I had theopportunity to sit down and grab a quick chat with new CUNA CEO JimNussle at the Sept. 26 Nationals game, which CUNA sponsored. Theencounter further supported my belief that Nussle was a great scorefor the trade.

You can tell Nussle is an experienced former Congressman – heworked the crowd of CUNA employees and other credit unionprofessionals like a pro, achieving that perfect balance of makinghimself readily available without coming off as desperate orpushy.

But leading CUNA requires more than just a pretty face andcharming personality. Credit unions also need someone withintellect and a strong backbone.

So far, Nussle appears to be up to the challenge.

In his debut OpEd published Sept. 23 in CU Times, Nussle called forCongress to “require the CFPB to use its existing, statutoryexemption authority relieve credit unions and community banks fromburdensome and unnecessary requirements.”

Two words – community banks ­– caught my eye. I asked Nussleabout that, and indeed, he said the inclusion was purposeful. Hewill try to collaborate with bank lobbyists to benefit both typesof institutions. (Emphasis on the word try, because this approachis nothing new.)

To me, this makes sense. Nussle spent eight terms in Congressbuilding relationships with community bankers who, like it or not,have a strong presence in Iowa. The state agricultural economyfavors banks, not because credit unions can't compete head-to-head,but because more banks offer business loans and aren't subjected tothe member business lending cap.

Rather than approach the banking lobby hat in hand, Nussle canlook Independent Community Bankers of America CEO Cam Fine andAmerican Bankers Association CEO Frank Keating in the eyes as apeer. Not that other credit union leaders aren't peers of Fine orKeating; they are. However, I don't think the better-than-youbankers see it that way. Judging by how hard it is to get creditunions mentioned in the same breath as community bank on CapitolHill, I suspect most elected officials don't see it that way,either.

Of course, whenever credit unions propose legislation, communitybankers are assumed to be included, and they often are.

Does anybody else find that frustrating? Credit unions, whoexist only to improve the lives of American voters, have to worktwice as hard on Capitol Hill to get half the recognition communitybanks receive. Community banks are often supportive of thecommunities they serve, but the reality is that they exist only toproduce profits for shareholders. Granted, those shareholders areoften members of the community, but relatively speaking, they'rethe wealthy ones.

Credit union lobbyist John McKechnie suggested a great waycredit unions can help turn this tide: Stop using the termcommunity when talking about banks. Every time the word communityis paired with bank, it reinforces their carefully craftedbranding.

McKechnie compared this to Republicans who refer to theiropponents as progressives instead of liberals. Liberal hassuccessfully been branded a dirty word in most places, but whodislikes progress? Likewise, it's easy to hate Bank of America andJPMorgan Chase, but what elected official would pass up theopportunity to align with a firm that is branded with the warm andfuzzy community name?

Let's call them what they are: Small banks.

Back to Nussle. His Sept. 30 OpEd published in Washingtonpolitical paper The Hill took a stronger tone than the onehe sent to CU Times. In The Hill, Nussle tells bankersthey may as well give up the taxation fight. He quoted Rep. Denny Heck (D-Wash.) who said,“To keep coming to us and asking for (credit union taxation),waiting for it to happen, is a little bit akin to leaving thelanding lights on for Amelia Earhart. Credit unions are not taxedthe same as banks as a matter of policy.”

One word that was missing from that opinion piece? Community.Every reference Nussle made to the competition only used theb-word.

Nussle is in Madison, Wis., this week, getting to know CUNAemployees and leaders who work there. While a Capitol Hill win forcredit unions is important, CUNA has other challenges outsideWashington, like its increasingly unpopular dual membership mandateand a shrinking industry.

Only time will tell how effective Nussle is outside of theBeltway. For now, however, things appear to be looking up forCUNA.