CMG Contributes $1 Million to CU Awareness Initiative
by CUAD Communications

CUNA Mutual Group and Credit Union National Association (CUNA) announced this week that CUNA Mutual Group has made a $1 million commitment for 2018 to the groundbreaking, research-based effort being led by CUNA to grow consumer awareness of credit unions.

“Open Your Eyes to a Credit Union” is an industry-wide initiative to increase consumer consideration of credit unions as their first and foremost financial partners. It was recently announced by CUNA that its three-year, $100 million national program will launch in January 2019. Working together with state credit union Leagues, CUNA plans to build a nationwide “Open Your Eyes” program through a series of regional and statewide campaigns.

It was also announced that America’s credit unions, leagues, and business partners, with support from CUNA, are supporting a funding goal of $100 million to sustain the effort through 2021. CUAD has since learned that funds raised locally (in the Dakotas) would be used to fund campaign advertising in the Dakotas.

CUAD staff, including President/CEO Jeff Olson and Chief Officer of Member Engagement Katie Dressler, saw the campaign unveiled at the CUNA Governmental Affairs Conference (GAC) last February. “This is definitely something new and exciting, with a very modern feel designed to appeal to consumers through a fun and sophisticated, research-based marketing plan,” said Dressler.

Attendees at the GAC last year were invited to "open their eyes" and have their picture taken to promote the new awareness initiative. 

If you have not heard about this ground-breaking initiative or want to learn more, Olson will be providing an introduction and brief explanation of the campaign during the CUAD New Ideas Conference being held in Bismarck, ND October 1 – 3. You can register for the conference here.

CUNA Mutual Group President and CEO Robert N. Trunzo said, “Our commitment to America’s credit unions has never been stronger. By supporting CUNA and the Leagues on this important initiative, CUNA Mutual believes we can collectively increase consumer consideration of credit unions and position them for a bright future. We believe in this initiative, and we are excited to play this leading role in its success.”

CUNA President/CEO Jim Nussle said: “This substantial support from CUNA Mutual Group is a clear sign of both their belief in the future of credit unions and a reflection of the unique relationship between our two organizations, a relationship that goes back not just decades but generations. By contributing to the infrastructure that will support local investments by credit unions and Leagues directly into the ‘Open Your Eyes’ program, CUNA Mutual will be playing a vital role for our industry. We thank them on behalf of all of America’s credit unions.”

Douglas Kiker, CUNA’s Chief Strategic Communications Officer who is leading the Awareness Initiative, added: “Credit unions are and will remain at the heart of what we do every day. The Awareness Initiative will succeed in moving the consideration needle with consumers, but we need financial partners to make that happen. To that end, thank you to these early leaders for their commitments.”

CUAD invites you to watch the Memo as more details about the new Awareness Initiative are released.

And please join us October 1 – 3 as we talk about this campaign along with other industry trends at the 2018 New Ideas Conference!


Credit Union National Association (CUNA) is the only national association that advocates on behalf of all of America’s credit unions, which are owned by 110 million consumer members. CUNA, along with its network of affiliated state credit union leagues, delivers unwavering advocacy, continuous professional growth and operational confidence to protect the best interests of all credit unions. For more information about CUNA, visit

CUNA Mutual Group is a financially strong insurance and investment company. For generations, we’ve partnered with credit union leaders to protect and grow their businesses, and help people plan, protect and invest for their future. CUNA Mutual Group offers commercial and personal insurance products; lending and payment security solutions; and retirement, investment and marketing services. Additional information about the company can be found at


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