The President's Perspective

Credit unions secure a major advocacy win; gear up for #ILoveMyCreditUnion Day; and a look ahead to upcoming events.  

The credit union movement achieved a monumental victory last week one that underscores the power of consistent, coordinated advocacy. The preservation of our federal tax exemption is not just a policy win; it’s a validation of the decades-long commitment credit unions have made to serve their members and communities with integrity, accessibility, and purpose.

Advocacy in Action: Our Tax Status Secured
After months of intense debate and negotiation, both the U.S. House and Senate passed H.R. 1, and critically, the bill contains no changes to the credit union tax status. This outcome is the result of relentless efforts across every level of the credit union system local, state, and national.

Our Dakota delegation played a key role in this victory. We remained in close contact with Senate Majority Leader John Thune and Congressman Dusty Johnson, both of whom understood and championed the essential role that Dakota credit unions play in driving financial inclusion and community prosperity. We also received support from Senator Hoeven (ND), Senator Rounds (SD), Senator Cramer (ND), and Congresswoman Fedorchak (ND).

Across the country, credit unions stepped up:

• The “Don’t Tax My Credit Union” campaign generated more than 861,000 messages to Congress.

• Our digital efforts produced over 139 million impressions, engaging more than 191,000 advocates.
• The message was clear and unified: taxing credit unions would amount to a tax increase on over 142 million Americans who trust credit unions as their financial partners.
• 20+ op-eds and letters to editors were placed across national, local, and trade outlets by leagues and credit union leaders.
• We contacted all 535 Congressional offices, sent dozens of letters, and backed our message with independent tax status research.
• A nationwide influencer campaign reached over 28 million people, generating 750,000+ views.
• Our Politico partnership drove 6.7 million+ impressions and 17,000+ views.
• 600+ social posts used #DontTaxMyCreditUnion, earning over 164,000 impressions and 10,300 engagements.
• And in total: 861,000 grassroots letters were sent to Congress—a powerful testament to our united voice.

This is a victory built on unity, grassroots strength, and message discipline and we’re not letting up.

Q3 DakCU CEO Town Hall TODAY with Jim Nussle
Today July 8 at 3:00 p.m. CT / 2:00 p.m. MT
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We are honored to host Jim Nussle, President/CEO of America’s Credit Unions, as our special guest. Jim will join us for this important session to share updates and insights from the national level.

The DakCU team will also provide key updates on:

• Federal and state advocacy developments.
• Our member awareness campaign.
• Education and networking opportunities for the remainder of 2025.

All Dakota credit union CEOs should have received a calendar invite for this event. If you did not receive the link or have any questions, please reach out to me directly. We look forward to seeing you there!

Building Strategy for the Road Ahead
To maintain our momentum, the DakCU Advocacy Team recently joined peers from across the nation in Denver for the second annual AACUL Advocacy Strategy Summit. More than 80 advocacy professionals from credit union leagues, America’s Credit Unions, AACUL, and TruStage came together to forge a path forward for 2025 and 2026.

Key topics included:

• Protecting and reinforcing the credit union tax status.
• Coordinated national and state-level messaging.
• Preparing for anticipated legislative and regulatory battles.
• Defining the future relevance of credit unions in an evolving financial system.

Our presence ensured that the unique priorities of North and South Dakota credit unions were woven into the broader national strategy. The strength of our system lies in this type of collaboration local voices, national alignment.

Save the Date: #ILOVEMYCREDITUNION Day is July 25, 2025!
On Friday, July 25, credit unions across the country, including right here in North Dakota and South Dakota, will unite for a single purpose: to flood social media with high-energy, authentic messages that celebrate the credit union difference.

#ILOVEMYCREDITUNION Day is a grassroots social media blitz that brings our movement together to share what makes credit unions so special: people helping people, member ownership, financial empowerment, and community impact. It’s a chance to highlight the stories, values, and moments that remind us why we do what we do and why it matters.
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How to Participate:
Whether you’re a small credit union, a large one, or somewhere in between, your voice is essential!

• Join the conversation on July 25 by posting to your social channels using #ILOVEMYCREDITUNION.
• Share stories of members you’ve helped, community events you’ve led, or reasons your team loves serving in the credit union movement.
• Use branded graphics and templates available through here.
• Encourage staff, board members, and even members to post their own messages with the hashtag.

Here in the Dakotas, we’ve always taken pride in the cooperative spirit that binds our credit unions and our communities. Let’s lead by example and show the rest of the nation how North Dakota and South Dakota credit unions are making a difference one member, one town, one story at a time.

Advocacy 101 Workshop
Prior to the DakCU Professionals Forum on Monday, August 12, 2025, join us for “Creating Credit Union Champions” An Advocacy 101 Workshop at the Delta Hotel from 10:00 AM – 12:00 PM CT. Hosted by the Dakota Credit Union Association Advocacy Team.

This free session is open to all Forum registrants and designed to provide:

• A clear understanding of what is at stake for credit unions.
• Practical, role-specific advocacy tools.
• Messaging strategies to influence policymakers and the public.
• A toolkit to amplify our collective voice.

Whether you’re a seasoned advocate or just beginning your journey, this session will prepare you to step into the role of a true credit union champion. Register here. 

Don’t Miss: DakCU Professionals Forum & Foundation Golf Scramble, August 12–13 | Fargo, ND
Join us for two powerful days of leadership, networking, and impact:

• DakCU Professionals Forum – Sharpen your skills and connect with credit union peers.
• Dakota Credit Union Foundation Golf Scramble – 100% of proceeds support the Sanford Children’s Hospital Micropreemie Unit through CU4Kids.

Industry Insights: Discovery2025 Virtual Conference
Registration is now open for the TruStage Discovery2025 Conference, a free, online event on Thursday, August 7, from 9:00 a.m. – 4:00 p.m. CT.

This year’s agenda is packed with strategic insights and data-driven trends to help your credit union navigate the shifting financial landscape. Keynote speakers include:

• Zack Kass, world-renowned futurist.
• Seth Mattison, Future of Work strategist.

This is a must-attend event for anyone looking to blend innovation with human-centered member service. Click here to register and review the full agenda.

As we begin the second half of 2025, it’s clear that our strength lies in unity, purpose, and readiness. Whether on Capitol Hill, at the statehouse, or in our communities credit unions are making a difference.

Thank you for being part of this mission. I hope to see you at one of our upcoming events, and as always, thank you for your support and leadership.

​DakCU President/CEO