MADISON, Wis.– CUNA Mutual Group said it is making an additional $1 million donation to Credit Union Awareness, the organization overseeing CUNA’s “Open Your Eyes to a Credit Union” initiative.
The donation brings CUNA Mutual’s total contribution since 2019 to $3 million.
As CUToday.info has reported, the Open Your Eyes initiative seeks to expand consumer consideration of credit unions as a financial services provider. The campaign, which is largely digital in nature, is currently running in 27 states with the support of more than 1,100 credit unions, according to CU Awareness.
According to CUNA’s latest research, consideration for credit unions as lenders has reached 22%, an increase of eight points from the baseline in 2019, CU Awareness stated, adding that in states where the program has run the longest, total consideration achieved double-digit growth.
“Credit Union Awareness is a long-term strategy designed to reach the next generation of members by transforming consumer perceptions of credit unions,” said Robert Trunzo, president and chief executive officer of CUNA Mutual Group. “We are pleased with the initial results and are proud to contribute once again to help drive this critical initiative forward.”
More Than 3-Billion Impressions
The Credit Union Awareness initiative has been in market since January 2019, with the organization reporting the program gained 3.2 billion impressions and nearly nine-million consumer website visits to YourMoneyFurther.com.
“CUNA Mutual Group’s continued and generous contributions lead the way for credit unions, credit union service organizations, and service providers across the country to support this critical effort of raising consumer consideration of credit unions,” said Credit Union Awareness Executive Director Chris Lorence. “We are grateful that CUNA Mutual Group recognizes the progress we have made for the industry and the importance of continuing the momentum into the next phase of the Credit Union Awareness initiative.”