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With the uncertainty surrounding the new administration, credit unions are buckling up for turbulent political waters. While this is not unfamiliar territory for those on the advocacy front, it’s times like these when credit unions’ cooperative principles and our collaborative spirit become less of something we talk about and more about the action behind those words. Working together will be of utmost importance as we continue to defend our movement.
Among many other critical advocacy initiatives, the tax exemption status is, yet again, a key priority for credit unions and a critical differentiator we must be prepared to protect. As President & CEO of America’s Credit Unions, Jim Nussle, recently stated, “The credit union tax status is a responsibility for credit unions to put people over profits.” In the latest Nussle Report regarding credit union priorities for 2025, he went on to share that 60% of voters support preserving credit unions’ tax status. Collaboration is a pillar of the credit union model – we are stronger together – and credit union advocacy is truly a story of our collaborative strength.
How Data Supports Advocacy
As we gear up for the biggest advocacy event of the year – General Affairs Conference (GAC) in early March – credit unions can ensure that their impact is well-documented and advocacy efforts are ready to shine. Participating in America’s Credit Unions’ Project Zip Code (PZC) initiative and developing insightful impact reports will position credit unions for success.
“Credit unions are the voice that lawmakers want to hear from because it's their constituents,” commented Brandon Luetkenhaus, Chief Advocacy Officer for Nebraska’s Credit Union League. “Project Zip Code helps us when we go into a lawmakers office and can show how important credit unions are by showcasing how many credit union members are in their district.”
The PZC program matches members with their political districts to illustrate the impact credit unions have in their community, boosting our voice with legislators. This initiative is critical for credit unions as you:
- Influence policy decisions with accurate member representation
- Enhance advocacy by showcasing your credit union’s local economic impact
- Strengthen strategic planning with membership insights tied to specific legislative districts
Credit unions can now leverage CUCollaborate’s AnalyzeCU software for data submissions to Project Zip Code (PZC) initiative. By utilizing this platform for your advocacy efforts, you’ll get the benefits of:
- PZC Data Submission: We’ll help you get the most from Project Zip Code, ensuring your data is accurate and aligned with legislative boundaries
- Custom Impact Reporting: Highlight your credit union’s contributions back to your membership through the Impact Report dashboard, tailored for strategic planning and advocacy
- GAC-Ready Insights: We’ll prepare powerful data points and impact reports so your team can confidently engage policymakers at the GAC
- Strategic Planning Alignment: Integrate PZC and impact metrics directly into your 2025 strategy to drive mission-focused outcomes
The Importance of Impact Reporting
Credit unions often talk about the not-for-profit cooperative business model – the “people-helping-people” mission of our collective movement. However, for the general consumer, the AnalyzeCU Impact Reporting and Demographics dashboards can deliver valuable insights useful for exemplifying the credit union difference. Recently, Founder & CEO of CUCollaborate, Sam Brownell, highlighted the top five credit unions with the most average annual benefits per member as calculated by the AnalyzeCU Impact Report.
As Sam shared, “Each credit union has a unique story, showing how size, strategy, and focus can shape the impact they make on their communities.” Daniels-Sheridan Federal Credit Union ($70MM) out of Montana came in at number 1 on the list with an impressive total average annual member benefit of $754, with $583 being attributed to their competitive lending rates. Although small, Daniels-Sheridan FCU fully employs the not-for-profit spirit throughout their business, credit unions of all sizes are having an impact.
Or take for example American United Federal Credit Union ($373MM) in Utah. American United generates $468 in total benefits per member, a result of their focus on providing inclusive lending. Their 2.79% average interest rate differential compared to competitors punctuates their differentiator of serving members’ borrowing needs, which certainly can be felt by those in their community.
These are only a few examples of over 4,600 credit union stories that are waiting to be told.
Collaborative Advocacy in Action
Don’t Tax My Credit Union is an exemplary effort of credit union collaboration in action. As a part of this initiative, credit union staff and members alike come together to tell their stories, highlighting the “people helping people” difference and the impact we have in the community. There’s a reason 140 million Americans belong to a credit union and the strength of our voice through this campaign can be thanked for defending the critical benefits of the not-for-profit model. Even you can help share the importance of our tax status.
But this isn’t the only example of credit unions coming together – our advocacy efforts are rooted in collaboration and have been since inception. The Federal Credit Union Act of 1934, which marked the beginning of the federal credit union framework in our country and created the precursor to the NCUA, could not have been done without state leagues and cooperative organizations coming together with credit union pioneers to support the creation of our movement.
Since then, credit union leagues and associations have paved the way for legislation to expand credit unions’ reach, including the passage of the Credit Union Membership Access Act (1998), property tax equality, military base access, prize-linked savings and ATM reform, to name a few. In short, leagues and associations epitomize credit union collaboration in its truest form. As Taylor Murray, President of ServiStar Consulting (also known as “The guy who brought back the Credit Union Umbrella Man” put it, “cooperation among cooperatives is more than a principle. When credit unions, leagues, and CUSOs unite, we magnify our impact, lift each other up and create meaningful solutions."
As we continue the fight for credit unions, together through our leagues and associations, leveraging data to support the cooperative and collaborative narrative will only become more critical. How might you use the information at your fingertips to illustrate the credit union difference?
Join Us!
Learn more about how to enhance your credit union’s advocacy efforts through CUCollaborate’s AnalyzeCU software at our upcoming webinar, Supporting Credit Union Advocacy Through Project Zip Code, on Wednesday, February 12 at 2 p.m. ET. If you’re planning to attend America’s Credit Unions GAC in March, CUCollaborate will be at Booth #319 and would love to meet with your team in person. This is a perfect opportunity to connect, collaborate, and set your credit union up for success in the year ahead.
Finally, if you would like to discuss how CUCollaborate can help maximize your advocacy efforts and community impact, please reach out to Director of Partnerships, Ben Hering, via email at bhering@cucollaborate.com or schedule time to meet!
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