Minnesota CU's $50 checking rewards program doubles new accounts

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opLine Federal Credit Union
($325 million, Maple Grove,
Minnesota) has a“New Account Capture
and Referral”program that’s generated
an increase in accounts of over 150
percent since its launch two years ago.
Vicki Roscoe Erickson, Assistant Vice
President, Marketing, says the credit
union introduced the program as a way
to attract new business, reward current
members for using additional products
and services with TopLine, as well as
provide a way for employees to increase
cross-sell opportunities.
Erickson says the program consists of
the following two components:
1) Consumers and/or current members
can earn a $50 VISA® Gift Card when
they open up a checking account with
TopLine.
2) For each referral that a member
makes, he or she will receive a $50 VISA®
Gift Card once the new checking account
is established.
($50 VISA®
Gift Card Offer)...pg. 2)
T
A Minnesota CU’s $50 checking rewards
program is attracting new business, plus
encouraging employee cross sales
nNew checking account openings have more than doubled
n Auto Loans
A South Dakota CU just boosted
auto loans with an offer that
slashed 1% off of the interest
rate for refinances, plus gave
borrowers a spin on a “Cash
Wheel” to win up to $100. After
two weeks, the CU had brought
in nearly $1 million in loans.....4
n Business Services
This year, a Virginia bank is
running its third “Top Flight”
Award contest, which will give
three local businesses prize
packages totalling $75,000. The
popular program is one of a kind
in the bank’s area and is helping
recognize small business growth
and job creation....................6
n Debit Cards
During all of 2013, a Missouri
credit union is offering free
personalized debit cards. The
campaign is generating a
tremendous response—already
producing double the number of
cards done in 2012................8
n Referral Promotions
A North Carolina CU recently
opened its employee and coworker
exclusive referral program to its
membership and attracted 70
referrals in 45 days..............10
HIGHLIGHTS
March 2013
Vol. 19, No. 10
For Financial Institutions
Deposit & Loan
Growth Strategies
Delivering TopLine personal service people can bank on.
Tired of being nickeled
and dimed?
Open a TopLine Totally FREE Checking
Account and get a $50 VISA Gift Card.
Scan here with any mobile device
for more checking details.
Source: TopLine Federal Credit Union (Maple Grove, MN)
Postcard for “Totally Free Checking” & Gift Card Offer (Side 1)
www.toplinecu.com

Deposit & Loan Growth Strategies
March 2013
To qualify for the $50 VISA® Gift Card, the
member must:
n Open a personal checking account
and Smart Rewards Check Card;
n Deposit the minimum required
balance;
n Set up a minimum monthly
automatic deposit of at least $25;
n Sign up for eStatements;
n Complete at least one non-ATM
debit transaction within 30 days of
account opening.
According to Erickson, the credit
union’s overall objective with the $50
rewards program is to increase its
checking penetration and core deposit
growth.
She adds that TopLine initially
partnered with a vendor to rollout the
program in 2010.
“Our partner’s research indicated that
gift cards would be the ideal incentive
to capture new business, plus allows
ease of use with monitoring the reward
process,”she says.
Then, in late 2010, the credit union
moved the program in-house for
tighter administration and program
measurement, she says.
“At that time, we decided to continue
to offer the $50 VISA® Gift Card, as it
allows us another touch point after
qualifications are met, to thank the
member for their business and provide
a more‘tangible’benefit—something
they can hold and see, rather than just
making a deposit into the member’s
account.”
The gift cards are also branded with
TopLine’s logo.
“It provides another visual for
members, keeps TopLine in front of
them, hoping the gift card will remain in
the wallet to be used more than once,
thereby creating more of an affinity with
TopLine.”
“$50 VISA®
Gift Card Offer”...
(Continued from p. 1)
CHECKING ACCOUNT CAMPAIGNS
page 2
Checking account openings doubled
during program’s first year
Erickson says that in conjunction with
advertising its“Totally Free Checking”
account and launch of its Sum-It-Up
Savings, the credit union’s $50 rewards
program has been the primary driver of
new business during the past few years.
“Year over year, we have seen
an increase in checking accounts
being opened and consumers taking
advantage of the incentive,”she reports.
