The success of BECU’s viral University of Washington gold debit card campaign featuring famous UW alumni singing the school’s fight song may have some credit unions searching for some star power as well. But Sean McDonald, chairman of the CUNA Marketing & Business Development Council, suggests taking a strategic pause first.

“Look, the pros of having a big name star are pretty obvious,” said McDonald, who is chief marketing officer and director of business development for Liberty Savings Federal Credit Union. “You think any credit union wouldn’t want Oprah as a spokesperson? When you see what she’s does for the authors in her book club, can you imagine if someone with that kind of star power advocates a particular credit union or the industry as a whole?”

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including and

Already have an account?

Dig Deeper


Credit Union Times

Join Credit Union Times

Don’t miss crucial strategic and tactical information necessary to run your institution and better serve your members. Join Credit Union Times now!

  • Free unlimited access to Credit Union Times' trusted and independent team of experts for extensive industry news, conference coverage, people features, statistical analysis, and regulation and technology updates.
  • Exclusive discounts on ALM and Credit Union Times events.
  • Access to other award-winning ALM websites including and

Already have an account? Sign In Now
Join Credit Union Times

Copyright © 2023 ALM Global, LLC. All Rights Reserved.