Consumer Federation of America is located in Washington, D.C., and was founded in It is an association of more than 300 nonprofit pro- consumer groups Including Consumers Union, AARP, credit unions, housing co-ops, and grassroots organizations. America Saves is a national social marketing campaign that seeks to motivate and support low to moderate income households to save and build wealth.

Characteristics of a Social Marketing Campaign Campaigns take many years to succeed Emphasize consequences that are both negative and positive, short and long term As the campaign progresses the change often accelerates Successful campaigns are integrated and coordinated Campaigns are aided by powerful, relentlessly communicated messages- short memorable, and motivational. Both national and local efforts are essential Public policy can provide critical support Each campaign is unique

America Saves Campaign Goal Develop a financial plan Commit yourself to your financial plan

Campaign: Strategies Guiding Principle: All strategies recognize that individual decisions to change are largely influenced by three factors. Analysis of Personal Costs (Costs) Perception of the expectations of others (Social Norms) Evaluation of whether one can success in changing behavior (Self-efficacy)

Campaign: Approach “At America Saves we see individual Americans on a ten mile path to saving.” 0 miles Don't understand the importance of saving, so don't save. 3 miles Aware of this value, but don't believe they are capable of saving, so don't do so. 6 miles See the importance of saving and think they might be able to do so, but haven't started yet. 7 miles Have begun to save. 10 miles Saving as effectively as they can, which also means that they are effectively managing their money and debts.

America Saves: Current Extent 113,209 Savers enrolled 51 Campaigns Enrolling Savers: –Tennessee, North Carolina, Texas, Wisconsin, Florida, Kansas, Maryland, Ohio, New Jersey, Utah, Colorado, Louisiana, Silicon Valley/South Bay, San Diego, El Paso, Kansas City, Northwoods (WI), Omaha, Pierce County (WA), Clark County (WI), Milwaukee (WI), Langley (VA), Cleveland, Miami Valley (OH), Hancock County (OH), Columbus, Ohio Valley (WV), Louisville (KY), Chattanooga (TN), Jefferson County (AL), Calhoun Country (AL), D.C., Central Iowa, Okaloosa County (FL), Gadsden County (FL), Tampa Bay (FL), Pasco County (FL), Miami, Peninsula Saves (VA), Philadelphia, Pittsburgh, Charlotte (NC), Virginia Tech, Kansas State University, Utah State University, America Saves, Hispanic America Saves, Black America Saves, Youth Saves, Military Saves, On Cars, Through Homeownership Financial Institutions –584 Financial Institutions including those that participate in local working groups, offer products to members of local campaigns, and those identified by savers as their saving institution of choice. Of these, 380 are Credit Unions and 204 are Banks

What Are People Saving For? Top 5 Goals by Number of Savers 20% Emergency Fund 15% Investment Savings 14% Homeownership 13% Debt Repayment (tie) 10% Retirement Savings (tie) 10% Education Top 5 Goals by Monthly Dollars Saved 15% Homeownership 11% Retirement 9% Emergency 9% Debt Repayment 9% Investment Savings

Target Markets and Savings Strategies Target Markets Black Americans Hispanic Americans Faith Based Communities Military Youth Saving Strategies Homeownership Saving at Work Income Tax Refunds: EITC Save on Car Purchases

America Saves Campaign National Initiatives: 1) America Saves Week 2) Savings During Tax Time

What is America Saves Week? An annual opportunity to encourage and assist individuals to assess their savings progress and take action to advance this progress. Although local campaigns do year-round programming, Saves Week includes a special set of activities, outreach, and visibility. Concentrating activity within the Week elevates the savings message and provides an organizing opportunity to engage a wide number of organizations and institutions.

Results From Past America Saves Weeks In 2007, the pilot America Saves Week was held in February and saw participation from the national organizations, including: Federal Reserve Board, United Way, Department of Defense, National Foundation for Credit Counselors, and Cooperative Extension, among other. Groups organized their own savings activities, which included workshops, roll your change events, piggy bank contests, payroll stuffers and electronic communications. In 2008, over 80 groups and companies participated in America Saves Week, which represents a remarkable growth in participation from This was in part due to a new partnership with the American Savings Education Council.