“From 2010 to 2011, we doubled the
number of checking accounts opened
and overall have seen an increase of
over 158 percent since launching the
program.”
All five of the credit union’s checking
accounts qualify for the incentive.
“We have been focusing most of our
attention on promoting our Totally Free
Checking account, as this account allows
us to differentiate ourselves from local
and national competition,”explains
Erickson.
TopLine’s Totally Free Checking is its
most basic checking account and is
designed to help members keep their
banking simple, she says.
“With no minimum balance and no
monthly service fees, this is the perfect
choice if you’re tired of being nickeled
and dimed by other banks.”
It’s also the account most often
opened by members, says Erickson.
She says staff members also work hard
to cross sell electronic services and other
products.
“We automatically issue each checking
accountholder a debit card, and
encourage the use of eStatements, bill
pay, direct deposit/payroll deduction,
and online and mobile banking to
enhance the member experience,”she
says.
Online registrations
To help make the process quick and
easy for new checking accountholders
taking advantage of the $50 rewards
program, the credit union offers online
registration (view here).
Once registered, TopLine’s call
center receives an e-mail notification,
and a representative then personally
follows up with the member via phone
to discuss the next steps to open a
checking account.
“On average, we are seeing
approximately 65 online registrations
per month, and this has been increasing
year over year,”says Erickson.
(Continued on pg. 3)
PRST STD
US Postage
PAID
Twin Cities, MN
Permit No. 24829353 Jefferson Highway
Maple Grove, MN 55369
*See a TopLine representative or call 763-391-9494 for account agreement and fee schedule.
**To qualify for the $50 VISA® Gift Card, you must complete the online registration form at www.TopLinecu.com/check, apply
for and open a personal checking account and Smart Rewards Check Card with TopLine, deposit minimum required balance,
monthly minimum automatic deposit of at least $25 is required, sign up for eStatements (electronic statements) and complete
at least one non-ATM debit card transaction in 30 days of account opening. This offer is only available to members who do not
already have a personal checking account at TopLine. Account must remain open for at least 90 days. Closing an account prior to that will result in disqualification.
Certain restrictions apply. TopLine reserves the right to modify or cancel the program at any time without notice. For further details call 763-391-9494, email
Ask@TopLinecu.com, visit www.TopLinecu.com or stop by any TopLine branch location. Please retain a copy for your records. Please allow up to 6-8 weeks for
receipt of your gift after completing program requirements. Limit one $50 checking incentive per member. VISA® is not a participant or sponsor of this promotion.
†One point is earned for every $4.00 spent.
©2012 TopLine Federal Credit Union. All rights reserved. Printed in the U.S.A. ®Registered trademark of TopLine Federal Credit Union. TopLine does business in
accordance with the Federal Fair Lending Laws and Equal Credit Opportunity Act. This credit union is federally insured by the National Credit Union Administration.
Open a Totally FREE* Checking Account
at TopLine and start saving.
It’s simple...and FREE with no hidden fees! With no minimum balance and no monthly service
fees, this is the perfect choice if you’re tired of being nickeled and dimed by other banks.
You’ll also receive free extras like 24/7 online and mobile banking, eStatements, plus access
to more than 82,000 surcharge-free ATMs and thousands of other credit union branch locations
nationwide just like you were at TopLine.
We’ll even reward you with a $50 VISA® Gift Card** for opening a new account!
Plus, take advantage of our Sum-It-Up Savings™ program – truly a painless way to save up
for anything just by making the purchases you already make. Use your TopLine Smart Rewards
Check Card†
tied to your checking account to pay for everyday purchases such as gas, groceries
and dining. We’ll round your transaction up to the nearest whole dollar and transfer the extra
into the savings account of your choice.
To apply for a checking account and sign up for Sum-It-Up Savings or to learn more, visit
www.TopLinecu.com, email Ask@TopLinecu.com, call 763-391-9494 or stop by any TopLine
branch to speak to a representative.
Earn your $50 VISA gift card and start saving today with TopLine!
Open a TopLine Totally FREE Checking
Account and get a $50 VISA Gift Card.
