BIRMINGHAM, Ala./TALLAHASSEE, Fla.—While the importance of advocacy is clear to credit unions, many may not understand the value of involving more members of the CU team in the process, one league asserts.
The League of Southeastern Credit Unions contends that CUs in 2016 need to recruit greater support for state and national levels advocacy efforts.
“Engagement is a word used quite a bit by credit unions, state leagues, and CUNA. At every level, each entity would like more engagement,” explained Jared Ross, SVP, association services. “For state leagues, engagement in advocacy is a must. As credit unions prepare for 2016, many will be engaged in the advocacy process, especially with it being a presidential election year. There will be the CUNA GAC, Hike the Hill, and some states will hold their own governmental affairs conferences. There will also be chapter meet-and-greets with candidates leading up to the election.”
Engagement Critical
Getting credit unions to engage in all of these events can be difficult, acknowledged Ross.
“Engagement from the CEO or board chairman is critical, but credit unions should identify more of their managers and young professionals who are passionate about advocacy,” he said. “This should be a priority for 2016.”
The benefits of getting more members of the CU team involved in advocacy can be felt in several different ways, said Ross.
“First it will add more people to the visits with state and federal lawmakers. The more people inside a legislator’s office, the more impressed they are with the industry. Plus, they can speak specifically about a part of the credit union affected by the issue being discussed,” said Ross. “That holds a lot of value with the lawmaker.”
Being involved in advocacy also adds value to the jobs of managers and young professionals, Ross said.
“Not only is their voice being heard inside the credit union, they are adding expertise to the credit union’s advocacy message,” said Ross. “This can help retain the most talented people on staff.”
Ross said that a good way to get staff indoctrinated into advocacy is on the state level.
“The offices and buildings are less intimidating and usually easier to navigate at the state capitol,” said Ross. “A staff member will usually feel more comfortable and more at ease when speaking with their State House or Senate member. This is also true of a legislative meet-and-greet at your local chapter. A more relaxed environment can be a good way to show staff that these lawmakers are regular people that actually want to hear from credit unions on the issues.”
Off To The Hill
The next step, said Ross, is to take staff to Washington.
“More than anything, it gives the credit union a number of people who can take part in advocacy so the credit union will always be able to participate,” said Ross.
Ross emphasized that 2016 will be an important year for CU advocacy—in addition to the presidential race, the entire House is up for re-election, and there are Senate seats up for grabs, too.
“On the state level, there will be a number of seats up for election,” said Ross. “What we find is that many of the state lawmakers move on to the U.S. House and Senate. The relationships built on the state level will pay off as the lawmaker ascends in their career. If more credit unions broadened their advocacy reach within their own credit union, they would be surprised how many of their staff and directors would be interested.”