MADISON, Wis. (10/28/15)--The role of credit union marketers in onboarding new members and the importance of engaging new members for the future of the credit union are addressed in a new white paper from the CUNA Marketing and Business Development Council.
“The Role of Marketing in New Member Onboarding” is a companion piece to “Sink or Swim: The Rising Tide of Member Onboarding and Engagement Strategies,” a white paper published in 2014 by the CUNA Operations Sales and Service Council.
“It may sting to read, but credit unions have done an average-at-best job of getting--and keeping--new members in the door,” said the newest paper. It added that “the majority of these lost members came simply from the ranks of those who never fully engaged with the credit union and simply moved their business elsewhere.”
The marketing white paper makes the case that not only is onboarding more important now than ever but also that marketing is the lead player in the onboarding process.
The paper includes input from several credit unions with successful formal onboarding programs. It also examines:
“If member onboarding is a treasure chest, encouraging members to develop deeper relationships with their credit union is the crown jewel,” the paper reports.
CUNA Council members are eligible to receive complimentary copies of the white paper as well as 300 other papers.