Your credit union’s Cinderella story

I play in a tennis league where last season I went 4-1, and this season I’ve started out 2-0. I got a backhanded compliment once (no pun intended) that I was the “largest gazelle” they had ever played. Well… I am a man of “larger carriage” and I can cover the court pretty well. More recently, my two wins came against extremely lean, fit, athletic guys in their 20s.

But I promise, I’m no “baller.” Maybe it’s the shoes. I do love my YMC Blue Diadoras.

Nope. The reason I keep winning, and they keep struggling, is the same reasons credit unions win or lose at strategic marketing. Let me explain.

They only see what they want to see

We’ve encountered many credit unions that work hard for a low-income designation, but when it comes time to serve the underserve, they freeze. The worst judgement you can make is a “pre” judgement, and too many credit unions miss out on who should be their ideal member. It’s also important to note that great marketing can get good prospects in the door, but a dishearten frontline can destroy those efforts. And lest we forget, our members are more than a credit score!

 

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