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Sharing positive stories with media is key during tax battle


Credit unions' national campaign for growth, Unite for Good, emphasizes "creating awareness" of credit unions' value as a critical action area. And as our movement fights to preserve our tax exemption, Wisconsin credit unions are sharing with media positive stories that illustrate how the corporate tax-exempt, member-owned structure of credit unions delivers tremendous good to families and communities.

Collaborate on media opportunities

Close to 100 credit union Activists receive League press releases when they are sent to media so that they can share the information with their own media along with their own local stories, data and quotes. It's a great way to tell your story without having to write your own press release – simply elaborate on the ideas The League shares with media.


To participate, request to join the Wisconsin Credit Union Marketing Communications Team on facebook, or contact Christine Henzig to request participation via email.


Credit unions are also encouraged to share with media the recently updated Wisconsin Credit Union Scorecard to demonstrate the collective benefits delivered to the state's 2.4 million members and communities. The mid-year update includes data from regulators for the second quarter and several other updates. Limited quantities of printed Scorecards can be ordered by contacting Chad Helminak.

Credit unions have found lots of ways to show the good they're doing. Media have showcased:














"Credit unions support more than 3,000 local charities, causes and organizations across the state, and are stepping up efforts to make sure more people know about it," said Christine Henzig, The League's Director of Communications.


Just as important as sharing what credit unions do to improve the quality of life where their members live and work is explaining why, she said. "We do what we do because we're cooperatives that exist to serve members, not shareholders, and our focus on people over profits allowed us to go where other institutions won't to offer billions of dollars every year in annual benefits to consumers nationwide. Our unique ownership structure, and the benefits this structure delivers, undergirds our exemption from corporate tax."


The League offers template press releases with language you can use to explain credit unions' unique structure. Henzig suggests credit unions use some of this language in every press release—either in the text or the "about us" section—and online where your member and community support is explained. Customize a press release using the League's sample language when you hold your annual meeting, mark an anniversary, open a new branch (particularly an in-school branch) and more.

Even a merger between credit unions is an opportunity to explain that a credit union still operates solely for the benefit of consumers, not shareholders, regardless of size, like Capital and Pioneer did in a recent press release.

Include in your press release distribution list and tag the League when sharing your accomplishments on Twitter and Facebook.




The Unite for Good effort is an internal growth strategy developed by CUNA in conjunction with its Board, state leagues, credit unions and system partners. The plan's action steps – to remove barriers, increase awareness and foster service excellence–are aimed at helping more credit unions become their members' primary financial institution by compelling members to see credit unions as their best financial partner. Read more articles in our Unite for Good series.

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