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. “I don’t want to spend money on a billboard,’” she says. “We want to make a difference. We support the local sport teams and the area schools with scholarships—that’s our advertising. “We want to be known for taking care of people in our community,” Deborde continues. “When 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.”