Cooperative Credit Union Association casts a wide net for consumer advocacy with better values, better banking

MALBOROUGH, MA (July 1, 2016) — The Credit Union National Association (CUNA) publicly announced this week a national initiative aimed at promoting awareness of credit unions that asks credit unions and credit union trade associations across the country to educate people in communities they serve. Taking up this call nearly two years ago was the Cooperative Credit Union Association (CCUA).

CCUA, a Marlborough, Mass.-based trade group supporting credit unions in the states of Delaware, Massachusetts, New Hampshire, and Rhode Island, has made significant inroads in sounding the credit union movement siren through its Better Values. Better Banking. consumer awareness campaign.

Launched in December 2015, the initiative employs a variety of outreach methods, from traditional and social media to consumer engagement.

Its “In Your Neighborhood” events offer a simple yet, quite literally, in-your-face approach, whereby credit union professionals meet and greet patrons in local coffee shops to chat about the role credit unions play in banking. Not only do “In Your Neighborhood” patrons get a free cup of coffee, they also receive a $10 gift card, which they can choose to pass on as an act of kindness. To date, CCUA has held 19 successful events.

“There are no hard-sells with Better Values. Better Banking. It’s all about education,” says CCUA President Paul Gentile. “We are telling consumers a story of ‘value.’ The value of being part of a not-for-profit cooperative. The value credit unions deliver back to the membership in the form of better rates, lower fees and industry leading member service. We also focus on the value credit unions provide in their local communities in so many ways.”

According to research culled by CUNA, 42 percent of non-credit union members are unaware they have the ability to join a credit union. Furthermore, 82 percent of respondents who viewed credit union TV ads as part of a national poll said they were interested in moving their accounts from banks to credit unions.

Better Values. Better Banking. has reached hundreds of thousands of consumers in New England through Facebook ads, radio commercials in key markets, member video testimonials, banner advertisements and a booklet on the advantages of joining a credit union.  CCUA offers tool kits to credit unions to customize their own advocacy efforts.

As it name indicates, Better Values. Better Banking. also promotes the innate values credit unions hold dear, the most prevalent being “people helping people.”  This commitment to social responsibility is a unifying force among credit unions and CCUA actively supports and encourages outreach initiatives that benefit the charitable partners of its member states: Children’s Miracle Network, Delaware; Massachusetts Homeless Coalition, Massachusetts; Make-A-Wish, New Hampshire; and Special Olympics, Rhode Island.

About Cooperative Credit Union Association

The Cooperative Credit Union Association is a regional trade organization serving as the voice for nearly 180-member credit unions located in the States of Delaware, Massachusetts, New Hampshire, and Rhode Island. CCUA member credit unions hold combined assets in excess of $73 billion and serve a collective membership base of more than 4.7 million consumers. Last year, CCUA credit unions provided more than $500 million in direct financial benefits to their members and had a combined financial impact of over $5 billion on their states. For more information, visit


Name: Janelle Mullen
Director of Marketing
Phone: 508-229-5633

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