Postcard for “Totally Free Checking” & Gift Card Offer (Side 2)

March 2013 page 3
CHECKING ACCOUNT CAMPAIGNS
With the rollout of the program, the
credit union held branch contests and
employees were rewarded with gift
cards based on the goals that were
established, says Erickson.
“As of 2012, all of our branches were
assigned specific checking goals and are
paid incentives based on reaching their
goals, so the $50 rewards program helps
to assist in their sales efforts.
“We train our branches on an annual
basis, and ad-hoc as needed, to remind
of the benefits of this program.”
She says that the feedback about the
program from employees is continuously
positive.
Direct Mailer Promoting “Sum-It-Up Savings” & Gift Card Offer
Time for change?
InTroducIng Sum-IT-up SavIngS™
Open a TopLine Checking Account and
save the change every time you use your
TopLine Smart Rewards Check Card!
pLuS: receive a free $50 vISa®
gift card*
when you open a TopLine Checking Account.
It’s where I bank.®
www.TopLinecu.com | ask@TopLinecu.com | 763-391-9494
SCAN HERE
“Our goal is to make sure this
program is attracting new
business that we wouldn’t
normally receive—and we
monitor it on a monthly basis.”
“It allows them to more easily make
the sale.”
To promote the $50 VISA® Gift Card
program, the credit union uses multi-
channel marketing.
Examples include direct mail, e-mail,
the credit union’s Website, in-branch
lobby merchandising, statement
messaging, local ads with chambers,
local financial literacy efforts that the
credit union presents at, as well as
referral cards in the lobbies that staff
hand out.
“Multi-channel, integrated marketing
strategies are used to highly target
members and communities to increase
product and member growth, enhance
share of wallet, improve retention and
referral activity, continue to build loyalty,
and generate a higher level of brand
awareness,”says Erickson.
“Of course, we also heavily rely on our
branch staff to use the $50 incentive as
a way to help consumers make the
switch.”
Plus, the credit union is using QR
codes to help bridge its print and
electronic marketing.
CU will monitor the rewards program
monthly
Erickson says that the credit union
plans to continue offering the program
and incentive indefinitely.
“Our goal is to make sure this program
is attracting new business that we
wouldn’t normally receive—and we
monitor it on a monthly basis.”
Source: Vicki Roscoe Erickson, Assistant
Vice President, Marketing, TopLine Federal
Credit Union, Maple Grove, MN;
phone (763)391-0872;
e-mail verickson@toplinecu.com.

March 2013 page 4
AUTO LOANS
A “Slash 1% Off” campaign that also
features a Cash Wheel has generated
nearly $1 million in loans in two weeks
nCU’s loans have more than doubled over the same time last year
ervice First Federal Credit Union
($119 million, Sioux Falls, South
Dakota) recently wrapped up a unique
marketing campaign to increase auto
loans.
The promotion consisted of a“Slash
1% Off”offer that gave members who
transferred a vehicle loan from another
lender 1 percent off of their current
interest rate.
The kicker, however, is that the
new borrower got one spin on the
credit union’s new“Cash Wheel,”which
guaranteed them the opportunity to win
$20, $50, or $100.
Members could also qualify for one
spin of the Cash Wheel during the
campaign for any vehicle or recreational
loan of $3,500 or more that was new to
Service First and not a refinance from
another lender.
Campaign designed to boost loans
during a sluggish time of year
“Since February is typically a slower
month for us, we wanted to try a new
type of promotion to help boost loan
volume for the month,”says Jake Hill,
Marketing Director. “We’ve never done
a rate reduction offer before, so we
thought we should give it a try.
“For current members who have a
loan elsewhere due to a low interest rate,
this promotion is a great opportunity
for them to refinance with us and finally
have all of their loans at one financial
institution.”
According to Hill, Service First has had
great success with offering incentive
promotions for auto loans. “First, we
gave out a free GPS with any vehicle loan
of $7,500 or more. Then, we switched to
giving out a $100 VISA® Gift Card.”
He says that another campaign offered
2 percent or 1 percent cash back for
vehicle loans.
