Consumer Awareness Campaign

Michigan stands alone as the only state with a cooperative advertising strategy for over two decades. Research shows our efforts continue to connect with diverse Michiganders, raising awareness for the credit union difference and helping drive one of the highest membership penetration rates in the country. Our Try a Credit Union campaign also serves as an advocacy tool with our local and national legislators to raise awareness for all credit unions and to emphasize credit unions’ impact on people’s lives.

Try a CU

A Proven Campaign. A Shared Success.

For over two decades, Michigan has been the only state with a cooperative consumer awareness campaign that educates millions about the benefits of credit unions. As we look to 2025, we’re doubling down on connecting with younger generations and reaching Michiganders where they are.

In 2024, the Try a Credit Union campaign delivered incredible results:

100M+ website impressions — connecting millions of consumers to credit unions across Michigan
27M+ video plays — engaging audiences across top social media platforms
10+ marketing awards — recognizing the campaign’s creativity, success and impact

This success is driven by the unwavering support of credit unions across the state, especially those who step up as Awareness Champions.

What It Means to Be an Awareness Champion

By contributing at the Awareness Champion level, your credit union helps:

Expand the campaign’s reach to attract the next generation of credit union members
Enhance our messaging to showcase the credit union difference to millions more Michiganders
Drive growth for credit unions statewide by increasing consumer awareness and membership

Awareness Champions are integral to the success of the campaign, and your leadership ensures its continued impact.

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How this Benefits Your Credit Union

By becoming an Awareness Champion, your credit union will indirectly benefit from the campaign’s expanded reach and impact:

Increased Visibility: Connect with more potential members as our campaign drives millions of impressions across Michigan.
New Member Growth: Attract younger consumers and underserved audiences by showcasing the credit union difference.
Strengthened Brand Trust: Position your credit union as a trusted financial partner, backed by a statewide effort to educate and engage consumers.

Your contribution fuels a campaign that not only raises awareness of credit unions across Michigan but also drives potential membership growth and reinforces credit unions’ role in the community.

2025 Media Plan

By 2034, Gen Z will have become the largest generation of consumer-spenders ever in the United States at an estimated 78 million people. This age range currently spends $143 billion per year and will be the largest consumer-spender generation by 2034. While this group is known for being practical with their money, MCUL understands there is a lack of awareness and knowledge of credit unions and how advantageous they can be to personal financial health.

For over 23 years, our CU Difference campaign reached millions in Michigan; in 2025, we continued our focus on younger generations, leveraging social media and various other platforms. In 2025, we intend to continue our research of emerging media strategies, focusing on increased engagement among Gen Z members to drive even greater credit union exposure for that age group.

Let’s Keep the Momentum Going

The Try a Credit Union campaign is a proven success, but we’re just getting started. Together, we can reach millions more Michiganders, connect with the next generation and ensure a bright future for credit unions across the state.

Unlock a world of exclusive benefits as an Awareness Champion in our Try a Credit Union campaign! We're thrilled to announce new perks are available immediately for all contributors at this level. Enjoy enhanced resources, special recognition, and more, designed to elevate your credit union's impact. Together, we can continue to make a difference for Michiganders by reaching millions and raising awareness of the credit union difference. Join the cooperative awareness effort in 2025 by pledging your support today!

For more information, fill out the form linked below or contact your League Representative for more information.

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