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MAP Survey Shows 78 Percent of CU Members Like Advocacy Contact
Wednesday, March 25, 2015 7:00 AM

As we all know, the credit union system has well over 100 million memberships in the United States. Now a new program may help credit unions harness those millions for more effective advocacy and political action.

Credit Union National Association’s Member Activation Program (MAP) provides outreach communications that credit unions can distribute to their members. Some of the communications will explain ways members can participate, such as contacting their members of Congress on a particular issue. Others will serve as educational pieces to raise awareness about the credit union difference.

Initial research of more than 70,000 credit union members found that advocacy communications not only succeed in activating credit union members, but also increase members' loyalty bond with their credit union. 

University Federal Credit Union President/CEO Tony Budet was on the MAP committee that conducted the initial surveys, and he reported at the CUNA Governmental Affairs Conference that 78 percent of our members told us it's "perfectly OK to contact me for advocacy." In fact, 82 percent of members who receive advocacy outreach from their credit union want to do more business with their credit union.

With the results and knowledge garnered from that initial research, CUNA is now ready to launch the Member Activation Program. Of course, for credit union members to get involved, credit unions must also show a willingness to be involved.

CUNA President Jim Nussle said in a message to credit unions yesterday, "Nothing is more powerful than your credit union’s brand to deliver advocacy and political action messages to members, and that’s why it’s most effective if your members hear from you."

Cornerstone SVP Advocacy Jim Phelps said, "The research speaks for itself; our members do want to hear from us. I encourage all CEOs to take a look at this new program as a means of building our political capital. This is the sort of groundbreaking program that might pay off tremendously when we really need that groundswell of support on a big issue."

For more information about this program, contact Gretchen Ziegler.