Throughout the history of the organized credit union movement, the importance of legislative and political activities to credit unions and their members has been recognized. Credit unions might not exist today if the early credit union pioneers had not achieved the enactment of credit union enabling laws in the states and on the federal level.

The very nature of the governmental affairs function lends itself to collective action by and through chapters and specifically through individual credit unions. Elected officials and policy makers are more responsive to a unified voice on an issue than they are to isolated institutions with divergent opinions.

The future of the credit union movement lies in its ability to effect favorable legislative changes. As credit unions become more and more sophisticated, so too does the legislation that governs them. In order to be effective legislatively and thus compete in the financial services marketplace, the credit union movement must develop and maintain a highly organized political action plan.

The desired result of legislative and political action is to gain recognition of credit unions as an important part of the state's economy, and as an influential element among the state's population. If these results are achieved, legislative benefits will accrue.

Political action encompasses all the methods used to influence legislation favorable to credit unions, deter negative legislation and enhance credit unions' image in the minds of Congress and the public. Some of the methods of political action include developing and initiating legislative agendas, implementing strategic planning (lobbying tactics), generating grassroots support and providing financial assistance to appropriate candidates.

Whom should credit unions target? The political efforts of many credit unions and leagues have been focused exclusively on U.S. Congressmen and Senators in the past. Many other individuals also play key roles in creating or implementing laws and policies that affect credit unions, such as state legislators, governors and lieutenant governors, mayors, city council members, etc. Although these individuals are sometimes less visible than the national figures, they perhaps have more of an effect on credit union operations. For that reason, they are prime targets of credit union political action. For the purposes of this document, the terms lawmakers and legislators shall refer to all these individuals.

Influencing the opinions of lawmakers

It has been said that it is difficult to harm someone you know and like. It is this thinking which forms the foundation for many of the political action activities in which credit unions engage. Credit unions can and should be an effective means of organizing and implementing political action activities. Some of the activities in which credit unions can be most effective are:

• As a Trusted Advisor
  Lawmakers, as a rule, cannot be experts in all areas. Therefore, they rely heavily on staff members and outside advisors for guidance when dealing with subjects outside their particular realm of expertise. Credit union leaders who successfully position themselves in this advisory capacity have a good chance of influencing legislative opinion.
• Through Routine Correspondence
  Routine correspondence with lawmakers is to convey to them general credit union operational philosophy and positions on current and upcoming issues affecting credit unions. Examples of routine correspondence include the following:
• Invitations to attend chapter meetings and credit union annual meetings
• Copies of credit union annual reports
• Copies of credit union newsletters
• Copies of news releases on credit union and Chapter activities, when appropriate
• Birthday cards
• Congratulatory letters upon re-election

Political and Issue Communications

Credit unions have a tremendous opportunity in the area of political communications. Credit unions may pay for certain election-related communications but the audience for which they are intended determines the content of those communications. Not only do we have a large number of members, but according to a May 1999 public opinion survey, many take into consideration their credit union's position on candidates when deciding for whom to vote. And we know credit union members vote. In the 1998 general election, 48 percent of those voting said they or their spouse was a credit union member.

There are four basic types of communications available to credit unions: general member communications, partisan communications, issue advocacy and earned media.

General Member Communications

Most credit unions communicate to their members with a newsletter on a regular basis. While these invaluable tools promote new services, loan rates and so forth, newsletters also provide the perfect backbone for political communications.

Credit unions can use their newsletters to provide factual news and information to their members. Items might include legislative updates that provide information on bills moving through the state house or Capitol Hill, or a story about an elected official who visits the credit union, attends an annual meeting or has other interactions with credit union members. Credit unions can also offer elected officials a guest column or editorial to tell their views on credit unions or pending legislation. Elected officials are always looking for ways to reach voters that are positive and free. Publicizing their interactions with members or offering them a guest column is a great way to strengthen your relationship with your elected officials.

Partisan Communications

In some instances, where an elected official or candidate has been particularly supportive of credit unions (or non- supportive), a credit union might want to make their views on a candidate known to their members encouraging that person's election or defeat. Partisan communication also known as express advocacy, means that the communication includes a message that unmistakably urges the election or defeat of one or more clearly identified candidate(s) (using words such as "vote for") to its members. However, when a credit union communicates with an audience that is beyond its restricted class, express advocacy (partisan communication) or coordination with the candidate will result in a prohibited expenditure or contribution.

