Credit Unions are the REAL Deal

An Outreach Framework for America’s Credit Unions

What is Outreach?

Credit unions perform Outreach well, although activity levels vary by credit union. What is Outreach? Outreach includes providing services and products that meet the ongoing financial needs of members — as well as non-members. Outreach is reaching, as well as reaching out, to those communities who need access to financial services the most while being a partner in the communities we serve.

Outreach can encompass but is not limited to:

Access to services — promoted and encouraged to all
Education — fostering good financial choices/decisions
Programs and products — affordable and beneficial
Results-oriented approaches — produces measurable outcomes in terms of personal growth
Active participation in communities we serve and in charitable activities.

...Why now?

Many credit unions and leagues have implemented some type of Outreach framework. Many more are waiting for a formulated program or a mandate. With a collective focus on Outreach, by so many audiences, now is the time to begin the implementation and collection of Outreach achievements by credit unions and leagues. Previous data on Outreach efforts have been largely anecdotal. This needs to change for two reasons:

An increased emphasis on Outreach will translate to successful future member growth; and,

The current environment in Washington, D.C. and in many state capitals warrants attention to Outreach efforts as well as the expansion of these efforts.

The "REAL Deal"

Many credit unions and leagues acknowledge the need for a common brand when it comes to Outreach. A brand that is flexible enough to engage optimum local creativity while maximizing and consolidating national impact. For promotional purposes the use of the "REAL Deal" brand was created as an identifier for the national Outreach framework.

Credit union leaders like you and your peers agree...now is the time to initiate and/or expand your credit union’s and league’s Outreach efforts. The REAL Deal provides the framework for you to succeed.

Initiate and Expand Your Credit Union’s and League’s Outreach Efforts

Credit unions and leagues are currently engaged at many different levels in any number of Outreach endeavors. The options for your participation in an Outreach framework are many — with many of you already performing outstanding Outreach activities.

Call to Action: The REAL Deal Outreach framework goal, as supported by the CUNA, NCUF and System partners, is that EVERY credit union and league will be engaged at a high level in at least two of the following REAL Deal Outreach framework models (noted below with related examples):

(REAL Programs) — Products and services promoting a "good deal" for members geared toward achieving individual financial success. Examples might include:

Existent REAL SolutionsTM initiatives, as well as initiatives in the pipeline
Lending Solutions

Loans earmarked to rebuild creditworthiness or made as an alternative to payday lenders
HLPR (Home Loan Payment Relief) Loans

Juntos Avanzamos

(REAL Sources) — Consumer information to members and available to non-members on credit union services, financial education and smart choices for daily finances:

Education tools for adults and youth

CUNA tools: MyMoney.com, MyMoney Tool Kit, GoogolPlex, MoneyMix, PlanIt, Anytime Adviser, Guide to Independence, etc.
brass|Student Program
CU Succeed
Open or operate a credit union student branch office
Offer free financial workshops and seminars on personal finance and/or financial tools
Offer "Get Checking" classes

Financial literacy programs

NEFE (National Endowment for Financial Education)
High School Financial Planning Program
Sponsor BizKid$ program

Credit counseling services

(REAL Community Help/Commitment) — Community involvement and charitable initiatives/donations, and contribution(s) of resources to charitable programs, for example:

CMN
Make a Wish Foundation
National Credit Union Foundation and state credit union foundations
Any national or local charity works

(REAL Partnerships) — Encompasses all the state programs that already have traction under other names; credit unions and leagues have the option of utilizing the "REAL Deal" brand or promoting their comparable programs:

Partnering with community development credit unions
Shared branching initiatives in low-income and minority communities
Programs similar to Getting Ahead Association, Community Reinvestment Initiative, Montana Credit Unions for Community Development

Credit unions and leagues are reaching out to millions of Americans today, through numerous different programs. Let’s continue to demonstrate our value proposition to consumers, to policy makers and to our members. It’s time to get REAL with The REAL Deal.

Measuring Program Success

How will we know if our Outreach framework is successful? There are three measurement tools:

A meaningful number of people are touched by Outreach efforts
A meaningful number of credit unions participate in two or more of the activities in the categories noted above.
A majority of leagues embrace the REAL Deal framework

REAL Story: Resources and Next Steps...

The most critical component to The REAL Deal Outreach framework will be attaining the "REAL Story" on existing and future Outreach efforts. Following the launch of this framework, a data collection component will be introduced. This component will be designed to incorporate and complement the efforts already underway for NCUF’s REAL SolutionsTM and be responsive to inquiries regarding credit unions and the fulfillment of our social mission.

For participating credit unions and leagues, a system of goals and measurements to appropriately convey the impact of Outreach efforts will be developed to recognize those leagues and credit unions who have successfully undertaken this framework.

Leagues are currently being asked to name a REAL Deal/Outreach contact person for this framework. These individuals will be working closely with CUNA and Foundation staff in developing and encouraging Outreach efforts on a broad scale and making available model program examples.

Look for additional information on how your credit union and league can participate and spread the news about getting REAL with The REAL Deal... soon!