By Lisa Hochgraf
In recent history, participants in CUES Net, the CUES-members-only listserv, were talking about how to best reach and serve younger members.
Tonya Gail, marketing director at $86 million Box Elder Community Credit Union, Brigham City, Utah, offered these great things she's been doing to reach out to the younger demographic; including women:
1. Facebook. "Our strongest and most active demographic on our Facebook page are women, ages 24-44. It's a great way to create a 'relationship,' encourage interaction and get feedback. We also 'fan gate' when posting Facebook ads, which specifically targets exactly who we want to see the ad (age, location, gender, etc.)."
2. Newlywed Club. "We have a newlywed club, which is a great way to get in on the ground level with a young married couple just starting out. Once they are signed up, we can market appropriate products and services for life milestones that will be coming up for them."
3. Kids Club. "From a woman's perspective and a mother's perspective, when you engage my children and have their attention, you will have mine as well. It might seem a removed way to target this demographic, but it gets parents in the door and helps me to market to Mom and Dad while they are there. It also is an investment in our credit union's future because, someday (sooner than you think), these kids will be young adults, needing loans and services themselves."
A "big thought" about the younger demographic came into the CUES Net discussion from Michael Daugherty, president/manager of $15 million Community Plus Federal Credit Union, Rantoul, Ill., in response to a concern that younger members have an "attitude of entitlement" that makes them tough customers:
"Our job isn't to change that attitude; it's to meet their financial needs," he wrote. "We just have to figure out a way to work through it."
What are your great ideas and big thoughts about how to more effectively serve younger members?
Lisa Hochgraf is a CUES editor.
Also read "Understanding the Business of the Younger Generation."
Do you know an outstanding young credit union leader? Nominate him or her for 2013 CUES Next Top Credit Union Exec by June 14, 2013.