A candidate is "clearly identified" if the candidate's name, nickname, photograph or drawing appears, or the identity of the candidate is otherwise apparent. Examples include: "the President," "your Congressman," "the Democratic presidential nominee," "the Republican candidate for Senate in the State of Georgia."

There are a number of specific Federal Election Commission regulations that must be followed with the primary restriction being, you must advocate only to your members. Your league or the staff at CUNA can answer any questions regarding the FEC regulations that govern such activity and will be happy to work with you to devise a legal and effective partisan communications plan.

Examples of partisan communications include:

Slate cards: Publishing a list of candidates that the credit union urges its member to support or vote for.

Candidate Ads: Running ads in the credit union newsletter or magazine urging credit union members to support or vote for a particular candidate.

Direct mailings: Sending letters of support or a brochure produced by the credit union on behalf of a candidate to the credit union's members. (You can't use the candidate's materials.)

Issue Advocacy

Issue advocacy allows a credit union to promote its views beyond its membership of the credit union but unlike partisan communications, issue advocacy focuses on the support or defeat of specific legislation, ballot initiatives, etc. rather than on the support or defeat of a candidate.

For example, after H.R. 1151 many credit unions and leagues ran "Thank You" ads in local newspapers thanking key supporters in Congress for their work on the legislation. Issue advocacy can be a highly effective tool in bringing an issue to the forefront and creating a dialogue in the political debate.

Earned Media / Legislative Issues

Though not directly related to political communications, earned media is critical to the credit unions' overall communications effort. Placing well-timed opinion editorials (op-eds), letters to the editor and interviews with local media can make the difference in getting a legislator to support an issue. Having an effective earned media operation also shows elected officials and public opinion leaders that you have the ability to influence the community beyond your membership.

A good earned media operation starts with a good press list. Include TV, radio and print including both daily and weekly newspapers. Even though it is not likely that you will do any electronic media, it is good to know all the reporters that cover financial and political issues. The more journalists see your press releases, etc., the more likely they are to pay attention to credit unions. You never know when they are looking for a story.

Conclusion

Much of a credit union's success in grassroots and political involvement depends on the ability to communicate effectively. All these types of communications are important and you will find different situations will call for different methods of communications.

CUNA and the leagues are available to help you develop an effective communications plan and can directly coordinate and conduct issue advocacy campaigns. Partisan communications activities must be funded and implemented by individual credit unions though as we have indicated, CUNA and the leagues are always available to assist you in planning your efforts.

Direct Political Involvement

Legislative Visits

It is very helpful to have legislators and other key governmental officials visit individual credit unions. This enables them to see the credit union in action and gives them a sense of the number of constituents who use credit unions as their primary financial institution. The governmental affairs department at your league will help coordinate legislative visits, allowing lawmakers to see several credit unions in a relatively short period of time. If your credit union is interested in participating in a legislative tour, contact your League's Governmental Affairs department.

Other occasions for visits include annual meetings, open houses, grand openings and other special events. These personal visits are fairly time-consuming for the lawmakers, and thus are the exception, rather than the rule. More common are visits by credit union representatives at legislators' offices. These may be scheduled individually, or several credit unions may jointly plan such visits, as is the case at CUNA's Governmental Affairs Conference.

Other occasions when credit union representatives can talk with lawmakers include breakfasts or lunches sponsored by local chambers of commerce or civic groups, charity events, or community activities.

Volunteering for Campaign Work

An active political organization is expected to deliver voters to the polls on Election Day. One of the least expensive and most effective means of influencing legislative opinion and delivering voters for candidates is to assist credit union supporters in their election and re-election campaigns. Volunteer activities in this area include stuffing envelopes, staffing phone banks, door-to-door solicitation of support, distributing campaign fliers and yard signs or attending speeches and fundraisers for the candidate. Many candidates have ample war chests to finance their campaigns, but limited manpower, so this type of support is often appreciated as much if not more than monetary contributions.

Campaign Office Support - Stuffing Envelopes

An easy way to get involved in the campaign of a credit union supporter is to call the person's campaign office and volunteer to coordinate a credit union night at the campaign headquarters. All campaigns have a multitude of clerical duties that need to be completed on a daily basis and most will gladly accept the help.

