CUs Look to the Needs of their Membership

ARLINGTON, Va.-In its most recent Flash Report survey, NAFCU found that credit unions use demographics to get the most-and give the most back to-their fields of membership. According to the Flash, 62% of respondents said they offer special products and services targeting their more senior members. More than a third (36%) offer information in a foreign language, mostly (80%) in Spanish. Other languages reported include Vietnamese (7%), Korean (4%), and French, Portuguese, and Russian (3% each). Age groups are one particular way credit unions break down their memberships, the Flash discovered. Students are the targets of 29% of credit unions, while 22% are focusing on 18 to 24 year olds. There has been a great deal of talk lately among credit unions about slowing membership growth and looking to the future, so therefore targeting a younger audience is key. Baby Boomers, who are or will soon be retiring, are targeted by 13% of the respondent credit unions. Eleven percent cited the low-income community as a target, while high net-worth and youth are sought out by 10% and 5%, respectively. The fastest growing portion of 34% of credit unions was the 25-34 year olds, but another 27% said it was 35-44 year olds. Those just out of high school and college trailed at 15%. The most popular first loan for credit union members at 77% of the institutions was a vehicle loan. Twelve percent said it was a credit card.