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In a time when financial institutions are facing growing scrutiny and shifting policy landscapes, one thing remains clear: Credit unions are unified, prepared and deeply committed to protecting the financial well-being of the communities they serve. Nowhere was this more evident than our industry-wide campaign to protect the not-for-profit tax status of credit unions during this year’s tax reform debate.
Our success wasn’t just about having a worthy mission – it was about executing smart, strategic advocacy. Shortly after the 2024 Government Affairs Conference, we outlined our Advocacy Guiding Principles: Do what credit unions need and want; engage all three branches of government; build strong relationships; pair sound policy with smart politics; create champions; stay organized; and, above all, win. Effective advocacy doesn’t happen overnight – it’s the result of years of building trust, sharpening strategy and showing up with unified strength.
With many provisions of the 2017 Tax Cuts and Jobs Act expiring in 2025, we didn’t wait for the threat to arrive – we met it head-on, leaning on that strength. Building on the America’s Credit Unions-League work we did during the 2024 elections, on Jan. 3, our advocacy team launched a coordinated campaign to engage all 535 congressional offices, with a focus on those who held the pen on tax legislation: The Senate Finance Committee and the House Ways and Means Committee. Throughout our long campaign, on the policy front, we fought against the banker narrative urging Congress to tax large credit unions. We also proved without a doubt that credit unions were not a competitive threat to banks. Capitol Hill was just one front. We also shaped the narrative. Collaborating with leagues, credit union leaders and members across the country, we placed dozens of op-eds and letters to the editor in key national, local and trade publications. An exclusive in American Banker spotlighted the economic consequences of ending the credit union tax status.
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Our populist message added to our data-driven policy work, which we amplified through strategic digital campaigns. A strategic collaboration with Politico delivered over 6.7 million impressions and more than 17,000 page views, while our nationwide campaign targeting key lawmakers reinforced our grassroots efforts with real-world impact.
We also embraced innovation. Our digital ad campaign targeting key tax writers and congressional leaders generated more than 139 million impressions and engaged more than 191,000 activists. Millions more were reached through social media. These aren’t just numbers – they’re evidence of an industry that understands how to fight for its mission and the communities we serve.
But at the heart of this campaign were our credit union members.
In the largest industry mobilization effort in over a decade, the “Don’t Tax My Credit Union” campaign coordinated by America’s Credit Unions and our League partners generated more than 861,000 letters to lawmakers. These direct appeals reminded Congress that Americans depend on their credit union for affordable financial services, fair lending practices and a community focus that big banks can’t match.
During our “Week of Action” before Senate consideration of H.R. 1, more than 750 credit union CEOs signed an open letter to Congress, thanking lawmakers for preserving our tax status and urging continued vigilance. This surge of grassroots energy reached its peak in May when the bill was active in the House – a testament to our ability to rally when the stakes are highest. The bottom line is this: The unity and determination of the credit union movement have never been more evident. Our not-for-profit tax status isn’t a privilege – it’s a recognition of our unique structure, mission and impact.
Thanks to relentless outreach and data driven collateral, lawmakers now understand: Taxing credit unions is bad policy and worse politics.
In an era of division, the credit union industry has shown what’s possible when people come together around shared values and a common goal. Our work isn’t finished, but the results speak for themselves.
We showed up. We spoke out. And we protected the credit union difference – together. Thanks to your engagement, support and influence over the last year, 142 million Americans are better off because of our collective efforts. America’s Credit Unions is here to help all credit unions thrive, now and into the future. We will remain relentless in our advocacy whether that’s protecting our tax-exempt status – or now turning our focus to rightsizing the CFPB, protecting the CDFI program, and modernizing regulations to ensure credit unions can evolve along with consumer needs.
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