WASHINGTON – Saying it is time credit unions take even greater advantage of a cultural shift away from big banks, CUNA President Bill Cheney urged CUs to begin telling one story thousands of times.

Cheney kicked off this year’s CUNA Governmental Affairs Conference yesterday with that message, and to back the request, CUNA unveiled a new overarching strategic vision for the credit union movement.

“Unite for Good – Americans choose credit unions as their best financial partner (www.uniteforgood.org),” is the overarching message on which Cheney stressed the movement must focus. He emphasized that while credit unions have been doing a good job telling the CU story many different ways – especially in the last year when credit unions enjoyed record member growth – what is needed for greater success is a united voice.

“We have to have a shared story,” said Cheney, acknowledging that many in attendance will meet with legislators this week. “Then it becomes a more powerful message. We are not asking you to wear war paint, but we are asking that you unite. We can’t get to where we need to go without a shared vision, a shared agenda, and a shared plan.”


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