How Fast Will My Credit Union Marketing Start To Work?

Author: Bo McDonald

I’m often asked by credit unions that are looking to work with our team this very question: “How long before I see my credit union marketing start to work?” It’s either an innocent question that is on their generic “must ask the marketing people” list, or it’s a red flag. Good marketing isn’t an easy button or simple pill that will solve all of your problems. However, if you truly want an answer to that question, you have to ask yourself a handful of other questions to get a close answer.

Does your messaging capture attention or is it easy to ignore? Ask this, especially with your ideal member. Does your value proposition (or lack thereof) sound like every other financial institution? If you’re trying to attract everyone who can join, your messaging is too vague to appeal to anyone.
Do your ads speak to a felt need, or are you answering a question no one was asking? “We’re a not-for-profit financial institution.” That’s cool, but I really want to know if you can help me get a loan when I don’t have perfect credit. “We have good rates and good service!” That’s great, but my hot water heater needs to be replaced fast so my family can take a hot shower, and I don’t have savings to cover it. Can you help me? Stop thinking about your value and think about your credit union’s value to your ideal member. Speak to that.
Are you a known, trusted, and respected brand? We are, but we’re the best-kept secret in our community! You answered yes, but the hard truth is you’re not if your credit union is the best-kept secret. There’s a reason the big banks continue to keep their market share despite the follies of banks like Wells Fargo. They have brand recognition; your credit union does not. Good or bad, they have it.
How often does the average person need your products and services? The average person will keep their checking relationship with their primary bank for an average of 16 years. The stress of switching checking accounts is too great to make a quick decision. Loans are needed more often, but your credit union better appear to be considered at the time when that person is looking. Or you better have great branding (see #3). The rule of thumb is that the longer your product purchase cycle, the longer it will take before your marketing delivers a positive R.O.I.
In your category, what name will customers typically think of first and feel the best about? Three of the largest banks hold slightly more than 80% of all consumer deposits. Those are the names that will come to mind first. My guess is at best (if you’ve knocked #3 out of the park) you may be in the top 10.

The answer to your question “how long before the marketing starts to work” is answered with the five questions above. If you’re struggling with those answers and getting a little heartburn, you’re not alone. We’ve helped hundreds of credit unions in the past 15 years overcome their obstacles and accelerate growth. Our unique, new client onboarding process will help uncover your credit union’s brand weaknesses and operational obstacles that are keeping your credit union marketing from being effective – before you spend $1 on marketing. We ensure your credit union will get the maximum ROI and serve your members well.

Bo McDonald

From strat plans to rebrands, YMC President and CEO, Bo, is passionate about helping financial institutions come up with a winning formula. If you’re ready to go beyond the SWOT, you can email him at bo@yourmarketingco.com.

Comments

Honoring Our Member Credit Unions Ranked Among the Top 100 in 2025

Celebrating Excellence: Honoring Our Member Credit Unions Ranked Among the Top 100 in 2025 Best-performing US credit unions of 2025 At NCOFCU, we take immense pride in the strength, resilience, and impact of our member credit unions. Today, we are thrilled to recognize and celebrate several of our members who have earned a place among the Top 100 Best Performing Credit Unions of 2025 —a testament to their unwavering commitment to service, financial stewardship, and community leadership. This achievement is not just about rankings—it reflects the daily dedication to members, the trust built within communities, and the innovation that continues to drive our movement forward. 🌟 Our Honored Members We proudly congratulate the following institutions for their outstanding performance: #7 – Long Beach Firemen's Credit Union A remarkable top-10 finish that highlights exceptional operational excellence and member value. Long Beach Firemen’s CU continues to set a high bar for perform...

Read Complete Article HERE>»

The United States at 250: How the Country Has Changed in the Past 50 Years

In July, the United States will celebrate its 250th anniversary. The country’s last major milestone was 50 years ago, at its bicentennial on July 4, 1976. U.S. society has changed profoundly since then. Over the past five decades, the U.S. population has aged significantly, with the percentage of people 65 and older nearly doubling. The country has also become more racially and ethnically diverse, as growing shares of people identify as Asian or Hispanic. And following more than 70 million immigrant arrivals, the percentage of foreign-born people in the population has more than tripled. Americans are also less likely to be married than ever before. Women – who now have far more options outside of the home than they did in 1976 – have contributed to a boom in higher education and helped expand the workforce. And even though many Americans are financially better off than they were 50 years ago, econ...

Read Complete Article HERE>»

Fire Police City County FCU rebrands to reflect company growth

FORT WAYNE, Ind. (WANE) – A federal credit union with a long history in the Fort Wayne area is changing its name to something that the company said Tuesday reflects its ability to serve a larger sector. Fire Police City County Federal Credit Union, founded in 1933, will go by Summit Choice Credit Union starting in April. Members and locals will start to notice new signage and aesthetic changes at each branch throughout the month. The rebranding does not affect the credit union’s structure, ownership, or member accounts, according to the news release. Summit Choice Credit Union remains a member-owned financial cooperative, governed by the same principles and operated by the same team. Its website reminds members that new cards are being issued due to the rebranding. The credit union was originally formed for the families of local firefighters. Today, it serves employees of more than 350 local businesses around greater Fort Wayne. “Adopting the name Summit Choice Credi...

