Why Credit Union Youth Month matters now more than ever

For decades, credit unions have set themselves apart by prioritizing financial education and community service over profit. This commitment has long justified their not-for-profit tax-exempt status, but with increasing discussions around taxing credit unions, the need to showcase their community impact has never been greater.

Credit Union Youth Month, held each April, is one of the most powerful opportunities for credit unions to demonstrate their mission in action. It’s a time to engage young members, reinforce the importance of saving, and provide financial literacy resources that families might not otherwise have access to. At a time when credit unions are under scrutiny, Youth Month offers an undeniable visual and emotional argument for why credit unions deserve their unique status. There are few things more compelling than photos of kids excitedly learning about money, families engaging in conversations about saving, and communities rallying around financial education.

This is not just a box to check for marketing—it is a crucial way to demonstrate the tangible impact credit unions have on their communities. By actively supporting financial education for families, credit unions reinforce their mission-driven purpose, strengthening the case for their tax-exempt status

The financial industry is undergoing a massive generational shift, and credit unions must take action to secure their future. In the next decade, an estimated $90 trillion in generational wealth will transfer from Baby Boomers to younger generations. Yet, the data suggests that credit unions are struggling to attract these younger members.

The average age of a credit union member is 53, significantly older than the median U.S. age of 38.5. Over the past two decades, the median age of credit union members has increased from 42 to 52, signaling a growing disconnect with younger generations. If credit unions fail to engage early, they risk losing out on these future members to banks and fintech companies that are aggressively targeting the next wave of financial consumers.

The return on investment for engaging young members early is clear. Customer acquisition costs have surged 222% in recent years, while retaining an existing customer is five to twenty-five times cheaper than acquiring a new one. The average lifetime value (LTV) of a banking customer is estimated at $4,500, and youth accounts build relationships that last 17 or more years. Youth Month is a chance to establish these relationships at the beginning, in a way that fosters long-term loyalty and financial habits that will serve young members for life.

Credit Union Youth Month isn’t just about engagement—it’s about laying a strong foundation for financial literacy that will benefit both young members and credit unions themselves. Studies show that early financial education has a lasting impact on a person’s ability to manage money effectively in adulthood. Yet, many parents struggle to find age-appropriate resources to introduce these topics at home.

A well-designed Youth Month campaign provides a structured way for credit unions to support families in financial education. The most effective campaigns include something for kids, something for parents, and a mix of digital and printable resources. Children need engaging, hands-on activities that make learning about money fun. Parents need guidance on how to reinforce these lessons at home. By offering both, credit unions can build a lasting connection with families and strengthen their role as a trusted financial partner.

This isn’t just about one month of engagement. Credit unions that invest in continuous youth financial literacy initiatives see higher engagement, increased account openings, and stronger relationships with families. Youth Month serves as a powerful kickoff, but the real impact comes from making financial education a year-round priority.

For many credit unions, schools are seen as the most logical place to introduce financial literacy. After all, financial education is about preparing kids for their future, and schools are where kids spend the majority of their time. However, unlike high schools, where financial literacy courses are increasingly mandated, elementary and middle schools have little to no financial education requirements. Teachers already have packed schedules, and adding an additional curriculum—even one as important as financial literacy—is often unrealistic.

Credit unions that take a traditional approach of offering a full curriculum often struggle to gain traction in schools. But there is a better way. Instead of trying to convince schools to adopt large-scale financial literacy programs, successful credit unions meet teachers where they are by providing quick, seasonal, and relevant materials that easily fit into their existing lesson plans. Teachers actively search for resources that align with what they’re already teaching—seasonal budgeting worksheets, holiday savings challenges, and back-to-school financial planning guides are all examples of materials that teachers will readily use.

By offering engaging, easy-to-implement activities, credit unions make it easier for teachers to say yes. They don’t have to overhaul their curriculum or carve out extra time. Instead, they receive high-quality, ready-to-use resources that enhance their classrooms without adding to their workload. This approach ensures that financial literacy reaches students while also strengthening credit unions' relationships with educators and families.

At a time when credit unions face potential taxation, it is more important than ever to prove their value to the community. The tax-exempt status of credit unions exists because they are member-owned, not-for-profit institutions that provide essential financial services—including financial education. If credit unions do not actively demonstrate their commitment to financial literacy, they risk losing one of the key differentiators that sets them apart from for-profit banks.

Providing youth financial education is not just an act of service—it is a strategic investment in the long-term sustainability of credit unions. The next generation of members will choose financial institutions that provide them with the knowledge and tools to manage their money effectively. By leading the charge in financial education, credit unions reinforce their mission, strengthen their relationships with families, and safeguard their future.

My First Nest Egg makes it easy for credit unions to engage families with turnkey youth programs, and Credit Union Youth Month is the perfect time to showcase that commitment.

This year, our Credit Union Youth Month package is Stellar Savings—a fun, space-themed financial education experience that teaches kids the value of saving and investing through interactive activities, printables, and videos. Designed to be simple for credit unions to implement, Stellar Savings provides ready-to-use, high-quality materials that make a real impact without requiring heavy lifting from staff. Each piece is fully branded for your credit union, reinforcing your presence in the community while delivering meaningful financial education. Available now for purchase, it’s an easy way for credit unions to try My First Nest Egg and build lifelong relationships with young savers and their families.

In a time when demonstrating value is more important than ever, investing in the next generation’s financial future isn’t just an option—it’s a necessity.