Elan’s Giving Model: How $2.5M in Donations Powers Local Communities

MINNEAPOLIS, MN – January 28, 2026 – Elan Credit Card announced today it is distributing $250,000 across 25 nonprofit organizations, a move that marks a significant milestone for its innovative charitable giving program. As the program prepares to celebrate its fifth year, this latest round of funding pushes its total contributions past $2.5 million since its inception in 2022. Yet, the story isn't just about the numbers; it's about a unique, decentralized model of corporate philanthropy that empowers local financial institutions and creates a ripple effect of community impact across the nation.

Each of the 25 donations, totaling $10,000 apiece, is made on behalf of one of Elan’s credit union or community bank partners. This year’s partners include 20 credit unions and 5 community banks, each selecting a local nonprofit that matters to their community. The beneficiaries are as diverse as the communities they serve, ranging from food pantries like Second Harvest Food Bank of East Tennessee to youth programs like the Grafton Little League and animal welfare organizations like the Humane Society for Inland Mendocino County.

A Partnership-Powered Philanthropy Model

To understand the significance of Elan's program, one must first understand its business model. Elan Financial Services, a division of U.S. Bank, operates as a leading “agent issuing” partner for over 1,300 financial institutions nationwide. It provides the engine—underwriting, marketing, compliance, and technology—that allows smaller community banks and credit unions to offer competitive, feature-rich credit card products under their own local brand.

This partnership-first approach is the bedrock of its charitable giving strategy. Instead of making large, centralized donations from its corporate headquarters, Elan channels its giving through the very partners it serves. This empowers local bank leaders, who have their fingers on the pulse of their community's needs, to direct funds where they will have the most immediate and meaningful effect.

“Our credit card partners are deeply connected to their communities,” said Peter Klukken, SVP and Head of Elan Financial Services, in the company’s announcement. “By aligning our charitable investments with their local priorities — we’re helping extend their reach and deepen relationships with the cardmembers we both serve.”

This model transforms a corporate donation into a powerful tool for the local partner. When Alden Credit Union directs a $10,000 donation to Lorraine’s Soup Kitchen & Pantry, or when Amplify Credit Union selects Farmshare Austin, the act reinforces the local institution's role as a community pillar, not just a financial service provider.

Strengthening Community Roots, One Donation at a Time

The strategic brilliance of the Elan Charitable Giving program lies in its ability to strengthen the entire ecosystem. For community banks and credit unions, competing with national financial giants can be a challenge. Recent industry research indicates a growing consumer preference for local banking, with many customers seeking institutions that are more invested in their communities. Elan's program directly taps into this sentiment.

By facilitating these donations, Elan provides its partners with a significant asset for community engagement, enhancing their brand reputation and fostering deeper customer loyalty. Since its launch in 2022, the program has supported over 175 distinct nonprofit organizations, demonstrating a sustained and widespread commitment. This is not a one-off marketing campaign but a long-term investment in the health and vitality of the towns and cities where its partners operate.

The program's structure allows for incredible flexibility and local relevance. While one community may prioritize tackling homelessness through organizations like the MA Coalition for the Homeless/A Bed for Every Child (chosen by Tremont Credit Union), another may focus on economic empowerment through IMPACT Community Action (selected by Telhio Credit Union). This tailored approach ensures that the funds address genuine, ground-level needs identified by local leaders.

From Food Banks to Youth Centers: The Tangible Impact

A $10,000 donation can be transformative for local nonprofits. For an organization like Farmshare Austin, a beneficiary chosen by Amplify Credit Union, this funding can directly support its mission to grow a healthy, equitable local food system. The contribution could help subsidize its Mobile Farmers Market, which brings fresh produce to underserved neighborhoods, or fund scholarships for its Farmer Starter program, which trains the next generation of sustainable agriculturalists.

Similarly, for YWCA Northeast Indiana, selected by MidWest America Federal Credit Union, a $10,000 grant provides critical resources for its work in empowering women and eliminating racism. Such funds could be used to provide emergency shelter for survivors of domestic violence, support racial justice advocacy efforts, or expand youth development programs that build confidence and leadership skills in young women and girls.

These examples underscore the tangible outcomes of Elan's program. The funds are not just numbers on a spreadsheet; they become meals for hungry families, safe beds for those in crisis, and educational opportunities for at-risk youth. The impact is direct, measurable, and deeply rooted in the specific needs of each community.

Beyond the Balance Sheet: Redefining Corporate Citizenship in Finance

Elan's initiative is a prime example of a growing trend in the financial services sector: moving beyond transactional relationships to build a deeper, values-based connection with customers and communities. In an era where consumers are increasingly conscious of corporate ethics and social responsibility, programs like this are becoming a key differentiator.

The commitment extends beyond financial contributions. Elan also reported that its employees have volunteered over 300 hours to deepen the impact of these donations, participating in events and projects that foster collaboration between the corporation, its partners, and the nonprofit beneficiaries. This hands-on involvement adds another layer of authenticity and dedication to the program.

By decentralizing its philanthropy, Elan has created a model that is both scalable and personal, proving that a large corporation can effectively support grassroots change. As Klukken noted, the goal is to be more than just a vendor.

“Our goal is to be a strategic partner,” he added. “Programs like this demonstrate how we invest in our partners’ communities, not just through technology and financial products, but through shared values and community engagement.”