WASHINGTON–CUNA said it plans to spend $7 million in support of pro-credit union congressional candidates from both sides of the aisle during the current election cycle.
According to Trey Hawkins, CUNA’s deputy chief advocacy officer for political action, CULAC will soon be launching a series of targeted political ads to influence voters in key federal races. In addition to mailers sent to credit union members and other voters, its PAC will use microtargeting to deliver digital video ads to voters via Hulu, YouTube, Facebook, and other digital platforms.
The trade group said funds from its Credit Union Legislative Action Council (CULAC) will flow to candidates with a “history” of supporting credit union, and further noted 44% of all registered voters belong to a credit union.
“It’s no secret that many voters vote their pocketbook,” said Hawkins in a statement. “We’re leaning into that by reminding voters that who they elect to Congress will have a direct effect on how their credit union is best able to meet their financial needs in this challenging economy.”
CUNA reminded that to mobilize voters it earlier created the Credit Unions Vote campaign, which helps over 5,000 credit unions connect local voters with up-to-date information on registering to vote, polling locations and vote-by-mail options, as well as details on the candidates on their ballot.
The Agenda
“Credit unions exist to serve everyone, and our agenda is only that given to us by Congress: ‘to promote thrift and provide access to credit for provident purposes,’” said CUNA President/CEO Jim Nussle. “This is an extension of that—we’re focused on helping those candidates who understand the credit union difference, and who have supported us in serving our members.”
In its statement, CUNA noted CULAC is ranked as one of the most bipartisan PACs, as measured by its candidate support and grassroots fundraising.
“With donations from more than 33,500 of America’s credit union members, CULAC’s average annual donor contributes just $84 annually, and more than 60% of all receipts are from donors giving less than $200 a year,” CUNA said.