Small but mighty: A marketing reality check for small credit unions
North America’s smallest credit union: Holy Trinity Baptist FCU Philadelphia, PA (Photo credit: Holy Trinity)
There are nearly 5,000 credit unions across the United States and Canada, but the average one is smaller than you think. Around 4,000 of these institutions fall below the $500 million asset mark. In fact, more than 50% of credit unions in the U.S. are under $100 million. These are the credit unions that serve a single town, operate out of a modest storefront, or share space in a multi-tenant building. Many have a single branch. Their teams are small and roles are blended. The person managing loans may also be handling social media posts and the general manager may double as the PR lead.
This isn’t a flaw, it’s the norm.
The competitive reality
Credit unions like to think of themselves as part of a family. And they are. But they’re also businesses that must be viable to survive. That means competing, not just with banks, Fintechs, payday lenders and check-cashers, but with each other. Member acquisition is hard and often expensive. Credit unions typically spend $350 to $700, with an average of $428 to acquire each new member. Many credit unions are unsure of their own metrics and that’s understandable. They’re often under-resourced, stretched thin or simply too busy juggling multiple operational areas to track it closely.
On top of that, the average credit union member is nearly a decade older than the general population. Long-term viability means reaching new members now. That aging member base is partly the result of years of underinvestment in marketing, limited digital engagement and the rise of app-based Fintechs that have captured younger generations with sleek user experiences and convenience.
To grow, a credit union needs visibility, credibility and a clear reason for people to join. That’s marketing’s job.
The media has changed, have you?
Many credit unions find themselves defaulting to staff birthdays, holiday greetings and generic money tips when time and resources are limited. These get little to no engagement and often render your brand invisible; lost in a sea of sameness, unnoticed by the people you’re trying to reach. Media is evolving rapidly. Today’s environment is dominated by short-form video, shareable visuals and social proof. The bar for relevance and relatability keeps rising, and it’s hard to keep up, especially when time, training and team capacity are already stretched thin.
What works (even with one person)
A lean credit union team can still build a strong brand, but it requires clarity, focus and a few specific habits.
Plan quarterly campaigns. Choose one focus every three months, like student accounts in August or investing in February. Build a simple campaign around it: a poster, a few social posts, a staff talking point and maybe an email. Keep it focused and repeatable.
Use social media with purpose. Focus on quality over quantity. Post two or three times a week across multiple platforms like Facebook, Instagram, X and LinkedIn for general updates. Use video formats for Reels, TikTok and YouTube Shorts to connect with younger audiences. A single good story, like a member success or financial tip, can be adapted for all these platforms, increasing reach without adding more work. Use scheduling tools like Buffer or Later to make it easier.
Show up locally. Identify three to five key events in your community that attract a strong turnout, such as fairs, school fundraisers, farmers' markets or holiday parades. The higher the foot traffic, the better your return on time. Attend, sponsor or just show your face. Bring flyers, wear your branded gear and take a few photos to post online later. These events offer an authentic, high-visibility opportunity to connect with current and potential members.
Feature real people. Ask a member if you can share their story. Snap a photo of a long-serving staff member. Short videos or simple quote graphics help humanize your credit union and earn trust. Post these stories across your social platforms and consider including them in your email newsletters or in-branch displays. These authentic touches help build emotional connection and make your credit union more relatable.
Don't worry about fancy equipment. Your iPhone is more than enough to create short videos. Natural light, a steady hand (or inexpensive tripod) and a clear message go a long way. For editing, try easy apps like InShot, CapCut or Canva. These tools let you trim, caption and brand your videos in minutes. Focus on authenticity over polish. A genuine moment from your branch or community will often outperform a slick, overproduced ad.
Lead with education. Use financial literacy to open the door. Share tips that solve real problems, like how to build credit, avoid debt traps or save on car insurance. The benefits go far beyond marketing: better financial understanding leads to stronger member relationships, improved financial well-being and deeper community impact. Education creates credibility, which leads to membership and trust.
Build your email list. Your member email list is one of your most valuable marketing assets. Make it a habit to collect and update member emails during key interactions: account openings, loan or mortgage originations and in-branch service conversations. Use simple forms or digital opt-ins. You can also invite email sign-ups through community events, online contests and campaign-specific landing pages. A strong email list lets you promote products, share educational content and maintain visibility all for very low cost.
Update branch visuals. With each quarterly campaign, refresh your posters and table flyers. Align your visuals with your messaging to reinforce consistency. And don’t be afraid to ask for help. Local schools, art classes or youth groups often welcome the chance to contribute creative work. It’s a simple way to build community pride and lighten the load.
Be consistent. Pick two to three brand colors and fonts and use them in every piece of communication from social posts to posters to emails. Create a simple tagline or member promise and stick with it. This makes your credit union instantly recognizable.
How much time does it really take?
You don’t need 40 hours a week to do this well. Most of what’s outlined above can be managed in about eight hours a week:
Two to three hours for social media: Schedule posts, tweak content and repurpose short videos across platforms
One to two hours for community engagement: Touch base with event organizers, prep flyers and coordinate small activations
One to two hours for campaigns: Focus on what’s relevant that quarter, build and distribute materials
Thirty minutes for branch visuals: Quick refresh or delegate to a local school art class
One hour for education outreach: Select and share a financial tip or resource
Thirty minutes for internal sync: Coordinate with lending or service staff to ensure messaging alignment
The secret weapon: It’s a Money Thing
This is exactly why It’s a Money Thing exists. Built for credit unions with limited time, budget and bandwidth.
It’s a Money Thing is:
A simple-to-use financial education system
A member acquisition engine in disguise
A content toolkit with animated videos, infographics, handouts, presentations, articles and social media graphics
A brand builder that extends your reach and elevates your credibility
It’s professional, relatable and ready to deploy. And it’s affordable. Even for a credit union with just 1,000 members, the annual cost works out to just $4.79 per member. At 5,000 members, it’s less than $1.
Small is not a barrier
You don’t need a full marketing department to be effective. You need a plan, the right tools and the will to show up where your members are, online and in your community. Yes, you’re small. But you’re mighty. You can be visible, viable and valuable for decades to come.
Tim McAlpine is the CEO of Currency Marketing. He is best known for developing the It's a Money Thing Financial Education Program that credit unions from around North America are using to connect with new young adult members. He is also a driving force behind CUES Emerge, an emerging leader program that combines online learning, peer collaboration and an exciting competition component.
