The Credit Union National Association is already a quarter of the way toward hitting its goal in the group’s
The trade association announced Thursday it has more than $25 million in commitments from credit unions, leagues and other CU-related organizations from across the country. Those funds, the group said, will be used to launch a campaign later this year using “research-based messaging and creative content” that will run in select parts of the country.
Known as the “Open Your Eyes” campaign, the goal is to dispel consumer myths about credit unions by utilizing integrated media, content and data analytics, CUNA said.
Pledges of support have come in from a variety of sources. In December, the Northwest Credit Union Association, which represents CUs in Washington, Oregon and Idaho, announced a goal of the credit unions in its three-state area
In September, CUNA Mutual Group, Madison, Wis.,
“This active demonstration of commitment shows how our movement can join forces to break the barriers to credit union growth,” CUNA President and CEO Jim Nussle said Thursday in a press release, adding that supporting the initiative will help with “driving membership and fostering an environment to position credit unions as American’s best financial partner.”
Diana Dykstra, president and CEO of the California and Nevada Credit Union Leagues, urged member credit unions to pitch in during the group’s annual conference in November – and she urged CUs to be thoughtful about how they allocate resources toward the campaign.
“Everyone keeps asking what it is going to cost: $1 per member,” she said. “I can’t tell you how incredibly important this is. I have been in the credit union movement for 36 years, and every year there is talk of a national campaign. It is big and bold. When you get that ask, please put it in your budget. And don’t take it out of your marketing budget, make it an additional. You will still need your marketing budget to reach out to consumers.”
