Minnesota Credit Union Network President/CEO Mark Cummins shares his accomplishments with the ‘Credit Union Awareness’ initiative in Minnesota in a recent CUInsight op-ed.

Awareness has hit various milestones despite the pandemic, he notes. 

“In Minnesota, we supplemented the digital tactics with out of home efforts such as billboards and event marketing. And three years in, we are seeing the initiative make strides in boosting consumer consideration of credit unions,” Cummins wrote. 

McCUN used a ‘research-based’ effort to grow awareness. Their research showed:

• Campaign ad recall among our target demographic increased from 29% 2019 to 43% in 2021.
• Consumer familiarity with credit unions has increased 10 points from 2017 to 2020.
• Consumers indicating they are likely or very likely to join a credit union increased 13 points from 2017 to 55.2% in 2021.

Minnesota credit unions also grew the most of all credit unions across the country, ranking them among the top fifteen. Their number of credit union members grew from 30.7% in 2018 to 34.5% in 2021.

“Our independent research confirms that this collaborative, comprehensive effort does make a difference. A collective, sustained, national initiative gives all of us a broader opportunity to encourage more consumers to engage in the tremendous value credit unions bring to our communities,” said Cummins.

He also called more younger and diverse members to action to ‘perpetuate’ the movement.