U.S. map (Image: Shutterstock).
Five months into the relaunch of the YourMoneyFurther.com campaign by CU Awareness LLC, officials reported Monday that they have found an increase in credit union membership in states where the marketing program has launched.
CU Awareness LLC, a wholly-owned subsidiary of CUNA, initially activated the awareness campaign in early 2019.
According to Monday's update from CU Awareness LLC Executive Director Chris Lorence, in states that have executed the awareness campaign, credit unions have experienced 20% more memberships each year "and acquired 1.2 million more members in aggregate than non-participating states over the same period. Analysis of membership data since the launch also indicated that nearly 60% of participating states experienced a growth rate of 10% or higher."
Lorence said, "In just a few short years, participating states have seen significant membership growth. We are excited to see these results and look forward to continuing to grow the program and connect even more qualified consumers directly to credit unions."
According to Lorence, more than 1,000 credit unions in 34 states have participated in the awareness campaign since 2019.
"When the program first launched, there was an expectation that 'a rising tide lifts all ships,' and now the growth in membership in participating states proves this point," Ron Smith, president/CEO and chief security officer of the Nashville, Tenn.-based Enbright Credit Union, said. "This program helps our industry attract the next generation of credit union members – millennials and Gen Z."
Lorence stated that more than 14 million consumers have used YourMoneyFurther.com to research the benefits of credit unions in 2022.
During the early days of the pandemic, officials paused the awareness campaign to readjust the messaging to consumers as lockdowns and work-from-home behaviors changed everyday life.
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Michael Ogden
Editor-in-Chief at CU Times. To connect, email at [email protected]. As Editor-in-Chief of CU Times since 2016, Michael Ogden has led the editorial team in all aspects of content strategy and execution, including the creation of the publication’s exclusive and proprietary research database of the credit union industry’s economic landscape. Under Michael’s leadership, CU Times has successfully shifted to an all-digital editorial product with new focuses on the payments, fraud, lending and regulatory beats. Most recently, he introduced a data-focused editorial product for subscribers that breaks down credit union issues into hard data, allowing for a deeper and more factual narrative for readers. In 2024, he launched the "Shared Accounts With CU Times" podcast, which offers a fresh, inside-the-newsroom perspective through interviews with leaders from the credit union industry and the regulatory world. He dives into pressing credit union issues, while revealing the personalities working behind-the-scenes to push the credit union world forward. His background includes years as a radio and TV anchor/reporter and a public relations and digital/social media manager, where he covered the food and music industries, as well as cooperatives and credit unions. Over the years, he has launched numerous exclusive video and podcast series, including a successful series of interactive backstage interviews with musicians at music festivals, showcasing his social media and live streaming production skills.
