The American Association of Credit Union Leagues (AACUL) approved a $10,000 commitment to CUNA’s Credit Union Awareness Initiative. Unveiled earlier this year, CUNA’s initiative aims to aims to create top-of-mind consumer awareness of credit unions as a category in financial services.
“On behalf of all Leagues, AACUL’s support recognizes the importance and value the national awareness initiative advances in complementing statewide and local efforts of Leagues and credit unions in showcasing the credit union difference,” said Mark Cummins, president/CEO of the Minnesota Credit Union Network and chairman of AACUL. “Input from every level of the credit union system is vital to these efforts, and AACUL is committed to helping this initiative to succeed.”
Led by CUNA’s Creating Awareness Advisory Group, this research-backed effort will help CUNA define the credit union category in financial services at the national level.
The first phase of the initiative consists of new national consumer research designed to help the industry identify the credit union definition that most resonates with consumers based on their preferences towards financial services.
Following this phase, the initiative will transition to building 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.
AACUL’s commitment 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.