Integrate Political Involvement With Marketing

Should there be a national CU brand?

Integrate Political Involvement With Marketing

Since the national debate culminating in the passage of H.R. 1151, the Credit Union Membership Access Act, in 1998, few can argue that political involvement is fundamental to the credit union movement’s future.

Just as CEOs and directors have an obligation to become politically involved on behalf of their credit unions, marketing managers need to communicate the credit union difference to members and legislators. According to the CUNA Marketing and Business Development Council white paper, “Integrating Political Involvement Into Marketing Efforts,” by Karen Bankston, marketers have several marketing and education outlets, including:

Member newsletters
Use this tool to inform members about the credit union difference, a legislative debate, or a key issue, such as bankruptcy reform.

Online legislative updates
Consider adding a legislative affairs section to your Web site to share public policy information. Include contact information for your representatives to make it easy for members to voice their opinions.

Annual report
Use the annual report to reinforce the credit union’s commitment to members’ financial well-being and its role as a trusted financial provider. Tell members about the positive things you’re doing for them.

Contact centers
Set up an area in your lobby where members can write to or call their representatives to share their opinions about public policy issues.

Informational sessions
Host candidate forums, and arrange “meet and greet” sessions between legislators and members. Also, invite speakers to address issues of interest to members, such as how to prevent identity theft.

Member education workshops
Educate members and help them meet their financial goals These sessions also enable credit unions to fulfill their mission. Financial literacy programs for students are especially effective for recruiting young members.

Special events and contests
Hold a special event or contest to observe International Credit Union Day.

Employee training
Implement internal education, which is as important as member education, because front-line employees play a crucial role in spreading the credit union message to members.

Visit the CUNA Marketing and Business Development Web site for more information, or contact Cheryl Sorenson at 800-356-9655, ext. 4393.


Should there be a national CU brand? Yes No	Integrate Political Involvement With Marketing Since the national debate culminating in the passage of H.R. 1151, the Credit Union Membership Access Act, in 1998, few can argue that political involvement is fundamental to the credit union movement’s future. Just as CEOs and directors have an obligation to become politically involved on behalf of their credit unions, marketing managers need to communicate the credit union difference to members and legislators. According to the CUNA Marketing and Business Development Council white paper, “Integrating Political Involvement Into Marketing Efforts,” by Karen Bankston, marketers have several marketing and education outlets, including: Member newsletters Use this tool to inform members about the credit union difference, a legislative debate, or a key issue, such as bankruptcy reform. Online legislative updates Consider adding a legislative affairs section to your Web site to share public policy information. Include contact information for your representatives to make it easy for members to voice their opinions. Annual report Use the annual report to reinforce the credit union’s commitment to members’ financial well-being and its role as a trusted financial provider. Tell members about the positive things you’re doing for them. Contact centers Set up an area in your lobby where members can write to or call their representatives to share their opinions about public policy issues. Informational sessions Host candidate forums, and arrange “meet and greet” sessions between legislators and members. Also, invite speakers to address issues of interest to members, such as how to prevent identity theft. Member education workshops Educate members and help them meet their financial goals These sessions also enable credit unions to fulfill their mission. Financial literacy programs for students are especially effective for recruiting young members. Special events and contests Hold a special event or contest to observe International Credit Union Day. Employee training Implement internal education, which is as important as member education, because front-line employees play a crucial role in spreading the credit union message to members. Visit the CUNA Marketing and Business Development Web site for more information, or contact Cheryl Sorenson at 800-356-9655, ext. 4393.
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