Credit unions' No. 1 concern must be consumer awareness. I and others have harped on this for a long time now. If no one knows credit unions exist or grasps even a basic understanding of what they are, all the mobile investments and fights with those working to dry up credit union business lending are for naught.

CUNA's analysis of 16 years' of its research bears this out: Even after more than a century in business, consumers, particularly the gigantic generation of up-and-coming millennials, don't know of or understand credit unions. Therefore, based on CUNA's research, the main messages of the perpetual awareness effort (not a campaign, it's been emphasized) are:

Credit unions are different than banks;
Credit unions are not-for-profit unlike Wall Street;
Credit unions are member owned like Main Street; and
Credit unions return earnings to members through lower fees and higher interest rates on savings.

I truly applaud CUNA's action on this matter. As Pablo Picasso has been quoted saying, “Action is the foundational key to all success.” And it's been a long time coming on the awareness issue. Credit unions' future depends upon it.

Xceed Financial President/CEO Teresa Freeborn recognizes the need for greater awareness as a priority, which is why she's heading up the committee leading the charge. She explained to me, “I am a serious credit unionist believing strongly in the credit union movement and the good work we do for our members.” The former marketer said she wasn't sure what the past obstacles have been to awareness efforts, “but I do believe the challenge of creating awareness can only be solved by aggressive actions importantly done with many voices, and by those who are expert in this particular area, along with a long-term, sustainable commitment.”

A long-term, sustainable commitment is crucial for building general awareness for long-term sustainable success of the credit union community. And now is a critical time, while consumers – even five years after Bank Transfer Day – continue to express displeasure with their banks. Freeborn pointed to research showing 93% of credit union members are highly satisfied versus 69% of bank customers.

building awareness and consumer behavior While the credit union difference can be a draw for young members, Freeborn said, so are all the latest tech gizmos. Once you grab consumers' attention, you have to provide the services they want, not just what they need. It's not enough to simply be a safe place to park your money. When and how members can access money and services is mission critical. Freeborn said many credit unions have figured out the evolving definition of member service, and the ones that have not are learning quickly from their experience.

Credit unions don't only need member awareness and growth to safeguard the businesses' future; they also need to boost member grassroots support. Take last week's leaked letter from Rep. Steve King (R-Iowa) to the Ways and Means Committee chairman requesting a study from the Government Accountability Office on whether credit unions are earning their tax exemption, and questioning the NCUA's authority to make the business lending expansions it's allowed credit unions. The letter had a snide tone to it, including quotation marks around not-for-profit, and looks like it was most certainly written by bankers.

Jon Murphy, the Iowa Credit Union League's director of government affairs, diplomatically said of the state credit unions' relationship with King, “There's some positives and there's some negatives.” Relief from regulatory burden, he explained, is an area of agreement they have with him, but he said King has said King views large credit unions differently from smaller ones, hence his tax exemption questions. King's office didn't return a call for comment as of press time.

Murphy added that while the league has 20,000 people in its statewide advocacy database, Iowa still has three times as many banks as credit unions. The gap just happens to be particularly pronounced in King's district. “What we find interesting or peculiar is credit unions put out more low-cost capital out to small businesses here,” Murphy lamented. It's disappointing that anyone would want to decrease that flow of capital and job creation, he added.

So King's position was not surprising, but the timing right before an election is curious. It's politically puzzling that he would put Chairman Kevin Brady (R-Texas) in such an awkward position when he, too, is working toward re-election; politicians don't like controversy at election time. Additionally, CUNA's chief lobbyist, Ryan Donovan, related, “I think it's an odd letter at an odd time. We're coming out of the financial crisis where credit unions were a beacon of hope and a beacon of opportunity for consumers and small businesses.” Fortunately, lobbyists don't see the request getting any traction with Brady.

Credit unions must make their voices heard, and to do that they must weave themselves even deeper into America's financial roots. That means growing and growing louder by nurturing – watering if you will – member grassroots. King seems to have taken a page from my grandmother who indicates she's irritated with a pointed, “I'm gonna cloud up and rain all over you.” Like the soil, grassroots will hold credit unions together through the storms.

Instant Insights /

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