They only measure about 6 inches high by 12 inches wide, butlicense plates have a way of grabbing your attention, breaking upthe monotony of highway driving and helping to soothe thefrustrations of rush hour traffic.

But two state leagues and a credit union have found that theselittle billboards on wheels also can help raise some money whilepromoting the credit union movement.

The Delaware Credit Union League in New Castle was looking for away to raise funds for its scholarship kitty that enables creditunion staff to attend continuing education classes andwebinars.

Robert Walls, former league president/CEO, came up with the ideaback in 2000 and worked with the state's Division of Motor Vehiclesto develop the license plates that are embossed with a credit unionstar insignia and America's Credit Unions, followed by the lettersCU and numbers. Buyers are allowed to select their own numbers upto 9999.

“There are a lot of specialty tags that are pretty popular withorganizations and groups, so the league decided why not have aspecial license plate for credit union members, because it would bea good way to raise funds and promote the credit union movement,”said Carole Langiu, communications and governmental affairsdirector for the Delaware league.

As a condition to start producing the license plates, the staterequired 200 drivers to sign up for the tags, which wasaccomplished on Nov. 1, 2001, according to a 2013 CUNA article.From 2001 to 2013, the state processed more than 360 credit unionlicense plate requests.

The league sells credit union tags at its annual convention. Afew tags with low numbers, which are popular collectibles, are alsosold off as auction items during the league gathering.

A 2005 Associated Press article reported that license plateswith four numbers or fewer in Delaware, Rhode Island,Massachusetts, Illinois or Washington, D.C., were considered bycollectors as a status symbol because the plates were once owned bypeople who were important enough to get them from politicians, orthe plates came from an important family that bought thelow-numbered plates years ago.

And some of these license plate aficionados are willing to shellout big bucks for a low-digit piece of tin. In 2008, for example, aWilmington, Del., man paid $675,000 at an auction for a Delawareplate number 6.

Read more: Virginia league and O Bee Credit Union...

Since 1999, hundreds of cars have been promoting the creditunion movement throughout the Commonwealth of Virginia.

Lewis Wood, vice president of public relations and communicationfor the Virginia Credit Union League in Lynchburg, said the staterequired a minimum of 300 tag applications to produce the specialtyplate. It was relatively easy getting the first 200 applicationsbut a bit of struggle rounding up the last 100 applications, Woodsaid. After the league displayed a sample license plate at theannual meeting, the 300 applications goal was met.

Over the years, Virginia's Division of Motor Vehicles has issued656 credit union tags that feature the “people helping people”slogan and a white silhouette of a family walking hand-in-hand.Currently, however, there are 210 active credit union platesregistered in Virginia, said Sunni Blevins Brown, VDMV's publicrelations and media liaison officer.

Rick Pillow, president/CEO of the Virginia league, said thenumber of credit union license plates on the road has probablydeclined because of consolidations and retirements. The league doesnot receive any revenues from the specialty license plates.

“We used to have a good many new (license plates) around, butother than telling credit unions the license plates are available,we haven't really pushed it,” Pillow said. “Maybe we ought to do amarketing push to remind new people who come into the credit unionsystem that the plates are available. It is good advertising.”

Virginia also allows buyers to customize their plates byselecting their own characters or letters. Souvenir plates also areavailable.

In addition to the promotional benefits of tags, the $178million O Bee Credit Union in Tumwater, Wash., has figured out a way touse custom-made license plate holders for a member loyaltycampaign.

Lee Wojar, the credit union's vice president of marketing,thought of the idea of providing free customized license plateholders to members. When someone from the credit union spots amembers’ car with the plate holder, they get a prize.

Wojar took a $1 gentlemen's bet from James Collins, O Bee'spresident/CEO, who thought the idea wouldn't fly.

Collins lost the bet.

In less than a month, 500 plate holders were given to members.Wojar didn't expect them to go that fast and has already placed anorder for 500 more plate holders.

The first plate holder says “OBEE HAPPY!” and the second onereads “Olympia,” the capital city of Washington. Both plates alsoshow the credit union's web address in hopes that it may catch theinterest of some prospective members.

“When you think of the psychology behind it, your car is areflection of your personality,” Wojar said. “So it's intuitive forpeople to put a license plate or a license plate holder on theircar that they are also proud of. People are proud of theircommunity. Plus, people like to get stuff for free.”

When someone from the O Bee prize team (branch managers andexecutives) spots a frame, an envelope containing a prize fromlocal merchants is placed under the windshield. Some of the prizeshave been free car washes and discounts at a Great Wolf Lodgeresort.

“When members get them, it just makes their day,” Wojar said.“Plus you’re helping local businesses and the community'seconomy.”