WASHINGTON — CUNA CEO Jim Nussle understood the trade association needed to make changes to its membership structure even before several state leagues came out in support of league/CUNA choice, as evidenced in an Oct. 20 memo.
The memo, obtained by Credit Union Journal, is addressed to league presidents across the country following a meeting of the CUNA Board via conference call. Though still light on details about what changes will be coming, the memo makes it clear the trade group sees the need for change—changes that will be before the board at its next meeting on Dec. 9 and 10.
"The credit union industry is changing rapidly, as you all know well. In order to thrive, CUNA must change as well. This is not a proclamation or my opinion alone. It's just reality," Nussle wrote in the memo. He noted that CUNA staff is reviewing the trade associations bylaws and will draft proposed changes for the board to consider, "including most importantly, those related to membership structure."
One key issue related to the current membership structure that has been making headlines is the dual membership policy requiring credit unions to belong to both CUNA and their respective state leagues. A CUNA task force that was established to explore modernizing the association had recommended doing away with this long-standing requirement. After the CUNA board voted against acting on this recommendation, a handful leagues have taken a stand on this issue.
Indeed, this memo came to light one day after the board of the Carolinas CU League voted to allow credit unions in North and South Carolina the option to join either their state league or CUNA — joining Michigan, New York and Ohio, which have all made similar moves.
On the other side of the issue are the Mountain West CU Association (representing Colorado, Wyoming and Arizona) and the California and Nevada CU Leagues, which so far have urged a continuation of the dual membership policy.
Industry stakeholders have noted that as the state leagues begin to choose sides on this issue, that could force CUNA to rethink its own stance. The memo suggests the national group has already noted the call for change.
Nussle quotes an old saying that it's important to "change, before you have to," and then offers, "To me, based on all that I have heard and learned this past year, this summarizes where CUNA is today. It is not too late for CUNA to change, but we always must look around the next corner, with an ever-present eye toward ensuring that we remain the voice of the credit union movement."
Nussle closed the memo by urging league presidents to "reinforce our core messaging" that:
- The CUNA/league system is the best advocate for credit unions, and it passionately engages and mobiles our movement.
- The CUNA/league system's successful record of advocacy on behalf of credit unions in all 50 states and nationally is unmatched.
- CUNA and the leagues are partners in establishing policy, setting priorities and executing legislative and regulatory advocacy.
- We are committed to the continual enhancement of the CUNA/league value.
This message was on display Nov. 4, when
At the CCUL/NCUL meeting, he said CUNA would be introducing a new structure in December.
"Associations are cursed sometimes trying to be all things to all people," he said on Nov. 4. "We need to focus on what we are good at and what makes us unique. In case of CUNA, we need to have 360-degree advocacy. This consists of three main parts: one, a bold agenda, something to be able to talk about. Second, have a strategy that can actually get success. Third, have to sharpen the tools in the toolbox of advocacy. All three are needed. My job is to make sure all three happen."
Nussle said the "bold agenda" includes an attack on the regulatory burden that is "crippling" CUs and hurting their ability to serve members, and to accomplish this by getting credit union staffers and members involved in lobbying efforts.
