Oregon Credit Union Members Respond to Call-to-Action Issued Through MAP

CUNA’s Member Activation Program (MAP) toolkit was created following an extensive national research project that tested effective advocacy messaging and how 70,000 credit union members responded to it. The research found members will answer advocacy calls-to-action, and once they do so, become more loyal members, increasing the credit union’s wallet share.

Through MAP, credit unions can access customizable advocacy messaging for their members. Since early 2015, six Oregon credit unions have opted into the program and most recently have fully educated their members about the costs and pain points of breach activity.

“The time and inconvenience caused by having your personal financial data stolen is traumatic enough. You shouldn’t have to worry about who is going to clean up the mess and pay the bills for the fraud,” said Oregon State Credit Union President/CEO Richard Hein in a message to members. “Expenses like this are making it more challenging to offer competitive credit card rates and free debit cards with checking accounts.”

Hein’s message resonated; by the end of June, Oregon State’s members were responsible for more than 500 of the messages sent to Congress so far this year.

“MAP not only provides credit unions with the resources to engage their members in advocacy,” said Samantha Beeler, Political and Grassroots Manager for the Northwest Credit Union Association, “it also helps to drive loyalty. If a member decides to answer a call to action, CUNA’s research shows the member will also want to leverage more of their credit union’s services, and be more involved than ever.”

“MAP allows Pacific Crest FCU to engage our members who are more than willing to fight for the credit union they love,” said Kathie Philp, President/CEO of the Klamath Falls, Oregon-based, credit union.

Bend, Oregon-based Mid Oregon CU has a long and successful track record educating and engaging their 24,000 members. The MAP resources add value to those efforts, according to Kyle Frick, Vice President of Marketing.

“Last year we implemented MAP with positive results and plan to continue bringing important advocacy issues to our members for their support and edification,” Frick said.

Nationally, 40 credit unions are utilizing MAP, resulting in 1.3 million advocacy messages to Congress this year, according to CUNA.

Information about MAP resources can be found online.

Questions about this story? Contact James Pearson: 206.340.4790, jpearson@nwcua.org.

Posted in Advocacy News.