On Friday at America’s Credit Union Conference, CUNA President and CEO Jim Nussle announced a big goal. Over the next three years, CUNA intends to raise $100 million to fund and sustain a modern, research-driven national credit union awareness program that will begin in January 2019.

“The future of our movement depends on more Americans than ever opening their eyes to everything a credit union offers,” said Nussle. “For years, our market share has been stagnant at 7 percent. Meanwhile, big banks are out-spending us $43 to $1 on marketing, attracting new customers. We can’t afford to sit on the sidelines any longer.”

The $100 million commitment will fund a national program that is:


A digital-first, hyper-targeted approach means more impact for your dollars. Banks spend billions to out-market other banks. By working together to tell a compelling story about the entire credit union movement, we will complement and amplify every credit union’s individual marketing spend—creating a rising tide that lifts all credit unions.


This is a movement-wide initiative. Every credit union will have the opportunity to contribute in a fair, appropriate manner. You will be receiving a packet with a specific ask for your credit union.


For every dollar you contribute, 90 cents will go to a national media buy. The remaining 10 cents will be used for future content development, consumer research and operations.

Commit to supporting the Awareness Initiative at your credit union. Go to awareness.creditunion (password: openyoureyes). Learn about the research. Download the Messaging Guide and begin incorporating the content into your communications.