WASHINGTON-Saying it's time credit unions take even greater advantage of a cultural shift among American consumers away from big banks, CUNA President Bill Cheney last week unveiled a new strategic vision and slogan: "Unite For Good."
It's part of an effort by Cheney and CUNA to have credit unions begin to tell one story thousands of times.
Cheney kicked off this year's CUNA Governmental Affairs Conference with that message, and introduced the more than 4,000 people on hand to the new Unite for Good theme. Cheney said it is a vision in which "Americans choose credit unions as their best financial partner." A website is part of the new effort and can be found at www.uniteforgood.org.
Cheney emphasized that while credit unions have been doing a good job telling the CU story many different ways-especially in 15 months since Bank Transfer Day took place and during which credit unions have enjoyed record member growth-what is needed for greater success is a united voice.
No War Paint
"We have to have a shared story," said Cheney, acknowledging that common theme is necessary as just days later many in attendance were to meet with legislators. "Then it becomes a more powerful message. We are not asking you to wear war paint, but we are asking that you unite. We can't get to where we need to go without a shared vision, a shared agenda, and a shared plan."
Keys to that plan, according to Cheney:
* Remove barriers: "We don't have the flexibility in our charter framework to meet all needs of members."
Build awareness: "We need to increase awareness of the credit union value with our shared vision to generate the kind of media attention we need."
* Foster service excellence: "We bring over new members but we have to be able to deliver on our promise of a better place for Americans to conduct their financial business."
Cheney said it will be a 10-year effort, judged by the following goals:
* Growth to 50-million Americans who use their CU as their PFI, up from the current 40-million.
* Growth to total member value of $20 billion, which CUNA defines as the amount of money a consumer would save in lower loan rates and lower fees vs. using a bank. That figure is currently approximately $6 billion.
"I hope 10 years from now we can look back and say we had amazing success," concluded Cheney.
