As the new year approaches, many credit unions are looking for new ways to increase profits and become more effective.
"At Red Canoe Credit Union, we know our database has a fair number of single-service households," said Amy Davis, vice president of marketing. "Over time, accounts with loans get paid off, and the member keeps a low balance saving a placeholder for possible future lending needs. On one hand, we should feel honored that our membership is worth holding onto. However, a member's good intention does cost the credit union money in the form of inactive, unprofitable accounts."
Davis said that Red Canoe CU, in Longview, Wash., has tried to look at its single-service households in a new light-one of opportunity.
As for acquiring new membership, the largest battle is "generally reaching the right audience at the right time," Davis said.
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