CUNA Councils, the nation’s leading credit union professional development network, has made a $25,000 kick-off contribution to the ongoing CUNA Credit Union Awareness Initiative, which aims to create top-of-mind consumer awareness of credit unions as a category in financial services.
The CUNA Councils contribution marks the first to be specifically given to CUNA in support of the Awareness Initiative, which is led by the CUNA Creating Awareness Advisory Group, a diverse cross-section of credit union marketing leaders from throughout the credit union system.
The first phase of the Awareness Initiative—new national consumer research, which is currently underway—will help the industry identify the credit union definition that most resonates with consumers based on their preferences towards financial services.
Following the research phase, working with stakeholders industrywide, the initiative will transition to the build-out of a sustainable long-term strategic plan that will leverage the new definition, so that leagues and credit unions—through their unique brands and ongoing campaigns—can talk about credit unions in a more unified, clear, and compelling way.
“We are honored that CUNA Councils sees the value in creating top-of-mind consumer awareness and belief in credit unions as the best option in financial services,” said Teresa Freeborn, chairman of the CUNA Creating Awareness Advisory Group and president/CEO, Xceed Financial CU, El Segundo, Calif. “It’s critical to receive input and support from all corners of the credit union movement to ensure this effort’s success and to make certain that it works for all credit unions and Leagues. The initiative will complement existing work to drive awareness, and support the great work being done by so many.”
“CUNA Councils, which represent all corners of the movement, are committed to helping raise credit union awareness,” said Heather Moshier, CUNA Councils Executive Committee chairman and executive vice president of information technology, San Diego County CU. “We’re proud to contribute to an initiative that will help position credit unions as the go-to option in financial services.”
The $25,000 commitment from CUNA Councils will go towards the creation of the strategic plan upon completion of the research phase, which will be the basis for CUNA’s work with its membership to build a long-term sustainable initiative that supports growth of credit union market share.