By Ray Birch
PLYMOUTH, Mich.—Recognizing credit unions have been facing a growing wave of negative press, a group of CUs have banded together to promote the CU advantage “loudly” in their markets.
“The Collaborative Public Relations Action (COPRA) was formed out of a shared belief among progressive credit unions that we need to proactively tell our story on a broader stage,” explained Tansley Stearns, president/CEO of $1.6-billion Community Financial CU, which is a member of COPRA. “Credit unions have long been champions of financial empowerment and community growth. But too often, our efforts remain under the radar. COPRA aims to change that by uniting our voices to amplify the impact we make, both locally and nationally.”
What sparked the effort is the negative press that has been focused on credit union overdraft charges and CU purchases of banks, explained Stearns.
“There were several news pieces starting late last year that were talking about credit unions in a pretty negative way,” Stearns said, adding that when negative news surfaces it’s the movement’s responsibility to drive positive news pieces about credit unions. “I don’t believe (the movement) has done a great job of generating a lot of good news coverage about credit unions.”
She spoke with a number of CU executives about the issue, finding they shared the same concern.
“It felt like this was an opportunity to act on this collaboratively,” Stearns said. “Credit unions are very good at talking about this, but I want to make sure that we're doing something about it. I was able to gather some folks together who were willing to do just that.”
Unique Perspectives
COPRA currently includes ten credit unions, and all CUs are invited to join, Stearns said.
“Each member brings a unique perspective and shared commitment to advancing the role credit unions play in their communities and in the broader U.S. economy,” she said.
COPRA members are:
- Bethpage Federal Credit Union (New York)
- Community Financial Credit Union (Michigan)
- Credit Union 1 (Alaska)
- Ent Credit Union (Colorado)
- Farmers Insurance FCU (California)
- Everwise Credit Union (Indiana)
- Marine Credit Union (Wisconsin)
- Palmetto Citizens Federal Credit Union (South Carolina)
- OneAZ Credit Union (Arizona)
- Vantage West Credit Union (Arizona)
- Verity Credit Union (Washington)
- WEOKIE Credit Union (Oklahoma)
“This is a grassroots effort to advance our collective cause through strategically curated and placed media pieces,” Stearns said. “This is a public relations effort, not cooperative advertising. We believe this is a significant change in approach.”
Tansley Stearns
COPRA functions as a coalition, where each participating credit union contributes both financially and strategically, Stearns said.
“Together, we are developing a unified public relations strategy, working with media outlets, and placing strategic (messages) to highlight the benefits of credit unions,” said Stearns, noting COPRA is partnering with PR firm Dovetail Solutions.
COPRA’s main objective, according to Stearns, is to share the credit union story and ensure people across the United States know how much the movement can support financial well-being.
Defend Important Role
“We will defend the important role credit unions play in the broader U.S. economy and within their local communities,” she said. “Through COPRA, we aim to raise consumer awareness, foster thought leadership, and highlight the value of credit unions as a people-first alternative to big banks. We want to ensure that credit unions are no longer the best-kept secret in financial services.”
Stearns acknowledged the job of marketing the credit union difference is a responsibility of America’s Credit Unions.
“There is just a much bigger, bolder and better story about credit unions that we need to make sure we tell,” she said. “I am a huge supporter of America's Credit Unions and I believe in what they do. And yes, it is their role to tell our story. But I think two things can be true at once—this can be part of their responsibility, and I think all of us have to lean into this, continuing to make sure that this credit union drumbeat is as loud as it needs to be.”