S
Banner Ad for Credit Union’s “Slash 1% Off Your Current Interest Rate” Campaign
Source: Service First Federal Credit Union (Sioux Falls, SD)
“All of these promotions did a great
job at boosting our auto loan volume—
but at a cost,”says Hill. “The incentives
added up to thousands in added
expense, and since we do not charge an
origination fee on our auto loans, our
only hope for recouping the expense
was interest income on the loan—if the
member kept the loan long enough.”
So, instead of offering a set dollar
amount incentive, the credit union
decided to try out the Cash Wheel.
Hill says that all of the credit union’s
five branches had a wheel set up in their
lobbies, and each wheel had the following
12 slots: Eight $20 slots; Three $50 slots;
One $100 slot.
When a member finalized an auto
loan, the loan officer walked them over
to the Cash Wheel and the member gave
it a spin, says Hill.
He says that each time the Cash Wheel
was spun, it created excitement among
staff and members. “The wheels have a
loud click-clack sound when they spin,
drawing attention from everyone in the
lobby. When a member lands on either
$50 or $100, the entire lobby usually
cheers and claps. This helps generate
a lot of interest in the promotion. Plus,
more often than not, the wheel lands on
$20, which helps keep our expenses low.”
www.servicefirstfcu.org

March 2013 page 5
AUTO LOANS
He says the main difference between
the Slash 1% Off promotion and the
credit union’s previous incentive
promotions is the 1 percent rate
reduction offer (which does not apply
to loans currently financed with Service
First). “With our incentive promotions
in the past, we would occasionally have
someone refinance a vehicle just to get
the incentive, and then pay it off a few
months later, or refinance it elsewhere.
With the 1 percent rate reduction, we
feel the member will have no reason to
refinance the loan elsewhere down the
road since they’re getting such a great
rate.”
He says competing with dealer
financing has always posed a challenge
for the credit union. “We have an
indirect program, but the dealer reserve
competition in our area has really
gotten out of hand. Since we do not
charge an origination fee, paying a
$300-plus dealer reserve for a loan just
doesn’t make sense. The 1 percent rate
reduction offer allows us to recapture
these dealer loans without having to pay
a substantial dealer reserve for each one.”
Additionally, he says that with the 1
percent rate reduction offer, the credit
union noticed that the average loan
balance was much higher compared to
previous incentive-only loan promotions.
He says preliminary results from the
Slash 1% Off campaign were promising.
“Last year at this time—during the first
two weeks of February—we brought in
$385,078 in consumer loans—mainly
auto. This February, our two-week total
is $977,426, and we are still going strong.
Our goal is to top $1.5 million in auto
loans for the month of February.”
While the credit union did not offer
any specific employee incentives for the
promotion, employees did qualify for the
1 percent rate reduction and Cash Wheel
if they had a qualifying loan. “When
finalizing the loan, our loan officers do
a great job of cross selling Credit Life,
Credit Disability, GAP, and Warranty to
the member. We post a monthly chart of
these sales on our Intranet, organized by
branch, and the branch with the highest
percentage of sales receives an extra
‘jean day’for the month.”
The campaign was advertised to
members on TV, radio, as well as on its
Website. “We are also promoting it with
Facebook ads and Google‘Remarketing’
ads. In addition, our January statements
featured this promotion via an‘onsert’
banner at the top of the first page.”
Source: Jake Hill, Marketing Director,
Service First Federal Credit Union;
phone (605)274-9138;
e-mail jacobh@servicefirstfcu.org.
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Deposit & Loan
Growth Strategies
PRIME RATE
Prime Rate
current 3.25%
one month ago 3.25%
one year ago 3.25%
Source: www.bloomberg.com
30-yr FRM
current 3.56%
one month ago 3.60%
one year ago 3.90%
15-yr FRM
current 2.86%
one month ago 2.93%
one year ago 3.16%
5/1-yr ARM
current 2.73%
one month ago 2.82%
one year ago 2.80%
Source: www.bloomberg.com
48-month New Car
current 2.50%
one month ago 2.52%
Source: www.bankrate.com
Standard
fixed-rate 13.23%
variable-rate 14.50%
Platinum
fixed-rate 12.70%
All
fixed-rate 13.02%

MORTGAGE RATE
AVERAGE
CREDIT CARD
AVERAGES
NEW CAR AVERAGE

March 2013 page 6
BUSINESS SERVICES
A Virginia bank has a “Top Flight” Award
program that recognizes local small
business growth and job creation
nBank is striving to be “the best business bank in its area”
onarch Bank ($1.2 billion,
Chesapeake, Virginia) is
showcasing its commitment to local
businesses with a“Top Flight”Award
contest, which is in its third year running.
