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Gen Y ROI - Credit Union Strategies that Work
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Gen Y ROI - Credit Union Strategies that Work

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Credit union executives understand gaining young adult membership is key to the sustainability of credit unions. However, recent statistics from CUNA's 2009-2010 CU Environmental Scan show that credit ...

Credit union executives understand gaining young adult membership is key to the sustainability of credit unions. However, recent statistics from CUNA's 2009-2010 CU Environmental Scan show that credit unions continue to struggle in this area. Who is having success attracting and serving young adults? What's working, why, and how are these credit unions bucking the trend?

This presentaion:
- Ties the needs of a generation to products and services
- Provides examples of credit union strategies that work

This presentation was delivered during CUNA's 2009 Community Credit Union and Growth Conference.

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  • At first, I thought lending would be a bit of a departure from what I’m used to presenting on young adults. But as I sat down to draw up the outline I realized it fits right in and relates to the other major topics I discuss. Technology, the importance of the internet and use of appropriate tech such as mobile access… Marketing, who is the demographic, how do you reach them, what are their needs, what messaging strategies work best… ultimately none of it will work unless it is relevant to the needs of the demographic… All of this relates back to lending, because lending is a method in which young adults are able to meet their needs. How you broadcast that you’re able to meet those needs, and how you fulfill the needs are also a part of the lending equation. So, I quickly realized that these things are interrelated with the subject of lending to young adults, as well as the overall subject of better attracting and serving the demographic… and I stopped sweating bullets. We’ll refer back to these throughout, and you’ll see what I mean. For today’s discussion…
  • My mission was to provide specific information and solid advice. My goal was for that info and advice to actually help you develop a strategy or help guide you in some way to better serve this demographic. I didn’t just pull this out of the air, I reviewed your Web site, your services and your branch locations. I reviewed data from NCUA, found credit unions of relatively equal size and examined what they’ve been doing, their Web sites, locations, and services. I’ve also pulled from my experience over the past three years of identifying programs and solutions that work from credit unions across the country. Lastly, I researched what credit unions in the surrounding area have been up to…. All of this has given me a pretty good picture of where you folks stand, and some recommendations for moving forward. I’d like to share with you what I’ve discovered as well as offer my assertion and strategies for VCCU to improve with this demographic.
  • Don’t want to spend a whole lot of time on who the demographic is, feel there is a basic understanding among credit unions, the conversation needs to advance beyond who they are to how do we serve them… but let’s review quickly
  • In short, want to caution about over-generalizing the demographic. It’s dangerous to over-generalize about what makes this demographic tick… what’s true for one 18 year old may be different than another 18 year old… not to mention the differences between a 28 year old and a 21 year old. So when looking at the demographic, remember the following… these are the safest generalizations These bullet points also emphasize the need for your credit union to really understand the young adults in your FOM… do so by reaching out, focus groups, get into the community in a relevant way, use young adult employees to help. No presentation or young adult guru will have the silver bullet for your credit union. There’s no easy answer, specifically to lending issues for demographic, in general to helping credit unions better serve and attract young adults
  • When you boil down all of the research and look at the evidence you’re left with the following: These were identified at CUNA’s YES Summit with the help of Filene Research Tremendous opportunity for credit unions to take good members who are already buying products and services that credit unions offer and make us into great members who can use more financial services later in life by partnering with my demographic for success… how? Through education and service. I’ll get back to this in a moment and show some examples… But first, let’s explore the creditworthiness and asset building needs
  • So, meeting the creditworthiness and asset building needs of my demographic involves more than just extending loans so we can get that car, that college education, and that condo. That is a short sighted way to look at our asset building and credit worthiness needs. Below the surface, our real needs involve education and service. This will help us get things we need now, and set us up for the future. You’re probably thinking at the moment… “Okay, Josh… that sounds nice and rosy, but the reality is that many young adults don’t have the credit scores, or have a thin file… they’re high risk and we can’t just give out loans to everyone….” Well, here’s where the service part comes into play. Study from Forrester Research suggests that advocacy is very important
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09 Most arguments I’ve heard against youth programs over the years are that Young Adults don’t buy. But the research shows that this is not true. For example, this study showed the products that were going to be bought. The bottom line is that GEN Y has the same desires as other generations. Its they way they approach these needs and their engagements that’s different. Its not so much what they use but how they use it and access it.
