cuna.orgmembership@work 4th Quarter 2018 Report

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CUNA & Leagues Help Return Pro-Credit Union Majority to Congress in Mid-Terms

One of CUNA’s most critical advocacy roles is to ensure the system has champions in Congress who value the credit union difference and regulations that help credit unions better serve their members. During the 2018 mid-terms, CUNA, the Leagues and credit unions worked together to ensure a credit union-majority Congress, and we saw positive results on November 6th.

We’re pleased to see the return of credit union stewards like Senators Jon Tester (D-MT) and Joe Manchin (D-WV) and Representatives Mike Bost (R-IL), Ted Budd (R-NC), Steve Chabot (R-OH), and Rodney Davis (R-IL). Each won close elections with the help of CUNA/League-funded advertising. And we welcome the 45+ new Members of Congress, who support credit unions and who received credit union support.

That support included $3.6 million in direct contributions (50% Republican/50% Democrat)and $3.4 million for paid political communications for 15 races in 11 states. That funding was made possible by the generous support of employees, volunteers and members, to the Credit Union Legislative Action Council (CULAC), and donations from credit unions, Leagues and CUNA to the National Advocacy Fund.

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We’re thrilled our $7 million investment led to 45 wins in 48 open races and that an impressive 91% of CULAC-backed candidates won re-election across all 50 states.

Our ongoing commitment to building strong relationships with

both Republican and Democratic lawmakers will continue to stand us in good stead as the 116th Congress takes control. We are already making strong connections sharing stories of how credit unions are helping during the government shutdown.

Driving Consumer Consideration of Credit UnionsHow are credit unions different than other financial institutions and how can we help consumers appreciate their benefits? It’s a consideration conundrum that’s been around for nearly as long as credit unions themselves, and a challenge that gained a fresh look in 2018.

A new research and brand platform. We kicked things off by giving 2018 GAC attendees a first look at the key messaging that provided a foundation for our creative development: Your fantastic future faster. We also shared prototype creative process used during consumer research to test and refine ideas.

Awareness Messaging Guide. Extensive consumer research laid the foundation for this resource, designed to drive system-wide alignment when describing the credit union difference.

Creative message strategy. Consumer research showed strong support for this three-part message to support our regional digital media: 1. Open Your Eyes (introduces credit unions), 2.

Own It (conveys the credit union difference) and 3. Some Day (speaks to individual aspirations and how credit unions can help consumers reach their goals faster).

Consumer segmentation study. This study of 3,000+ consumers pinpointed Millennials and parents age 35 to 54 in the market for financial services as key opportunities for the system to pursue. A new consumer site—yourmoneyfurther.com—launched in 2019 to help these prospects understand the credit union difference and connect with their local credit union.

2019 launch into regional markets. $25 million in pledges from 80+ organizations will allow us to align the research, creative and media to launch a 2019 campaign into regional markets. Contributors will get access to campaign assets, style guides and co-branding resources that complement our campaign and create opportunities to grow membership.

Pro-Credit Union Congress (continued)

Credit union leaders opened the Credit Union House in 1998 to increase national advocacy efforts and make sure credit unions were represented at the financial services table. Today the Credit Union House continues to serve as the system’s advocacy hub—a place for credit unions to discuss strategy, keep momentum moving across the leagues and ensure hot topics stay top of mind on Capitol Hill. It’s also become a critical home base for credit union leaders when they tackle critical advocacy work in D.C.

Last year Credit Union House welcomed more than 2,500 visitors, including over 50 Members of Congress and their staff. These sessions provided unique opportunities to strengthen relationships with our elected officials.

Credit unions from across the country appreciate the value of being able to tap into a D.C.-based resource. In fact, five credit unions from as far away as Alaska hosted their own events at our beautiful facility.

If you haven’t experienced Credit Union House for yourself, please stop by on your next trip to D.C. We think you’ll be impressed by what an exceptional resource it is.

Credit Union House is a Must-Stop for Thousands

Representatives from Impact Credit Union traveled from Clyde, Ohio to hold a board planning session at Credit Union House in October.

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CUNA and the league system went into 2018 with an ambitious advocacy goal: Revolutionize the operating environment for credit unions. We’re happy to report success on a variety of critical fronts thanks to unparalleled engagement, a commitment to 360-degree advocacy and, of course, the support of state leagues, credit unions and their 115 million members.

Advocacy efforts across the legislative, regulatory and judiciary arenas led to these impressive victories and laid the foundation for continued success in 2019:

1. Enactment of the Economics Growth, Regulatory Relief and Consumer Protection Act (S. 2155). Provisions critical to the system included: Dodd-Frank amendments; the ability to offer more member business lending; a requirement for NCUA to hold an annual budget hearing; and protection for credit unions that report suspected elder financial abuse.

