by Ron Daly
Sometimes the best way to get a result is to give a system a little push. You have to pull the choke to get the lawnmower to start. You give your kid a gentle push on their bike so they can start pedaling on their own. And sometimes, to get members to take action, you have to tell them what's at stake.
We've talked about Interchange before. The debate is raging on, but that hasn't slowed down the legislation or the outcry on both sides of the wall. Retailers want fewer swipe fees and finance folks all know that we'll be killing free services if we lose Interchange income. The Electronic Payments Coalition has another commercial out about "the domino effect":
Bill Cheney at CUNA said that over a quarter of a million members have written in to change the rule, according to this NPR article. An article from the CU Journal says the Fed is working on a compromise that will try to please both sides...word's out on whether or not it will, seeing as the cap will still go into effect. It's going to be tough for people to suss out why this all matters, because both groups say they're acting in the best interest of the consumer.
This is a perfect example of how a national campaign for credit unions would work. A large body (or bodies) would put out the word about CUs and...what? Everyone would know what to do? Examine the video above; what does it ask of the viewer? Do they know who to contact? Who are the champions of "not changing Interchange" in Congress?
It's time you gave your system a little push.
Your homework is to think up ten (10) ways to educate YOUR members about Interchange. How are you going to do it? Can you rope in a Senator or Representative to come talk to your members? How about a letter to members? How about a video from your CEO asking members to talk to Congress? Localizing and personalizing a problem makes it stand out more. How are you going to tell your members "if you don't act on our behalf, this is going to hurt"?
Tell us about it in the comments section.