Read Complete Article HERE>»

Agencies Issue Exemption Order To Customer Identification Program (CIP) Requirements

WASHINGTON--The Federal Deposit Insurance Corporation, the Office of Comptroller of the Currency, and NCUA, with the concurrence of the Financial Crimes Enforcement Network, issued an order Friday granting an exemption from a requirement of the Customer Identification Program (CIP) Rule implementing Section 326 of the USA PATRIOT Act. The CIP Rule requires a bank or credit union to obtain taxpayer identification number (TIN) information from its customer before opening an account, and the exemption permits a bank or credit union to use an alternative collection method to obtain TIN information from a third-party rather than from the customer, the agencies stated in a joint release. The order applies to accounts at all entities supervised by the agencies. "Since the CIP Rule was issued initially in 2003, there has been a significant evolution in the ways consumers access financial services, along with a rise in reported customer reluctance to provide their full TIN due, in part, to...

Read Complete Article HERE>»

What Gen Z Is Really Looking For In A Credit Union

Gen Z’s faith in traditional institutions gives credit unions a rich opportunity to serve as a key source of financial guidance. Sponsored Content By Adrenaline, Inc. Credit unions can strengthen loyalty with the influential Generation Z by connecting their brand’s purpose, financial guidance, and in-branch experience. Widely described as digital natives, Gen Z meets many of their everyday banking needs with mobile apps and digital tools across multiple providers. While younger consumers certainly expect seamless digital functionality from their primary financial provider, what they value even more is meaningful advice and trusting relationships. Because beneath Gen Z’s technological savvy is a measurable confidence gap — one that impacts every aspect of their financial lives. According to Adrenaline’s 2026 Gen Z research conducted with Alexander Babbage, 36% of Gen Z say they find financial matters confusing, and one in three report feeling overwhelmed by money...

Read Complete Article HERE>»

Employers should take note, as company culture starts with professional development.

Employees and employers alike may have thought they understood company culture, and likely did until recently. Coming to work, knowing company values, interacting with others are all no brainers when it comes to the driving forces that make up company culture. Buy a seismic shift is occurring on two fronts. One, various generations are working together in multiple industries and two; the pandemic has changed attitudes about where work can occur and how that may or may not affect culture. The Linkedin Global Trends 2022 report says more freedom to work where and when employees want, as well as attention to wellbeing, are important demands employers need to consider. Consider the numbers: when picking a new job, 63% of professionals put work-life balance as the top priority. Sixty percent are interested in compensation and benefits and 40% say the colleagues and culture they will be working with are their top priorities. Employers should take note as company culture starts with profess...

Read Complete Article HERE>»

Fed Gets Green Light for Interest Rate Cuts as Unemployment Rate Jumps to 4-Year High

The Federal Reserve is now seen as likely to cut interest rates multiple times before the end of the year, following another weak jobs report that showed unemployment jumping to a four-year high. The U.S. economy added just 22,000 jobs in August, less than economists had expected, the Bureau of Labor Statistics reported Friday. The unemployment rate rose to 4.3%, up slightly from 4.2% in July but hitting the highest level seen since October 2021, when the economy was still recovering from pandemic-driven layoffs. Although the new jobs report was troubling news for the economy, for prospective homebuyers with secure jobs it likely means further easing in mortgage rates in the days to come. Mortgage rates hinge primarily on the yields of 10-year Treasury notes , which plunged Friday to their lowest level since early April, when President Donald Trump 's Liberation Day tariff announcement sparked panic in financial markets. It signals furth...

Read Complete Article HERE>»

Long-Stalled Credit Card Competition Act Moves Forward In Senate Clarity Act Markup

WASHINGTON—A long-stalled bipartisan push to boost competition in the credit card market moved closer to becoming law late Friday, as Sens. Roger Marshall (R-KS) and Dick Durbin (D-IL) advanced a new amendment attached to the Senate Agriculture Committee’s markup of the Digital Asset Market Structure and Investor Protection Act, commonly known as the Clarity Act. Dick Durbin The amendment, a core component of the long-debated Credit Card Competition Act, would prohibit major credit-card networks and large issuing banks from enforcing network exclusivity on credit cards. Supporters argue the measure would expand transaction-routing competition, weaken the dominance of the largest payment networks, and reduce swipe fees that merchants say inflate consumer prices. The renewed momentum reflects President Trump’s recent backing of efforts to rein in credit card costs, a shift that has altered the political trajectory of legislation that has struggled to advance in prior Congresses. With Tru...

Read Complete Article HERE>»

USPS Defends Banking Pilot, While Opponents Call It Illegal

By David Baumann - July 11, 2022 Program has faced opposition from the outset, including from credit union groups, and has struggled to gain real traction. The U.S. Postal Service (USPS) argued this week that the controversial pilot program it is operating i...

Read Complete Article HERE>»

One Fed Bank President Wants to See Rates at 3% or Higher by Year-End

James Bullard ST. LOUIS–Federal Reserve Bank of St. Louis President James Bullard said he would like to see the Fed’s benchmark rate increased to at least 3% by year-end 2022 to counter the highest inflation in four decades. Bullard also said he favors shrinking the Fed’s bloated balance sheet. “I would like the committee to get to 3-3.25% on the policy rate in the second half of this year,” Bullard told reporters after a speech at the University of Missouri, Bloomberg reported. “We have to move forthrightly in order to get the policy rate to the right level to deal with the inflation we have got in front of us.” As CUToday.info reported, the Fed raised its benchmark overnight rate by 25 basis points last month to a target range of 0.25% to 0.5%. Bullard, who favored a half-point increase, was the lone dissenter in the 8-1 policy vote. Bloomberg noted forecasts released with their policy decision showed officials expect to raise rates to 1.9% by the end of the year, ac...

Read Complete Article HERE>»

First-responder Credit Union Newsroom

Search This Blog