East River FCU Joins “Open Your Eyes” Campaign
by Shawn Marie Brummer
Communications & Media Specialist

CUAD is thrilled to report that East River Federal Credit Union of Madison, South Dakota has just joined the “Open Your Eyes” Awareness Initiative with a three-year financial commitment to the campaign. With this pledge, East River joins numerous credit unions in supporting the initiative’s goal to promote and increase credit union membership in the Dakotas and nationwide!


Mechelle Johnson, East River FCU President said, “When we received the CUNA ‘Open Your Eyes’ campaign information, the decision to support it was easy. The messaging through this initiative is something everyone, everywhere needs to hear in order to effectively advance the credit union movement! We look forward to seeing the successful results this campaign will ultimately bring and strongly encourage others to make the pledge as well.”


Staff at East River FCU has a little fun with their "googly" "Eyes Wide Open photo!


“Every single credit union that signs on to this campaign makes it more powerful,” says Jeff Olson, President/CEO of CUAD. “We are continuing to recognize those credit unions that are joining us and we want to seek out every credit union in the Dakotas to get on board! We are half way to achieving our three-year financial goal of $1.5 million dollars for our regional investment, and we are continuing to solicit our members to support this new, big, bold initiative as we work together to overcome our historically immoveable percentage of market share,” he continued. “Each and every contribution helps to build our shared media budget regional strategy, and all of our local investment will be placed in our own backyard,” he continued.


If you have questions about the “Open Your Eyes” campaign in the Dakotas, be sure to contact Jeff Olson. Remember, what we receive for financial support in the Dakotas for this campaign will be spent right here in the Dakotas – in our target markets. Working together, this campaign can make a real impact in our communities!



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