Summer school isn’t just for math
Why credit unions should bring financial literacy to seasonal programs.
Photo by Max Fischer
Summer school may not be on your radar, but it’s exactly where real-world lessons can stick—and where your credit union can make a lasting impact. Whether it's summer school, enrichment programs or youth camps, these flexible learning environments are ideal for financial education. And your credit union could be the one to make it happen.
The opportunity: Summer is prime time for life skills
Most kids and teens aren’t getting enough personal finance education during the school year—and summer is no different. While many young people want to learn about money, only 31% report having access to financial literacy courses in school (Junior Achievement, 2023).
Summer programs—whether run by schools, nonprofits or community centers—often focus on academics or recreation, leaving life skills like budgeting, saving or using a checking account off the schedule entirely.
The market is there: Summer programs are widespread and growing
Summer learning programs are far more common—and in higher demand—than many realize.
In the U.S.:
Over 80% of public schools offered summer school programs in 2023
55% of parents reported their child participated in at least one structured summer program, such as a camp or enrichment course
44% of summer programs had waitlists, reflecting strong demand and limited capacity
In Canada:
School board-led initiatives, such as Ontario’s Summer Learning Programs, serve thousands of students across dozens of districts
In British Columbia, universities like UBC and SFU offer summer academic and skills-based programs for youth, while municipal recreation departments frequently run camps that include leadership and life skills components
Libraries and nonprofits across the country host summer learning sessions, workshops and teen engagement events—often without structured financial education
Career readiness and enrichment programs are growing, but most lack consistent access to financial literacy resources
The strategic opportunity
These programs already exist—and many are actively seeking engaging, real-world content to enrich their offerings. Financial literacy is the perfect fit. There’s an opportunity for your credit union to tap into this growing trend.
The solution: Plug-and-play financial education
It’s a Money Thing is a turnkey financial literacy program that empowers credit unions to deliver engaging, accessible education to youth—without needing to build a curriculum from scratch. You can partner with:
Public and private schools – for summer school, credit recovery or enrichment
Community education departments – often run by municipalities or school boards
Youth organizations – like YMCAs, Boys & Girls Clubs and local nonprofits
Libraries and recreation departments – offering life skills workshops and summer events
Workforce development programs – supporting teens in summer jobs or internships
Most of these groups plan their summer offerings in April to June, so now is the ideal time to introduce your credit union as a partner.
Why summer is the perfect season for your credit union to engage
Summer tends to be a quieter time operationally for credit unions, making it ideal for launching or piloting new community-based initiatives:
Fewer financial events (no tax season or back-to-school rush)
Reduced in-branch volume means more bandwidth for strategic projects
Educators are planning for fall now and open to partnerships
Marketing campaigns slow down, giving space for purpose-driven outreach
Summer is great for pilots, allowing you to test a program before the school year
Budget-friendly, high-impact
In terms of financial contributions, many credit unions already invest in the community—soccer jerseys, local event sponsorships, sports arena signage—but what’s the return?
It’s easy to see how an investment in financial education—something with broad, long-term impact—stacks up against more traditional community contributions. Jerseys, signage and sponsorships absolutely play a role in community building. But when you're spending member dollars, return on investment has to factor in.
It’s a Money Thing offers something rare: a community initiative that aligns with your mission, builds future member loyalty and delivers trackable, lasting value.
How to get started
Here’s a simple outreach game plan:
Identify a partner – Reach out to schools, libraries, youth orgs, summer camps or local employers
Offer value – Present It’s a Money Thing as a free, fun, flexible, plug-and-play program with built-in educator support
Pilot a summer session – Run a workshop, sponsor a mini-series or co-host a financial literacy event
Use feedback to grow – Build stronger relationships and prepare for a full rollout in the fall semester
Final thought: Start the conversation now
Summer may be quiet—but it’s also strategic. With just a small portion of your community or marketing budget, your credit union can create measurable, lasting impact in your community.
Ready to teach real-world money skills and grow future member loyalty? Let’s make this summer count. Schedule a demo to learn how we can help you bring It’s a Money Thing into your community.
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.
