Money and the U.S. Capitol
America’s Credit Unions is sticking to its theme song that defends the credit union income tax exemption — but it’s tweaking the tune to reflect the new Trump era in Washington, D..C.
America's Credit Unions (AmCUs) on Tuesday announced it has begun airing a 30-second ad on media streaming sites including Hulu and YouTube, and a range of social media sites including Instagram and Facebook.
Carrie Hunt, AmCU’s chief advocacy officer, said the trade group began working on a new campaign last summer, recognizing the Trump tax cuts would expire in 2025, and that banks would be suggesting imposing income taxes on credit unions to help pay for them.
The campaign includes a bevy of new data comparing credit unions with banks.
“For us it is very easy to see how credit unions take their income tax protection and return that to members in the form of lower rates, and then that has an amplified effect in how credit union members can engage in the economy,” Hunt said.
But, in this round, AmCU is making sure its policy arguments are accompanied with visceral messaging with more sticking power.
Hunt said some parts of the campaign are “in direct response to banker arguments that get thrown at us practically daily.” In the past, credit union trade groups have relied more on policy arguments, but Hunt said this campaign is “making sure our message is being heard.”
“We need to make sure we’re making a very consistent, very strong message, so that people understand the value of the credit union tax exemption, and that if credit unions were to lose it, credit unions would ultimately not exist as credit unions.”
“We are in lockstep with our league partners on this,” Hunt said. “This is a comprehensive campaign coming not just from America’s Credit Unions, but it also has the participation of all of our partners with credit unions all across the country.”
The new ad is targeted at members of the Senate Finance and House Ways and Means committees, reaching specific parts of key congressional districts through, as the ad begins, “Working people. Middle-class families.”
Some of the imagery, wording and tone suggest it is intended for a Trump-friendly audience. For example, “We sent a message at the ballot box” is spoken over an image of three white men at voting booths festooned with American flags.
It then turns the idea of removing the credit union tax exemption into Wall Street banks imposing a new tax on 140 million credit union members.
“Credit unions are owned by their members and big banks don't want to compete with them. But it's time to work for Main Street not Wall Street.
“Tell Congress to keep their promise: Cut spending; don't raise taxes.”
Contact Jim DuPlessis at [email protected].
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
