Cause marketing, both in conventional media and now online, has a vigorous champion this spring in the $180 million Unity One of Fort Worth, Tex., which is finding the approach beneficial in reaching Latinos.
"We've discovered that one of the biggest challenges for credit unions that serve the general community is gaining name recognition and building trust. But when people see us supporting causes that they also support, they will check us out," explained Gary Williams, president/CEO in discussing the credit union's entry into Facebook for its new "U Give" campaign.
The U Give promotion invites online users from its St. Paul and Fort Worth member base to vote on their favorite local charity with the winning charity receiving funds.
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