1. CUNA Credit Unions on Advocacy Offense!
Utah Credit Union Association Annual Meeting and Convention
Jim Nussle
CUNA President & CEO

2. Comparing CU share of total DFI (depository financial institution) assets to CU share of households savings. DFIs are made up of banking institutions (commercial banks and savings institutions) and credit unions. Total assets in banking institutions include quite a few sources of funds that credit unions don’t compete with: large corporate and institutional deposits, negotiable CDs (large money market instruments), foreign deposits, etc.). The credit union share of this total assets market is kept low by these sources of funds that credit unions don’t have access to.
The alternative measure, the household savings market, includes everything that is a close substitute for a deposit a member might place in a credit union. By “savings” we mean liquid and low risk. It include all types of deposits owned by households in DFIs (banking institutions and CUs) PLUS savings bonds and non-institutional money market funds. It does NOT include less liquid or riskier financial assets owned by households such as stocks, stock mutual funds, bonds, etc.
From 1992 to 2016 (the past 24 years) the CU share of total banking assets has risen form 5.6% to 7%, and increase of 1.4 percentage points. Over the same period, the CU share of total household savings has risen from 7.4% to 9.7%, a gain of 2.3 percentage points. The basic rule of interpretation of change market shares is if your share of a market is rising, you are growing faster than the rest of the market. So, CU’s have outgrown the total market by more than they outgrew DFI total assets. That’s mostly because money market funds have not been popular for the last decade due to very low short-term interest rates, and savings bonds are atrophying as a consumer savings vehicle.

3. Leadership Focus
Leading interdependent and fierce 360° advocacy offense to remove regulatory barriers
Promoting better awareness of the “Credit Union Difference”
Establishing credit union relevance and providing solutions in a very “disruptive” financial service market
Delivering interdependent CUNA/League association value proposition
“Growing is Winning”; increasing credit union market share

4. 6,000 1CUNA 50 Represented 58,000 110 million Stronger Together 6,000
States and D.C.
by Leagues
6,000
6,000
CREDIT UNIONS
credit union service providers
58,000
board members
110 million
273,000
credit union professionals
credit union members

5. 75% Strong Foundation Built in 2016 5,000 advocates
of Congress signed CUNA/League-initiated letters urging CFPB to exempt CUs
75%
5,000 advocates
at CUNA GAC and Hill visits
CUNA study: $7.2 billion
in regulatory burden, gets attention of policymakers
97% of 364 candidates with CU support won their congressional elections
CULAC set record with $5.1 million raised in 2016
CUNA/Leagues held 8,000+ meetings with lawmakers, regulators in 2016
Filings, comment letters, testimony kept issues at the forefront
Advocacy at NCUA brought about
MBL, FOM reform and exam relief

6. 2017 Advocacy Outlook challenges & opportunities
Reduce regulatory burden
Expand consumer, biz., access to credit unions
Lead on payments and data security
Protect tax status
Leverage elections

7. Washington Landscape BUT: Inertia is to do nothing
“Favorable environment” for CUs following elections:
CULAC success
Congress/administration aligned on goal of reducing regulations
On the agenda & at table
BUT: Inertia is to do nothing
CUs need to be on “Advocacy Offense” for regulatory relief

8. Political Disruption Requires New & Unique Approach to Advocacy
National trade association coordinating with Utah CU Assoc. & all state Leagues.
Addressing public policy issues from all angles.
Blanketing Hill & Agencies with our Advocacy.
360º
ADVOCACY
Offense

9. cuna.org/commonsensereg
CUNA M.A.P.
League Hike the Hill visits
Advocacy at Home
Town Halls
Branch Visits
Op-Eds
cuna.org/commonsensereg

10. Credit Union Solutions
Compliance Community
Councils Community
Small Credit Union Community
CPD Online Community
Creating Member Loyalty Community

11. Leadership Focus
Leading interdependent and fierce 360° advocacy offense to remove barriers
Promoting better awareness of the Credit Union Difference
Establishing credit union relevance and providing solutions in a very disruptive financial service market
Delivering interdependent CUNA/League value proposition
“Growing is Winning”; increasing credit union market share

12. Thank you!
@nussle