ST PETERSBURG, Fla. - Credit union card rewards programs, once arelative rarity, have kept on growing. Now, PSCU FinancialServices, the card processing cooperative for more than 500 creditunions which use First Data Corp's platform, has reached a rewardsmilestone. More than one million cardholders nationwide now use thecooperative's CURewards loyalty program. Credit union card programswith CURewards provide credit and debit cardholders the opportunityto earn points that can be redeemed for more than 500 items ofbrand name merchandise, as well as travel options that includecruises and weekend getaways as well as hotel and car rentals, thecoop said. "The ability to reward cardholder loyalty is no longeran optional enhancement. Having a comprehensive and convenientrewards program is mandatory to maintaining a competitive positionin the marketplace," said David J. Serlo, President of PSCU Cardswith a rewards program post an average of an additional 23transactions a year, adding about two more transactions per monthover cards without a rewards program, Serlo said.