Santa Cruz Community Credit Union

Southwest Strategic Marketing, LLC

The purpose of the RETURN THE FAVOR campaign was threefold: 1) help those most vulnerable in our community (those who can’t help themselves), 2) create goodwill in the community, and 3) develop stronger relationships with existing non-profit partnerships. The Credit Union matched donations “dollar for dollar” up to $50,000 initially, but had to increase the amount to $75,000 after three weeks into the campaign. All marketing collateral featured this offer and encourage members and the community to participate from September 15 through November 30.

The primary communication message focused on giving back to the community, “returning the favor” to those in
the trenches, working hard every day to serve those who need it most. The non-profit organizations were
carefully selected to meet our mission and current Member Access Plan (focused on providing affordable financial
services to all in our community). The CTA asked members and community members to RETURN THE FAVOR
easily through an online donation link or at any branch.

The following are the three targets we addressed in our campaign:

1. Members - we marketed to our entire membership base using a postcard, emails, in-branch monitor slides,
ATM screens, statement messages, statement inserts, social media, posters, and flyers. We communicated the
message in English and Spanish.

2. Community - we placed ads in the local newspapers and chambers, used social media boosts, and provided
flyers at local events we sponsored and attended. Additionally, we worked a deal with one of our media partners
to sponsor the campaign - we put their logo on our communication and they put information about the campaign
all over their daily publication, weekly emails, and social outlets.

3. Non-Profit Organizations - we met with the participating organizations monthly via Zoom and talked about the
status, and encouraged them to reach out to their best donors for the match. Additionally, we provided each
organization with a customized media kit with social images, examples of social posts and email articles, and
other information. Finally, we held a celebration event after the campaign and distributed the checks to each
organization.