WASHINGTON (2/14/14)--American Banker Thursday highlighted the Credit Union National Association's recent Grassroots Innovation Award win for online efforts that "successfully harnessed the forces of social media behind its anti-tax message."
Using the J.P. Morgan social media fiasco as a counterpoint to CUNA's success, the article noted the credit union campaign "spurred roughly 13,200 messages (including 7,000 sent directly to lawmakers) posted to Twitter with the #Don'tTaxMyCU hashtag over those two days."
While J.P. Morgan's attempts to reach out to the public through social media were hijacked by angry customers, CUNA's " Don't' Tax" efforts succeeded because grassroots credit union supporters genuinely believe in their credit unions, CUNA Vice President of Political Affairs Trey Hawkins told the Banker.
Overall, since the "Don't Tax My Credit Union" campaign began in May 2013, it has garnered more than 1.3 million direct messages to the U.S. Congress.
For the full Banker article and more on CUNA's Don't Tax My Credit Union efforts, use the resource link.
The Grassroots Innovation Awards are given out annually at the Public Affairs Council's National Grassroots Conference in Florida. The awards recognize the nation's best grassroots programs and campaigns in the categories of Corporate Innovation, Association Innovation and Social Media Innovation.
"We owe much of our success to the dedication of credit union members, who willingly engage in advocating for their credit unions," Richard Gose, CUNA senior vice president of political affairs, acknowledged in the article.