CUNA and the League of Southeastern Credit Unions said Thursday it launched a new website, CUstrong.com, as part of a strategic membership and messaging campaign to drive home the benefits of representation at the local and national levels.

The campaign, “Local Network. National Impact.” stresses the power that comes from having advocacy and relationships at the local and national levels and sharing that information between two closely aligned trade associations.

In March, after a fierce, months-long, industrywide debate, more than 90% of CUNA's members voted in favor of historic bylaw changes that included eliminating the dual membership requirement in 2017, which allows credit unions the choice to decide whether to join CUNA, their state leagues or both organizations.

On Monday, the industry's third largest cooperative, the $19.9 billion PenFed Credit Union in Alexandria City, Va., said it's rejoining CUNA, and in April, the industry's second largest credit union, the $33.7 billion SECU in Raleigh, N.C., rejoined CUNA.

However, both credit unions said they are not re-affiliating with their state leagues.

CUNA is working with state leagues to encourage credit unions to continue their dual membership next year.

“Working with LSCU on this important affiliation effort is a perfect example of how CUNA and leagues can and should work closely together,” Rich Meade, CUNA's chief of staff, said.

In the last two election cycles, CUNA's and the Southeastern league's PACs raised nearly $10 million and contributed $4.2 million to federal campaigns. Together, the organizations have 11 million members in their member activation program.

“There is real membership value that comes from having the combined strength of proven advocacy organizations that effectively represent the interests of credit unions at the state and national levels,” LSCU President/CEO Patrick La Pine said. “We want credit unions to understand the power of the relationships, the expertise and the ability to activate millions of members for the cause of credit unions.”

Among the membership values detailed on the new website were coordinated state and federal advocacy efforts, real-time compliance help from experts and public-facing efforts that grow credit union membership.

The campaign also highlights testimonials from members, including Darryl Worrell, president/CEO of the $468 million Envision Credit Union in Tallahassee, Fla.

“The benefits my credit union receives from being a member of both LSCU and CUNA are tenfold what we pay in dues,” he said. “They work together to be able to pass key pieces of legislation, such as changes to Florida's service of process laws for financial institutions, and offer us expert compliance guidance and support.”

Other testimonials are from John Hirabayashi, president/CEO of the $1.3 billion Community First Credit Union in Jacksonville, Fla.; Jan Page, president/CEO of the $110 million Community South Credit Union in Chipley, Fla.; Olabode Anise, president/CEO of the $21.5 million Azalea City Credit Union in Mobile, Ala.; Bob Steensma, president/CEO of the $369 million Five Star Credit Union in Dothan, Ala.; and Steve Swofford, president/CEO of the $707 million Alabama Credit Union in Tuscaloosa, Ala.