I Want All My Members’ Business


By Rick Burden at Notre Dame FCU

This document and the following volumes are intended to give a you and your credit union a complete road map to execute a marketing campaign. Using the tools available, this road map will allow you to lay the groundwork to potentially partner with local businesses, organizations, and the member to offer discounted goods and services. This road map will take you from the very beginning of developing the campaign and targeting data, all the way through to the end of the process and the evaluation of the campaign. You will discover within, all the steps necessary to create the campaign, the steps to follow through to the end using the referenced CU*BASE options to mine the data and track the sales success.

You know your members are not giving you all their business but where do you start? To whom are your members paying their mortgage payments? Who is getting your member’s insurance premiums? With whom are your members investing? Isn’t it frustrating not knowing who to target for additional business because you don’t know where they are spending their money? Need some more focused information on opportunities to feed your Retail Sales Team in your branches or call center? Do you have business partners that could be more efficient at getting your member’s attention if they only knew where the members spent their money? Do you want more:

  • Car loans
  • Mortgages
  • Credit Cards
  • Private Student Loans
  • Insurance referrals
  • Investment referrals

Have you found that Where Your Members Borrow limits you to just data on your Loan Applicants/Borrowers which often only represents a small portion of your adult membership? This uses Where Your Members Shop to identify many businesses that are sucking your member’s funds out via ACH. Note the labels that identify mortgage payments, credit card payments, student loans, insurance payments, investment companies. Combine that information with queries to obtain a payment pattern over time along with demographic information your Marketing and Retail departments will use.

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