WASHINGTON—When asked what tactic proved most effective in this year’s battle to preserve the credit union tax exemption, America’s Credit Unions President and CEO Jim Nussle didn’t hesitate.
“I wish I could say there was a silver bullet—paid media, social media—some magic formula,” Nussle said. “Those things matter. They help create positive air cover, and that atmosphere is important. But in the end, nothing beats grassroots.”
For Nussle, the most powerful tool remains the most traditional one: local credit union leaders, employees, and members building personal relationships with their elected officials—and showing up when it counts.
“I’ve seen it work time and again, from my own days in Congress to now,” he said. “When a member of Congress hears directly from someone they know—someone from their district who runs a credit union or serves their community—it just carries more weight. Honestly, it’s more effective than when I do it.”
Nussle credited the success of this year’s effort to the years-long investment in relationships at the local level.
“That’s why I always say, ‘Dig your well before you’re thirsty,’” he said. “We’ve been digging that well for a long time. When I saw credit union leaders walk into congressional offices and be greeted by name, when lawmakers recalled their visits to local branches or data points from previous meetings—that’s when you know it’s working.”
While other industries may try to replicate it, Nussle believes credit unions are uniquely effective in this kind of advocacy.
“This is still a relationship business,” he said. “And nobody in financial services does it like credit unions.”