Ad Campaign Prompts CU Resignations FromCalifornia League
RANCHO CUCAMONGA, Calif. - (04/22/05) --The California CU League said 30credit unions in California and Nevada--about 4% of its 427affiliates--have resigned from the league as a result of a majordues hike adopted to pay for a $6 million advertisitng andmarketing campaign. California and Nevada's credit unions approvedthe Public Advocacy campaign and its costs in a special member votein late 2004. David Chatfield, president of the California/Nevadaleagues, said the 30 credit unions withdrew from the league overphilosophical and financial differences with the decision toimplement the campaign, which primarily consists of radioadvertising. "We are working to get them back," said Chatfield. "Itwill have a small effect on the budget." The ads are running in 28markets and emphasize the credit union difference.