GALVESTON, Texas-Even with 7.7-million members in Lone Star State CUs, the Texas League is preparing to unveil a new effort to convince even more consumers to leave their banks.
The next effort to debut is being called "Experience a Credit Union," and will feature local advertising that takes people to new websites that are being created for every league chapter in the state, according to TCUL CEO Dick Ensweiler.
The league continues to also support Asmarterchoice.org, which is funded by state leagues. Ensweiler said it populates the web with links that pop up when consumers search for information on topics ranging from car loans to credit cards, and it includes articles whenever financial pros recommend credit unions over banks.
"We want people to find us online. That is where they are looking-they are not driving up and down the street looking for a financial institution."
CUs in Texas have weathered the economic storms of recent years and 2012 is expected to be a "year of rebound and recovery," Ensweiler told Credit Union Journal during TCUL's Annual Meeting here.
Fertilizing the Grassroots
Meanwhile, in addition to building credit union membership, he said the league is focused on getting CUs and their members more active politically, and improving credit union interactions with regulators. TCUL used the conference platform to prod Texas CUs to support Senate Bill 2231, which seeks to raise the member business lending cap.
Ensweiler said the same level of dedication that got HR 1151 passed in 1998 is needed in support of the lending bill.
"Banks are always trying to tell credit unions who they are and what they can be, but enough is enough," he declared. "Since 1998, 14 bills have been passed to enhance bank operations or decrease the federal income tax they pay. There has not been one bill to help credit unions. We have got to change that.
"There are so many businesses in Texas that cannot get funding from a bank," he continued. "Banks say we don't know what we are doing in business lending, but historically banks have higher losses in this area than credit unions. Not only can we handle business loans, we do them better. We know our members, and as they become small business owners their moral fiber does not change. If we make the loan, they will pay it."
Ensweiler said TCUL has challenged credit unions to improve their websites to better capture the attention of consumers who might not be familiar with the movement. He said CUs need to keep in mind they have 30 seconds to make an impression.
Speak Up To Regulators
On the regulatory front, Ensweiler expressed concern that CUs too often ignore comment periods, then complain when they have to comply with a burdensome new rule. He said the league is working to help credit unions in Texas better understand the comment process and is urging them to respond in a timely manner.
"We need to be engaged because regulators control our lives and their actions affect credit unions," he said. "We will help make the response to the appropriate agency easier by giving electronic links, offering examples of how to format letters and identifying the names of the person to whom comments should be sent."
