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Some say a national marketing campaign disproportionately favors large credit unions. That may not be the case. Credit unions of all sizes benefit from cooperative advertising when educating the two out of every three Americans who are not yet members, about the credit union difference. This is best done through collaboration and aggregation of our mutual interests regardless of asset size. It is a founding principle of our business model. Cooperation between cooperatives is an international axiom for success, as by working together all co-op’s can do more than by acting alone. This works for lobbying, acquiring discount group pricing, creating our separate regulator with deposit insurance funds, and equally with cooperative advertising. There is no evidence that new members select a financial institution based on asset size. Location, rates, and a welcoming service culture are most often the determinants. Credit unions differentiate themselves through their strategic variations of these themes. Congratulations are in order for every credit union, large and small alike, committing to public education about our system’s advantages. John Annaloro Washington Credit Union League President/CEO Federal Way, Wash.

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