What does "credit union" mean? Other than those in the industry, polls have shown time and again, very few have any clue. Yet, the basic idea of a bank is understood by anyone over the age of six.
Credit unions need to get over the idea of marketing themselves as different. If no one knows what you are, no one knows why you're different; it's irrelevant. Being a credit union is a great thing to be, but marketing your credit union as such is a waste of time. Drop the "credit union" from your marketing. Not necessarily from your branding but from your marketing.
Members, another term to get rid of, use credit unions to do their banking, fulfill their financial services needs, however you want to put it. Members do not use credit unions to do their credit unioning. Why reinvent the wheel.
The idea of having to "join" a credit union also just seems like one more hurdle to adding members. Joining something signals a commitment. Consumers don't want that for their money. They want their financial institution to commit to protecting their money, earning interest on their money, or lending their money. They do not want to commit to the financial institution. That kind of commitment should be earned, not thrust at members upon a first meeting.
