Opportunity Knocks Shows How Pelican Credit Union Comes to the Rescue for Members

There is perhaps no better model of a Community Development Financial Institution (CDFI) than Pelican Credit Union, headquartered in Baton Rouge, Louisiana. With the credit union’s well-established credentials for serving the underserved and the underbanked, Pelican was a perfect choice to participate in Opportunity Knocks, an award-winning financial empowerment series that airs on PBS and highlights the role that CDFIs play in improving people’s lives.

Opportunity Knocks was created by Jamie Strayer, a tireless advocate for CDFIs. Strayer is the founder of CU Strategic Planning, a CDFI consultancy that has obtained over $1 billion in CDFI awards since its launch in 2008 and continues its mission as a Callahan & Associates company. As one of CU Strategic Planning’s first clients, Pelican was high on the list of CDFIs that Strayer and her team wanted to feature in the inaugural season of the series.

“Because of our long-standing relationship with CU Strategic Planning, they approached us about participating in Opportunity Knocks,” said Jessica Sharon, Pelican’s Vice President of Impact and Advocacy. “They felt that we could not only help the members they had chosen for the show, but also represent the true spirit and mission of what a CDFI credit union is. It was very flattering that they recognized that in us.”

After Pelican participated in the first season of Opportunity Knocks, the producers reached out again when the series was ready to proceed with Season 2. “We chose to shoot twice with Pelican because of the lengths they go to in serving their members,” Strayer said. “Pelican is not just a credit union. It’s a leading CDFI that other credit unions look to as an example in setting the standard of what a CDFI should be. They are a leader in compassionate conversations. Their CEO, Jeff Conrad, is a pioneer in best practices. Knowing their history is one of the reasons we choose to shoot with Pelican.”

From his perspective, Conrad was happy to have Pelican participate in a series that would spread the word about the great work being done by not-for-profit credit unions and CDFIs. “The appeal of Opportunity Knocks is that we could wave the flag for credit unions,” he said. “That was a big consideration because we’re already carrying the heavy load of serving consumers who are often neglected or overlooked by other financial institutions. So, to be on a show that would put us in front of mainstream media on PBS where anybody could watch it—that was a major selling point for us.”

A Reality Show Like No Other

Opportunity Knocks sets itself apart from other reality shows by striving to make a difference in people’s lives. The importance of this mission was validated when the series was named “Best Feel Good Show” at the American Reality Television Awards over such powerhouse competitors as American Ninja Warrior, Shark Tank, and The Voice. Overall, the series has won 30-plus other national and international awards, including a Fast Company World Changing Idea award for its innovative financial tool, The Opportunity Coach.

“Our values are different than a normal television production company,” Strayer said. “We’re guided by the belief that everyone deserves access to financial opportunities. This is not just for show. These are real people’s lives. Our work does not begin and end with what people see on screen.”

The appeal of the series comes from effective storytelling. Each season follows six families across 13 episodes as they confront the financial challenges in their lives. The challenges are often exacerbated by unforeseen circumstances, such as job loss, divorce, or catastrophic medical bills. Many of the families’ situations seem hopeless, but through the guidance of a personal financial coach and the help of a local CDFI, they find a pathway to financial solvency.

During their journeys, the families use The Opportunity Finder, an online resource that connects consumers to nearly 20,000 local CDFIs and other trusted nonprofits. It is through The Opportunity Finder that two families became aware of Pelican Credit Union.

In Season 1, Pelican connects with Charles and Tiffany White, a faith-based couple living in Lake Charles, Louisiana. In the early years of their marriage, the Whites experienced one of the worst tragedies that any couple can endure—the illness and death of their infant son. During the seven-month ordeal of their son’s illness, they lost their jobs, their cars, and their home. It took the better part of a decade for the couple to recover.

In 2020 came additional setbacks—first the pandemic and then back-to-back hurricanes that hit Lake Charles within a six-week span. The Whites were forced to live in a hotel, which they financed through credit cards. They also provided financial assistance to their congregation, even though this put them deeper in debt.

In Opportunity Knocks, we meet the Whites as they are living in an apartment, raising their two teenage children, and struggling under the debt of 13 credit cards. Upon joining Pelican Credit Union, they experience a remarkable turnaround. The series shows them working with Kimberly Williams, one of Pelican’s nationally certified credit counselors, who understands that “life happens” and sometimes people fall behind financially through no fault of their own. Williams immediately made the Whites’ feel at ease, which led Charles to comment, “They’ve taken extra lengths to make us feel warm and welcomed already—that we’re not strangers walking through the door but we’re like family.”

