The Michigan CU Difference campaign continues to raise awareness of credit unions and convert more consumers into members, and this only happens with the cooperative efforts of Michigan's credit unions and MCUL & Affiliates.
The 2012 campaign plan is ambitious. To help meet this plan, MCUL & Affiliates has pledged to increase its investment. In addition to the $1 million in matching funds contributed each year by CUcorp:
- MCUL has pledged 15% of dues dollars to go directly into the campaign (equal to about $280,000)
- CUcorp has put up an additional $500,000 to provide collateral materials and marketing support to participating credit unions so that credit unions can leverage the campaign like never before
For 2012 we have developed an aggressive plan to continue to drive new and younger members, new loans, new checking/debit accounts and higher awareness, including an exciting sweepstakes.
Research results show that this campaign has been effective and successful at raising awareness. Awareness has increased from 18% of consumers in 2004 to a record high of 44% in 2011. Three-quarters of people in Michigan – that’s 7.5 million people – would consider a credit union. More than 8 out of 10 people -- including nonmembers -- have favorable opinions of credit unions.
To achieve the expanded plan, we are asking credit unions to consider a substantial increase in their investment. By increasing credit union participation, encouraging more “fair share” level contributions and moving to a higher radio-to-TV mix, we think we can meet our expansion goals and create more value for credit unions.
- For affiliated credit unions that have consistently contributed, please consider increasing your investment up to your fair share request.
- If you have not contributed in the past few years, please take another look at your budget and contribute what you can.
- In four media markets – Alpena, Cass/Berrien, Marquette and Traverse City – we will work to determine if additional funds can be generated for the campaign. In these markets, current funding is sufficient to support just 4-6 weeks of media, and we would like to explore opportunities for longer media flights.
MCUL & Affiliates understands the financial difficulties being experienced within our state and among credit unions and credit union members. However, this is a rare opportunity to gain higher awareness, new members and new accounts, precisely because of the tough economy and the fee changes in the banking industry.
If you would like to donate or have questions, please contact Maureen Lafrinere at (800) 262-6285, ext. 242, or Maureen.Lafrinere@mcul.org.
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Regulatory Affairs
