CUNA and Leagues Answer the Call for National CU Branding
At this year’s Governmental Affairs Conference, CUNA will be going live with a new consumer site–aSmarterChoice.org, which may help put credit unions on more consumers’ radars.
The Web-based tool, developed through a partnership between CUNA and the state credit union associations, takes aim at helping credit unions build membership by sharing the credit union story while making it easy for consumers to identify and find a credit union they can join.
CUNA President/CEO Bill Cheney said that a website creates a sustainable credit union presence that can continually drive membership growth–without the overhead and logistical challenges that a national branding campaign can present.
"New technology can give us an affordable opportunity to be even more effective than a brand campaign," said Cheney.
The free site will feature the first all-inclusive, comprehensive credit union locator–regardless of charter, affiliation, size or business model. In what is being touted as a first, consumers can make one easy stop and be directed to a credit union they can join with minimal hassle and no confusion. ASmarterChoice.org will also include basic information about credit unions and showcase articles about the good credit unions do in their communities that appears in the national, regional and local news media.
With a key goal of helping credit unions build membership, the website is the result of a task force assembled by the American Association of Credit Union Leagues made up of chief executives of several state associations.
"Over the years, credit unions have laid down a strong foundation of loyalty among their members, which is cemented by reasonably priced financial services and trust that ‘members come first,’" said Task Force Chairman Paul Gentile, president/CEO of the New Jersey Credit Union League. "But as many of us know all too well, extending that foundation to nonmembers has been a challenge, particularly in telling them the credit union story or convincing them that a credit union is their best option for financial services."
According to Gentile, aSmarterChoice.org "is a tool for the movement to use in driving more consumers toward credit union membership, and present to them a whole picture about credit unions."