  • Its time to get creative! Open discussion on some creative programs, services, or products that have stood out at your time here at the Yes Summit.
  • The question is how to market all of this?
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09 Consumers have become less trusting of financial institutions over recent years… just look at today’s financial crisis. Financial institutions have often thought that improving customer service is the way to combat this lack of consumer trust… but Forrester research argues that it’s not customer service but ADVOCACY that is important in improving consumer trust. Sure it’s nice to have your call picked up within 2 rings, and cookies in the lobby, but feeling like the financial institution has your best interests in mind is a true indicator of trust… and that’s how they define advocacy. Forrester identifies the following as the main parts to advocacy: Four Principles of Advocacy: Simplicity-makes my easier Transparency-clear and fair rates, no surprises. Benevolence-on my side and willing to help me. Trustworthy-would do what is right regardless of regulation, honors promises, goes the extra step to protect me.) Main Point: Credit Unions have the advantage of Trust!!!! Every year, Forrester Research surveys financial services customers asking them whether their financial provider does what’s best for them and not just what is best for the companies bottom line. In 2007, Credit Unions came in right after USAA, a financial services firm focused on serving the military, and independent advisors, who are often paid only a flat fee to remain objective in providing products and advice. This left Credit Unions at the top of the financial services firm with the banks, displayed in red, far below them. Forrester mentions that unlike banks who put profits and political in fighting ahead of customers, credit unions focus on helping their members first. And Forrester has determined that being trusted is actually the primary indicator that customers will purchase more in the future. Gen Y values honesty and simplicity. Remember, they’ve grown up with Enron, Worldcom and other corporate scandals. The internet bubble, and most recently sub-prime scandals and housing bubbles doing business with the right company is important. They are skeptical and looking for trusted places to do business. They will become even more interested in this trust as they have to start making critical financial decisions. Additional Notes:
  • To back up this whole thing about advocacy, you as a credit union really must have the best interests of the member in mind, especially young adults… and especially when it comes to lending. Not every young adult will be able to avail themselves of your loans and products… so instead of just showing them the door, become their advocate. What do I mean? Let me tell you a story of two young adults… Story of two young adults Both have similar credit score/history Are first time homebuyers looking for a home loan Eligible for membership, but not currently members of a credit union Go to two different credit unions
  • Sam is told no, CU can’t help, consider going to mortgage company or a bank
  • Sarah is told that the CU wants to give them a loan, and will help them get there by offering a bunch of cool services like X, Y, and Z. Don’t look now, but this credit union is advocating for their member!
  • First YA leaves with poor impression of that CU and of all CUs… he’s sure to take their advice though and finds a mortgage with another lender… closed off to credit unions in the future. Perception is that credit unions are all the same, and won’t help him. Also, he tells ALL of his friends that will listen that he had a poor experience at that credit union… influencing his peers. The second has a good impression, feels as though the CU is really looking out for his interests… even though it will take upwards of 6 months for the plan to happen and possibly get a loan, he realizes they want to work with him, depending on his situation he may or may not go with the CU, but the CU has established a relationship with the young adult, and even if they don’t get his loan business, they may be able to help him out with other areas, and eventually serve other needs.
