How to communicate with members during election season

In today’s world of social media and a 24/7 news cycle, communication can be difficult to navigate during election season. However, credit unions can still play a role in educating members about the importance of voting and sharing information about candidates who support credit unions.

Credit unions, like many industries, are creatures of government. The ability to effectively serve members can be hindered by harmful policy and regulations, and consumers (a.k.a/ voters) can have a voice in ensuring credit unions can continue to best meet their needs.

If your credit union (or state league) has a Political Action Committee (PAC) that endorses candidates, your team may get questions from members. To help answer these questions, make sure to identify a point person and have talking points ready to walk through the decision-making process for the PAC and how helping members is the ultimate goal behind those decisions.

Communicating this information during an election cycle can be done in a nonpartisan way with careful attention to neutrality, clarity, and accuracy. Here are some best practices to consider:

• Use neutral language: Avoid any bias by steering clear of language that favors one candidate, party, or policy over another.
• Focus on facts: Share objective, factual information about policies that could help or hinder credit unions’ ability to serve members (and the candidates who support those policies).
• Showcase nonpartisan giving: If your PAC gives to candidates from both parties, make sure to share that information with members to showcase how PAC giving isn’t political, it simply supports candidates who support credit unions.
• Educate members about how to vote: Help simplify the voting process for members with information about registering to vote, how to vote (in person or by mail), and important deadlines. Linking to a website, like your Secretary of State’s website, can help provide additional and objective voter logistics.
• Emphasize civic duty: Focus on the importance of voting and participation in the democratic process, regardless of which candidates a voter may choose.

Additional resources for credit union members and voters can be found at https://creditunionsvote.com/.

By sticking to these principles, you can communicate election information in a clear and unbiased way that encourages informed and thoughtful participation without partisanship.