WASHINGTON–Credit Union Awareness, LLC, the organization overseeing CUNA’s “Open Your Eyes to a Credit Union” awareness initiative, is reporting it has exceeded “consumer consideration goals.”
The organization said that according to the second wave of research completed in November 2021, the program surpassed consumer consideration goals by eight points from the 2019 baseline.
“More consumers than ever are aware of credit unions. Unaided consumer consideration for credit unions as lenders has reached 22%, an increase of eight points from the baseline and exceeding goal by six points,” CU Awareness said in a statement. “In addition, unaided consideration for checking/savings grew to 21%, an increase from the baseline and exceeding goal by six points as well. For context, a one-point increase in consideration is equal to roughly two million consumers.
‘Propelling the Movement Forward’
While consumer consideration is the primary objective of the program, the research also measured consumer perceptions of the credit union brand, CU Awareness added.
“It’s clear that once consumers become members, they experience credit unions as exceptional, life long, financial partners” stated Chris Lorence, executive director of CU Awareness, LLC. “We are proud of what Credit Union Awareness has achieved in just the three short years of the program. The investments that credit unions, leagues, CUNA, and industry partners have made are propelling the movement forward.”
CU Awareness, LLC said it plans to be running the campaign in 30 states by Q1 2022. Currently, the program is in 27 states and has the backing of more than 1,100 credit unions nationwide, the organization said, adding that to date, the campaign has resulted in four billion impressions and over 11 million visits to the consumer-facing website YourMoneyFurther.com.