Shifting Gears with Lori Welder
by Lori Welder
Director of Communications

“And all at once, summer collapsed into fall” ~ Oscar Wilde

Fall is my favorite time of year! The transformation of vibrant green leaves to crunchy orange has always reenergized me. With all the changes happening around us, it’s a good time to evaluate what is happening within ourselves and how we also change. It’s a time to reflect, recharge, and reconnect as we transition into cooler and shorter days. Embrace the change!

The Credit Union Association of the Dakotas would like to thank all contributors for their support of the Open Your Eyes to a Credit Union® campaign! As you might have heard, July and August were incredible months for the campaign which directs consumers to Support from over 640 organizations within the credit union movement has helped bring the campaign to Arizona, Indiana, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Carolina, North Dakota, South Carolina, South Dakota, Vermont, and West Virginia.

Nationally, as of August 23, Open Your Eyes to a Credit Union® has gained over 186 million impressions and earned 27.6 million video views from start to finish. It has reached 6.7 million through programmatic advertising, 5.1 million on social media, and 3.2 million on YouTube.

I’m excited to share the latest update for the Dakotas!

As of September 17, total impressions since July’s launch have reached the 3.5 million mark on social media. What’s impressive is that videos were played to completion 1.6 million times! Industry benchmarks are typically at 5-10%, while our campaign is at 59.46%. What does this mean? The message is being shared at higher than anticipated rates and consumers are engaging in what credit unions can do for them!

How to track and further support the campaign.

To track near real-time numbers for the Dakotas, access the online Dashboard. This platform is strictly a contributor-only resource and breaks down a lifetime summary, channel, and monthly performance. An email was sent earlier this week on how to access and interpret the metrics. If you didn’t receive an email and feel you should have, please be sure to contact me.

Social media outlets continue to outperform other channels and we are reaching our core audiences. Ad creative is being updated every month. Don’t forget to follow Your Money Further on Facebook, Twitter, Instagram, and YouTube – and share the creative on your pages!

Contributor HQThe one-stop-shop for all contributor needs including access to branding materials, messaging guides, and instructions on how to order Open Your Eyes t-shirts (login with your CUNA credentials).

A special shout out to Floyd Rummel and the team from Northern Hills Federal Credit Union for raising awareness in the Spearfish area with a branded billboard prominently displayed on I-90 featured below! Be sure to share with us how you’re promoting the campaign and we’ll feature your photos and stories in the Memo and on social media.

Facebook Contributors-Only GroupIt is recommended for all contributors and marketing professionals to join this group to get tips, notice of upcoming social media posts, and ways you can engage both employees at your credit union as well as members.

I will send general monthly updates on the campaign as well as a quarterly update with more detailed insights to all contributors. Also, know that you can access metrics via the Dashboard Link as well as the Contributor Newsletter via the Contributor HQ resources link when you are logged in with your CUNA credentials.

Quench your thirst for a cause.

Our popular Pub Crawl fundraiser for the Credit Union Foundation of the Dakotas (CUFD) will be here before you know it! Sign up for the New Ideas Conference being held October 7-9 in Rapid City, South Dakota and take part in the latest trends in the credit union movement and marketplace, then quench your thirst for a good cause. Don’t miss out!


Social impact grants.

If you know of an organization that meets the Credit Union Foundation of the Dakotas grant criteria, please encourage them to apply as the next grant deadline is approaching on November 1, 2019. Look for more information in the Memo and through your Credit Union Chapter (don’t forget about the Chapter match). 


Have a great rest of your week!


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



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