The $181 million Unity One of Fort Worth, Texas, which favors ofa leadership role in cause marketing, is expanding into Facebook,its first entry into the virtual arena.

“We'll see what kind of response we get and perhaps try Twitterand Linkedin next year,” said

Erayne Hill, director of community and public relations.

Unity One, in particular, will be promoting on Facebook its“U Give” charity campaign inviting online users from its St.Paul, Minn., and Fort Worth member base to vote on their favoritelocal charity with the winning charity receiving prize funds.

Three charities chosen by the credit union to receivecontributions include Friends of Mears Park, a St. Paul groupdevoted to park beautification; Shelter2 Rescue Coalition, anArlington, Texas, animal shelter; and Artes de la Rosa, a FortWorth Latino arts charity.

On the premise that cause marketing is a more beneficial methodto promote awareness than direct newspaper or TV ads, Unity One devotes some 50% of its marketing budget to “UGive”-style campaigns, said Hill.

“Community relations and building partnerships are key elementsof the credit union's strategic plans, particularly in reaching theLatino community,” said Hill whose railway-based credit unionmaintains a branch presence in both St. Paul and Fort Worth. Its24,000 members include employees of the Burlington Northern SantaFe Railway.

Unity One, said Hill, is finding that it can build strongeraccount relationships with members through cause marketingcharities than through media ads. She added, “Unity One hopes tobring awareness to the credit union industry and the organizationschosen to be spotlighted.”

Credit unions have always been associated with giving and beinga part of the communities they serve a fact evident during lastyear's Bank Transfer Day but “why stop there?” Hill asked.

“Our U Give campaign shows our public that we care, thatwe give, that we follow through and that we are a partner,” sheconcluded.