Kitsap Credit Union (KCU)

I didn’t know my vote was important.

Kitsap Credit Union asked its members to vote in favor of a switch from a federal to a state charter in 2005. The result was a dismal turnout and a negative vote. Concerned about the failed election and members’ extreme disinterest, Kitsap Credit Union turned to JayRay for help.

Knowing most decisions are emotional, sometimes backed by facts, JayRay realized the credit union’s members needed to care enough about the issue to vote. Then, given enough good information, the membership could make a wise collective decision. Win the hearts and the minds will follow.

Understanding the unique mission of credit unions as member-owned cooperatives, JayRay started with research that showed Kitsap Credit Union members did not understand how the charter issue was relevant to them during the first election. JayRay was able to give the board of directors the confidence to proceed with a second election by showing that members wanted another chance to vote.

They got it. The Working Together for a Healthy Tomorrow campaign, featuring ambassadors – the most loyal Kitsap Credit Union members – resulted in a record voter turnout. Of the more than 11,000 members who voted, 72 percent voted “yes” for the state charter, compared to 62 percent who had voted “no” in 2005.