  • Opportunity to build a member by getting us ready for the home loan Be there to help us achieve our goal of home ownership, and in the process make us financially sound Cross selling products, molding a new member into a GREAT member Building loyalty Preparing us to make good financial decisions so we can pay off the loan, and use other credit union services in the future
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09 Now before we talk about where to reach them, we need to make sure that you are already doing whatever you can to develop your customers within the context of how they interact with you. If you aren’t communicating with young adults in your current marketing mix – specifically within your on-line banking/web services – start there before you start looking to new media. Where do you find them…..they’re not watching TV….share some stats about traditional media to compare/contrast where they are. There are a huge number of new ways to communicate with this generation. This data from Forrester shows Gen Y’s online dependence – particularly in ‘new media’ such as ‘social media’, video sharing and blogs – 42% use social networking, 40% watch peer generated content on a video sharing site. The nice thing about some of the new media is that the investments aren’t huge so it experimentation can be justified from a budget point of view. A few examples of how credit unions and others have experimented with these include
  • Let’s explore some credit union programs successfully addressing the creditworthiness and asset building needs of young adults… and therefore operating effective lending practices for my demographic
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09 Wright-Patt not only offering first time homebuyer loans but also e ducating and advise young adult first time home buyers on all aspects of home buying process. This helps build trust and sense of advocacy. Relevant to the demographic by placing information online and using appropriate langauage and tone. Home Buying Facts for Gen Y: Average age of first time home buyer is 26! They tend to be better educated &76% have training or degress post high school. HH income averaged $58,000. (Filene, First Time Home Yer’s). Parental influence irrelevant. Relationships with realtor important. Facilitate information gathering. Provide good content on your home financing options on the web.
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09 It is obviously for the student, give the functionality online, and speaks in their language. UW Credit Union in Madison, has an entirely separate site for student loans. They provide an easy online application process for student loans and heavily leverage the site to capture additional relationships. They speak in the generation’s language and media – leveraging online video to showcase branches or online services. And, of course, they allow the ability to open account online.
  • Financing auto loan and auto insurance
  • Despite the opportunities indirect borrowing presents, Jolicoeur admitted that converting these borrowers to members is not easy. It takes time and tenacity to grow membership through the ranks of indirect borrowers. “ We have to remember that these people are there because the car dealer steered them there,” Jolicoeur said. “You aren’t going to win them over in one day. Earning their primary checking account is key, which isn’t easy. People are loyal to their financial institutions and don’t change that relationship overnight. It’s a take-away business.”
  • The opportunity credit unions have with indirect borrowers is the access to their financial information; a process Jolicoeur calls data mining. This gives credit unions the ability to research the borrowers at their location and develop plans that provide them with individualized help for their specific circumstance. This could include refinancing at the credit union, debt consolidation, home equity loans or other types of products. “Data mining allows you to look at what they have outstanding,” said Jolicoeur. “You have to be able to show them there’s a really good shot at helping them financially.” That said, there are credit unions that are succeeding at enticing indirect borrowers to become members. Taylor Murray, dealer program manager at Baxter Credit Union in Vernon Hills, Illinois, told the audience it’s critical to dedicate resources to calling new members in a timely manner, to create and set reasonable expectations, and to offer attractive promotions. For example, Murray said his credit union has offered auto loan buyouts that beat the lowest auto loan rate by one percent as well as a deferral of 90 days for the first payment. Adding to the discussion was Steve Loenen, vice president of business development at Altra Federal Credit Union in LaCrosse, Wisconsin, who said his top strategy for indirect borrowers is having the dealer relationship drive the business. By selling dealer finance managers on credit union membership, they become advocates for the credit union which sets the tone for converting indirect borrowers to members. -Idaho CU League Aug 2007 Newsletter
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09
  • 2008 CUNA Mutual Group Discovery Conference 09/22/09

Gen Y ROI - Credit Union Strategies that Work Gen Y ROI - Credit Union Strategies that Work Presentation Transcript

  • Gen Y ROI: Strategies that work Josh Jones, CUDE CUNA’s Manager of New Media & Communications Tuesday, September 22nd
  •  
  • Yikes
    • The percentage of credit union adult members ages 18-to-24 dropped from 10% to 4% between 2002 and 2008.
    - CUNA’s 2009-2010 National Member Survey Report
  • … is it?
  • My plan to help you
    • Mission : Provide info & share advice about what I’ve seen work
    • Goal : Help you identify how to better serve and retain 16-to-35-year-old members .
    • Objectives :
      • Research, examine CUs, talk to CU execs
      • Pull from 3 years of experience
  • Gen Y ROI: Strategies that work
    • Who are we?
    • Most important services
    • Life stages
    • Messaging & communication
    • What are other CUs up to?
    • Questions
  • ¡ MUY IMPORTANTE!
