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Credit Union Awareness

Frequently Asked Questions

The initiative is a research-based, multi-year, targeted paid digital campaign developed by credit unions to increase consumer consideration for the credit union brand. The paid digital campaign is designed to work in collaboration with participating credit unions in each state who use the customizable marketing assets to connect themselves to the campaign. 

Prior to launching the Credit Union Awareness initiative, we conducted extensive consumer research to determine our opportunities and challenges as a movement. We started with a foundational baseline survey of 1,500 non-members and a consumer segmentation survey with 2,400 non-members. We also conducted nationwide focus groups with non-members and members that yielded insights into public opinion on credit unions. In addition, we have done regional research to better understand local perspectives and differences in attitudes across the country. ​

To measure our progress and inform the future of the initiative, we conduct bi-annual consumer surveys on consideration and quarterly brand health checks about credit union attributes. To learn more about research results, see our research page. 

A rising tide lifts all boats. We aim to drive consumers to credit unions. We need all credit unions engaged in this important work.

Our success measures are both campaign performance (reach, impact, connection, engagement) as well as longer term measurement of consumer consideration (bi-annual consumer research, brand health, consumer insights). We measure our progress through consumer engagement with the campaign and research efforts. 

The digital-first media deployment targets specific demographics, including millennials, as they look for financial services. Studies indicate the average age of credit union depositors in the U.S. is between 47 and 55. The average age of those engaging with and responding to the Credit Union Awareness initiative is 32. We are helping bolster and develop an entirely new audience of future credit union members using the medium they prefer to engage with.

The campaign is digital first. It deploys paid social media and other online outlets on channels where our core audience spends time. The Credit Union Awareness team runs the paid digital media campaign with the help of a digital media firm. Right now, target consumers will see paid digital advertisements on YouTube, Google Display Network, and Google Search. ​


Becoming a Participant

Organizations interested in participating should complete the Participation Form. After submitting the form, staff will follow up and get details to draw up a contribution agreement. After the agreement is signed, organizations will be granted access and an invoice will be sent.

No! The program is intended to complement existing credit union marketing. Participation should be in addition to existing marketing budgets. is our consumer-facing website that is part of the overall Credit Union Awareness initiative. All advertising will link to this website as a call to action.​ reinforces key campaign messages and includes a filter-enabled credit union finder. The data for the credit union finder is based on NCUA call reports and is updated quarterly. Need to make changes to your credit union listing on the finder? Reach out to

Standard access provides credit unions with a basic locator listing, access to Contributor HQ and the benefit of paid and organic media efforts. 

As a Premium participant, credit unions receive an enhanced customizable locator listing and landing page, marketing webinars, website insights and more opportunities to be featured with consumers in the credit union’s geographic area.  To see more details about what is included in each plan, please review the Benefits by Plan document.

Yes, your credit union’s name, address, phone number and website address will be listed using NCUA data, under the “More” tab. Being under the “More” list is less prominent to consumers, and it doesn’t provide access to the full potential that a “Preferred” listing provides. You will miss out on:

  • Visual differentiation in locator list
  • Higher ranking than non-participants
  • Products and benefits linking to your credit union’s website
  • Credit union landing page with logo, summary, join now button and customizable links
  • Join Now functionality 
  • Administrative Access and Customization 
  • No access to additional opportunities such as content partnerships, featured credit unions  

Based on the success of the first three years of the program and feedback from credit unions, we’re focusing on creating consumer consideration while also more directly and measurably connecting consumers to participating credit unions.

Yes, we do annual research at the national and state level and share those results with participating credit unions.  As of June 2022, we have increased national consumer consideration by 11 points!

We started our program by measuring success against the consumer consideration research baseline in 2019. We also have KPIs on paid media, organic media, website metrics and consumer traffic from to credit unions’ websites.

Because of our ability to efficiently engage consumers digitally on a much larger scale, our focus on consideration and our expansion of SEO content, the cost to deliver the program has significantly decreased allowing us to pass on the savings to participating credit unions.

Based on feedback from credit unions, we have expanded the program to help better complete the consumer journey more directly to participating credit unions. This change allowed for a more transparent and equitable pricing structure for everyone, moving away from a contribution/donation model to a participation and service delivery model.

Based on feedback from credit unions, single year contracts with an auto-renewal feature provide more flexibility and align better with their annual planning process. 

Credit unions can see a list of participants in their state using this interactive map.