TruChoice Federal Credit Union Turns Everyday Card Spend into Community Impact with TruHero Program

SOUTH PORTLAND, Maine— TruChoice Federal Credit Union is redefining credit card rewards by giving members a simple, values-driven way to support local nonprofits every time they make a purchase. Through its TruHero credit card program, a portion of interchange income from each transaction is automatically donated to one of two Maine-based charities selected by the member.TruChoice Federal Credit Union designed TruHero to reinforce the cooperative difference. Members who opt into the program choose to direct donations to either MaineHealth Barbara Bush Children’s Hospital, via the Children’s Miracle Network, or McAuley Residence, supporting women and children in need.In 2025 alone, the program generated $19,771.98 in donations. Since its launch in 2009, TruHero card usage has resulted in $165,378.58 contributed to local nonprofits—funded entirely through everyday member spending.Participation continues to exceed expectations. More than 50% of TruChoice credit cardholders have chosen the TruHero option, signaling strong member alignment with the credit union’s community-first philosophy. Each TruHero card prominently features the logo of the member’s selected charity, reinforcing the impact of their choice with every swipe.“Credit unions talk a lot about people helping people—this is a tangible way to live it,” said Ken Acker, CEO of TruChoice Federal Credit Union. “Our TruHero card removes friction from charitable giving. Members don’t have to track donations or manage rewards. They simply use their card, and the giving happens automatically”.