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CUNA Unveils New Member Engagement Strategy

Chief Transformation Officer Mollie Bell leads an effort to prepare member credit unions for upcoming bylaw changes.

By Peter Strozniak | Updated on April 12, 2016
CUNA said it is developing a new strategy for member engagement to prepare for expected industry-wide changes under new bylaws approved by credit union members in March.

Mollie Bell (pictured), CUNA’s chief transformation officer, said she is analyzing the results of a recent survey of credit union members to find some answers that can be used to develop a strategy for the national organization’s new member engagement initiative.

Bell will lead a new engagement team that is expected to play a key role in CUNA’s preparation for operating under the new bylaws, which include membership choice and a new dues structure in 2017.

Next year under the membership choice model, credit unions will be allowed to choose to join their state league, CUNA or both organizations. This new option is expected to have a significant effect on leagues and CUNA because it is unknown how many credit unions will elect to affiliate with their state league and not CUNA. In addition, it is unknown how many credit unions will choose to join CUNA and not their state leagues.

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Peter Strozniak

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