    • There’s no turn-key solution… many pieces to this puzzle
    • Starts with service THEN marketing & messaging
    • We go by a lot of names…
      • Gen Y
      • Millenials
      • Gen Next
      • Generation Debt
    Who are we?
  • Who are we?
    • How we feel older generations see us…
  • Who are we?
    • How we see ourselves…
    • Basic stuff about Young Adults:
        • Older and Younger Cohorts
        • Categories within categories
        • Largest asset is…
        • Income
        • Credit history
        • Can really use what credit unions provide, but don’t fully understand credit unions … yet
    Who are we?
  • One Way to Segment Gen-Y
    • 3 groups:
      • 1) Rate/reward jumpers
      • 2) Relationship building/Service Oriented
      • 3) Oblivious to financial institutions
    • Each group requires a different set of strategies/products
    • Each group requires certain foundations that your credit union should strive to have
    -Justin Ho, USC CU Board Member, 2007 YES Summit
    • Justin Ho, USC CU Board Member 2007 CUNA YES Summit
  • ¡ MUY IMPORTANTE!
    • Find out about YOUR young adults
        • focus groups
        • community involvement
    • Don’t rely on over-generalized stereotypes & self-proclaimed Gen Y gurus
  • Gen Y ROI: Strategies that work
    • Who are we?
    • Most important services
    • Life stages
    • Messaging & communication
    • What are other CUs up to?
    • Questions
  • What the industry offers…
    • No minimum free checking
    • No minimum high yield savings
    • Branches & ATMs on every corner
    • Free bill pay
    • Debit card rewards
    • First dollar high yield savings
    • Intense FOCUSED competition
    -Justin Ho, USC CU Board Member, 2007 YES Summit
  • Those are becoming standard in financial services industry!!
    • Credit Worthiness
    • Debt Management
    • Money Management
    • Asset Building
    • Engage through education and service
    Source: CUNA’s YES Summit: Serving 18-to-30s – 2006,2007 Most Important Financial Needs
  • Credit Worthiness, Debt Management, Money Management & Asset Building
    • Involve education and service
      • Addressing our current needs
      • Positioning us to take advantage of future offerings
  • Product Demand Reflects Our Needs
  • But...
    • How can you compete?
      • Needs being met by others
      • Limited resources
      • Many competitors
  • It’s like…
  • Gen Y ROI: Strategies that work
    • Who are we?
    • Most important services
    • Life stages
    • Messaging & communication
    • What are other CUs up to?
    • Questions
  • Break it down, serve by life stage
    • Focusing on life stage events is easier:
      • First car
      • First home
      • Getting married
      • Going to college
      • First job
      • First apartment
      • Etc…
    Bundle services that correspond with these events
  • Life Stages Examples
  • Life Stages Examples
  • Gen Y ROI: Strategies that work
    • Who are we?
    • Most important services
    • Life stages
    • Messaging & communication
    • What are other CUs up to?
    • Questions
  • Messaging & Communication Competition + Expectations Need to get creative
    • What are some creative:
      • Programs ?
      • Services ?
      • Products ?
    Open Discussion: Creative Initiatives
  • Interest Based Incentives
    • Rewards/services that match your FOM’s Gen Y interests
    • Customize, customize, customize
    • Package products together; more is better
    • Examples: movies, sports, holiday
  • Credit Unions: Dominate with Difference
    • Superior rates, lower fees, etc.
    • Better, more personalized service
    • Competitive/specialized incentive reward programs
    • Concentrating & crafting products around a niche
    • A long, mutually satisfying relationship
  • Customer Advocacy 2007 How Customers Rate Financial Services Company Score USAA 88% Local Advisor 76% Credit Unions 66% Local Banks 48% Wachovia 40% U.S. Bank 36% WaMu 34% Bank of America 33% Wells Fargo 32% Citibank 24% Advocacy drives willingness to buy or borrow more.
  • Serving Us Even if We Don’t Qualify Nikki Sam A story of two young adults…
  • Sorry Sam, no can do… consider We Lend To Everyone Mortgage or GIANT Bank What? I’m never coming back here again
  • Let’s get you started on the path to home ownership… first, let’s help you get your finances in order… I was hoping to get the loan NOW… but they do want to help me get there. No one else has offered that!