The 2013 contest gives three local
businesses the chance to win prize
packages (with a combined total of
$75,000) of cash and services based on
factors like their consecutive growth and
community service.
To apply, businesses fill out an entry
form and submit it to the bank via e-mail
or fax. After a panel of judges select the
top three businesses, the community
is then invited to select their favorites,
with the $50,000 top prize going to the
winner, while the $15,000 and $10,000
prizes are awarded to the second and
third place winners.
“Our idea for the‘Top Flight’Award
began three years ago, as the economy
was in very bad shape, job creation
had turned to job elimination, and
unemployment was close to 10 percent
nationally,”explains Nancy Porter, Senior
Vice President Marketing & Sales. “We
all heard at the time that small business
was going to be the main driver of job
creation.”
In light of this, she says bank officers
asked themselves the following questions:
1) What could Monarch Bank do to
promote small business growth and
job creation? 2) What advice could it
provide to the community to improve
the local economy? 3) What bank was
willing to put its money where its mouth
was?
Porter says the bank has built an award
that“comes with more than a plaque.”
“The Top Flight Award delivers
recognition, plus cash and business
professional services in accounting
and tax advice, advertising support,
technology delivery, and ethics and
business practices.”
She adds that with many banks pulling
back on their marketing, the bank
invested in a three-year campaign that’s
beneficial in terms of both branding and
philanthropy.
Here is a more detailed look at what the
2013 contest winners will receive:
n The $50,000 winner will get
$10,000 in cash from Monarch Bank; a
professional business service package
valued at $10,000 from the accounting,
tax, and advisory firm of Cherry, Bekaert
& Holland, L.L.P.; a professional business
package valued at $10,000 from Cox
Business Communications; an advertising
package, including the creation of a
30-second commercial and cable airtime,
valued at $10,000 from Cox Cable Media;
and an advertising contract with Pilot
Media valued at $10,000.
n The $15,000 winner will receive
$5,000 in cash from Monarch Bank; a
$5,000 accounting, tax, and advisory
package from Cherry, Bekaert & Holland,
L.L.P.; and a $5,000 advertising package
from Cox Cable Media.
n The $10,000 winner will receive an
advertising cable airtime package valued
at $5,000 from Cox Cable Media and an
advertising contract with Pilot Media
valued at $5,000.
“We assembled the prize package with
cash and business services of $10,000,
each along with marketing support,
M
so the winning business had all of the
right tools to promote growth in their
marketplace for products, or to even
attract top talent,”says Porter.
She says that every business needs the
expert advice of a good attorney, a good
accountant, and a good banker. “If you
add in the technology and marketing
component, we have all of the bases
covered today to drive business growth.”
Every entrant’s company logo will also
be featured in a 2013“Entry-thank you”
media advertising campaign, which will
include channels such as newspaper
ads, along with the bank’s newsletter,
Website, and social media pages.
She says that Monarch has selected
its partners for the program based on its
business vendor relationships.
Companies interested in applying
for the Top Flight Award must be
headquartered in Hampton Roads;
have reported gross revenue of at least
$500,000 in 2011; have been founded
prior to the fiscal year 2010; list the
number of full-time staff employed over
each of the past three years and are in
good standing with the Virginia State
Corporation Commission; and properly
licensed to do business in Virginia and
Hampton Roads.
Completed entry forms had to be
received by February 20th
. The three
semifinalists will be chosen during early
March, and then the community will
vote for their favorite semifinalist March
17th
through April 31st
through a text-to-
vote and online poll survey. The three
final winners will be announced in May.
