Hope Credit Union sponsors HBCU sports as financial literacy advocate

By Charles Hallman

The understanding of the importance of being financially literate, especially for Black students, is part of the mission of Holly Cooper.

Cooper is the senior vice president of marketing and communications at Hope Credit Union, the nation’s largest Black and woman-owned financial institution, with locations in five Southern states: Louisiana, Tennessee, Alabama, Mississippi and Arkansas. These states also have member schools of the HBCU Athletic Conference (HBCUAC), which announced in 2022 that Hope became an official sponsor of the all-Black league in the NAIA.

She has nearly 25 years’ experience in marketing consulting. We met Cooper at the recent HBCUAC basketball tournament held earlier this month in Tuscaloosa, AL.

“Hope actually recruited me,” recalled Cooper. “I was very interested in working in the social justice space.”

Among her responsibilities, Cooper also oversees the Hope Policy Institute, a division that focuses on “intentional and translational policy approach to advocacy” in public policies in regards to such areas as development finance, education and workforce development, and financial inclusion, says its website.

“We are one of the only, if not the only credit union in the nation that has a policy institute,” Cooper pointed out. “We’re doing reports and creating data, but we’re sharing it with like-minded organizations.

“Most of my career has been in nonprofit and advertising and sports. To be able to couple all of these things into one job, something that you’re very passionate for, especially lifting up communities of color that are at a disadvantage just based on the color of their skin, was something that was so ideal for me,” she said.

Cooper is bullish on young Black people, especially those attending college with the future earning potential after graduation, on the importance of being financially literate. Before, during and after the tournament games, Cooper was often seen spending quality time speaking her mind, hopefully in a convincing manner.

“One of the things we take great pride in is financial literacy,” noted the Hope VP. “We do financial education. We go into schools, we talk to student athletes, alumni, staff about the importance of looking at their finances.

“It starts with financial literacy, understanding the importance of looking at your credit score, paying your bills on time so that you can, when you graduate, look to become a homeowner, because home ownership starts generational wealth,” stressed Cooper.

“I am just so proud of the work that we continue to do.” Supporting HBCUs also is important, she added.

“It’s the next generation of leaders in the African American community. It is aligned with our mission and why we were founded [30 years ago] and why we continue to grow,” said Cooper on the HOPE-HBCUAC partnership. A first meeting with HBCUAC Commissioner Dr. Kiki Baker Barnes started it off.

“My first year at Hope Credit Union, Dr. Barnes approached us about becoming the title sponsor at the time,” said Cooper of the conference’s top leader. “Her energy and her focus, and her forward vision was a game changer for us. We want to support like-minded individuals. It was an easy decision.

“Initially we did two years, and last year we announced that we extended the contract for three years,” surmised Cooper. “We’re the title sponsor for both men’s and women’s basketball and baseball.

“This is a true partnership without a doubt,” she concluded.