Cash Store Financial receives "Roll of Honour" Award from the Alberta
Association of Fund Raising Professionals

EDMONTON, March 17 /CNW/ - On March 17, 2010 The Cash Store Financial Services Inc. ("Cash Store Financial") (TSX:CSF) was one of 16 companies recognized with a "Roll of Honour" award by the Alberta Association of Fund Raising Executives for its contributions to community. A presentation took place March 17 at the Edmonton Petroleum Club. (11110-108 Street, Edmonton, Alberta).

The "Roll of Honour" award celebrates extraordinary commitment and contributions from corporate citizens and individuals around the Edmonton market to the non-profit sector. Cash Store Financial was nominated on behalf of their work with the Alberta Diabetes Foundation. The company is being recognized for its commitment to raise $7.5 million dollars over seven years for Diabetes Research and launching "Freedom" walks/runs in 21 locations across Canada in 2009.

JoAnne Langner, Executive Director, Alberta Diabetes Foundation said, "ADF Diabetes Research is extremely proud of our partnership with Cash Store Financial. The CSF Freedom Runs have been successful community events all across Canada in raising funds for our cause, proving that the Cash Store Financial family truly is a champion of diabetes research. The ADF, along with Cash Store Financial, hopes to further enrich this partnership and together we will continue our mission to find a cure for Diabetes."

Gordon J. Reykdal, Chairman and CEO of Cash Store Financial, said: "Through our partnership with the Alberta Diabetes Foundation we have engaged our national network of 1,800 associates in a directed and meaningful effort to eradicate the negative impact of diabetes on individuals and families across Canada and the world. Participation levels by our associates in our Freedom campaign have been exceptional. We are honoured to have been nominated by the Alberta Diabetes Foundation and we thank the Alberta Association of Fund Raising Executives for recognizing our commitment by placing us on this year's Roll of Honour."

About Cash Store Financial

Cash Store Financial, headquartered in Edmonton, Alberta, is the only broker of short-term advances and other financial services in Canada publicly traded on the Toronto Stock Exchange (TSX: CSF). Cash Store Financial operates more than 480 branches across Canada under the banners: The Cash Store and Instaloans and employs 1,800 associates.

The Cash Store and Instaloans act as brokers to facilitate short-term advances and other financial services to income-earning consumers who may not be able to obtain these services from traditional banks. Cash Store Financial also provides a private-label debit card - the Freedom card and a prepaid credit card - the Freedom MasterCard, and other financial services.

This News Release contains "forward-looking information" within the meaning of applicable Canadian and United States securities legislation. Forward-looking information includes, but is not limited to, information with respect to our objectives, strategies, operations and financial results, competition as well initiatives to grow revenue or reduce retention payments. Generally, forward-looking information can be identified by the use of forward-looking terminology such as "plans", "expects", or "does not expect", "is expected", "budget", "scheduled", "estimates", "forecasts", "intends", "anticipates", or "does not anticipate", or "believes" or variations of such words and phrases or state that certain actions, events or results "may", "could", "would", "might", or "will be taken", "occur", or "be achieved". In particular this News Release contains forward-looking statements in connection with the Cash Store Financials goals and strategic priorities, introduction of products, share repurchase initiatives and branch openings. Forward-looking information is subject to known and unknown risks, uncertainties and other factors that may cause the actual results, level of activity, performance or achievements of Cash Store Financial, to be materially different from those expressed or implied by such forward-looking information, including, but not limited to, changes in economic and political conditions, legislative or regulatory developments, technological developments, third-party arrangements, competition, litigation, risks associated with but not limited to, market conditions, and other factors described in our Annual Information Form ("AIF") dated August 26, 2009 under the heading "Risk Factors". All material assumptions used in making forward-looking statements are based on management's knowledge of current business conditions and expectations of future business conditions and trends, including our knowledge of the current credit, interest rate and liquidity conditions affecting us and the Canadian economy. Although we believes the assumptions used to make such statements are reasonable at this time and have attempted to identify in our continuous disclosure documents important factors that could cause actual results to differ materially from those contained in forward-looking statements, there may be other factors that cause results not to be as anticipated, estimated or intended. Certain material factors or assumptions are applied by us in making forward-looking statements, include without limitation, factors and assumptions regarding our continued ability to fund our payday loan business, rates of customer defaults, relationships with, and payments to, third party lenders, demand for our products, as well as our operating cost structure and current consumer protection regulations. There can be no assurance that such information will prove to be accurate, as actual results and future events could differ materially from those anticipated in such information. Accordingly, readers should not place undue reliance on forward-looking information. We do not undertake to update any forward-looking information, except in accordance with applicable securities laws.

For further information: Gordon J. Reykdal, Chairman and Chief Executive Officer, [phone]