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MADISON, Wis. -With banker attacks on credit unions rising, a new CUNA council white paper addresses the importance of the credit union marketing response particularly in the political arena. The CUNA Marketing & Business Development Council’s Integrating Political Involvement into Marketing Efforts details the process involved in clearly communicating the “credit union difference” to members, potential members, and lawmakers alike. The paper explains what marketers can do to educate and inform their members about legislative issues, credit union friendly candidates during election years, and how credit unions’ stance on many public policy issues enhance the financial well-being of their members. In addition, the paper offers case studies, ideas on how to build member support for pro-credit union legislation and the reasons behind integrating political involvement into credit union marketing efforts. CUNA Marketing & Business Development Council members receive complimentary copies of white papers through the council’s Web site. Non-members may purchase the white paper for a price of $50 per copy online at www.cunamarketingcouncil.org, by selecting the “White papers” link in the “News & Research” drop down menu, then following the non-member link to order.

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