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With their loyal membership and a strong history of community service, credit unions can be excellent cause marketers for CMN Hospitals and other worthy organizations throughout the year. Cause marketing, which links a company or brand to a relevant social cause, is a win-win proposition, says Felicity Guerin, Credit Unions for Kids development manager for the American Association of Credit Union Leagues.
According to a 2013 Cone Communications study, 91% of consumers are likely to switch brands to a competitor similar in price and quality that supports a cause, while 78% would donate to a cause supported by a company they trust.
Additionally, 31% of global consumers believe businesses should change the way they operate to align with greater social and environmental needs. So, often it doesn’t seem necessary to tell members about your good deeds, Guerin notes. But in today’s changing landscape, spreading the word about community engagement might not just be good for business but necessary. Social responsibility remains important to consumers despite the recession and is a differentiator for products and brands.
In the social media age, consumers believe they have a right to be informed about all aspects of the companies they support, including their charitable works.
Revising call reports and Credit Union Profile can both enhance the NCUA’s supervisory ability and reduce regulatory burden on credit unions, CUNA wrote Friday.

Your members want your credit union to be socially responsible, and to take pride in contributing to these campaigns.
Thanks to a big social media push that included Facebook advertisements, the campaign topped $5,000. The $196 million asset credit union in San Diego, Calif., urged members to get involved, explained the importance of the hospital, gave updates on donation levels, and thanked members for their support.
The $3.9 billion asset credit union raised $30,000 from its members, mostly through $1 donations.
Just 6% believe businesses exist to make money for shareholders and aren’t responsible for supporting social or environmental issues. They’ve already established relationships with charities, projects, and causes in their communities. Some consumers will even pay more for products with added social benefits, according to the Cone Communications survey. And studies show consumers are more likely to pay attention to all your communications when they know you have a deep commitment to a cause.
Pinpoint the community initiatives your credit union does well, and highlight those good deeds in internal and external communication efforts.

Engage your employees and members in the cause; help them feel good about themselves, and give them a story to tell their friends. 23 is the implementation date for the first phase of same-day automated clearing house (ACH) service. Employees and members want to know exactly what their money will fund and how they’re helping the community.
Social media and traditional media outlets matter, but most consumers want to hear about causes directly. NACHA finalized its same-day ACH rules in May 2015, and the Fed adopted the rules in September 2015.

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