News Release

Kitsap Credit Union (KCU) reported a record 11,000+ members voted in the 2007 election to convert KCU from a federal to a state charter during the second vote on the issue. During the first election on the initiative in 2005, only 6,533 of the 70,825 members voted and 62 percent were not in favor of the change.

Revisiting the issue was risky, but KCU knew the switch was beneficial for members. Moving to a state charter would allow more members more access to their money. KCU hired JayRay to develop a strategic communications plan so another vote could be held.

The result was the “Working Together for a Healthy Tomorrow” campaign, which was executed on a grand scale.

JayRay’s plan started with research interviews with KCU staff, members and board members. Fitting the credit union cooperative mission of member “self direction,” the research showed that members wanted another chance to vote on the charter. The educational campaign to support the vote included direct mail, branch and special-event banners, billboards, cable advertisements, fact sheets, newsletter articles, imprinted items, staff apparel, Q&A sheets, a charter hotline, a Web site, e-mail signatures, voice mail messages, elevator door covers and on-hold messages.

“The result exceeded everyone’s expectations,” said Jamie Chase, JayRay advisor. “Seventy-two percent approval with a record turnout is telling the credit union movement something significant. Members want to participate in elections to decide the future of their cooperatives.”
Kitsap Credit Union has successfully completed its conversion from a federal to a state charter.

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