Credit unions have a lot to gripe about. However, like thatfriend who does nothing but complain, it's time to step back andsee what you can do for yourselves. I proffer three keys to creditunions' success that are under your control.

Awareness

During the recent White House Cybersecurity Summit, MasterCard discussed itspartnership with $7.3 billion First Tech Federal Credit Union forbiometrics that will identify consumers via voice and retinalrecognition for point of sale and remote purchases. As if thetechnology weren't sexy enough, a major card firm chose to workwith a credit union to make these breakthroughs! Huge victory! Wayto go First Tech FCU to prepare and create this opportunity for yourcredit union, but also represent credit unions in a very tech savvyrole! And in creating this opportunity, it is presented at theWhite House Cybersecurity Summit, where credit unions were held inthe same regard as massive players, such as Apple,Walgreens and PayPal! I don't like exclamation points, so canyou tell I'm excited about this!!!!!!!

Credit unions always have had a critical awareness issue. CUNAresearch found as much. After a peak in 2012 at 44% of nonmembersbeing familiar with credit unions' fee and rate benefits —following Bank Transfer Day — this figure has dropped to 31% amongthe general population of nonmembers and 25% among 18-24 year old nonmembers.

Yet, there are so many benefits of becoming a credit unionmember. Seventy-two percent of the largest credit unions in theU.S. offer standalone free checking accounts, according to a newBankrate.com study, while only 38% of the largest banks and thriftsmake that commitment to their customers. Five years ago,Bankrate.com reported, 78% of credit unions and 65% of banksoffered standalone free checking accounts. Credit unions standsteadfastly by consumers, while the banks are abandoning them.

I'll wait to see what hay credit unions make of this, but Iwon't hold my breath.

Advocacy

Next week is CUNA's Governmental Affairs Conference and credit unions will belobbying about cybersecurity, supplemental capital, risk-basedcapital, field of membership restrictions and business lending. Fewissues achieve the nexus between consumer and credit union concernsthan maintaining the security of personal and financialinformation. Really rally the troops, not just each other. I getshouted down when I say credit unions are no longer a movement.Prove me wrong.

Increasing the definition of small credit unions is anotheradvocacy issue. The current NCUA proposal is to increase the assetthreshold to $100 million. Board Member Mark McWatters hassuggested that $250 million would be more appropriate.

I suggest that it would be more sensible to have a formula thatsets the amount as of Dec. 31 each year, such as the average assetssize of credit unions, which according to CUNA's U.S. Credit UnionProfile for Q3, was $173.2 million. That figure represents a 40%increase over the last five years, making setting a static numberoutdated after the first year and resulting in disagreements amongthe board members on where it should be.

While debate among the board members can be healthy, recentNCUA board spats certainly are not. Issuing press releasesarguing over who released the risk-based capital confidential legalopinion first distracts from the real issue. It does not advancethe issue, and it's a distraction from real progress.

NCUA Vice Chairman Rick Metsger has publicly stayed out of thatdebate but constructively put himself into one of more substance.The Global Women's Leadership Network excitedly circulated theJanuary edition of The NCUA Board Report, featuring Metsger'sadvocacy of closing the gender gap among the largest credit unions.We're very excited to see him speak at the GWLN GAC breakfast, andto have such a high-level industry professional bringing light tothe issue.

Assistance

Finally, credit unions must provide each other assistance. Helpout smaller credit unions that are struggling with resources, whenyou can and without strings. It's tougher now with interest marginsso thin, but sharing policies or how-tos and even old equipment canmake a world of difference for a smaller credit union. Small credit unions' assistance on theHill is invaluable. And together you can generate awareness,advocates and assistance.

Sarah Snell Cooke is publisher/editor-in-chief of CreditUnion Times. She can be reached at [email protected]