SOUTH PORTLAND, Maine–TruChoice Federal Credit Union said its TruHero credit card program, which allows members to direct a portion of interchange income from each transaction to be automatically donated to one of two Maine-based charities selected by the member, has now raised more than $160,000 for charity.
Members who opt into the program choose to direct donations to either MaineHealth Barbara Bush Children’s Hospital, via the Children’s Miracle Network, or McAuley Residence, supporting women and children in need.
In 2025 alone, the program generated $19,771.98 in donations. Since its launch in 2009, TruHero card usage has resulted in $165,378.58 contributed to local nonprofits—funded entirely through everyday member spending, according to the $248-million credit union.
“Participation continues to exceed expectations. More than 50% of TruChoice credit cardholders have chosen the TruHero option, signaling strong member alignment with the credit union’s community-first philosophy,” the CU said in a statement.
It added that each TruHero card prominently features the logo of the member’s selected charity.
‘Tangible’ Proof of People Helping People
“Credit unions talk a lot about people helping people—this is a tangible way to live it,” CEO Ken Acker said in a statement. “Our TruHero card removes friction from charitable giving. Members don’t have to track donations or manage rewards. They simply use their card, and the giving happens automatically.”