Door-to-Door Canvassing

One way to help spread the word about your candidate is through door-to-door canvassing. Organizing a door-to-door campaign is the job of the campaign staff and the precinct leaders. The candidate and the campaign staff meet volunteers and activists at a central location, usually campaign headquarters, to hand out maps to divide up the district for canvassing. Precinct voters' lists are divided up so no one mistakenly goes to the same door twice.

Once maps and voter lists are distributed, two or three volunteers (for safety reasons) travel to a designated point and then split up to walk up and down neighborhoods. Often, the candidate will provide you with campaign literature to distribute as you greet people and talk to them. You should be very friendly and be aware that not everyone is going to agree with you. Some voters may have already made up their minds not to vote for the candidate you support. If this situation arises, simply thank them for their time and move on. If you come upon a residence where no one is home, you may leave the campaign literature on the porch or just inside the door, but never in the mailbox, as this is against the law and may reflect poorly on your candidate. When talking to potential voters, remember that you may be the first spokesperson for the candidate that person has encountered, so be the best salesperson you can be!

Distributing Campaign Fliers And Yard Signs

Another way to introduce potential voters to your candidate is by distributing campaign fliers at a central location. You and other credit union volunteers can gather at the local grocery store, the county fair or the local high school baseball game to shake hands and hand out literature after you secure permission from the appropriate individual(s). Receiving campaign literature is certainly important in persuading a potential voter to vote for a candidate. Your spirit of volunteerism on behalf of the candidate may be enough persuasion to pull in several potential voters.

Building Yard Signs

Most campaigns will create yard and/or window signs displaying the campaign logo and slogan. The campaign may spend a day or two orchestrating a "yard sign drive" in which volunteers help build, distribute and post signs for those who are willing to display the signs in their yard or business. You can be of great help to the campaign by helping to distribute the signs, as well as encouraging family, friends and neighbors to post signs in their yard or business. Every sign posted is free advertising for the candidate!

Telephoning At Phone Banks

Much like door-to-door canvassing, you may volunteer to help a candidate make local phone calls to registered voters reminding them of the upcoming election. Your friendly, courteous voice introducing the candidate and making them aware of the upcoming election may be all it takes to ensure their vote!

Attending Town Hall Meetings

As an activist, you will want to learn information on issues. Attend town hall meetings held by local, state and federal elected officials. Your attendance will keep you abreast of pending legislation, conflicts, current events and will allow you to ask questions of your representatives. Discussion during a town meeting might even help you make decisions in the next election or could alert you to pending issues that may impact your credit union.

Getting Out The Vote On Election Day

Organize a Get-Out-The-Vote effort with your local chapter or a campaign to turn out the vote on Election Day. As opposed to getting the vote out early in a campaign by making people aware of the candidate, this is your chance to help physically get out the vote. If you have a large vehicle, you might offer to drive shut-ins to the polls, or you might join in a rally in a central location to remind passersby to vote for your candidate.

You could also be designated by a campaign or the county party to act as an election judge, poll watcher or supporter. An election judge is seated inside the polling place, checking off names as people vote. A poll watcher stands inside the polling place to observe who is voting and makes sure turnout for the candidate is as expected. A poll watcher also looks for any irregularities that might disrupt the election such as vote fraud. A supporter stands the legal distance from the polling place and hands out literature. All three of these jobs are essential in getting out the vote and maintaining the integrity of the election on Election Day.

Indirect Means

While all of the approaches mentioned above feature some type of direct contact with lawmakers, there are indirect means of influencing legislative opinion. The majority of these include positioning individual credit unions as centers of community activity and credit union officials as local opinion leaders. Here are some ideas for positioning credit unions and credit union leaders:

• Become a community leader by being involved in the leadership of local municipalities, charities, community activities, etc.



• Volunteer credit union boardrooms as meeting space for occasional community activities. This helps position the credit union as a center of community activity.



• Encourage staff members to undertake special projects to help the needy or less fortunate. Simple activities include visiting nursing home patients, volunteering to rock AIDS-stricken babies in hospitals, adopting a stretch of highway for a clean-up program, etc.



• Host a community-wide lunch-and-learn series on financial counseling or budgeting. Teach high school students financial basics such as budgeting or balancing a checkbook.



• Establish an effective media relations program to secure publicity of appropriate credit union activities. Write letters to the editors of local papers about pertinent credit union issues, such as International Credit Union Day.

Copyright © 2008 - Credit Union National Association, Inc.