Cheryl Deborde: The importance of community

<p>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. <br/><br/>“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. <br/><br/>“We want to be known for taking care of people in our community,” Deborde continues. “When I look at people helping people, it&apos;s not just writing a check, it&apos;s about rolling up your sleeves and making a difference in people&apos;s lives.”</p>