Mid Oregon Credit Union uses advocacy program as a blueprint for member engagement
Mid Oregon Credit Union is proving that effective advocacy is not just a nice-to-have-it's an essential function for credit unions and their members.
As an early participant in the Member Activation Program (MAP), the Bend, Oregon credit union has transformed its communication strategy-turning everyday members into passionate advocates for issues that directly affect their financial well-being.
A dual-edged approach to advocacy
At its core, the MAP program educates and mobilizes members while providing credit unions with a ready-made toolkit for advocacy. The program uses clear, member-friendly communication to explain to members why key issues matter. It also equips credit unions with everything they need to kickstart effective campaigns, from email templates and press kits to social media graphics.
Kyle Frick, senior vice president of marketing and community relations at Mid Oregon Credit Union, brings more than 21 years of experience to his role and is a strong advocate for using MAP as a strategic tool. In a recent interview, he remembered how his credit union's leaders were introduced to the program during a Governmental Affairs Conference meeting about 15 years ago.
"We saw some data in the beginning from that first meeting that showed that credit unions with the Member Activation Program actually saw more member engagement and participation," he said. "So we tested the theory. From the very beginning, we saw pretty good feedback from the members. 27% to nearly 40% of the emails that we sent out to our members were first either opened or clicked, and then they actually clicked through and did something (such as sending a message to lawmakers). So we've been strong advocates for the program from the very beginning."
Subscribers to the program receive templated materials which credit unions can utilize in emails. Frick said Mid Oregon continually works to "what we call 'Mid Oregonize' the language, so that the (email) voice sounds like it's from us (instead of program provider). We made it clear that the credit union and the leadership of the credit union was supporting whatever message we were sending out."
How Mid Oregon Credit Union has benefited
Frick shared several compelling points from the past 15 years implementing this program:
- Massive outreach with minimal negative impact: Despite sending out 20-30,000 emails over their years of participation in the program, the credit union has experienced only about 1% negative response or opt-out requests. Frick notes this statistic highlights that fears of possible significant member backlash are largely unfounded, proving that proactive, targeted communication is both safe and effective.
- Strengthened member involvement and commitment: "If you have an engaged member, they will be more loyal and more active with the credit union," Frick noted. His comment underscores the idea that deeper engagement leads to stronger relationships and increased utilization of credit union services. America's Credit Unions has data showing that credit unions who reach out to their members through MAP with an advocacy ask found that over 80% of their members wanted to do more business with the credit union as a result.
- A natural extension of their advocacy DNA: Reflecting on the credit union's history of being proactive in advocacy, Frick mentioned that their commitment to advocacy made MAP a natural fit that aligned with their long-standing mission to serve and protect the interests of their community.
How MAP drives impactful campaigns
One of the standout features of MAP is its ability to jumpstart targeted advocacy campaigns with pre-tailored resources. Credit unions kick off these campaigns by sending out targeted emails that explain the impact and provide clear calls to action.
Members learn how specific proposals and unnecessary regulations directly impact them. They are also empowered to contact their U.S. senators and representatives and urge them to prioritize legislative changes that benefit credit unions and their communities. Mid Oregon Credit Union's experience with MAP offers a clear blueprint for other credit unions aiming to modernize their advocacy efforts. By leveraging MAP's resources, credit unions can not only educate their members on important issues but also inspire them to take action. The program's template-based approach makes it easy to launch campaigns like "Don't Tax My Credit Union," ensuring that every institution, regardless of size, can have a powerful voice.
By offering these ready-to-use tools, MAP removes the barriers to effective advocacy, making it straightforward for credit unions-even those without dedicated marketing teams-to launch impactful campaigns.
Why advocacy matters for credit unions
Advocacy is an ultra-important function for credit unions. In today's complex regulatory environment, credit unions must continuously fight for policies that allow them to serve their members effectively. The cost of excessive regulations isn't just an abstract number; it translates into real dollars lost. By mobilizing their members through MAP, credit unions can directly influence policy decisions and protect their members' interests. Whether through a well-crafted email or a coordinated social media push, MAP transforms routine communications into powerful advocacy campaigns.
For credit unions looking to boost member engagement and drive advocacy efforts, MAP offers a proven, accessible framework that amplifies the credit union's voice in the policy arena while showcasing the unique value they bring to their local communities.
For credit union professionals, embracing MAP means more than just sending emails-it means transforming communication into a force for change. As demonstrated by Mid Oregon Credit Union, the combination of clear, member-friendly messaging and a robust advocacy toolkit can create tangible benefits for members and strengthen the overall mission of the credit union.
Get more information on the Member Activation Program here.