The CUNA Board of Directors unanimously approved this week a resolution in support of the Awareness Initiative.
The resolution reads as follows:
The CUNA Board of Directors fully supports the stated goals of the groundbreaking, research-backed Awareness Initiative and its Mission Statement: To implement an ongoing, category-level consideration initiative that creates and sustains top-of-mind consumer awareness of and belief in credit unions as the best choice in financial services.
The Board believes that the brand platform of “Your Fantastic Future Faster” and its creative concept of “Open Your Eyes to a Credit Union” will resonate with American consumers and will present a modern image for the credit union category. The Board supports the targeted and intentionally ambitious goal of raising $100 million over the next three years.
The Board strongly encourages state Leagues, credit unions of all asset sizes, and business partners to actively participate in the Awareness Initiative, including through sustainable, long-term financial support.
The Board recognizes this is a unique opportunity for the credit union movement to appeal to American consumers. We will achieve success by working together toward a shared goal. The enthusiasm, dedication and resources of the entire credit union movement will result in a brighter financial future for American consumers, now and in the future.
“We thank the Board for standing with CUNA in support of this national program that is ultimately designed by and for credit unions,” said CUNA President/CEO Jim Nussle. “It is vital that we uphold a unified front to support the future of the credit union movement so that more Americans can open their eyes to everything a credit union offers them. It is our goal to create a sustainable environment for this long-term funding goal.”