Pelican helped the Williams by refinancing their auto loan and consolidating their credit-card debt into a single loan, saving them over $800 per month. When the Whites expressed shock—in a good way—by how much Pelican could help them, Williams told them, “As a CDFI, this is what we do. I want you to know I’m here for you. I’m your support, I’m your credit counselor.”

By the conclusion of Season 1, the Whites had improved their credit score and prequalified for a home loan. “I didn’t know how we would ever own a home again,” Tiffany said in an on-camera interview. “God gave us a second chance, and it was through Pelican.”

In Season 2, Pelican helped Wesley and Bobbye Wolfe, a couple with three children who were on the verge of losing their home in Denham Springs. Less than a month after moving into their new house, Bobbye lost her job. Two days later, Wesley lost his job as well. Wesley eventually found new employment, but with only one income, the couple fell far behind on their mortgage. As the season begins, the Wolfes are mere days away from foreclosure and facing the prospect of living in their car. At the same time, Wesley is living in constant pain because of severe dental problems that he can’t afford to get fixed.

The Opportunity Finder directed them to Pelican, where they met with Lisa Lee, another of Pelican’s nationally certified credit counselors and manager of the Financial Outreach Department. The Wolfes developed a good relationship with Lee, who helped the couple obtain an emergency loan that allowed them to stay in their home. They were able to consolidate their debt, and Wesley was finally able to get the dental treatment that he so desperately needed.

In an on-camera interview, the Wolfes praised Pelican for coming to their rescue. “They saved our home and our kids’ lives,” Wesley said, fighting back tears. “Having that is beyond words.”

Pelican’s work with the Whites and the Wolfes is indicative of what they’ve done on behalf of other members in similar financial straits. “Those back-to-back stories in Seasons 1 and 2 depicted extreme situations that impacted not only the parents but the children as well,” Strayer said. “Pelican was able to step in and save a family from foreclosure. That shows the power and potential of not-for-profit credit unions and CDFIs.”

Conrad found the reality-show format extremely effective in helping viewers relate to what these couples were going through. “It’s easy for any of us, when we’re watching someone else, to put ourselves in their situation,” he said. “Your story doesn’t have to be exactly like the Whites’ or the Wolfes’, but you can still see similarities with their financial struggles and come away knowing that there is assistance available through a CDFI.”

Great Promotional Value

Pelican gained considerable promotional value from its participation in Opportunity Knocks. The credit union posted clips on social media and aired previews of upcoming episodes on TV monitors at its branch locations. In addition, Pelican hosted red-carpet events at local theaters to build excitement for the launch of each season. “We had snacks and popcorn and anything else you could imagine to make it feel like a movie premiere,” Sharon said.

Adding to the movie-premiere vibe, the Whites and the Wolfes attended the events for their respective seasons. They participated in panel discussions that also featured their credit counselors. Additional panel participants included Conrad, Sharon, Strayer, and series director Brian Spoor.

“The excitement of these events made you want to go home and immediately watch all the episodes,” Conrad observed. “Seeing the couples and having them participate in the panels so they could talk about their journeys made the whole experience fun, upbeat, and positive.”

Now that both seasons have aired, Pelican is getting great feedback, including increased interest in membership and the many programs that the credit union offers. “It helped build awareness for what we do and showed how we make a difference in the community,” Conrad said.

Pelican also has gotten value from using excerpts from Opportunity Knocks in conversations with state and national lawmakers. From her position in the advocacy space, Sharon sees the visual storytelling as an effective way to communicate the tremendous impact that CDFIs have in their communities. That is an especially important message to share with the congresspeople who determine CDFI funding. “It has helped open their eyes to the value of CDFI credit unions and the opportunities we provide,” Sharon commented.

A History of Serving the Underserved

Even before becoming a CDFI, Pelican had a history of serving the underserved that dates back over 60 years to its founding as the Department of Hospitals Credit Union in downtown Baton Rouge. “We served all the charity hospital employees across Louisiana,” Conrad said. “That is how our roots became engrained in serving the underserved. We grew from that original field of membership to the state-wide credit union we are today.”

