CUNA Readies Needs Segmentation Study

MADISON, Wis. — As part of its restructuring efforts with state leagues, CUNA plans to survey credit union CEOs as early as next week.

According to a preview of the survey, CUNA and affiliated leagues are embarking on a "comprehensive strategic review of all aspects of organization structure and service delivery." A task force has been formed to study member needs and preferences and recommend organizational changes.

The survey is designed to elicit "candid feedback" from credit union leaders, it says, including questions ranging from how well CUNA and the leagues are serving their members, to what size and makeup of CUNA's board should be, whether the industry would be better served by having just one national trade association (instead of the current two) and how dues should be calculated.

"Of necessity, given the complexity of the undertaking, the survey will require about 15 minutes to complete. Your commitment of time and energy is much appreciated and is essential to successfully incorporating your perspective," prospective subjects are told.

The survey is being handled by an independent market research firm hired by the task force, which it said will guarantee confidentiality and anonymity.

The survey is just one part of the industry's largest trade association's efforts to restructure itself for the future. Earlier this month, CUNA announced a "streamlining" of its senior leadership team aimed at better aligning its office in Washington with the one in Madison, Wis. — an effort dubbed 1CUNA.

While such shufflings of senior management aren't uncommon when an organization gets a new CEO, as CUNA did late last year, it's clear this isn't merely an issue of regime change. Just as CUNA announced Jim Nussle would be taking the reins, the trade association also announced the formation of a task force to review its structure and governance.

The survey goes live on Feb. 2 and ends Feb. 17.