendees concrete tools to take home.
Forbes witnessed the plaza come alive in unprecedented ways. "I've never seen our Plaza more active and more hyped," she said. "[Community members] were absolutely taking advantage of all of the learning opportunities. They were so excited about it."
One unexpected moment highlighted the day's broader impact. A man who had recently arrived from another state and fallen on hard times approached the Dow Credit Union team seeking help. Staff connected him with local resources including the soup kitchen, homeless shelter, and reminded him he could spend the day on air-conditioned buses while making phone calls and planning next steps.
"It was just really good to be in the community that day and helping people," Gant said.
A replicable model for credit unions
The event's design offers a template other credit unions could adapt. Small details were covered with partnerships like helping those in transit with donated foldable grocery carts from Home Depot. The credit union's CEO visited the plaza twice during the event, helping out wherever needed, and demonstrating organizational commitment from the top down.
Forbes noted that Saginaw benefits from an active credit union community, but Dow Credit Union's rapid expansion of community investment since establishing a Saginaw branch has been notable. "They say it all the time, and I am happy to report that I've only seen that exact thing represented in their actions. They seek to be multipliers for good."
The credit union recently expanded membership to all Michigan residents and eliminated non-sufficient funds fees, a move that aligns with the same community-focused philosophy driving the transit plaza event.
Next steps and member impact
Both organizations plan to make the financial literacy event an annual occurrence, with discussions already underway for 2026. The materials Dow Credit Union developed for the event will likely be deployed in other community settings, extending the reach beyond transit riders.
"Our hearts were so full at the end of the day," Gant said. "Everyone was just truly so grateful."
The event demonstrated that effective financial education doesn't require people to seek out institutions. Sometimes institutions need to meet people where they already are.
As Forbes noted, the opportunity to bring together groups that don't normally interact benefits everyone involved. "I really think it was just a really lovely community building day," she said. "Any chance that we have to interact with a group of people that we don't normally interact with (is welcome). I would hope that it was beneficial for Dow Credit Union staff too."
