Kasey Rockwell, CUAO director of credit union advocacy, cited the introduction to the manual, which states, "This manual attempts to put the credit union picture into perspective by comparing credit unions to other financial service providers.

"We believe that when credit unions stand toe to toe with other institutions, the difference comes shining through. We urge you to make reading the manual mandatory for all new employees and volunteers."

A committee of credit union CEOs, credit union staff, and CUAO staff put the manual together. It's updated every year, so for example the latest version includes information about the Credit Union Regulatory Improvements Act and bankruptcy.

Topics covered by the manual include credit union history, why credit unions are different, the structure of the credit union system, information on Oregon credit unions, questions and answers about credit unions, and names and addresses of Oregon's U.S. representatives and senators.

Each Oregon credit union receives one copy every year. Copies can also be downloaded from the CUAO Web site (www.cuao.org). A short test at the end can be completed by the employee or volunteer and sent to the association. A certificate of completion is then returned.

Records going back to 1996 show that 4,099 people in Oregon have been certified. Rockwell indicated a number of credit unions could boast 100% participation.

Next stop, Montana. In 2005 the Montana Philosophy Certification Manual was adopted following a suggestion by the network's public relations committee.

Initial discussion focused on a possible media campaign to increase public awareness of credit unions. But the committee felt the most effective credit union spokesmen can be staff, volunteers, and engaged members. It adapted Oregon's manual.

Beth Satre, MCUN director of communications and public relations, said the Oregon manual was "very well received" and simply needed a little massaging to reflect Montana state regulations, for example. The manual was then rolled out at the 2006 annual network meeting.

Since then 1,700 manuals have been printed and the network has issued certificates to 545 people who work or volunteer at one of 37 participating credit unions. The network figures at least 67% of the state's credit unions are participating, and that percentage may actually be higher since a number of small credit unions may not have needed more than the initial two copies supplied by the network.

Finally, Idaho Credit Union League representatives were at a meeting in July 2006 that included a representative from the MCUN, after which she explained what Montana was doing.

Kathy Thompson, ICUL vice president, recalled a couple CEOs from Idaho indicating it would be a great idea for Idaho. They asked if the league could put something like that together.

"We basically took Montana's materials, customized them for Idaho, and introduced it in October 2006," she explained.

To date, 807 people have completed the Idaho course and earned certificates. They represent 26 credit unions, plus the league itself. About half the state's credit unions are using the program, which is available on a CD or can be downloaded from the league's Web site. A hard copy can also be ordered, but so far there have been no takers.

One part of the Credit Union Philosophy test form asks for "good news" stories. Some are fairly routine, but "some of them are kind of real tearjerkers. We have those to use with our legislators and in our monthly newsletter," Thompson noted.

Looking ahead, "The only thing we might do is some chapter workshops on credit union philosophy. It's just an idea at this point."

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