CUNA, the Colorado league and participating credit unions hit the ball out of the park with its Homes for Our Troops project. It was such a simple idea that must have been unbelievably complicated to execute but is bound to pay beaucoup dividends.
Of course I've been reading our coverage throughout the last six months the project has been going on, but the impact on so many levels did not hit me until I started to see the photos filtering back from our reporter on the scene as well as from CUNA.
First and foremost, a home was given to a family among the most deserving in our nation. Sgt. Travis Strong gave an oath to serve his country and in doing so gave his legs and nearly his life. To provide him a new home that is safe for his family and accessible to him is the least he and his family deserve. And thank goodness for organizations like Homes for Our Troops and credit unions that made this possible.
Recommended For You
This week it's a Minnesota home for Sgt. Marcus Kuboy, who was injured when his truck ran over an improvised explosive device in Fallujah. The incident left him with severely injured legs and fractures in his back, left arm and jaw.
This credit union effort in particular makes me proud to be an American by birth and glad to be a small part of the credit union community by choice.
Certainly, CUNA and credit unions have a lot to gain from the attention the projects received, but that is not what initially drew them to this great humanitarian effort. The credit union community is all about making the lives of the less fortunate better, whether giving a divorcee a used car loan despite a wrecked credit score or donating school supplies in a low-income district or giving a worthy family a fresh start.
I've seen CUNA's staff, along with NAFCU's and various credit unions' employees standing in a dreary drizzle, collecting and protecting belongings for runners at the Credit Union Cherry Blossom 10-Mile Run that benefits–quite handsomely–the Children's Miracle Network. I talked to Chief Economist Bill Hampel after he conquered Mt. Kilimanjaro to raise funds for various charities worldwide. We receive press release after press release of all the credit unions making donations or washing cars for a wide variety of charities.
Why? Because getting cold and wet and tired is nothing compared to the suffering of children with leukemia or the possibilities handed over with a simple $1,000 college scholarship check.
On the strategic side, CUNA and its partners made a brilliant choice with the Homes for Our Troops projects. CUNA garnered local, national and trade press for itself and credit unions by tying the builds in with the conventions. Still, this is giving back to the Homes for Our Troops purpose by increasing the program's exposure as well.
Additionally, campaign finance laws have changed dramatically, which have made it trickier to fund events. This way CUNA was able to host a high-profile event, timed perfectly for media coverage and congressional support, without concern about violating the rules.
Two members of Congress spoke at the unveiling ceremony for the Strongs while others attended the party for the volunteers. Many more have read the press coverage, which can only help elevate credit unions' status among federal and state lawmakers, as well as other decision makers.
To be sure, the projects came with a hefty price tag for participating credit unions: $350,000 for both homes. However, from a practical angle, this is a huge savings for every credit union, the league and CUNA when it comes to public relations, marketing and lobbying.
Greater credit union involvement in major national projects like this, or even a national branding campaign, would pay huge dividends for all involved–from credit unions to members and even potential members. All of credit unions' humanitarian efforts fall in line with the oft-cited feeling of social responsibility of the up and coming Gen Y, invaluable to the continuity of credit unions.
As I said, the move was a stroke of genius, so congratulations to CUNA and the Credit Union Associations of Colorado/Wyoming. They are serving their constituents very well.
–Comments? E-mail [email protected]
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