Porter says one big way the bank
is benefitting from offering the Top
Flight Award is cementing that it’s the
best business bank in its area. “From
a business standpoint, our employees
and board members were excited they
could talk about the bank in a different
way—versus checking accounts, loans,
or investments. Another great aspect of
our campaign is that Monarch doubled
our business checking accounts in 18
months!”
www.monarchbank.com

March 2013 page 7
BUSINESS SERVICES
She says that Monarch’s committed
investment has allowed the contest prize
package to grow in the three years it’s
been offering the contest. For instance,
the prize went from $40,000 during the
first year, to $50,000 during the second
year, to $75,000 this year.
“It grew to $50,000 year two because
our local newspaper recognized the
value on Monarch’s campaign and
wanted to be a part of its success.
“Year three grew in order to give each
of the semifinalists a prize package,
because Monarch Bank simply felt all
three companies deserved to walk away
with a prize in hand. We get attached
emotionally to the businesses we work
with!”
Award Judging
According to Porter, the judging for the
award is based on the following criteria
(each accounting for 20 percent of the final
decision): Consecutive growth over the
past three years; consecutive growth
of full-time staff employed over the
past three years; a descriptive narrative
question on how the award package
will be implemented; and community
service.
“An independent panel of judges
drawn from our award sponsors and the
Hampton Roads Chamber of Commerce
evaluate and assess the application
essay entries,”she says. “Monarch Bank is
not part of the judging. Monarch Bank’s
Financial Analyst compiles the revenue
and employee growth. All financial
information is kept strictly confidential
within that department.”
The last 20 percent of the voting
comes from a“Community Vote”through
a text-to-vote and online poll survey that
determines the final winners.
“Only one survey text and poll entry
per individual mobile phone and e-mail
are counted,”says Porter.
“Year one, we received over 1,000
unique community votes and year two,
we more than doubled, receiving over
3,000 unique community votes.
“Overall, the award generated positive
buzz in our community—there are a lot
of great businesses doing great things,
and this was our way of celebrating that
and involving the community through
the online poll and text-to-vote portion
of our semifinalist judging.”
Porter reports that during the first
year of the award, the bank received 95
entries.
“By comparison, the Hampton Roads
Chamber of Commerce small business
awards had 31 entries, and a local
business publication’s main award
for professionals under the age of 40
attracted about 100; it’s in its 12th
year.”
During the second year of the award,
53 local businesses participated.
“Over the last two years, these
businesses collectively redefined a down
economy, growing operating revenue
$144 million and adding 310 new jobs.”
Porter says Monarch hasn’t found a
similar business award in its area.
“While there are plenty of business
awards, we haven’t been able to
find anything quite like ours, where
a business could take advantage of
bottom-line expenses for free. We
also were excited that the award was
received so warmly.”
Source: Nancy Porter, Senior Vice
President Marketing & Sales, Monarch
Bank, Chesapeake, VA;
phone (757)389-5107;
e-mail nporter@monarchbank.com.
Source: Monarch Bank (Chesapeake, VA)
Ad for a Free Breakfast that Discussed 2013 “Top Flight” Award
Pleaseseeofficialrulespriortoenteringthecontest.Oddsofwinningdependonnumberofeligibleentriesreceived.One(1)winnerwilleachreceiveaprizepackagevaluedat$50,000;$15,000;or$10,000. MemberFDIC
Welovelocalbusinesses!
Joinusforbreakfast.
Monarch wants to help grow your business. Our free full-buffet breakfast will be held at the
Holiday Inn Hotel and Conference Center in Virginia Beach on Greenwich Road, starting
with registration and networking at 7:30 a.m. We’ll wrap our one-hour program by 9:30 a.m.
With panelists, including judges and partners, this is a great opportunity to educate yourself
and get advice to better your chances in this year’s contest. Plus, just for entering our $75,000
“Top Flight” Award contest your company logo will be
featured in our “Entry thank-you” advertising campaign!
Hurry! RSVP by email TopFlight@monarchbank.com.
Free Valentine’s Day breakfast on February 14th

March 2013 page 8
Personalized debit cards are taking off
at a Missouri credit union thanks to a
year-long offer to get the card for free
nCU has produced 4,000 cards since promotion launched
“When we saw the PictureDebit cards
we thought they were just plain cool. We
all wanted one and knew our members
would love them.”