    • Which one is the result of advocacy?
  • ¡ MUY IMPORTANTE!
    • Advocacy at your credit union
      • Don’t have to say “no”… just “not right now”
      • Offer to:
        • Review their finances WITH them
        • Set up a plan of action
          • Savings
          • Credit builders
          • Seminars/education
  • Web Site & Web Presence
    • Incredibly important… why?
      • Starting/maintaining relationship
      • Judgments made based on look, and info presented...
        • “ antiquated”
        • “ I feel confident they can/cannot meet my needs”
        • “ they get me”
      • Opportunity to be a 24/7 resource for their personal finance needs
  • Importance of Tech & the Web
    • 19.2 = average hours/week that full-time college students at four-year colleges spend online
    • Over 80% of students use social networking sites regularly
    • - CUNA’s Best Practices: A Youthful Approach to CU Growth
  • Source: Forrester’s North American Technographics® Benchmark Survey, Q1 2007 New Media Mavens
  • Revamping USC CU Web Site
    • Justin Ho, USC CU Board Member
    • 2007 CUNA YES Summit
  •  
  •  
  •  
  • ¡ MUY IMPORTANTE!
    • Building a Web presence is key
  • Gen Y ROI: Strategies that work
    • Who are we?
    • Most important services
    • Life stages
    • Messaging & communication
    • What are other CUs up to?
    • Questions
  • Credit Union Examples
      • $300 Million California CU
      • 52,000 members
        • 11,300 current students
        • 17,818 former students/alums
        • 13,080 faculty and staff
        • 9,800 Other
      • Over 4,000 new student accounts added each year
    • Justin Ho, USC CU Board Member 2007 CUNA YES Summit
  • Introduction of the Focus Group
    • 7-10 people who participate in a group discussion
    • Lead by a moderator
    • Linked by Certain Desired Characteristics
    • Gauge consumer response
    • Brainstorm new products or screen concepts
    • This has lead to….
  • Student Checking Account
    • Free Checking
    • Free Bill Pay
    • Free ATMs (on & off campus)
    • Free Checks
    • Free Shared Branching
    • Link to School accounts
    • Link to Parent accounts
    • Justin Ho, USC CU Board Member 2007 CUNA YES Summit
  • “ Purse/Wallet stolen” “ Funny thing happened in TJ” “ Car’s been impounded” “ Pizza’s more expensive in Vegas” “ Send bail money”
  • Family Accounts
    • Open accounts for students AND their parents
      • Separate accounts (not joint)
    • Establish one-way 24/7 electronic links
      • Mom/Dad can instantly transfer funds to student accounts via home banking
    • Parents get
      • Higher yield on deposits
      • Peace of mind
    • Students get
      • Relationship pricing benefits based on combined balances of linked family accounts
  • Debit Rewards
    • Requirements :
    • Checking account required
    • Debit Card Required
    • Features:
    • Separate fashion-friendly card
    • Heavy discounts at local merchants
    • Encourages use of debit
    • Merchants pay for logo
    • Low costs + profit potential from advertising and increase in debit purchases
    • Win / Win / Win
    • Justin Ho, USC CU Board Member 2007 CUNA YES Summit
  • Additional Ideas
    • Survey/Market Research Firm
    • Youth Advisory Panel
      • Permanent Focus Group
      • Meet every month with marketing director
      • Used to conduct market research, review relevance of credit union initiatives
      • Provide incentives
        • Assign a “title”
        • Free food!
        • Free benefits!
