CUNA Says $25 Million Raised to Date for 'Open Your Eyes' Campaign

WASHINGTON –CUNA said more than $25 million has been committed to funding its “Open Your Eyes” media campaign aimed at growing consumer awareness and consideration of CUs as a financial option.

The trade group announced in June of 2018 that it has set a goal of raising $100 million over three years for the campaign and said it continues to “enlist financial support from credit unions throughout the country.” 

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“This active demonstration of commitment shows how our movement can join forces to break the barriers to credit union growth. Funding the Creating Awareness Initiative supports driving membership and fostering an environment to position credit unions as American’s best financial partner,” said CUNA President/CEO Jim Nussle. “We are thankful for the local investments and support by credit unions and Leagues directly into the ‘Open Your Eyes’ program.”

As has reported extensively, CUNA has spent several years preparing to launch what it describes as a “highly-targeted media program,” beginning with in-depth research. CUNA is poised to launch this effort with research-based messaging and creative content in select regional areas early in 2019. 

The Open Your Eyes steering committee has from the outset been chaired by Teresa Freeborn, CEO of Xceed Financial CU.

In a statement, CUNA said “the Open Your Eyes to a Credit Union program is designed to get Americans to consider again to credit unions and overcome their misguided assumptions about credit unions. Through rigorous ad testing and continual evaluation of audience engagement in-market, CUNA will refine content across channels to ensure it drives action. The integrated approach to media, content and data analytics uses metrics at every point to ensure continuous testing, learning and refining of the content, media strategy and resource to optimize our return on investment.”

Contributions to Date

Among those making contributions to the branding initiative are, according to CUNA: 1st Gateway Credit Union, Black Hills Federal Credit Union, Border Federal Credit Union, Bragg Mutual Federal Credit Union, Cal Poly Federal Credit Union, Carolina Federal Credit Union, Carolina Foothills Federal Credit Union, CEFCU, Champion Credit Union, Charlotte Metro Credit Union, Coastal Credit Union, Credit Union Association of the Dakotas, CU Direct, CUNA Mutual, Desert Financial Credit Union, Desert Valleys Federal Credit Union, Element Federal Credit Union, ENT Credit Union, Fairfax County Federal Credit Union, Financial Horizons Credit Union, Founders Federal Credit Union, GEM Federal Credit Union, Greenville Federal Credit Union, Hawaii Federal Credit Union, Heritage Community Credit Union, Heritage Trust Federal Credit Union, Illinois Credit Union System, LBS Financial Credit Union, Lendkey, Local Government Federal Credit Union, Med5 Federal Credit Union, Members Preferred Credit Union, Minnesota Credit Union Network, Money Federal Credit Union, Norstar Federal Credit Union, Northwest Community Credit Union, NuMark Credit Union, OAHE Federal Credit Union, Palmetto First Federal Credit Union, Pheple Credit Union, Redwood Credit Union, Sentinel Federal Credit Union, Sharonview Federal Credit Union, Sioux Empire Federal Credit Union, Sisseton-Wahpeton Federal Credit Union, SPC Credit Union, Spokane Media Federal Credit Union, Town and Country Credit Union, Truliant Federal Credit Union, Unitus Community Credit Union, Unity Catholic Federal Credit Union, University Federal Credit Union, Voyage Federal Credit Union, Westconsin Credit Union, and Xceed Financial Credit Union.

“All of our board credit unions are proud to demonstrate support of this groundbreaking, researched-based initiative that will keep credit unions top-of-mind as consumers’ best choice in financial services,” said CUNA Board Chairman Maurice Smith. “We continue to encourage state leagues, credit unions and business partners to actively participate through sustainable, long-term financial support.”

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Copyright Year: 2019
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