CUNA Councils, a national organization for credit union professionals, has contributed $25,000 to the CUNA Credit Union Awareness Initiative, which is being created to raise consumer awareness of credit unions as an attractive alternative in financial services. The CUNA Councils contribution is the first specifically directed toward the Awareness Initiative.
The initiative is a long-term, research-driven project that will help define the unique attributes common to credit unions across the country. With the credit union identity more clearly defined in a unified, clear and compelling way, credit unions and Leagues can continue to communicate their individual brands. The Awareness Initiative is led by the CUNA Creating Awareness Advisory Group, a diverse cross-section of credit union marketing leaders from across the country.
“We are honored that CUNA Councils sees the value in creating top-of-mind consumer awareness and belief in credit unions as the best option in financial services,” said Teresa Freeborn, Chairman of the CUNA Creating Awareness Advisory Group and President/Chief Executive of Xceed Financial Credit Union. “It’s critical to receive input and support from all corners of the credit union movement to ensure this effort’s success and to make certain that it works for all credit unions and Leagues. The initiative will complement existing work to drive awareness, and support the great work being done by so many.”
“CUNA Councils, which represent all corners of the movement, are committed to helping raise credit union awareness,” said Heather Moshier, CUNA Councils Executive Committee Chairman and Executive Vice President of Information Technology at San Diego County Credit Union. “We’re proud to contribute to an initiative that will help position credit unions as the go-to option in financial services.”
CUNA is currently conducting consumer research that will underpin the initiative. The research is designed to understand consumer attitudes toward financial services, ways to increase awareness of credit unions, and how best to communicate credit union advantages to attract more members and grow market share. Funds from CUNA Councils will be used to spearhead the next stage of awareness: building a strategic plan that supports all credit unions across the country. To learn more about the initiative, visit http://www.cuna.org/awareness/.