CU leaders discuss the resources available for effective advocacy

During this week's CUNA Governmental Affairs Conference, a panel of credit union leaders talked about the importance of advocacy, the resources available to help grassroots teams, and the kind of activities that have been successful for them.

Panelists were Kyle Frick, VP of marketing/community relations, Mid-Oregon CU; Jean Peterson, board member, Aberdeen FCU; and Steve Gilman, president/CEO, Houston Texas Fire Fighters FCU. The moderator was Keith Sias, SVP of governmental affairs, Illinois Credit Union League.

Resources in the grassroots program toolkit include Member Activation Program (MAP), Project ZIP Code, RAP Index, Hike the Hill, Credit Union Legislative Action Council (CULAC), and Army of Advocates.

Frick kicked off discussion with the success his credit union has found by using MAP. While some credit unions continue to be standoffish about trying MAP, focus groups show members that don't mind being approached about helping their credit union's causes. In fact, some appreciate knowing about the legislative issues their credit unions face and are happy to participate.

Frick says they use various-length templates provided in the MAP program, and he emphasizes the importance of a good title line and personalizing your communications to "sound like us." They even include a photo of their CEO in the letters.

For their "ease the burden" campaign communications, the credit union saw a 42 percent open rate, and on data breach a 31 percent open rate. Their other campaigns went similarly well. Frick adds that credit unions should send follow-up thank you letters to those people who participated and contacted their lawmakers.

Peterson, a 2018 Credit Union Rock Star, is part of CUNA’s Volunteer Leadership Committee, where she serves as vice chair. She talked about the Army of Volunteer Advocates, or AVA. Why advocacy for volunteers?

"We have an important story to tell," Peterson says. "Volunteers serve because we care about the movement and the people. Lawmakers like to see volunteers because they're not paid to be there, and volunteers have great community relationships."

Currently, 22 leagues are committed to AVA, which encourages leagues and credit union CEOs to develop their volunteers as advocates—most importantly at the local level. Cornerstone Credit Union League participates in the AVA program.

Credit union CEOs in the program are responsible for working with their league to identify volunteer champions, support the effort with an education budget for board members, and invite board members to participate. CUNA creates the templates for the launch, advocates for volunteer training, and monitors program activity.

Gilman discussed the importance of building relationships with lawmakers. He emphasizes the benefits of getting to know their legislators before they need them. Gilman has held town halls and invited lawmakers to his credit union to visit with their constituents, including volunteers, senior members, and other credit unions. His recent town hall brought in 60 people.

Gilman suggests getting involved in lawmakers' campaigns, doing work such as knocking on doors, working the telephones, and fulfilling other campaign needs. Lawmakers are grateful for the help—especially first-time candidates who really need a leg-up from the community and don't have much money to work with.

From these activities, Gilman says relationships with lawmakers develop, and when their constituent credit unions come to DC for events like GAC or Hike the Hill, hikers are well received by the lawmaker because they have an existing relationship.

Gilman also says it's critical for advocates to contribute to the PACs. It's expensive to run campaigns, and it's easy for credit union staff to contribute a dollar or two per paycheck through payroll deduction. But there are other ways as well. Gilman's credit union holds bake sales, where they can raise up to $6,000. They also hold candy sales and just set the candy out on the counter—it sells itself. The money is donated to election campaigns.

"When lawmakers are already engaged, getting them to answer calls to action is much easier," Gilman said. "It's an important bond."

Young professionals are also key to a good advocacy program in your credit union. They have a lot of energy and are excited to get involved, Gilman said. Even if they're reluctant at first, once they attend an advocacy event, such as a GAC, they learn fast how easy it is and become enthusiastic advocates for the future.

All members of the panel reinforced the practice of building relationships with lawmakers. Positioning yourself as a resource for lawmakers is a smart move, because they will call you to ask questions or get information.

AMOCO's Kevin Venable was in the audience and said his credit union regularly builds relationships with elected officials. They host lunches as meet-and-greets at nice restaurants and buy the lawmaker lunch. They also invite other credit unions to join in a come-and-go setup. You could do the same thing by inviting the lawmaker to join you for a chamber luncheon, using an open seat.