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
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
Include firstname.lastname@example.org 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