CUNA Raises $25 Million for Consumer Awareness Campaign

CUNA announced Thursday that credit unions have made more than a $25 million commitment to fund the Open Your Eyes to a Credit Union media campaign to raise consumer awareness about credit unions.

Last summer, CUNA unveiled a fundraising goal of $100 million to sustain the program for three years. Working with the state leagues, CUNA said it is continuing to enlist financial support from around the nation.

CUNA, which has spent several years developing research-based messaging and creative content for the Open Your Eyes program, is expected to launch the campaign in select regional areas early this year.

The Open Your Eyes initiative is designed to get Americans to overcome their misguided assumptions about credit unions and to join a credit union.

Through rigorous ad testing and continual evaluation of audience engagement in-market, CUNA said it will refine content across channels to ensure that it drives action. The integrated approach to media, content and data analytics uses metrics at every point to ensure continuous testing, learning and refining of the content, media strategy and resource to optimize our return on investment, according to the national trade group.

Contributions support the management, consumer research, creative development and campaign deployment for the Open Your Eyes program.

“All of our board credit unions are proud to demonstrate support of this groundbreaking, researched-based initiative that will keep credit unions top-of-mind as consumers’ best choice in financial services,” Maurice Smith said, who serves as CUNA’s boar chair and president/CEO of the $2 billion Local Government Federal Credit Union in Raleigh, N.C. “We continue to encourage state leagues, credit unions and business partners to actively participate through sustainable, long-term financial support.”

Several credit unions and organizations that have made substantial commitments to support the national category branding initiative include: 1st Gateway Credit Union, Black Hills Federal Credit Union, Border Federal Credit Union, Bragg Mutual Federal Credit Union, Cal Poly Federal Credit Union, Carolina Federal Credit Union, Carolina Foothills Federal Credit Union, CEFCU, Champion Credit Union, Charlotte Metro Credit Union, Coastal Credit Union, Credit Union Association of the Dakotas, CU Direct, CUNA Mutual, Desert Financial Credit Union, Desert Valleys Federal Credit Union, Element Federal Credit Union, ENT Credit Union, Fairfax County Federal Credit Union, Financial Horizons Credit Union, Founders Federal Credit Union, GEM Federal Credit Union, Greenville Federal Credit Union, Hawaii Federal Credit Union, Heritage Community Credit Union, Heritage Trust Federal Credit Union, Illinois Credit Union System, LBS Financial Credit Union, Lendkey, Local Government Federal Credit Union, Med5 Federal Credit Union, Members Preferred Credit Union, Minnesota Credit Union Network, Money Federal Credit Union, Norstar Federal Credit Union, Northwest Community Credit Union, NuMark Credit Union, OAHE Federal Credit Union, Palmetto First Federal Credit Union, Pheple Credit Union, Redwood Credit Union, Sentinel Federal Credit Union, Sharonview Federal Credit Union, Sioux Empire Federal Credit Union, Sisseton-Wahpeton Federal Credit Union, SPC Credit Union, Spokane Media Federal Credit Union, Town and Country Credit Union, Truliant Federal Credit Union, Unitus Community Credit Union, Unity Catholic Federal Credit Union, University Federal Credit Union, Voyage Federal Credit Union, Westconsin Credit Union, and Xceed Financial Credit Union.

For more information about the Open Your Eyes to a Credit Union program visit cuna.org/awareness.