Shifting Gears with Lori Welder
by Lori Welder
Director of Communications

“Helping one person might not change the whole world, but it could change the world for one person.”

Happy Summer! Sometimes we lose track of that mentality when we are consumed with vacations and enjoying a break from the cold weather. This is something to refocus on daily as we live out our credit union philosophy of “People Helping People” – it’s who we are, it’s what we do, and we have lots of great news to share!

The big day is almost here.

The Dakotas are set to launch the Open Your Eyes to a Credit Union® campaign next week along with Indiana! First off, I’d like to thank all participating credit unions for their dedication and financial commitment to get the campaign off the ground!

It’s not too late to participate if you still would like to be a part of this collaborative effort across the nation. We need to be “All-In” to grow awareness of credit unions as the best financial partner for American consumers with this research-based effort. Did you also know that if your credit union pledges, you will receive priority listing on the site along with access to Open Your Eyes creative assets through an easy to use content management system? Contact me at 701-250-3968 or if you would like more information.

Big picture – put credit unions at the center of consumer consideration.

I want to reinforce that the OYE campaign is designed to create awareness of credit unions and dispel the myths that are associated with becoming a member. This does not replace your individual credit union marketing campaign; yet, it will serve as an amazing tool to give our communities the knowledge they need to make informed decisions about how credit unions can help consumers with financial services. Use OYE as an opportunity to complement and boost your marketing efforts. Let your brand, products and services still shine through!

The campaign is currently live in just four states: Minnesota, North Carolina, South Carolina, and Michigan, so it is a great honor to be next in line! Nearly 76 million impressions have already been gained, including reaching more than 5.1 million consumers through digital advertising, 4 million through social media, and 1.3 million on YouTube. Lots of progress has already been made in a short time – so let’s get ready, Dakotas, and make an even bigger impact!

Right on target.

Analytics prove social media has been the most successful across all markets at engaging and driving our target audience to – and this will be the same approach in 2019 for the Dakotas. Pages within the site provide specific information on the eligibility, fee-free ATMs, rate offerings, financial planning and mobile banking access availability at credit unions nationwide. 

At this time, our target audience is 25-34 year-olds with children or expecting a child (also known as "Unsettled Beginners"). We’re focusing on mobile devices to make the largest impact to align with current analytics and maximize our reach for dollars spent. Don’t panic, but you may not even see the social media advertising if you don’t fall into that age demographic. Be sure to familiarize yourself with the advertising creative found on the Your Money Further Facebook page or FB Community and within the content management system if your credit union pledged toward the campaign.

To expand our reach, CUAD secured a media buy for digital billboards to coincide with the campaign kick-off! Look for them in the following areas July 1-28: Bismarck/Mandan, Minot, Dickinson, Williston, Grand Forks, Sioux Falls and Rapid City.

“Open Your Eyes” to upcoming announcements in the Memo!

We plan to team up with CUNA to offer an informative OYE Webinar a week after launch to answer all your questions – more information to come as well as a link to register. In addition, we will also be announcing a special “Open Your Eyes” contest, so stay tuned!

In other amazing news.

We are very excited to announce that the Credit Union Foundation of the Dakotas (CUFD) was recently notified of our 501(c)(3) non-profit status of the IRS Tax code. It is our continued mission to make a more significant impact on our Dakota credit unions and the communities they serve through the support of children’s charities, community and social impact projects, financial education and wellness programs, and to provide higher education scholarships throughout our service region in the Dakotas.

Your support is needed!

Another reminder to register for the Credit Union Foundation of the Dakotas’ Annual Golf Scramble which takes place August 16 in Jamestown, ND. I encourage you to register early to reserve your spot and assist with our many sponsorship opportunities available to fit any budget. All proceeds raised from the tournament will go directly to the CUFD to be used for high school and college scholarships, grants for financial education, and given directly to Dakota charities. Hope to see you there!

Have a great Fourth!

Lori Welder can be reached at or 701-250-3968.

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