In photo: SouthPoint Marketing Team, holding their 2025 CUNA Diamond Award. From left to right: Max Grabow, Kim Peterson, and Jeff Hogen.

SLEEPY EYE – SouthPoint Financial Credit Union was honored with the 2025 Credit Union National Association (CUNA) Diamond Award.

Winners were recognized at the CUNA Marketing, PR, and Development Council Conference held in Austin, Texas, during the last week of March.

SouthPoint earned the award for its CU Forward Day initiative, “Bringing Hope to those in Need,” in the One-Time Event category. The Diamond Awards represent the pinnacle of credit union marketing, recognizing and celebrating creative excellence and measurable success. This year, awards were presented in 38 categories, ranging from direct mail to website marketing to public relations to social media. Entries were judged by credit union marketing professionals from across the United States based on criteria including strategy, design, production, creative concept, messaging, and results.

“This year for CU Forward Day, we wanted to make a change by inviting our members and business members to help by donating items for blessing bags to support local homeless shelters,” said Kim Peterson, Marketing Communication and Business Intelligence Manager at SouthPoint. “Through this initiative, we successfully were able to tie over 125 blankets and create over 300 blessing bags to donate.”

“Congratulations to this year’s winners of the Diamond Awards. Your creative excellence and outstanding results truly set the standard for our industry and highlight the innovative spirit and dedication that drive our credit unions forward,” said MnCUN President & CEO Mara Humphrey.