Over in South Carolina, some 32 credit unions have pledged to keep their debit cards free.

The pledge reiterates the credit unions' dedication to uphold the credit union philosophy by "continuing to offer fairly priced banking services to our members. In addition, I pledge our credit union will abstain from charging a fee for members to use our debit card for as long as market conditions allow us to do so."

According to Anne Shivers, CEO of Carolina Collegiate Federal Credit Union, the move has been another way to shine a light on the credit union difference.

"While we understand the need for banks to look for ways to survive under new regulations, we believe in providing the best banking experience for our members with as little cost to them as possible," said Shivers.

Patelco Credit Union wasted no time to launch a "No Fee in Free" campaign to raise awareness that consumers can get full banking services without checking or debit card fees.

The Pleasanton, Calif.-based credit union' multimedia blitz included website messaging, media pitches, print ads in The San Francisco Chronicle and Bay Area News Group papers, online advertising with group newspaper sites and emails to members.

Patelco also posted a message to followers on its Facebook page,  telling them to spread the word about free checking, free debit cards and a nationwide network of over 28,000 free ATMs and a branch network consortium of over 6,000 locations.

"The added fees that big banks are beginning to charge is in direct response to the Durbin amendment," said Patelco CEO Ken Burns. "With the revenue decrease, large banks are caught in a position where they will need to raise fees elsewhere to keep revenue steady and their shareholders happy. And that's one of the primary differences between us and big banks. We don't have shareholders; our credit union is owned by our members."