        • Business experience
  • Financial Center Credit Union
    • Strategy:
    • Staying in touch
    • Brand appeal
    • Community presence
  • - CUNA’s Best Practices: A Youthful Approach to CU Growth
  • Financial Center Credit Union
    • Results :
      • # of savings accounts increased 23%
      • # of checking accounts increased 21%
      • # of auto loans increased 16%
      • 433 new accounts taking out 524 loans within 3 months
      • $1.2m in new-vehicle loans & $1.5m in used-vehicle loans
    • - CUNA’s Best Practices: A Youthful Approach to CU Growth
  • Wright-Patt Credit Union
    • Research and apply
    • Become a member
    • Cross-sell
    • Media
    UW Credit Union
    • Side-by-side auto loan
      • Risk-based lending
        • Terms up to 72-month terms for first-time car buyers
      • Signature Loan
        • Finance first 6 months of insurance as part of loan
      • Save for next round of insurance payments
      • Product sold as FICO booster
        • Separate loans improve overall profile
    Shreveport Federal CU - Ben Rogers, CU Tomorrow 2007 YES Summit
  • Do you Kasasa?
  •  
  • What’s going on…
    • First Educators CU
      • Free credit report link... shows they are a resource
    • Public Service CU (MI)
      • On Twitter
      • Student loan info, youth initiatives, public school branch
      • Community calendar... small biz and cu events
    • Municipal Employees CU of OK City
      • Offer teen account BUT what happens @ 20?
        • Lose free checking :(
    • Beach Municipal CU
      • Resources for different ages online
        • First mortgage center, youth clubs integrated with services... not just links
      • No svc fee checking, don't require Direct Deposit...
        • DD difficult for YAs in transition
    What’s going on…
    • Novartis CU
      • Shared service centers
      • Summer internships
    • United Consumers CU & Affinity Group CU
      • Community involvement on Web site
        • offering incentives for small biz patronage
        • Inviting members to come in during troubling economy for advice/info/reassurance
    What’s going on…
    • Energy CU
      • Resources tied to products for young adults AND parents
    • CU of Ohio
      • Offer financial counseling via Web
      • Age appropriate resources and services (life stages)
      • Offer a scholarship and promote it online
    What’s going on…
  • More CU examples…
    • Brokaw CU
      • “ YA Survival Kit”
      • Student loans prominent w/ relevant message
      • Kwik Cash/1 st Mortgage resources/Teen ambassadors
    • Cloverbelt CU
      • For larger asset sized CU, should have better Web presence
      • Scholarship
      • Links to community events
      • Debt in Focus resources
    More CU examples…
    • CoVantage CU
      • Resources linked to services
      • Life stage emphasis
      • “ Load & Go” re-loadable debit cards
    More CU examples…
    • Connexus CU
      • Great Web presence
      • Student loans & resources
      • College rewards credit card
      • Mobile banking
      • Podcasts
    More CU examples…
    • Marathon County Employees CU
      • Fresh Start auto refinance promotion
      • “review your credit anytime” message
        • Messaging gives visitor sense that they are there for you at the branch & services such as student loans and 1 st mortgages
    More CU examples…
  • Indirect Borrowing
    • Opportunity Knocks
      • 40% of all existing loans (+/-)
      • 80% of net auto loan growth in 2006
      • Tend to be younger and in prime borrowing years.
    - Bill Jolicoeur, CUNA Mutual, 2007 Discovery Conference
  • Indirect Borrowing
    • “Data Mining”
    • Get in touch
    • Build relationships with those that steer indirect borrowers
  • Takeaways…
    • Building a Web presence is key
    • Importance of advocacy
      • Say “not right now” with resources instead of “no”
    • Find out about YOUR young adults
    • Don’t rely on stereotypes
    • No turnkey solutions
    • Starts with service THEN marketing/messaging
  • Review…
    • The young adult equation for success:
    Serving most important needs + Life stages + Relevant messaging ???????????????????????????????
  •  
    • Filene Research Institute
      • Research
      • George Hofheimer
      • Chief Research Officer
      • Georgehofheimer@filene.org
      • http://filene.org/
      • 30 Under 30 initiative
      • Ben Rogers
      • Director of 30 Under 30 & Driver of CUTomorrow
      • [email_address]
      • http://www.cutomorrow.org
    Resources…..
  • YES CU Community www.yescucommunity.com YES CU Blog www.yessummit.blogspot.com MoneyMix : Launch Your Life
  • Joshua Jones, CUDE Manager of New Media & Communication Credit Union National Association 608-231-4262 [email_address]