This is Part 3 of a 4-part series introducing the Campaign for Common-Sense Regulation, a CUNA/league effort to marshal the full resources of the credit union industry around the fight to erase excessive regulations on credit unions. Mark your calendars for the webinar on how to get involved on Tue., Jan. 10 at 2 p.m. (ET).
The most influential industries in Washington aren’t successful because of their money, or because they have the strongest connections in D.C. Whether it’s the National Rifle Association or the AARP, these organizations are successful because they bring millions of voices to Capitol Hill with them.
“And that’s incredibly powerful,” according to Jim Nussle, CUNA president/CEO.
The CUNA Member Activation Program (MAP) is the method by which credit unions can muster their own influential army. The program arms credit unions with tools to educate their members about credit union issues and to activate them to call on lawmakers to support the industry’s priorities.
This easy-to-use resource will play a crucial role in the Campaign for Common-Sense Regulation, Nussle said.
“Nothing is more powerful to elected officials than the voices of their constituents,” he added. “When people back home tell their members of Congress what’s important to them, their congress members listen. It’s the only way to properly represent the people who elected them in the first place.”
When creating MAP, CUNA surveyed 70,000 credit union members to determine whether they would engage with advocacy messages asking them to get involved. In fact, 80% of members who received MAP communications from their credit unions applauded the calls to action. The survey also found that the communications strengthened both member loyalty and share of wallet.
“Members are literally looking for ways to support their credit unions,” Nussle said.
In 2017, MAP messages will overwhelmingly focus on educating and then activating credit union members on issues of regulatory burden as part of the Campaign for Common-Sense Regulation, the CUNA/League system’s effort to work with Congress to cut regulations on credit unions.
The effects of regulatory burden are not always immediately clear to a credit union member, according to Richard Gose, CUNA chief political officer, “which is why our first communication for this campaign will educate them, in simple, plain language, about how the overregulation of credit unions affects them personally; that it hits them in the pocketbook directly.”
Later messages will detail how members can easily contact their congress members to urge them to support legislation that will remove these regulations, Gose said.
“And this content will fit seamlessly within a credit union’s marketing strategy,” he added. “It’s important for credit unions to retain their brands when sending these messages to members, because members know and trust their credit union’s brand.”
Apart from the Campaign for Common-Sense Regulation, CUNA will also debut new “starter kits” for credit unions participating in MAP for the first time. The kits will include introductory messaging that will thank members for their credit union membership, explain how belonging to a credit union differs from being a customer of a for-profit bank, and let them know they can expect future calls to action to further support the credit union cause.
“This helps us show them that by joining a credit union, they’re a part of something bigger, and that they’ll have the chance to get involved,” Gose said.
To sign up and get started, visit the CUNA MAP homepage.
To learn about the initial steps credit unions can take to get involved in the Campaign for Common-Sense Regulation, tune in to the campaign-launch webinar, Tuesday, Jan. 10 at 2 p.m. (ET).