Alfeldt adds that First Community’s
CEO Glenn Barks is also a big proponent
for the PictureDebit Card program. “He
knows members want to show off their
kids, pets, and hobbies.”
Members can personalize a debit card
in under three minutes on the credit
union’s Website.
For instance, they simply fill out their
name, phone number, e-mail address,
member number, and the last four digits
of their social security number. After
submitting this information, they can
then design their card.
“With a few clicks from our Website,
you can download your own picture and
make sure you like the look of it before
you submit the card for processing.”
F
www.firstcommunity.com
DEBIT CARDS
Source: First Community Credit Union (Chesterfield, MO)
Example of a Personalized Debit Card
irst Community Credit Union
($1.3 billion Chesterfield, Missouri)
is offering free personalized
“PictureDebit Cards”during 2013, and
the promotion has already generated
double the amount of personalized cards
that it did all of last year.
Members can upload a picture of their
own to feature on their debit card, or
they can choose from a variety of images
in the credit union’s photo gallery, which
includes 50 stock images, such as a
baseball or skyline.
Each member is entitled to one
PictureDebit Card for free. After that,
replacement cards cost $5 per card.
“Having their debit card with us is just
one more way to make members stick
with us,”says Laura Alfeldt, Vice President
of Marketing.
“And offering every member a free
card may be just what it takes to get
them to order that first card.
“Once they start getting asked about
their card when they use it for purchases,
they’re hooked!”
Alfeldt says the credit union was also
one of the first to offer instant-issue
debit cards.
“New members can open their
account and walk out the door with an
open, active debit card.”
She says that the credit union began
offering its PictureDebit Cards two years
ago.
“We have a huge card base—nearly
80,000 active cards and the average
monthly transaction volume per
member is high.
The card orders come to the credit
union’s main office and are produced
in-house.
Every submitted image is also
reviewed for compliance (a list of images
that will be excluded can be found here).
Last year, the credit union caught a
glimpse at the popularity of offering
members the PictureDebit Card free.
For example, Alfeldt says the credit
union gave members the chance to
personalize their debit card for free
during the month of February 2012 and
played off of a Valentine’s Day theme by
calling the campaign“A Sweetheart of a
Deal.”
“It was wildly successful,”says Alfeldt.
“We did 1,000 PictureDebit cards in
a month and our average the other
months had been around 50.”
She says that since introducing the
year-long promotion, the credit union
has already done 4,000 Picture Cards,
which is more than double what it did
last year.
Alfeldt says that staff member
involvement with talking to members
about the free PictureDebit Card
promotion has been high, largely
because they love the cards.

March 2013 page 9
DEBIT CARDS
Source: First Community Credit Union (Chesterfield, MO)
Example of a Personalized Debit Card
Marketing efforts to promote the free
personalized card offer have included
print ads in local publications, digital
signage in the branches, as well as
e-mails and statement inserts sent to
members.
“We often feature employee cards in
print ads, and people love to see their
own cards on our Website, e-mails, and
ads.”
Alfeldt notes that the credit union
has a solid checking program with no
maintenance fees for having the account
or the debit card.
“We also have a reward checking
account that pays interest as long as
certain requirements are met, which is
not a problem for most members who
use our debit card for their routine, daily
purchases.”
She adds that the credit union’s debit
card interchange increased 15 percent
from 2011 to 2012. “We were very
pleased with that!”
Source: Laura Alfeldt, Vice President of
Marketing, First Community Credit Union,
Chesterfield, MO; phone (636)537-4462;
e-mail lalfeldt@firstcommunity.com.