America Saves Week 2008: 87 Participating National Organizations Government Agencies Federal Citizen Information Center, General Services Information Federal Deposit Insurance Corporation Federal Reserve Board Federal Trade Commission Internal Revenue Service Missouri State Employees’ Retirement System Ohio Treasurer of State Securities and Exchange Commission Social Security Administration U.S. Department of Agriculture, Cooperative State, Research, Education and Extension Services U.S. Department of Defense Armed Forces Tax Council Department of the Air Force Department of the Army Department of the Navy U.S. Coast Guard U.S. Marine Corp U.S. Department of Labor, Employee Benefits Security Administration U.S. Department of the Treasury U.S. Postal Service Washington Department of Financial Institutions Washington State Department of Retirement Services Wisconsin Department of Financial Institutions Companies American Express Company Bank of America Capital One Capital Research and Management Citi Foundation Countrywide Bank Deseret Mutual Benefit Administrators Edelman Financial Services, LLC Fidelity Investments GlaxoSmithKline Greenwald & Associates H&R Block Hartford Life Insurance Company Merrill Lynch MetLife National City Bank Prudential Financial Russell Investments Segal Company TIAA-CREF Towers Perrin Wachovia Washington Mutual Wells Fargo Bank, NA

National Participating Groups, Continued Non-Profit Organizations AARP American Institute of Certified Public Accountants 360 Degrees of Financial Literacy American Society of Military Comptrollers Armed Forces Financial Network Aspen Institute Initiative on Financial Security Center for Financial Services Innovation Consumer Federation of America Consumer University CUPA-HR Employee Benefit Research Institute Family, Career and Community Leaders of America FINRA Investor Education Foundation SaveAndInvest.org HR Policy Association InCharge® Education Foundation International Foundation of Employee Benefit Plans Jump $tart Coalition for Personal Financial Literacy Money Management International National Cooperative Bank National Council on Economic Education National Endowment for Financial Education National Foundation for Credit Counseling National Military Family Association New America Foundation North American Securities Administrators Association Operation Hope The Retirement Security Project United Way Washington Society of CPAs Women's Institute for a Secure Retirement WorldatWork Industry Trade Associations American Bankers Association American Council of Life Insurers American Society of Pension Professionals and Actuaries Association of Military Banks of America Consumer Bankers Association Credit Union National Association Defense Credit Union Council Independent Community Bankers of America Investment Company Institute National Association of Federal Credit Unions

Varied Levels of Participation Level 1 focuses on awareness and marketing. Level 2 includes building and expanding local partnerships. Level 3 consists of organizing a local America Saves Week.

Level One Individual Program Campaign Evaluation Measures: Number of brochures distributed Number of completed enrollment forms (savers) Number of published or aired media pieces ActivitiesDec.Jan.Feb.Mar.Apr. Promote event Plan ASW activities Enroll savers Publish press release Evaluate ASW Publish post-ASW press release

Level Two Organization plus at least one partner Evaluation Measures: Level One measures plus: Speaker evaluation of motivational workshops and impact of presentation If part of ongoing campaign, conduct 3 month follow up. Number of volunteer hours contributed ActivitiesNov.Dec.Jan.Feb.Mar.Apr. Promote event Partner with community organizations and financial institutions Plan ASW activities Enroll savers Publish press release Organize post-ASW event Evaluate ASW Publish post-ASW press release

Level Three Multi-organization Campaign Network Evaluation Measures: Same as Levels One and Two, plus Number of coalition members and community supporters List of actions taken by coalition members, e.g. no fee savings accounts opened by Financial Institutions, new IDA accounts opened, number of participants signed up for America Saves, participant commitment to savings Funding received from grants or community partners ActivitiesSept.Oct.Nov.Dec.Jan.Feb.Mar.Apr. Partner with community organizations and financial institutions Develop master activity list Promote event Enroll savers Publish press release Organize post-ASW event Evaluate ASW Publish post-ASW press release

What America Saves Provides Marketing and Resource Kit Posters Brochures Membership cards Website Technical assistance at campaign level Training for motivational presenters and wealth coaches. Work with coalition and lenders on campaign development Media outreach Newsletters Other materials as necessary Database National Savings Forum

Core Components of a Local Campaign Financial Products Motivational Workshops Wealth Coaches Financial Resources Organizational Marketing Community Wide Marketing Saver Enrollments

Characteristics of a Successful Local Campaign Committed, energetic, competent leadership Broad-based working Group/Campaign Coordinating Committee that meets regularly –Agreed upon campaign goals with written plan to achieve goal –Committees coordinating campaign component development and implementation –Robust organizational marketing plan Campaign Infrastructure designed to go to scale Clear Communications –To Markets –To Volunteers Financial resources Sustainability Plan