When disaster strikes, a swift response exemplifies the power of preparedness
Following a deadly EF4 tornado that leveled much of Barnsdall, Oklahoma, Truity Credit Union mobilized both cutting-edge technology and comprehensive community support within hours. Their coordinated approach from same-day digital loan processing to deploying portable facilities and laundry services demonstrates how financial institutions can serve as true community anchors during crises.
When an EF4 tornado with winds estimated at 165-175 mph tore through Barnsdall, Oklahoma, on the evening of May 6, 2024, it left behind a scene of unprecedented destruction in the small town of just 1,000 residents.
But amid the devastation, something remarkable happened. By the next morning, Truity Credit Union, headquartered 20 miles away, had already mobilized a comprehensive disaster response plan that would serve as a masterclass in credit union emergency preparedness.
Speed matters: technology enables rapid relief
Truity's response began with a crucial advantage: they were prepared. Having provided disaster relief for previous events, including the Houston floods and Hurricane Katrina, they knew that speed could mean the difference between hope and despair for these victims.
The credit union immediately implemented no-interest "Rapid Relief Loans" (no questions asked) to help members get back on their feet quickly. But what set Truity apart was how they leveraged technology to accelerate the process.
Using their Q Cash lending platform integrated with Banno Banking (a Jack Henry product), existing members could apply for disaster relief loans directly through the credit union's mobile app or website.
"In most cases, they would have funds the same day, if not the following day," explained Amy Grose, Truity's senior vice president of marketing. This digital-first approach eliminated traditional lending bottlenecks precisely when people needed immediate help..
The results were immediate and substantial. Through their Rapid Relief Loans program, Truity provided 495 loans totaling $2,275,615 to Barnsdall and Bartlesville residents, transforming the abstract concept of "people helping people" into tangible, life-changing assistance.
Meeting human needs
But Truity's response extended far beyond financial products. Recognizing that disaster victims need more than loans, the credit union deployed a comprehensive support operation that addressed basic human needs.
In Barnsdall, they provided 12 portable restrooms and four washing stations for the hundreds of volunteers pouring in to help. Working with Lowe's in Bartlesville, they delivered more than 500 plastic storage totes so residents could salvage belongings from damaged homes. When people had nowhere to charge their phones due to widespread power outages, Truity set up charging stations. They even arranged laundry services, running trucks twice daily to wash and return clothes to those impacted.
The credit union also operated food trailers providing free meals and water, particularly crucial in more severely impacted areas where residents lacked resources or transportation to purchase food elsewhere. In one particularly touching example, Truity paid for a week-long hotel stay for a homeless woman whose tent was destroyed, also providing her with essential hygiene products.
This holistic approach reflects a deeper understanding of disaster response: financial institutions that truly serve their communities must be prepared to meet immediate human needs, not just financial ones.
A human loss and organizational resilience
Truity's response was made even more remarkable by a tragic reality: they were grieving the loss of one of their own. Rhonda Hayman, a beloved employee who had joined the Truity family in 2021, died in the tornado. Despite this devastating personal loss, the credit union's team "rallied the troops" to support their community. Employees logged 275 volunteer hours, according to Grose. Employees received their normal wage while volunteering to clean streets, serve food, and provide direct assistance to neighbors, she added.
Grose, who worked the food trailer herself, described the experience as "overwhelming but humbling." This hands-on leadership, where executives worked right alongside frontline staff in disaster response, demonstrates the kind of organizational culture that makes effective disaster response possible.
Lessons for credit union leaders
As extreme weather events become more frequent and severe, Truity's tornado response offers several key insights for credit union disaster preparedness:
Prepare before you need to respond: Truity's previous disaster experience allowed them to act decisively within hours. Credit unions should develop and test disaster response protocols before emergencies strike.
Leverage technology for speed: Digital lending platforms can dramatically accelerate disaster relief. The ability to process loan applications through mobile apps and websites eliminates friction when every minute matters.
Think beyond traditional services: Disaster victims need more than loans. Credit unions should consider partnerships and resource arrangements that address comprehensive community needs from basic utilities to temporary shelter.
Lead from the front: When senior staff actively participate in relief efforts, it demonstrates authentic commitment and motivates a broader organizational response.
Plan for grief and trauma: Disasters affect credit union employees, too. Organizations must be prepared to function and serve others even while processing their own losses.
The credit union difference
While commercial banks might also offer disaster loans, Truity's comprehensive community response reflects the cooperative principle that members are more than just an account number.
"We are definitely people helping people, which is the credit union philosophy," Grose noted. "At times it may seem like a tagline, but living it and acting on it is very important."
