Due to cuts to marketing budgets in recent years and a lack ofinterest among members, most credit union annual meetings aren'tmuch of a gala these days. However, these four credit unionsproduced creative annual meeting events that have attracted memberinterest and participation.

Credit Union Of America

Employees and volunteers did the “Harlem Shake” to bringexcitement to the credit union's virtual annual meeting.

$522 million Credit Union of America
Wichita, Kan.
March 28
Members attended: 37 in person, more than 2,000“virtually”

While Credit Union of America's board wants to keep the tradition ofa large, in-person annual meeting alive, members aren't asinterested in attending the event as they used to, said VicePresident of Marketing and Business Development Glenda Burkett.

So a few years ago, the 50,000-member Kansas credit unionstarting producing large events every other year; and in addition,began leveraging the power of the Internet by producing a virtualannual meeting in the form of a four- to seven-minute video, postedon its website and on its YouTube channel.

In addition to financial reports, the video also featuressomething silly that featured the credit union's younger employees.This year, that something silly was a performance of the so-called“Harlem Shake” that also got older employees and volunteers intothe act.

“We rolled it out at the annual meeting,” Burkett said. “Theaverage age there was close to 60 so they didn't really 'get it',but they said they liked it. But then whole point of it is to showyoung people that the credit union is a place for you, too, and wehave something for everyone.”

To promote the video, the credit union offered a $10 iTunes giftcard to the first 500 members to view it, a milestone Burkett saidwas reached in less than 48 hours. As of April 22, the video hadmore than 2,000 views on YouTube.

Next: Down to Earth (Day)

Summit CU members enjoyed the AldoLeopold Nature Center's exhibits, including a news studio that letskids produce their own weather reports.

$1.9 billion Summit Credit Union
Madison, Wis.
Monday, April 22
Attendance: 328

This Earth Day-themed celebration was an attempt to transitionSummit's annual meeting into an annual event that celebrates thecooperative difference, said Linda Voit, corporate communicationsstrategist. As a result, the event was held at Aldo LeopoldNature Center under a big tent.

The credit union's management team and board brainstormed theidea during last year's strategic planning session and engagedother cooperatives in the area for ideas, Voit said. Employees fromall credit union departments and from different age groups werealso asked for ideas to attract more families.

In an attempt to attract more young members and women, the actual meeting was kept short, and attendees wereencouraged to explore the nature center, enjoy a cookout, andlisten to guest speakers talk about “green” living and the creditunion's financial education programs.

Children received backpacks with green activities inside, andadults received insulated, reusable bags and an umbrella, whichVoit said was not only a welcomed gift, but also “an insurancepolicy to make sure it won't rain.”

“When you think about it, the annual meeting is a cornerstonepiece of what a cooperative is all about,” Voit said. “So insteadof shrinking from that, to build an event around it is, we think, agood idea.”

The cost of the annual meeting represents about 1% of the creditunion's annual marketing budget, Voit said.

Next: Pipes and Drums

The Spokane County Firefighters Pipe and Drum Corps providedthe sound and sights for the Spokane Firefighters CUmeeting.

$40.5 million Spokane Firefighters CreditUnion
Spokane, Wash.
Feb. 16
Members attended: 200

If you've got your own credit union and your own pipe and drumscorps, why not?

Combining two events in one is a great way for thissingle-sponsor credit union to attract 10% of its membership to itsannual meeting.

“It's really the biggest social event of the year for the firedepartment,” said CEO Todd Powell, who is a full-time firefighterand runs the credit union part time. “We don't really have afiremen's ball, so the credit union has traditionally always put onthe big event.”

Powell said for the past five years, the party has been at alocal hotel ballroom and has included a buffet dinner, awardsceremony, entertainment, prizes and dancing. The Spokane CountyFirefighters Pipes and Drum Corps provided this year'sentertainment.

The credit union spends about $10,000 on the event, whichrepresents about half of its marketing budget. It also sponsorsanother big social event for its field of membership, a BBQ in Junethat usually feeds about 300 members.

“We're so close to our field of membership, we don't have tospend a lot of money on marketing,” Powell said.

Next: All in the Family

Family Trust Credit Union's legacy sponsor group stillattends the annual meeting in strong numbers, and bring alongfamily members, sometimes including four generations atonce.

$300 million Family Trust FCU
Rock Hill, S.C.
April 9
Members attended: more than 500

Family Trust's annual meeting, which includes the traditionallight hors d'oeuvres, free gifts and entertainment, has continuedto attract members from the credit union's legacy sponsor group, atextile plant that has since closed.

“We have a lot of members who are older, who worked in theplant, have deep roots in the area, and like to come out and seeold friends,” said Kendra Collins, community relations coordinatorfor the South Carolina credit union just south of Charlotte.

Collins said the credit union is attempting to attract moreyoung members and families by promoting it on social media, keepingthe meeting short, providing dinner, and this year hiring a young,contemporary singer to provide entertainment.

Members are also encouraged to give testimonials during theevent about how credit union products and services have helped themachieve financial success.

The event costs approximately $15,000, she said. Next year, thecredit union will be located in a new headquarters building, andmay move the event there.

“We're always looking for new ways to do the voting process,speed up the meeting, and overall, make it more family friendly,”she said.