RALEIGH, N.C. (7/6/15)--Credit unions in North Carolina and South Carolina have engaged their members in CUNA’s Member Activation Program in anticipation of a visit to Capitol Hill this month.
As the financial industry awaits congressional action to hold merchants accountable for data security, 40 MAP-member credit unions across the country are tapping into the grassroots resource of their membership. In doing so, more than 1.3 million credit union members nationwide have contacted their members of Congress asking them to stop the data breaches.
The Carolinas Credit Union League (CCUL) initiated a Stop the Data Breaches campaign on May 11 with a plan to have a sustained 10-week grassroots campaign leading up to the league’s Hike the Hill trip in July (CCUL Headlines July 2).
"With a bill in each chamber of the U.S. Congress, we need to let Congress know just how important it is for all participants in the payments system--including merchants--to be held accountable for protecting member data," said Lauren Whaley, vice president of governmental affairs.
Specifically in the Carolinas, three credit unions have engaged their members through email communications and the response has been overwhelmingly positive.
Participating credit unions include:
CUNA has partnered with credit unions on an extensive research project to better understand the impact of advocacy-related communications. Surveying more than 70,000 credit union members in 2014, CUNA found that advocacy communications not only succeed in activating CU members but also increase members’ loyalty bond with their credit union.
Data has shown that credit unions participating in MAP have seen higher email open-rates than their average marketing campaigns. These open-rates have ranged from 18% to over 50%. Not one credit union has reported negative pushback as a result of going out to their membership on this issue.
Coastal FCU sent its email June 26 and nearly 400 members have already reached out to their members of Congress, resulting in more than 1,000 emails to Congressional offices.
As part of this campaign, CCUL has provided a grassroots toolkit that includes the participation schedule, CUNA resources, email templates for outreach to employees or members, and social media engagement materials.
At a minimum, the league is requesting at least 75% participation from credit union employees to ensure it meets a goal of 7,500 emails to Congress over the 10-week campaign. Since the launch of the campaign, credit unions in the Carolinas have generated 3,441 direct contacts to congressional offices in both states.