Many credit unions have a field of membership that includes associations that often anyone can join. Up until recently, it was possible for credit unions to broaden their FOM requirements to gain access to more members. But on April 30, the NCUA Board released new rules that limit the ways some federal credit unions can become “all access.”

As a communications professional working with credit union clients, the most pressing consideration isn’t whether state-chartered credit unions should follow federal regulations, whether large credit unions that function like banks should still receive tax breaks, or whether something is fair or unfair.

What’s most intriguing is the invitation for all credit unions and their marketing teams to take a big step back and consider how they can better define their target audience. This can help ensure everyone is moving in line with the credit union’s larger goals and objectives.

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