Embed Size (px)
Citation preview
Growing NARFE Premier FCU‘s Member Relationships
By: Ron DalyPresident/CEO
DigitalMailer, Inc
February 3, 2009
Growing Member Relationships:What’s the problem CUs are facing today?
Members can now
• Join the CU remotely;
• Apply for loans online;
• Get loans from mortgage and student loan CUSOs;
• Make remote deposits from faxes and scanners;
• Make deposits/withdrawals from free ATMs; and
• Hit a shared-branch in just about every major city
Face-to-face contacts are disappearing every day!
How do you ask....
With the Automatic Relationship Builder!
The ARB is DMI’s next generation email engine that helps deepen customer relationships online. It targets members with customized email messages based on “in market” actions, needs or qualifications from email, web pages or MCIF systems.
The ARB benefits:
• Replaces traditional direct marketing production and postage costs with targeted email
• Consistent, managed contact that grows your business at every level of the virtual channel
• Ability to track clicks to identify members & areas of interest to launch timely follow-ups
Worried about using email to grow member relationships?
Recent data from an Internet Strategy Consortium survey of more than 15,000 online credit union members reveals that members want to receive
informational and promotion email from their credit union.
Source: Callahan & Associates May 2008
0 10 20 30 40 50
Through Bank'sWeb Site
At the Branch
Receive Phone Call
Receive Direct Mail
Receive E-Mail
% Answered
How would you like your bank (or credit union) to communicate with you following the opening of your account?
Source: Javelin Strategy and Research
N = 2,230
Growing Member Relationships @ NARFE Premier FCU
The Good –
• new website and brand •~80 new members per month• new Membership Committee focused on “growth goals”• new Federal Employees coming?
The Bad –
• ~110 closed accounts per month• why do accounts go dormant????
The Ugly –
• negative net membership growth (80-110 = -30)• how do you communicate value with dormant accounts? • deepening relationships in the current economic climate
NARFE Premier FCU’s Automatic Relationship Builder
A new way to:
On-board new members
Deepen relationships with existing members
Re-activate potential dormant accounts
Another Way We’re Here for You….$10 Reward for Your Family Members
Another Way We’re Here for You….Accounts that keep YOUR Money in YOUR pocket
Another Way We’re Here for You….Convenience.. All Day. Every Day
Another Way We’re Here for You….Credit Cards that Work for You!
Another Way We’re Here for You….Stepping UP Your Savings
Another Way We’re Here for You….Where’s life taking you?
Another Way We’re Here for You….Ready. Set. Drive
On-boarding new members New members added to ARB series each month Series runs at given intervals promoting products & services ARB reporting console gives opens, clicks and member email address
Deepening the relationship with existing members Any one of the seven can be emailed to targeted group pulled from MCIF date e-Newsletter can be added as communication vehicle as well
Activating dormant accounts Inactive members added to series each month Series runs are intervals promoting value-add of remaining a member of NARFE
Premier FCU Stresses convenience factors in first phase
• Leading digital communication provider to CU industry since 2000 • Safe-listed on 4.3 million servers worldwide
• CUSO with over 145 CU clients from $35M to $1.6B with 3.5 million members
• Over 10 million eStatements notifications delivered
• Email messaging system since 2002
• Over 10.0 million emails delivered since 2002
Go to www.digitalmailer.com/arb.html for a FREE test Drive of the ARB for your Credit Union!
Ron DalyPresident/[email protected]
