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Young & Free

The numbers are dismal. Fully 69% of consumers ages 18 to 24 are “not at all familiar” with credit unions, according to the Credit Union National Association's (CUNA) 2011-2012 Survey of Potential Members.

But to some credit unions, that’s cause not for despair but for action.

The few credit unions that have hired online-savvy spokespeople—known as “spokesters”—have benefited from their talent at pulling in the deposits of thousands of young adults. The secret to the spokesters’ success—using the Web to build a community that is still fundamentally local—has drawn the attention of banks, reports American Banker.

The spokester recruitment is at the core of the Young & Free campaign, launched in 2007 by Currency Marketing, a credit union marketing company in Chilliwack, Canada. The campaign started from a fundamental proposition: Credit unions, faced with an aging population of members, had to do something to stay relevant and to gain a new, young base of customers.

3Rivers Credit Union in Ft. Wayne participates in the Young & Free program.  Check out their website at http://youngfreeindiana.com/ to see this exciting campaign in action.  If you have young people in your life who are 25 and under, send them to this website to learn more about money and stuff.


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