CU Difference Committee

August 25, 2009Michigan Credit Union League

Livonia and Lansing offices

Web/Phone Conference Guidelines

Muting and unmuting• On the phone, participants can mute their

own lines by pressing *6 • Unmute your line by pressing *7• Please do not place your phone on hold

Other participants will hear on-hold messages/music

AgendaI. Call to orderII. Roll callIII. MinutesIV. Reports

A. MCUL President & CEO/Committee Ex-Officio David AdamsB. CU Difference Chairman Darren Cameron

V. Informational itemsA. 2009 feedbackB. Research StudyC. 2009 Funding SummaryD. MCUL rebate resultsE. Committee vice chairman recommendationF. Preliminary 2010 strategyG. Next meeting

VI. Adjourn

Call to Order and ReportsI. Call to orderII. Roll callIII. Meeting minutes

A. February 18 B. June 10

IV. Reports A. MCUL President & CEO David Adams B. CU Difference Chairman Darren Cameron

Informational Items

A. Feedback on 2009 Campaign• Wrapped up in final markets in late June• Feedback/comments from members?• How has Invest in America focus been

received?

Informational Items

B. Research study under way• Results expected mid-October• Includes same general questions• Added Invest in America questions• Plan to present results at November

meeting

Informational ItemsC. 2009 Funding Summary

CU Difference DMA Chart as of July 31, 2009

DMA 09 Total

ReceivedCredits

from 2008 InterestMatchingDollars Subtotal

Berline Invoices TOTAL

Alpena $ 13,314.28 $ - $ 18.07 $ 13,314.28 $ 26,646.63 $ (22,635.52) $ 4,011.11

Cass/Berrien $ 5,241.75 $ - $ 15.03 $ 5,241.75 $ 10,498.53 $ (9,646.03) $ 852.50

Detroit $ 229,111.85 $ 46,051.00 $ 735.53 $ 270,063.85 $ 545,962.23 $ (442,677.74) $ 103,284.49

Detroit/Lenawee $ 4,000.00 $ - $ - $ 4,000.00 $ 8,000.00 $ (7,772.17) $ 227.83

Flint $ 173,568.79 $ 22,249.00 $ 495.42 $ 193,254.64 $ 389,567.85 $ (277,254.68) $ 112,313.17

Grand Rapids $ 159,031.04 $ 21,035.00 $ 336.48 $ 164,469.52 $ 344,872.04 $ (317,063.64) $ 27,808.40

Battle Creek $ 13,807.00 $ - $ - $ 13,807.00 $ 27,614.00 $ (27,569.72) $ 44.28

Lansing $ 59,661.70 $ 20,770.00 $ 152.13 $ 80,431.70 $ 161,015.53 $ (133,453.17) $ 27,562.36

Marquette $ 27,233.00 $ - $ 53.69 $ 27,233.00 $ 54,519.69 $ (48,691.01) $ 5,828.68

Traverse City $ 47,051.11 $ - $ 53.07 $ 47,051.11 $ 94,155.29 $ (94,244.59) $ (89.30)

TOTAL $ 732,020.52 $ 110,105.00 $ 1,859.42 $ 818,866.85 $ 1,662,851.79 $ (1,381,008.27) $ 281,843.52

Informational ItemsD. MCUL Fees Rebate

• Contributions invested in DMA accounts for 2010 campaign

• 102 CUs contributed all or portion of rebate to CU Difference $158,421.73

• Rebate program resulted in 44 new contributors CUs had not contributed in 2009 See value in CU Difference program

Informational ItemsE. Preliminary 2010 media strategy

• Three proposed messages (separate ads) General awareness advertising Invest in America advertising

Broad appeal, not just GM and Chrysler Save to Win spots?

• TV and radio Use both mediums if possible 8-10 weeks minimum Top-rated stations in each market

Informational ItemsE. Preliminary 2010 Strategy

• Fund-raising strategy Focus on chapters

Committee members League Reps MCUL: Mike Bridges, Martha Ninichuk, Maureen Lafrinere

Begins with letter during budget time in September Invoices included in membership packet

Mail date set at November 15 Includes peer-to-peer letter in December Weekly e-mails and videos every Monday in January

Fund-Raising Plan• Chapter focus

• Anecdotal evidence indicates that when chapters discuss CU Difference as a group, participation rates go above 65%

• Mike/Maureen on agenda for League Rep meeting in September Reinforce message on District Coordinating Call (Nov/Dec)

• Provide presentation for league reps to use at chapter meetings Research results Advertising focus for 2010 Media costs in specific markets

• MCUL to address campaign in two chapter meetings

Fund-Raising Plan

• September 1 letter• Asks CUs to consider CUD funding during budget

talks• Includes exact 2010 request (less any rebate

credit already applied)• Deadline of January 29, 2010• Makes pitch for value of marketing in tough

times and value of the campaign

Fund-Raising Plan• November 15 membership packet

• Fair share request on dues invoice Any rebate credits will be deducted

• Separate letter/brochure for CU Difference Personalized with amount due and how to pay Details of media plan

When Focus of advertising

Executive summary of the research results• December letter

• Peer-to-peer letter for large, mid-size and SAS CUs• Need CEOs to sign these letters

Fund-Raising Plan• January weekly emails with videos

• Send each Monday to CUs that have not already paid• Different focus each week

Jan. 4 – Amount needed for solid buy versus amount received Jan. 11 – Highlights of research results Jan. 18 – CEO reasons for supporting

Need committee input for this email Jan. 25 – Address consumer skepticism of CUs, IIA, etc. and how

campaign dispels these myths Feb. 1 – To all CUs. Amount raised and thank you to supporters

List of CUs participating (by chapter) Last call for contributions

Informational Items

F. Next meeting• Wednesday, Nov. 18• 10 a.m.• Michigan Credit Union League offices in

Livonia and Lansing or via phone/Web

VI. Adjourn