New White Paper from CUNA Councils Explores Creating a New Credit Union Sustainability Business Model

Jenny Jackson
CUNA Councils
(608) 231-4102

Madison, Wis. – “How can credit unions create sustainability for the future?”

Recent MBA graduate, VP of Marketing at Cabrillo Credit Union, and 2008-2011 CUNA Marketing & Business Development Council Chair Anne Legg explores that question in her MBA thesis-turned-white paper, “Creating a New Credit Union Sustainability Business Model.” 

In the current economic environment, where operating expense is higher than net interest margin, the credit union industry is facing many challenges: encountering negative earnings, loss of income from recent regulation, and the possible removal of non-taxation status.  Acknowledging that credit unions are a viable financial alternative for consumers, Legg seeks a solution for credit union sustainability by examining international credit union systems in addition to the cooperative grocery and farming industries. To achieve sustainability within the industry, Legg’s recommendations include developing a shared value business model and suggestions for incorporating programs founded on the cooperative principles.

CUNA Council members are entitled to complimentary copies of these and nearly 300 white papers; non-members may purchase the white papers for a price of $50 per copy. 

The paper is available online in the white paper section of

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CUNA Marketing and Business Development Council

The CUNA Marketing and Business Development Council is a member-led organization comprised of 1,000 credit union professionals across the United States. The council strives to provide superior educational and networking opportunities to help its members be recognized in the credit union industry as the premier experts in credit union marketing, business development, and related disciplines. The CUNA Marketing & Business Development Council is one of the six organizations that make up the CUNA Councils, a network of more than 5,000 credit union professionals. For more information, visit or

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