Every strategic plan begins with an important question: Where do we go from here? But before any organization can answer that question, it should first ask another one: What are our members telling us?

Over the past several months, VACB conducted comprehensive surveys of both member banks and our associate members. While surveys have their limitations, they remain one of the best ways to gather perspectives from the people we exist to serve. Our objective was not to validate preconceived ideas or chart a predetermined course. It was to listen. To better understand what our members value today, the challenges they anticipate tomorrow and where they believe VACB can have the greatest impact in the years ahead.

I was encouraged by what we heard.

First, our members affirmed the core of who we are. Education and professional development opportunities, advocacy, and community emerged as the three highest value propositions that VACB currently offers. Those findings reinforce the direction we have been moving as an association. Over the last couple of years, we have thoughtfully expanded educational programming, strengthened our presence before the Virginia General Assembly and created new forums for operations and fraud for our member banks. It is gratifying to know that our members view those efforts as important to their institutions’ success.

The survey also offered a candid look at the environment facing Virginia’s community banks. Respondents identified fraud and cybersecurity, workforce recruitment and retention, technology and artificial intelligence, and increasing competitive pressures as the most significant challenges confronting their institutions. Those responses serve as an important reminder that community banking continues to evolve, and that VACB must evolve alongside it. Not by chasing every new trend, but by remaining focused on delivering unique and practical value where our members need it most.

One contribution I found particularly interesting came from our associate members. Rather than asking for additional visibility or improved access to member banks, many expressed a desire to contribute more directly to the success of community banks. They want to share their expertise through educational programming, thought leadership and meaningful collaboration with our member institutions. To me, that reinforces the strength of the VACB model. When bankers and trusted industry partners work together to solve problems and share ideas, everyone benefits.

Soon, the VACB Board of Directors will gather for its strategic planning retreat. The conversations will focus on the future of our association and, more importantly, the future of the community banks we serve. Thanks to the thoughtful participation of our member banks and associate members, those discussions will begin with something invaluable: a clearer understanding of the priorities, challenges and opportunities identified by our membership.

Thank you to everyone who took the time to participate. Your willingness to share candid feedback has already strengthened our association, and it will help shape VACB’s direction for years to come.