SchoolsFirst FCU email campaign sparks 206,000 message advocacy blitz from credit union members

Within weeks, a single "credit union difference" explainer—emailed to 1.1 million SchoolsFirst Federal Credit Union members—sparked the credit union's biggest grassroots surge ever. This one email was the first step in converting 66,000 members into advocates who sent more than 206,000 messages to lawmakers to defend the credit union tax status.

By taking the time to educate their members on the issue first, Tustin, Calif.—based SchoolsFirst FCU seeded urgency before asking anyone to act on the Don't Tax My Credit Union campaign.

Once members had digested why the credit union tax status matters, the first "take action" email dropped a week later. The timing proved pivotal.

Explainer that taught before it asked

The initial four-paragraph message broke down what makes not-for-profit cooperatives different and translated the industry "tax status" into everyday rates and fees. Screenshots of member testimonials reinforced trust and further advanced this message.

Marketing optimized the send by fine-tuning subject lines and giving members a second chance if they did not open the message right away. Opt-outs ran well below normal, preserving their email list health for future campaigns.

"Members won't fight for what they don't understand," Vice President of Membership Development & Advocacy Diana Kot said, noting questions were minimal once members saw how the tax shift could negatively impact their financial well-being.

Record-breaking response by the numbers

Member support rested on a month of internal groundwork. Short huddle briefings were held throughout the credit union's divisions and teams to engage all 2,700 credit union employees and encourage them to send their own letters to lawmakers before any credit union member ask went live.

Branch monitors looped a 30-second explainer video, while frontline staff donned "Don't Tax My Credit Union" pins and kept a laminated script handy for walk-up questions.

"It's even more effective when you engage members in person, because they're able to ask questions," Executive Director of Credit Union Advocacy Brent Tercero said. "They're able to engage with your team, as opposed to only getting an e-mail they may not see or read. It gives them a chance to ask questions about what they are being asked to do and why, and what it means for them personally."

Those face-to-face conversations paid off. "Members actually thanked us for making the issue clear," Tercero said, adding that many took action on the spot via in-branch QR code displays that directed members to a dedicated SchoolsFirst FCU Don't Tax My Credit Union landing page.

These in-person efforts went a step further when SchoolsFirst FCU hosted a U.S. House of Representatives Banking and Finance Committee member for a visit with 101 credit union employees.

Top-down firepower: Board and C-suite engagement

Executive commitment is the engine behind SchoolsFirst FCU's advocacy. "The key for us is executive leadership—our CEO's dedication and leadership," Tercero said, adding that the entire C-suite is "fully bought in to advocating for credit unions."

That tone cascades to the board. "Directors have always been curious and engaged," Kot noted. "They routinely ask, 'How can we help?' and receive campaign links through the CEO; many reply within hours—'I did it. Thank you.'"

Weekly scorecards—shared with the CEO and board—kept leadership invested and resources flowing, from postcard mailings to extra call center staffing during action peaks. "Those real-time updates," Kot said, "kept top leaders ready to 'ramp it up again' when legislative pressure spiked."

Action steps for peer credit unions

Trial, tracking, and refinement boiled SchoolsFirst FCU's strategy down to three essentials any cooperative can lift and immediately apply—regardless of size or charter.

Educate first, then ask. An easy-to-read explainer defuses complexity and primes advocacy action.

Start inside. Deploy employees as first-round advocates; their confidence reassures members and amplifies word-of-mouth reach.

Track and report relentlessly. Real-time metrics energize executives and spotlight when to pivot—while partnerships with America's Credit Unions and league peers provide resources and intel that ensure you're prepared.

As you begin, or continue, your advocacy efforts, America's Credit Unions is also here to help with grassroots resources available at your fingertips.