Just as the way credit unions connect with members is changing, so is how advocates share their messages with policymakers.

“Social media is playing a more critical role today,” Adam Engelman, CUNA’s director of federal grassroots and programs, tells CUNA Management School students in Madison, Wis.

So the next time you deliver a written message to your representatives, you might want to use @ or #.

Why is social media more effective today than a postcard, letter, or email?

“Social media is public,” Engelman says. “Everybody can see it and lawmakers know that.”

But social media is just one of many ways that CUNA engages in grassroots advocacy, Engelman says.

Credit unions interested in participating in advocacy should consider these CUNA programs:

• Member Activation Program
• Hike the Hill
• Project Zip Code

Engelman notes that credit unions have tremendous grassroots advocacy potential by involving employees, directors, leaders, and members.

The National Rifle Association, with 4.5 million members, and AARP, with 37 million members, often are considered to be two of the most influential lobbying organizations in Washington, Engelman says. But credit unions have more than 100 million members.

“Just think about the grassroots powerhouse that we could become,” he says.