Member Spotlight: Keith Cranfield

CUNA Councils
April 14, 2008 | COMMENTS

Keith Cranfield is executive vice president of finance for E Federal Credit Union in Baton Rouge, Louisiana, where he was born and raised. Keith spent 20 years as an assistant manager and then CEO with a previous credit union before joining to E Federal five years ago.

“In college I worked for the supervisory committee of a local credit union and eventually became the supervisory committee chairman,” he notes. “My mother is a retired CEO of another local credit union.”

Biggest challenge

Competition from other financial institutions and the implementation of new services.

Best advice

Prepare and research before choosing to do anything. You don't want any unwanted surprises.

Greatest benefit of Council membership

A network of contacts that may have experience in something that I am looking to do.

Best part of my job

Being part of a growing financial institution that is also one of the oldest credit unions in the country (NCUA charter # 13).

Hardest part of my job

Balancing my tasks. Everything at time becomes a priority.

Success story

We converted our credit cards in 2007 and achieved a 110% increase in balances to over $12 million.

Biggest misconception about my job

That I delegate most of my work and that anyone can do it.

Hobbies and interests

Camping, fishing, golf, and LSU sports.

Recent book

From Good to Great by Jim Collins.

Life goal not yet accomplished

Visiting every state in the United States .

Something that always makes me laugh

Bankers talking about the unfairness of credit union tax-exempt status!

If I had an extra hour in the day . . .

I would try and play nine holes of golf.

Favorite quote

"Do unto others as you would have them do unto you."

If you could spend the day with anyone . . .

I'd choose Jack Nicholas—to help me with my golf game.

How would you explain the credit union difference to a prospective new member?

I would tell them that our board of directors is 100% volunteer. This requires a commitment to service to the other members without a personal conflict of interest as with bank boards.