SAN DIEGO -- California and Nevada credit unions overwhelmingly approved another year of advocacy campaign funding during the league's annual business meeting sessions. Nevada credit unions unanimously supported the 2008 campaign, with roughly 95% of California credit unions declaring aye.

A question and answer session with a league public advocacy committee panel often sounded more like a congratulatory toast; and, aside from a few questions about strategy and goals, member credit unions seem pleased with the three-year-old program. The program's mandatory contribution requirement and $6.5 million budget have made it a source of debate in years past.

The campaign's goal is to raise credit union awareness among voters, particularly nonmembers, to get a leg up on future banker legislative attacks. Radio and Internet advertising is the preferred method of communication, though the league more than doubled its budget for grassroots efforts in 2007, thanks to favorable results in 2006. Clever posters and advertisements aimed at legislators and staffers received some buzz in Sacramento, as well.

It seems to be working, because favorable impressions of credit unions among nonmembers in California and Nevada have risen from 55 to 75% since 2005, according to program researchers.

Raising credit union awareness among nonmembers is a well-thought-out strategy, said panelist and Xerox Federal Credit Union CEO Teresa Freeborn. Nonmembers are more likely to be swayed by advocacy efforts, and increasing their awareness feeds credit union membership growth, she said.

The session included a surprise visit from California Assemblyman Dave Jones, who sponsored A.B. 779, a data breach notification bill heavily supported by the league. Jones said he couldn't remember another bill that had been as well received as A.B. 779, despite strong initial opposition from retailers and declarations the measure had no legs. Though Governor Schwarzenegger vetoed the measure, it will likely be reintroduced during the 2008 legislative session, and will probably be passed in some form, Jones said.

"I can't tell you how many times I was stopped by legislators who said they had seen the ads, or had received calls from voters on this issue," Jones said. "These sorts of advocacy programs you're involved in really make a big difference."

Panelist and California Agribusiness CEO Adam Denbo, who was once the industry's first Chief Political Officer at Orange County's Credit Union, agreed.

"I can't tell you how much easier it is to talk to elected officials thanks to the awareness raised by advocacy efforts," Denbo said.

--heathercutimes@gmail.com

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Leagues Overwhelmingly Approve Another Year of Advocacy Funding

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