CUNA
  • Advocacy
    • Priorities we’re fighting for
    • Actions you can take
  • News
  • Learn
  • Compliance
  • Shop
  • Topics
    • Compliance
    • Credit Union System
    • Directors
    • Human Resources
    • Leadership
    • Lending
    • Marketing
    • Operations
    • Policy & Issues
    • Sales & Service
    • Technology
  • Credit Union Magazine
    • Buyers' Guide
    • Digital Edition
    • Credit Union Hero
    • Credit Union Rock Star
    • Subscribe
    • Advertise
    • Contact
  • Advertise
  • Awards
    • Nominate Credit Union Hero
    • Nominate Credit Union Rock Star
  • Podcasts
  • Videos
  • Contact
Learn More about Member Value

News

Member Benefits
Learn more
Learn more about the benefits of membership.
Home » Nussle spreads the word on consumer consideration of credit unions
Leadership

Nussle spreads the word on consumer consideration of credit unions

Wisconsin credit unions learn about ‘Open Your Eyes to a Credit Union’ campaign.

January 30, 2019
Jennifer Plager
No Comments
Nussle spreads the word on consumer consideration of credit unions

Credit unions need to work together to not only raise awareness, but to convince consumers to consider using credit unions to meet their financial needs.

That involves communicating the value of what it means to be a credit union member, says Jim Nussle, CUNA president/CEO.

Enter the Awareness Initiative, a research-based effort led by CUNA to raise consideration of credit unions as the best financial partner for American consumers.

“It’s not about your credit union’s individual brand,” says Nussle, who addressed  more than 300 credit union leaders at the Wisconsin Credit Union League’s State Government Affairs Conference Thursday in Madison, Wis. “The  words ‘credit union’ need better definition.

“Even though I’ve been calling this an awareness campaign, it’s more of a consideration campaign,” Nussle adds.

Working with the state credit union leagues, CUNA is launching a nationwide “Open Your Eyes to a Credit Union™” campaign to dispel certain myths about credit unions. These myths include the beliefs that people either can’t join a credit union, or that credit unions are too small or not sophisticated enough to meet their financial needs.

The campaign also aims to grow membership, particularly among millennials and women between the ages of 33 and 50 who have children. That’s because research shows the latter group makes the financial decisions in the family.

“We’ve got a great story to tell, and we speak their language,” Nussle says.

Built around digital advertising, the campaign will provide consumers with targeted information at the right moments, Nussle says. Yourmoneyfurther.com, the consumer-facing website launched earlier this month, allows Americans to learn more about credit unions and identify prospects for membership. It provides six different landing pages based on research-proven consumer messages.

Credit union system organizations have pledged more than $25 million,and Nussle says collaborative efforts need to continue.

“We should not be competing with one another,” Nussle says. “Collaboration—our super power—will get us around that corner.”

CUNA and the Minnesota Credit Union Network announced the launch of Open Your Eyes to a Credit Union™ campaign in Minnesota on Jan. 28. Learn more here.

KEYWORDS awareness credit union
  • Related Articles

    Nussle Wrap-Up Video: Continue to Spread the CU Message

    Credit Union Magazine honors 2018 Credit Union Hero of the Year

    CU Awareness: Let’s Win With Words

Jennifer-plager_600x515
Jennifer Plager

Stand up and work for change

More from this author

Post a comment to this article

Report Abusive Comment

Subscriber Exclusives Break-through branding

Break-through branding: Build an emotional connection

When Elevations Credit Union expanded into two new counties, senior leadership set out to tell its story in a bold, fresh way.
How technology transforms marketing

How technology transforms marketing

Artificial intelligence improves member conversions, engagement, and retention.
Analytics drives journey toward data nirvana

Analytics drives journey toward 'data nirvana'

Data analytics can provide the 'oh wow' moment of discovering member behavior.
Subscribe Now

Trending

  • It's time to expand our cooperative principles

  • Settlement proposed in data breach lawsuit against Wendy’s

  • Serving the underserved and increasing diversity

Tweets by CUNA_News

Polls

Who should be the 2019 Credit Union Hero of the Year?

View Results
More

Champion of America’s Credit Unions

Credit Union National Association is the only national association that advocates on behalf of all of America’s credit unions. We work tirelessly to protect your best interests in Washington and all 50 states. We fuel your professional growth at every level and champion the credit union story at every turn.

More CUNA

  • About
  • Careers
  • Contact Us
  • Recommended Websites

Resources for

  • CUNA Board Members
  • Credit Union Advocates
  • Leagues
  • Press
  • Vendors