The Awareness
Initiative is an all-out effort by our movement to get more consumers to
consider credit unions their best financial services provider.
We’re launching a
modern, national digital advertising program in January: Open Your Eyes to
a Credit Union™. And at America’s Credit Union Conference this July we
announced a fundraising goal of $100 million to fund the initiative through
2021 and create a long-term, sustainable industry-wide program.
It’s
Time to Commit
The future of our movement depends on more
Americans than ever opening their eyes to everything a credit union offers. For
years, our market share has been stagnant at 7%. 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:
Sustainable
Our 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.
Equitable
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.
Commit
to supporting the Awareness Initiative at your credit union.
It’s time to commit—not only to the Awareness
Initiative, but to each other and the future relevance of our movement.
Go to awareness.creditunion
(password: openyoureyes). Download the Messaging Guide. Learn about the
research. Prepare to get involved.
If you have questions, please email us.