MADISON, Wis. - The Wisconsin Credit Union League is building pro-credit union allies within communities and the government through its newest initiative called "1 With The League."
The multi-year public relations and advocacy effort includes training CU staff, volunteers and supporters as CU activists, said Chris Olson, Director of Communications for WCUL. Since launching the campaign in early 2006, the league has doubled its activist count to 400.
Olson said the campaign was created in response to member requests for the league to assist credit unions in creating a positive public image. It came on the heels of a new league logo and brand to better unite its member CUs.
"Historically, the high demand of our league was for training and legislation," Olson said. "But recent surveys told us that credit unions are recognizing a fundamental need for the league to help... explain the credit union difference so that it becomes more recognized by both consumers and lawmakers."
Olson said initial consumer research showed that CUs are still vulnerable on image, but that the more people learned about the movement, the more likely they were to support it.
"A major component of this campaign is to build the grass roots infrastructure," she said, adding that that includes recruiting new activists and arming them with materials that include brochures, fliers and a video called, The Credit Union Difference.
The efforts are being combined with the league's Real Solutions initiative to help credit unions develop products and services to reach out to new and underserved segments of their communities.
WCUL also put together a PLAN (Political and Legislative Action Network) that outlines goals of the movement and activities to help participants achieve those goals. It includes different levels of involvement to help CUs grow their memberships, advocate for legislation that benefits Wisconsin credit unions and its 2 million members, shape public policy issues that affect Wisconsin's financial services, and support CU's as a strong, valuable consumer choice in the financial marketplace.
"As part of the campaign, we felt we had to give them some level of confidence so we held a series of training sessions in different cities throughout the state," she said. With the assistance of Wood Communications Group of Madison, Wis., she said, participants have learned such things as how to craft a message, how to tell a story without getting sidetracked, how to troubleshoot, and how to anticipate questions before they are asked.
"We felt that with just a little practice, our activists would be a force to be reckoned with."
Many chapter leaders have become involved by holding open houses for volunteers, staff, community leaders, media and residents during which they share information about the credit union difference.
Others have held legislative nights that focus on networking and sharing the credit union message with lawmakers.
Still more have organized auctions to raise money that supports pro-credit union lawmakers, she said.
The league has also offered several Activist Communications Seminars to discuss everything from how government decisions are made and how to approach influential people.
The effort has also inspired to creation of two councils - Real Solutions and 1 With the League - to brainstorm ideas and keep the communication active among everybody involved. In addition, its activists receive bi-weekly e-mails with information about CU-related activism efforts.
"We think this campaign has given a lot of people the green light on becoming activists," Olson said. "In many ways, they have been wanting for us to show them the way. Now, with the materials and the training, they feel more unified and more motivated."
She said the campaign will continue in 2007 with the recruitment of more activists and more credit union involvement in Real Solutions, along with more training opportunities.
"We want to keep building an infrastructure that allows credit unions to be noticed, build positive relationships, be active and defend our movement," Olson said.
The league's website, www.wcul.org, offers a links to download the PLAN, order free materials that explain the credit union difference and learn details about Real Solutions.
