ST. LOUIS (8/24/15)--General awareness of and consumer interest in joining credit unions in Missouri has improved dramatically as a result of the statewide Bank on More campaign, according to the most recent data from the Missouri Credit Union Association (MCUA).
General awareness of credit unions is improving as 62% of nonmember respondents knew “quite a bit/great deal” or “just some” about credit unions, compared with 50% in 2011.
Perhaps just as importantly, once consumers are educated about credit unions, their interest heightened.
When asked, “After learning about credit unions, how interested are you in joining one?”--consumers who were “very interested” increased to 6% from 3% between 2011 and 2015--a 100% increase. Consumers “somewhat interested” in joining a credit union increased to 33% from 28%. Consumers who remain “neutral” about joining a credit union increased from to 34% from 11%.
"MCUA should be proud of its quest to learn about the level of credit union knowledge of its residents," said MCUA President/CEO Don Cohenour. "In 2011, Missourians lacked knowledge of credit unions. Because of the innovative and creative design of the consumer awareness campaign and credit unions’ support of the campaign, there has been a huge shift in the knowledge of credit unions."
To test the effectiveness of Bank On More, the statewide consumer awareness campaign designed to inform nonmembers of the benefits of membership, MCUA commissioned a public opinion poll. The public opinion poll consisted of focus groups and an online survey that concluded in February.
Other key findings and recommendations from the poll: