For CUNA and NAFCU, there was no calm before Saturday'sexpected Bank Transfer Day storm.

Both trade associations were busy arranging interviews Fridayand working with credit unions to prepare to take advantageof what CUNA Vice President Pat Keefe said is “the biggest surge inmedia interest in credit unions in at least 10 years.''

NAFCU Public Relations Manager Patty Briotta said they've beeneager to point out that the impetus behind Bank Transfer Day didn't come from the industry.

“This is an organic movement by consumers who are choosing MainStreet and credit unions are a hallmark of Main Street,''she said. “Their ties to their communities and better rates give usa great story to tell and we've been successful in doing it.''

Keefe said CUNA hasn't been working with credit unions to domedia training but some of the state leagues have been.

He said his association's announcement that an estimated 650,000 people have joined credit unions sinceSeptember has generated coverage in the Wall StreetJournal, New York Times and other publicationsand wire services.

CUNA has prepared three Web videos on the theme of switching toa CU, and is spreading them via social media ahead of Bank TransferDay.

NAFCU's Briotta said her organization has reached out throughboth traditional and social media. She also noted an extensivestory on ABC News last week that was the result of NAFCU'soutreach.

Briotta also said NAFCU will be surveying its members in thedays and weeks ahead to gauge the impact of Bank Transfer Day. Theywant to find out not only how many people transfer their accountsto credit unions but also learn what motivated them.