Ad for CU’s “Sweetheart of a Deal” Campaign
Current Last month
3-month 0.26% 0.27%
6-month 0.39% 0.41%
1-year 0.60% 0.62%
2-year 0.74% 0.77%
3-year 0.92% 0.94%
5-year 1.27% 1.34%
Current Last month
Interest
checking 0.55% 0.56%
Current Last month
MMA 0.49% 0.50%
MMA
($10,000) 0.52% 0.53%
13-week
(investment rate) 0.127%
26-week
(investment rate) 0.137%
Source: www.publicdebt.treas.gov
Dow Jones
Industrial Average
Current 14,089.66
NASDAQ
Current 3,169.74
TREASURY BILLS
SAVINGS (APY)
CHECKING (APY)
CD AVERAGES (APY)
STOCK INDEXES
Source: http://money.cnn.com
Source: www.nasdaq.com

March 2013 page 10
REFERRAL PROMOTIONS
A $10 cash incentive and the chance
to win a $50 gas card brought in
70 referrals in just 45 days
nA program once exclusive to employees & coworkers now open to members
ummit Credit Union ($134 million,
Greensboro, NC) ran a new referral
program last quarter and brought in 70
new referrals in less than two months.
The credit union’s“Send‘Em In &
Pocket $10”promotion rewarded
members who referred with a $10
savings account deposit.
Members could earn the $10 by giving
a referral card to someone who was not
a member and having him or her bring
it in to any of the credit union’s branches
to open an account. Plus, each referral
card that was turned in was entered
into a drawing and, if selected, both the
referring member and the new member
won a $50 gas card.
To be eligible, the new member had to
join Summit before the end of the two-
month promotional period. The gas card
winners had to also be members at the
time of the drawing.
Ashley Springs, Marketing Officer, says
that originally, the credit union had a
similar referral promotion in place for its
employees and coworkers.
“As a Select Employee Group based
credit union, we used the referral
program as a way to gain prospective
Business Partners,”she says.
She explains that the“Refer a
Coworker Promotion”offered a tiered-
based incentive, which ranged from $10
to $25 based on the services the person
opened or applied for when they were
referred to Summit.
“We generated great leads, but most
were from employers we currently
served.”
She says that after running the
promotion for several years, members
began to ask why they couldn’t refer
another member.
“We gained feedback from members
who wanted to refer others who weren’t
coworkers. They felt the referral program
was too limited.”
In response, Summit decided to
open the referral promotion to its
membership.
S
www.summitcu.org
“Because this promotion was opened
to all referrals, we wanted to simplify the
incentive to just $10 for new accounts.
Most people enjoy winning something
and with gas costs, we thought a $50
gas card would be fitting as an overall
incentive.”
Springs reports that after about 45
days into the Send‘Em In & Pocket $10
campaign, the credit union had already
received around 70 referrals.
The credit union was also seeing many
new members take advantage of its
Christmas Club Accounts, Checking, and
Auto Loans, says Springs.
She says that staff members identify
members’needs at account opening and
provide them with the product that will
best save them money and time.
“We have a great‘selling is telling’
philosophy. We also make sure that
our field staff is equipped with referral
slips to take to our Business Partners to
encourage our credit union cheerleaders
to refer their friends, family, and
coworkers.”
Members could also refer by filling
out an online referral form on the credit
union’s Website.
Spring says the credit union had
received about 10 online referral forms.
“This is great for our members who aren’t
located near a branch.”
Aside from its Website, the referral
offer was promoted within each branch
through fliers, posters, referral slips, and
video.
In addition, a 6-inch by 9-inch
postcard mailer was sent to a targeted
group of members.
“We did not have any specific
membership growth goals. However,
this year we did use a more targeted
approach with our direct marketing
mailer. We wanted to target our more
profitable members to encourage
referrals to the same type of potential
membership base.”
Source: Ashley Springs, Marketing Officer,
Greensboro, NC; phone (336)662-6200,
ext. 6258; e-mail ashleys@summitcu.org.
Insert for CU’s
New Referral Campaign
Send Us Your Family, Friends,
Coworkers... and Get $10
*Plus A Chance To Win FREE Gas!
Send‘Em In
& Pocket$10
* This card will be entered in a drawing and, if
selected, you and your referred new member will
both win a $50 gas card. The new member must
join before the end of the year. Gas card winners
must be a member at the time of the drawing.
Now through the end of the year, if you
refer someone who is not a member,
we’ll reward you with a deposit of $10
to your regular savings account.
It’s easy! Give this card to your referred
new member and have them bring it
to any of our branch locations to
open an account, and we’ll
make a $10 deposit to
your account.
Source: Summit Credit Union (Greensboro, NC)

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