Though actual results remain under wraps, CUNA said Wednesdayits member retention program is bringing back credit unions thathave quit the CUNA/league structure.

The effort's director, Jeff Carpenter, a veteran CUNA stafferand former marketing vice president at Wright-Patt Credit Union inDayton, Ohio, said CUNA's 85-90% affiliation ratio “would be theenvy” of any other national trade group but in the credit unionsystem “that is not good enough – we want all credit unions tobelong.”

Carpenter, who rejoined CUNA last September and holds the newlycreated title of vice president-membership development,acknowledged there have been some high profile exits, including the$1.6 billion Apple FCU of Fairfax, Va. and the $1.9 billion TDECUof Lake Jackson, Tex. In addition, the $1.8 billion HarborOneCU of Brockton, Mass. resigned to pursue a savings co-opcharter.

Carpenter said his staff and a growing number of counterparts atindividual leagues have been pressing the trade group message tothose credit unions and others about rejoining.

In one case, said Carpenter, one unknowing credit union directortried to obtain CUNA services and was told he could not undercurrent rules. Carpenter said talks with that credit union continueas part of the overall effort to get the credit union toreturn.

Carpenter added that CUNA can waive rules or offer special dealsin hopes of winning membership renewal.

“We understand these are challenging political times and tradeassociation dues is an income expense that is on the table,”Carpenter said. He said credit union survival can depend onspeaking with one voice in Congress and state capitals.

Carpenter, who served six years as CUNA's vice president ofleague relations and previously was a staffer at the Ohio CreditUnion League, said 30% of the unaffiliated credit unions approachedso far have rejoined.

Carpenter said he speaks with management and boards ofunaffiliated credit unions both on site and in meetings across thecountry to discuss ways CUNA services can be more cost effectiveand advantageous to credit unions.

He said he also has been facilitating boards' strategic planningsessions, a growing need.

Those sessions, “have given some insight to what these boardsare thinking, particularly with regard to what they value from CUNAand the leagues,” Carpenter said.

On member retention, Carpenter is slated to lead a discussion ofthe topic Aug. 14-16 at the first formal meeting of CUNA's LeagueAffiliation Networking Group in Madison, Wis.

League staffers from across the country involved in memberretention will be at the Madison conference, he said.

This week Carpenter will be addressing league relations andmembership at a three day conference of the Mountain StatesRoundtable in McCall, Idaho. That group represents more thanhalf a dozen Northwest and Mountain States leagues, he said.