Among nonmembers, awareness has always been low. We were disappointed it fell."

Those were the words of Jon Haller, CUNA director of corporate and market research, when discussing the results of two new CUNA reports with me.

In the report, "Survey of Potential Members," Haller wrote, "Certainly, scores of credit unions acted, took advantage of [waning trust in banks] and registered dramatic growth. But for the industry as a whole, history will record the last two years' events as a grand opportunity missed. Many credit unions–hit by the economic downturn and corporate-stabilization costs–cut back on marketing, research and awareness-building activities that could have helped them benefit from a seldom-seen opportunity."

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