Credit unions have always stood for something bigger than transactions. We talk about “people helping people” as a philosophy—but what does that actually look like through the eyes of today’s member?
At Children’s Miracle Network (CMN), we set out to answer that question.
CMN recently conducted a national study focused specifically on credit union member sentiment around charitable giving—how members feel about being asked, what motivates them to give and where opportunity exists for credit unions to deepen both impact and engagement.
What we found should energize every credit union leader, marketer, and frontline employee.
Because the story isn’t that members are tired of being asked to give.
It’s that we’re not asking often—or effectively—enough.
The gap: Members want to give ... but aren’t being asked
One of the most striking insights from the research is the disconnect between opportunity and action.
Only 40% of respondents said they were asked to donate by a credit union in the past year, yet nearly two-thirds said they would be likely to give if asked.
That gap represents millions of dollars in unrealized impact.
Even more encouraging:
- 76% of members feel positive or neutral about being asked to donate.
- 90% say their opinion of a credit union improves or stays the same when asked.
The motivation: Local impact drives action
If there’s one theme that cuts across the entire study, it’s this: local matters.
Members are twice as likely to give when their donation supports their local community.
This reinforces the competitive advantage of the credit union movement. When philanthropy is localized and clearly communicated, it becomes a growth strategy:
- 86% of respondents say they are equally or more likely to use a credit union’s services if it supports a charity.
- That sentiment holds when the cause is a local children’s hospital.
The opportunity: Make giving frictionless
The research also highlights a clear preference in how members want to give: Round-up donations on debit or credit card purchases.
- It’s the #1 preferred method of giving.
- Members favor rounding up to the next dollar by nearly a 2:1 margin over other options.
- 64% express interest in a round-up feature for charitable giving.
Even more compelling:
- 69% would use a card with this feature as much or more than others.
- Some would even make it their top-of-wallet card.
This isn’t just a fundraising tool—it’s a behavior-shaping product feature that can increase card usage while driving year-round impact.
But members are clear about what they need:
- Transparency on where funds go
- Control over donation settings
- The ability to turn it on/off anytime
In other words: make it easy but also make it clear.
By embedding giving into the daily lives of members, you can help make big change for all kids while increasing card usage and loyalty.
The trust advantage: Education is key
Credit unions are the most trusted institutions to handle charitable donations. However, nearly two-thirds of respondents misunderstand what happens to their donation, with many believing the credit union financially benefits from it.
To bridge the gap and deepen trust, you must clearly share how donations benefit local children’s hospitals. Members want to know where their money goes and why it matters.
This is why CMN has invested in resources to help you tell that story:
- Asset Library: Includes templates, logos, videos, impact reports and more.
- Campaign Signage Site: Physical resources like goal charts, clings and more for purchase.
- CMN Merch Shop: Gear to help staff share the impact your credit union is making.
- And most importantly, we have a network of 170 children’s hospitals that have staff dedicated to supporting your employee education and fundraising efforts. Make sure to connect with them!
Where do we go from here?
The next chapter isn’t about whether credit unions should lean into philanthropy.
This means:
- Creating more consistent “asks” across channels.
- Prioritizing local impact storytelling.
- Exploring embedded giving tools like round-up programs.
- Equipping frontline teams to confidently share the “why” behind campaigns.
When we unite our efforts, we don’t just raise funds—we elevate possibilities for kids and the future.
Join the conversation
This article only scratches the surface of what we uncovered.
If you’re interested in diving deeper into the research and learning how to apply it within your credit union, join CMN for a webinar on June 18.
Register now to explore how your credit union can turn member sentiment into meaningful impact and growth.