2. Tax status remained untouched in final Tax Cuts and Jobs Act.

3. Independent research found policymakers ranked the CUNA-League system #1 of all financial services associations.

4. Credit unions received share fund distributions. 5. Member business lending (MBL) victories attained. After

20 years of struggle, removed MBL caps that impacted credit union’s ability to do business.

6. CFPB slowed down on pace of new rules. 7. Court victories gained for credit unions facing frivolous

ADA suits.

8. Implementation delayed on CECL accounting standard.

9. Risk-Based Capital Rule postponed and applicability narrowed.

10. Launched “Stop the Data Breaches” and “Credit Unions Vote” campaigns as well as the MAP Community.

As the 116th Congress gains traction and new leadership takes over at the Consumer Financial Protection Bureau—and, potentially, the NCUA—we’re prepared and eager to work with you, our credit union movement partners. We are working diligently to educate Congressional leaders involved in addressing issues of concern to credit unions such as financial regulations, consumer protection, ADA website standards, retirement, data security and, as always, our tax-exempt status.

CUNA Compliance Community Extends Reach Engagement among members of the CUNA Compliance community continued to show impressive growth in 2018.

TWO KEY EXAMPLES: The launch of six new CUNA/League Compliance communities (with overall Community membership now at 5,000+).

Our newest communities are: Mountain West Credit Union

Association, Credit Union Association of the Dakotas, North West Credit Union Association, Montana Credit Union Network, Minnesota Credit Union Network and the Carolinas Credit Union League. It’s great to see the power of local community-building at work!

The extensive use of the CUNA Compliance Blog. Last year our expert team solved over 1,820

compliance-related challenges for users across the country (representing 685 individuals, 506 credit union and 18 leagues). And this was in addition to writing and publishing more than 120 blog posts that addressed credit union compliance challenges across the spectrum.

Now, that’s your membership at work!

CUNA’s Bold 2018 Advocacy Agenda Success Sets Stage for Future Gains in 2019

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For more information on CUNA-League Membership, please contact Greg Michlig, CUNA Chief Engagement Officer, at GMichlig@cuna.coop or 608-231-4090.

Record-Breaking Year for CUNA Councils If you’re not a member of one of CUNA’s Councils (which include CEO, Finance, HR & Organizational Development, Lending, Marketing & Business Development, Operations & Member Experience and Technology), you might not have firsthand exposure to their many achievements and the access they provide to resources, networking and learning tools. Council members have told us they feel membership has a direct impact on credit union sustainability and integrity, which indirectly ensures the system’s ability to meet the needs of the 115 million+ members who rely on us each year.

As the stats in the infographic convey, 2018 was a productive year for CUNA Councils. From membership numbers to scholarship dollars, conference attendance to community discussions, CUNA Councils showed strong growth over the past year. We’re especially excited about gains in membership: We broke records in all-round and all-in credit unions (those who have members in every Council) in 2018.

We believe we’re seeing this level of growth because CUNA Council members have found a strong connection between belonging to a CUNA Council and being better able to serve their members.

Who’s speaking at CUNA GAC?CUNA Governmental Affairs Conference (GAC), March 10-14, 2019 in Washington, D.C. will feature a variety of influential keynote speakers that will inspire you to think different and be a bold leader for your credit union and community.

Join us at CUNA GAC for the largest credit union advocacy event. Register at cuna.org/gac

John KERRY 68th Secretary of State (2013-2017)

Malcolm GLADWELL One of TIME magazine’s 100 most influential people

Alison LEVINE History-making polar explorer and mountaineer

DocuSign Envelope ID: 034948B5-7334-4238-97FE-E8E6C8E531B9

America’s Credit Unions Booth: Huge Hit at 2018 D.C. Co-Op Festival The America’s Credit Union booth was a huge fan favorite at the 2018 Co-Op Festival, held Oct. 7th, in Washington, D.C.

What brought the crowds? The chance to learn more about the benefits of belonging to a credit union? The on-site interview by local CBS affiliate WUSA with CUNA President/CEO Jim Nussle? Our enthusiastic volunteers? Try all the above! (“Thank you” to CUNA and League (MDDCUA) staff and credit union professionals (HUD FCU, Congressional FCU, and SECU MD) for your hard work!)

We’ll admit it might have been the chance to stand in the money machine or spin the wheel for a giveaway prize. Those fun, interactive features were a big draw for the thousands of people who came to our booth—making it one of the day’s most popular spots. But the booth also earned us exceptional media coverage and the chance to interact with a huge crowd of potential credit union members.

Our booth was one of only four featured on Good Day Washington. Plus, an at-booth interview of SECU MD’s Cassie Costin by 98.7 WMZQ DJ Michael Jay (who also took a spin in the money machine), had over 1.3k views on the radio station’s Facebook page.

The day was a savvy mix of face-to-face and multi-channel media exposure. Kudos to all involved!