SAINT PAUL, Minn. — The Minnesota Credit Union Network has launched what it is calling a “bold” statewide consumer awareness campaign.
Titled “It’s a Credit Union Thing,” the cooperative initiative brings together credit unions across Minnesota to elevate public understanding of the credit union difference—highlighting their not-for-profit model, personalized service, and deep community impact, the league said.
The campaign, MnCUN said, is designed to spark curiosity and connection, especially among younger Minnesotans navigating major life milestones.
“With a confident, relatable message and fresh creative assets, It’s a Credit Union Thing aims to grow membership and deepen engagement by showing how credit unions are in step with members—every step of the way,” the league said.
“Minnesota credit unions are once again leading the way,” said Mara Humphrey, president and CEO of the Minnesota Credit Union Network. “Minnesota was the first state launch the national Open Your Eyes to a Credit Union campaign, and we are continuing a collaborative and innovative approach to inviting more Minnesotans to learn about the advantages of non-profit financial cooperatives for their families and communities.”
Since Minnesota launched its first statewide awareness efforts in 2017, the likelihood of Millennials joining a credit union has risen by more than 80%, the league noted.
The It’s a Credit Union Thing campaign will launch in August and run through October, during Cooperative Month and will feature paid media and grassroots tactics.
So far, nearly 40% of MnCUN members have contributed to the effort. Contributing credit unions have access to a comprehensive marketing toolkit with customizable logos, social media templates, and video content for local adaptation, the league said.