At the core, your credit union isn’t just about numbers—it’s about people. It’s more than a financial institution; it’s a catalyst for positive change in the communities you serve. And clients want to invest in a brand that aligns with their values. That’s why charitable giving isn’t just good for your community—it’s smart for your credit union. Done right, it deepens relationships, builds trust, and turns members into lifelong advocates.

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But here’s the big question:

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How can you strengthen member loyalty without sacrificing financial stability?

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The answer lies in the credit union advantage: mission and money can—and should—work together. At Acumen Financial Advantage, we help credit unions implement charitable strategies that not only support their values, but also strengthen member loyalty and financial growth.

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Why Credit Unions Are Uniquely Positioned to Make a Difference

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Credit unions are different by design. You’re cooperative, people-first, and rooted in community. That connection is your superpower.

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When you invest in charitable giving, you send a powerful message to your members:

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We care about what you care about.

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And that builds trust in ways no marketing campaign ever could.

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In fact, studies show that consumers—especially younger generations—are more loyal to brands and institutions that align with their values. By supporting local nonprofits, education programs, and initiatives that directly impact your members’ lives, you show that your credit union isn’t just a place to keep their money—it’s a partner in their community.

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When credit unions engage in thoughtful charitable giving, they foster stronger member relationships, build trust, and drive long-term growth. And with smart tools like Charitable Donation Accounts (CDAs) and Community Impact Funds (CIFs), this impact can be both sustainable and scalable.

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Charitable Donation Accounts (CDAs): Giving That Grows With You

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A Charitable Donation Account is a strategic tool that allows credit unions to generate investment income specifically for charitable giving. The idea is simple but powerful: invest funds in higher-yield assets, and use a portion of the returns to support community initiatives.

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     At least 51% of the investment returns must go to qualified 501(c)(3) charities—so the mission stays front and center.

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Unlike traditional donations that come from your operating budget, CDAs create a sustainable stream of charitable funding. This approach allows you to expand your giving capacity without impacting your core financial operations. CDAs are fully governed by NCUA regulations, which Acumen will ensure you maintain compliance with. They also offer flexible support to fund a wide range of causes – from local nonprofits to financial literacy programs.

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The benefits go beyond numbers. CDAs allow you to support causes that matter to your members, which enhances your reputation and builds loyalty. Members are more likely to stay—and to refer others—when they see their credit union giving back in meaningful, visible ways.

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Why CDAs Work for Credit Unions

• Triple Your Giving Power – Stretch every dollar by leveraging investment returns.
• Deepen Community Ties – Strengthen relationships with members by supporting causes they care about.
• Grow With Purpose – Turn idle funds into a force for good.
• Stand Out – Elevate your reputation in a crowded financial marketplace.
• Plan for Longevity – CDAs provide a long-term, NCUA-compliant solution to charitable giving.

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What to Consider

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At Acumen, we ensure your CDA strategy is both compliant and optimized. That means balancing risk, return, and liquidity. Our team is up to date on regulatory rules, and will ensure you maintain transparency in governance and reporting. 

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Acumen’s uniquely qualified team ensures we develop a tailored approach that aligns every move with your mission and values:

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The Acumen team has been great to work with,” says John Carlson, CEO, Highmark Credit Union. “They set up Highmark’s Charitable Donations Account and also rescued a split-dollar Supplemental Exchange Retirement Plan that was under performing. I highly recommend Acumen Financial Advantage.

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Community Impact Funds (CIFs): Direct Support for Those Who Need It Most

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Imagine being able to help your members cover critical expenses—without adding financial strain. That’s the beauty of the Community Impact Fund (CIF).

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By leveraging a portion of the returns from your CDA, CIFs allow you to offer 0% interest loans to financially vulnerable members—especially those classified as ALICE (Asset Limited, Income Constrained, Employed). These are the folks who make too much to qualify for aid but too little to make ends meet. 

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These 0% loans help your members through real-life challenges—car repairs, medical bills, housing needs—and show them you're not just a lender, but a lifeline. This incentivizes savings, encouraging long-term financial stability as members repay their loans. And, when paired with a CDA, your impact becomes a self-sustaining cycle. 

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In addition to offering immediate relief, CIFs encourage long-term financial resilience. As borrowers repay their interest-free loans, they are often encouraged to begin saving through programs that promote emergency savings accounts, helping them build a stronger financial foundation.

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What CIFs Bring to the Table

• Tackle Local Financial Hardship – Provide tangible help to members in need.
• Boost Member Engagement – Build deeper trust with those you serve.
• Encourage Financial Wellness – Help members move from debt to savings.
• Stay Aligned with Your Mission – Fully compliant and mission-forward.
• Create Long-Term Impact – Unlike one-time donations, CIFs keep giving.

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Implementation Considerations

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To make your CIF work, you’ll want a sustainable funding strategy, strong loan program management, and a clear understanding of your community’s needs. It is essential to develop a direct line with the community you are engaging with to understand its evolving priorities.

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The Real Power: CDA + CIF Working Together

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When you combine a Charitable Donation Account with a Community Impact Fund, you create a powerful, scalable model of support. CDAs amplify your giving capacity. CIFs direct that impact straight to the members who need it most. Charitable initiatives like CDAs and CIFs don’t just benefit the community—they create a cycle of trust, engagement, and loyalty that drives credit union growth. Members who see their credit union giving back are more likely to remain members for life. They’re also more likely to share their positive experiences with family and friends, serving as ambassadors for your institution.

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This kind of loyalty is invaluable. In a competitive financial landscape, what sets your credit union apart isn’t just your rates or your services—it’s your purpose, your mission, and your consistent commitment to doing good.

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At Acumen, we’re here to help credit unions turn their values into action with confidence and clarity. Whether you’re just getting started or ready to scale your impact, we’ll walk alongside you with strategic guidance and compliance expertise.

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Ready to Turn Generosity Into Growth?

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Acumen is the industry leader in leveraging Charitable Donation Accounts and Community Impact Funds to maximize impact for credit unions. If you're ready to amplify your mission, deepen member trust, and build a credit union that truly lives its “people helping people” values—let’s talk.

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Contact Acumen Financial Advantage today to receive a tailored-approach using CDAs and CIFs to elevate your impact and strengthen the loyalty that fuels your long-term success.