WASHINGTON — The membership growth task force, appointed by former CUNA Chairman Allan McMorris, reported five specific focus areas and urged credit union leaders and employees to share some of their member growth success stories at GAC last week.
Head of the task force and President/CEO of the Texas Credit Union League Dick Ensweiler reported that credit unions obtain only 15% of their potential membership right now. In a breakout session at GAC McMorris said, "It seems to me that there's a big slice of the pie out there that we should be trying to serve."
The first of the five focus areas that the task force reported on was national image and awareness. Gail Gustafson vice president of financial services of Rivermark Community Credit Union spoke for the task force on the subject and said that they first looked at branding but decided that each credit union is unique and would have to have a unique brand so they switched to a national awareness campaign.
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