Tom DoretyAfter CUNA’s announcement May 6 that it may rebrand and restructure itself, Suncoast CEO Tom Dorety, who is the chairman of CUNA’s System Structure and Governance Task Force, shared more details with CU Times about how the change could affect agreements with affiliate leagues, create more league accountability, establish an advocacy fund and even rebrand leagues.

The trade association is considering changing its name to America’s Credit Unions, retaining credit unions’ league choice and changing its governance structure, including reducing the size of the CUNA board.

Dorety, shown at left speaking with CU Times at CO-OP’s THiNK Conference in Colorado Springs, Colo., said the shrinking number of credit unions, size differences in credit unions and what he called a lack of visible success from trade associations led CUNA to make the move. The organization surveyed members in February.

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Tina Orem


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