Credit unions lost $1.4 billion in overdraft revenue in 2011 due to a bank-initiated overdraft price increase and the increasing popularity of alternative short-term loans, according to a new study from Lake Bluff, Ill.-based research firm Moebs Services. *** Read More; Overdraft Revenue Declines, Study Finds:
By Alisha Crafton For years, credit union marketing has been built around a familiar formula: understand your members, segment your audiences, develop targeted campaigns, and deliver the right message through the right channel to the right audience. Although that approach still matters, it is relationships that serve as the foundation of the credit union model. The challenge for every credit union is that member expectations, competitive pressures, and technological capabilities are changing rapidly. Members increasingly expect financial institutions to understand their needs, anticipate life events, and provide relevant guidance at the right moment. Meeting those expectations requires more than better campaigns. It requires better decision-making. The future of credit union growth will not be defined by who can create more content, launch more campaigns, or automate more emails. It will be defined by which institutions can interpret information more effectively, identify opportun...
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