WASHINGTON (3/24/15)--Just days removed from the end of CUNA's Governmental Affairs Conference (GAC), the trade association's Member Activation Program (MAP) already counts 80 credit unions representing 32 states and the District of Columbia as participants.
MAP, which gained 24 credit unions after a pilot program was unveiled at the 2014 GAC, aims to engage and encourage members to advocate on behalf of their credit unions.
"Nothing is more powerful than your credit union's brand to deliver advocacy and political action messages to members, and that's why it's most effective if your members hear from you," said CUNA President/CEO Jim Nussle.
At the GAC, Tony Budet, president/CEO of University FCU, Austin, Texas, presented the full extent of CUNA's exhaustive MAP research that showed the strong tie between credit union members and their willingness to support their credit unions.
The 70,000 members of pilot credit unions University FCU and CommunityAmerica CU, Lenexa, Kan., were surveyed in 2013.
The study found 78% of members responded positively to being contacted for advocacy efforts. Those advocacy communications pay off as well--82% of those who receive advocacy outreach from their credit union want to do more business with their credit union.
Members are more likely to act on campaigns such as Stop the Data Breaches and Don't Tax My Credit Union--messages that members can send directly to their legislators--because they want their not-for-profit financial cooperatives to succeed, the MAP research noted.