CU Difference Committee August 25, 2009 Michigan Credit Union League Livonia and Lansing offices

Web/Phone Conference Guidelines Muting and unmuting On the phone, participants can mute their own lines by pressing *6 Unmute your line by pressing *7 Please do not place your phone on hold  Other participants will hear on-hold messages/music

Agenda I.Call to order II.Roll call III.Minutes IV.Reports A.MCUL President & CEO/Committee Ex-Officio David Adams B.CU Difference Chairman Darren Cameron V.Informational items A.2009 feedback B.Research Study C.2009 Funding Summary D.MCUL rebate results E.Committee vice chairman recommendation F.Preliminary 2010 strategy G.Next meeting VI.Adjourn

Call to Order and Reports I.Call to order II.Roll call III.Meeting minutes A.February 18 B.June 10 IV.Reports A. MCUL President & CEO David Adams B.CU Difference Chairman Darren Cameron

Informational Items A. Feedback on 2009 Campaign Wrapped up in final markets in late June Feedback/comments from members? How has Invest in America focus been received?

Informational Items B. Research study under way Results expected mid-October Includes same general questions Added Invest in America questions Plan to present results at November meeting

Informational Items C Funding Summary CU Difference DMA Chart as of July 31, 2009 DMA 09 Total Received Credits from 2008Interest Matching DollarsSubtotal Berline InvoicesTOTAL Alpena $ 13, $ - $ $ 13, $ 26, $ (22,635.52) $ 4, Cass/Berrien $ 5, $ - $ $ 5, $ 10, $ (9,646.03) $ Detroit $ 229, $ 46, $ $ 270, $ 545, $ (442,677.74) $ 103, Detroit/Lenawee $ 4, $ - $ 4, $ 8, $ (7,772.17) $ Flint $ 173, $ 22, $ $ 193, $ 389, $ (277,254.68) $ 112, Grand Rapids $ 159, $ 21, $ $ 164, $ 344, $ (317,063.64) $ 27, Battle Creek $ 13, $ - $ 13, $ 27, $ (27,569.72) $ Lansing $ 59, $ 20, $ $ 80, $ 161, $ (133,453.17) $ 27, Marquette $ 27, $ - $ $ 27, $ 54, $ (48,691.01) $ 5, Traverse City $ 47, $ - $ $ 47, $ 94, $ (94,244.59) $ (89.30) TOTAL $ 732, $ 110, $ 1, $ 818, $ 1,662, $ (1,381,008.27) $ 281,843.52

Informational Items D. MCUL Fees Rebate Contributions invested in DMA accounts for 2010 campaign 102 CUs contributed all or portion of rebate to CU Difference  $158, Rebate program resulted in 44 new contributors  CUs had not contributed in 2009  See value in CU Difference program

Informational Items E. Preliminary 2010 media strategy Three proposed messages (separate ads)  General awareness advertising  Invest in America advertising Broad appeal, not just GM and Chrysler  Save to Win spots? TV and radio  Use both mediums if possible  8-10 weeks minimum  Top-rated stations in each market

Informational Items E.Preliminary 2010 Strategy Fund-raising strategy  Focus on chapters Committee members League Reps MCUL: Mike Bridges, Martha Ninichuk, Maureen Lafrinere  Begins with letter during budget time in September  Invoices included in membership packet Mail date set at November 15  Includes peer-to-peer letter in December  Weekly s and videos every Monday in January

Fund-Raising Plan Chapter focus Anecdotal evidence indicates that when chapters discuss CU Difference as a group, participation rates go above 65% Mike/Maureen on agenda for League Rep meeting in September  Reinforce message on District Coordinating Call (Nov/Dec) Provide presentation for league reps to use at chapter meetings Research results Advertising focus for 2010 Media costs in specific markets MCUL to address campaign in two chapter meetings

Fund-Raising Plan September 1 letter Asks CUs to consider CUD funding during budget talks Includes exact 2010 request (less any rebate credit already applied) Deadline of January 29, 2010 Makes pitch for value of marketing in tough times and value of the campaign

Fund-Raising Plan November 15 membership packet Fair share request on dues invoice  Any rebate credits will be deducted Separate letter/brochure for CU Difference  Personalized with amount due and how to pay  Details of media plan When Focus of advertising  Executive summary of the research results December letter Peer-to-peer letter for large, mid-size and SAS CUs Need CEOs to sign these letters

Fund-Raising Plan January weekly s with videos Send each Monday to CUs that have not already paid Different focus each week  Jan. 4 – Amount needed for solid buy versus amount received  Jan. 11 – Highlights of research results  Jan. 18 – CEO reasons for supporting Need committee input for this  Jan. 25 – Address consumer skepticism of CUs, IIA, etc. and how campaign dispels these myths  Feb. 1 – To all CUs. Amount raised and thank you to supporters List of CUs participating (by chapter) Last call for contributions

Informational Items F. Next meeting Wednesday, Nov a.m. Michigan Credit Union League offices in Livonia and Lansing or via phone/Web VI. Adjourn