Growing Credit Unions

CU*South Operations Manager Roger Walker

In an effort to create a straightforward, simple strategy for some of CU*South clients without the resources of an in-house marketing department, I’ve undertaken an analysis of the CU*Base built-in marketing applications. These “bells and whistles” tools are great for expanding and diversifying loan portfolios, for example, but credit unions without a dedicated marketing person or team may not have available staff on site to learn how to use them. An expertise with these powerful tools will allow the CU*South Operations Team to make them more immediately available to those credit unions currently not able to take full advantage of the technology.

Tri-Rivers FCU has graciously agreed to participate in this analysis; using the CU*Base tools, I’ll build data files from credit report history and current loan files to compile an “A List” of candidates – both member and nonmember applicants with a credit score of 750 or greater.  Working with the credit union’s marketing goals, we will then determine together which of their top priorities – which include mortgage lending and debt consolidation, for example – would most benefit from a targeted effort to this highly rated group.

My expectation is that a greater facility with this application in Operations will quickly grow into a very desirable, and beneficial, offering for our credit unions without the personnel or resources to devote to it in-house; it will also add to the expanding portfolio of business services we can supply for our customers.