As of late 2025, Pelican had grown to $830 million in assets and 350 employees, serving 80,000 members through 18 branches. With 10 credit counselors who received national certification through America’s Credit Unions, Pelican offers members expert advice on how to budget and improve their finances. Beyond this technical assistance, the counselors understand the importance of empathy and actively listening to members’ concerns.

“Our credit counselors provide a safe space for our members to share what’s going on with them so that we can help them find solutions—not just within Pelican but outside our walls as well,” said Sharon, who herself is a nationally certified credit counselor. “We have partnerships with agencies throughout the state, such as shelters, foodbanks, and clothing resources. Whatever assistance is needed, we can give our members a warm handoff to these agencies.”

Pelican’s credit counselors also go out into the community, providing financial education to various organizations, such as schools, youth groups, libraries, and prison re-entry programs. As a CDFI, Pelican further distinguishes itself with programs designed to help people in their time of need.  One of these is the 5/5/5 program, which offers members $5,000 at a 5% interest rate for five years.

“That program came from disaster recovery,” Sharon said. “We, in the South, have had to recover from hurricanes, floods, tornadoes, and other natural disasters. This program is an opportunity for us to give members the lifeline they needed when disaster strikes.”

To further enhance its disaster response, Pelican has launched a mobile branch with an on-board ATM, allowing people to obtain cash in areas that are experiencing power outages. “For instance, last year, when a hurricane hit Houma, our branch there had no power,” Sharon recalled. “So, we set up our mobile branch in the parking lot. We served jambalaya, answered members’ questions, and generally tried to be of help to the community.”

Pelican also has a history of helping other credit unions during disasters, most notably during the devastation of Hurricane Katrina 20 years ago. Many credit unions lost power during Katrina and another hurricane, Rita, that battered the Louisiana-Texas border less than 30 days later. Fortunately, Pelican had 800-number capacity that it had yet to use. The NCUA authorized Pelican to advance money to members of other credit unions who called one of these 800-numbers. NCUA subsequently reimbursed Pelican for the money it distributed.

“At one point, we were taking phone calls for about a dozen credit unions,” Conrad recalled. “Our work was goodwill from Pelican to our credit union movement friends and our greater community.”

A Reflection of Core Values

Opportunity Knocks provided Pelican with an audience for showcasing its core values. The credit union has five core values that come into play when working with couples like the Whites or the Wolfes:

Heart for Service. “What that means is you take care of members, you take care of your fellow employees, and you take care of each other,” Conrad said.

Positive Attitude. The “bad things happen to good people” axiom is unfortunately true. A car may break down, a medical problem may arise, but Conrad stressed that it’s important not to give in to despair. “Having a positive attitude goes a long way, and that’s what our employees try to convey.”

Growth Mindset. Pelican has created an environment that promotes perpetual learning and innovation, which fits nicely with the theme of Opportunity Knocks. “We see Opportunity Knocks as an educational program,” Conrad said. “It tells a story, but it also educates the public about the resources that are available to them. Learning about those resources is an opportunity for growth.”

Ownership. Pelican regards itself as a company of owners who are invested in the success of the credit union. This requires being accountable for their performance. “To do that, you have to take ownership of your job, your life, and yourself,” Conrad pointed out.

Commitment to Excellence. The Pelican team is dedicated to the concept of continuous improvement. “We’re not content to sit on our laurels and say, ‘This is good enough,’” Conrad said. “We’re always trying to improve and reinvent ourselves. We never forget that there are many places our members can go for financial services. If we can find a better way to serve them, then we win as a credit union.”

Conrad is grateful that Opportunity Knocks gave Pelican the chance to showcase its core values in support of the credit union’s mission: to improve the lives of our members through safe, competitive products and educational services.

“Opportunity Knocks took our mission, what we do every day, and illustrated through real-life stories that there are people just like you who are facing challenges,” he said. “These people found assistance through a CDFI credit union, and you can, too.”

Opportunity Knocks has launched The Opportunity Hub, a powerful training platform featuring excusive, edited scenes from the series as part of the show’s nonprofit project, The Opportunity Initiative.  For more information, email Jamie Chandler, Chief Program Officer, The Opportunity Initiative, at jamie.chandler@opportunityinitiatives.org.

Based in Missouri, Diane Franklin is a longtime contributor to CU Management website.