DakCU Launches New Awareness Campaign

DakCU launches new awareness campaign: Your Money. Your Values. Your Credit Union.

By Lindsey Hefta, DakCU VP of Marketing and Communications

The Dakota Credit Union Association (DakCU) is proud to announce the latest release of our state-wide awareness program (SWAP), designed to continue driving general awareness and consumer consideration of credit unions across North and South Dakota. This fresh campaign, developed by DakCU in partnership with a local production firm, features authentic, locally produced creative assets and a bold, relatable new theme: “Your Money. Your Values. Your Credit Union.”

The Dakotas have been a proud part of the credit union awareness movement since 2019, when DakCU became one of the first state leagues to join the then CUNA-led national consumer campaign. As the national initiative shifted in 2024, DakCU assumed full ownership of its regional strategy, tailoring the SWAP campaign to better reflect the unique values, lifestyles, and financial needs of Dakotans.

SWAP builds on the national campaign’s original success by applying a multi-tiered marketing strategy that drives real impact. Our approach uses a mix of digital, streaming, outdoor, and social media advertising to reach consumers where they are.

This year’s campaign is even more Dakota-centric. Featuring real credit union staff and real local credit unions, the campaign connects more deeply with local audiences. Messaging and creative direction were developed in-house by DakCU’s marketing team with valuable input from contributing credit unions and our SWAP advisory group.

“It is incredibly exciting to move forward with a new campaign to promote credit union awareness across the Dakotas. There is nothing more rewarding than helping people realize their best financial partner might be right around the corner - at their local credit union,” says DakCU VP of Marketing & Communications Lindsey Hefta.

DakCU President/CEO Jeff Olson added, “This campaign speaks to the heart of who we are as a movement — financial institutions rooted in community, trust, and shared values. In a time when consumers are seeking greater purpose and transparency in their financial relationships, credit unions offer something unique: a member-first model designed to empower individuals and strengthen our Dakota communities.”

The primary target audience includes Gen Z and Millennials, with a secondary audience of underbanked or unbanked individuals - those who may not know what credit unions are, or that they are eligible to join. With messaging that is light, flexible, and emotionally grounded, the campaign highlights credit unions as the better financial option for individuals who want local, values-driven, member-first service.

Looking ahead, DakCU remains committed to its strategic goal: achieving 40% credit union membership across the Dakotas by 2030. With collaboration and shared purpose, we believe we can get there, one consumer at a time.
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To learn more about the campaign or to become a contributing credit union, contact Lindsey Hefta at [email protected] or visit: www.dakcu.org/cuawareness.

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