Cheryl Deborde: The importance of community
b'Cheryl Deborde has served as the Members Choice CEO for five years following a 29-year banking career. From the start, she eschewed advertising for hands-on community involvement.\\xa0 \\u201cI don\\u2019t want to spend money on a billboard,\\u2019\\u201d she says. \\u201cWe want to make a difference. We support the local sport teams and the area schools with scholarships\\u2014that\\u2019s our advertising.\\xa0 \\u201cWe want to be known for taking care of people in our community,\\u201d Deborde continues. \\u201cWhen I look at people helping people, it's not just writing a check, it's about rolling up your sleeves and making a difference in people's lives.\\u201d'