WASHINGTON-When CUNA needs a little help lobbying on an issue, they turn to the big guns of Washington. Well, actually, with only 10 total employees, including eight lobbyists, the firm of Fierce & Isakowitz is not large but still packs a pretty big punch. It was recently called one of Washington, D.C.'s most powerful lobbying firms by Fortune magazine. To receive kudos like that, you have to be "extremely service oriented," according to partner Mark Isakowitz. The consultants strive to be more than just "door openers," which is why they are such a good fit with CUNA, he said. From CUNA's perspective, Senior Vice President of Government Relations John McKechnie said the association chose F&I "because they actually worked. They walked the halls, made calls, and didn't just strategize from a distance." The two organizations work cooperatively together, he said. McKechnie admitted that he had a bad taste in his mouth for consultants from his days working on campaigns; their advice was so generic, he complained, it was not helpful. F&I changed his tune. CUNA has "assembled a `dream team' of consultants," which is an outgrowth of creating a world-class trade association, McKechnie said. CUNA also uses a Democratic lobbyist, Jeff Trammel. "You have to work with your friends however you can get them," Isakowitz remarked. It does not matter what side of the aisle they are on, he said, and CUNA takes advantage of that. F&I helps CUNA develop its lobbying strategies, when it should write letters, and who they should be aimed at. The lobbying firm also has ties throughout the House and Senate Republicans and the White House and its lobbyists have backgrounds in very senior positions. McKechnie explained F&I helps provide a set of eyes not so close to the subject. They help CUNA open some doors, particularly at the leadership levels in Congress, but also aid in bolstering existing relationships. In fact, it was then-Speaker of the House Newt Gingrich's support for the Credit Union Membership Access Act, which stemmed from the persuasion of F&I, that turned the tide in that battle. More recently the lobbyists had a hand in kick-starting bankruptcy reform at the end of last session, some tax issues, regulatory relief, and getting the Small Business Administration to allow credit unions to make government backed loans, as well as helping CUNA obtain a seat at the Savings Summit of 2001. However, CUNA pretty much has a stronghold in the House Financial Services and Senate Banking Committees on its own, Isakowitz said. The credit union community is such a feel-good industry that their daily activities make his job just a little easier, Isakowitz said. Part of the reason he enjoys representing CUNA is "because credit unions are a very popular cause, and it's a client to feel very proud to be talking about and representing." He called credit unions' grassroots ability phenomenal and again referred to H.R. 1151. "It's so hard to pass a bill in this city," he said. "That was just amazing." He added, "It's the only client I have that refers to itself as a movement. That's why we're so proud to represent CUNA." It is also a plus that F&I has been on retainer for CUNA since 1998, because the two organizations have built a "synergy." "That's not always the way my business works," Isakowitz said. Some credit union Hill `hikers' may have the opportunity to meet Isakowitz. He said that he does more speaking for CUNA than most clients and one of those jobs is briefing credit union officials who visit Washington for Hike the Hills. He also sometimes briefs CUNA's Board of Directors. Isakowitz said he was drawn to difficult legislative battles, like bankruptcy reform, and also enjoys trying to persuade lawmakers on an issue. He said there is an element of psychology to it and said people are difficult puzzles. His job is to find out what is going to make someone say `yes.' Is it power? Is it jealousy? "Congress is not a legislative body as much as a political body that works on legislation," McKechnie interjected. Isakowitz admitted that the public sometimes gives lobbyists the short-end of the stick, but as long as lobbyists conduct themselves ethically, there is no real reason for this sentiment. "People don't like politicians to begin with so how are they going to feel about people who get paid to influence politicians?" he reasoned. McKechnie pointed out that the press and their coverage of campaign finance reform may be at the root of the public's negative feelings about lobbyists and politicians. "Credit unions never get what they want because John McKechnie bought somebody a nice lunch or handed them a $1,000 check," Isakowitz concluded. [email protected]