The numbers from December 2010 research by Pew Research Centermake the case: The time for eStrategy is now.

• The vast majority of all adults are online – 95% of those areages 18-33, which may not surprise anyone, but what about 76% ofthose ages 56-64?
• And even 30% of adults over age 74 are online, as well. Nomatter the age group, online activities are significant – andonline banking ranks high among them.
• Nearly everyone has a cell phone; and among all adults who havethem, 72% send or receive text messages, 34% send or receive email,and 38% access the Internet.
• Some may love it, some may hate it, but a large majority ofadults – 62% – communicate daily using email.

Credit unions can no longer sit on the fence when it comes toeStrategy. As members grow more familiar with technology, theirexpectations are shifting. Today, they want faster, easier andon-the-go access. If their credit unions can't keep pace, memberswill find other financial institutions that can.

And if one of a credit union's goals is to attract and retainyounger members – by far the most tech-savvy segment of consumers –developing an eStrategy must be part of its plan.

An effective eStrategy consists of more than providing onlinebanking services, email alerts and a Facebook page. It's anintegrated approach for all online applications, which includesincreasing service quality and member convenience using programswith current technologies and allowing for targetedopportunities.

An eStrategy also focuses on growing less dependent on branchnetworks and more dependent on two-way, personalizedcommunication.

Here how to start developing an eStrategy at your creditunion:

• Establish your eStrategy direction. What outcomes areyou looking to achieve? Membership growth? Cutting costs?Eliminating paper? Fewer branches? Determine your eStrategy goalsand devise a plan to address them.
• Elevate the “e” role at your credit union. Create anupper-level management position to oversee eStrategy and manage theefforts with company-wide objectives. Separate the processes oftraditional marketing and e-marketing – they often rely ondifferent skill sets and techniques.
  
• Build and confirm your contact lists. Assign someonethe key responsibility of updating member contact lists, makingsure email addresses and phone numbers stay accurate. Identify yourmembers' preferred methods of contact, so you can reach out to themwhen and where they want.
  
• Upgrade your tools and functions. Make your creditunion e-friendly. Update your website and digital marketingpolicies to reflect members' switch to mobile banking. EliminatePDF downloads of online forms. Find a digital firm that understandsand can help you employ targeting software to send messages tofinely selected groups instead of shotgun email campaigns. Andensure your website works on the smaller screens of mobiledevices.

A comprehensive eStrategy consists of several components, amongthem digital branch operations, mobile services, onlinecommunications, website content/process, email outreach and socialmedia.

Done right, it can help manage both your online presence andyour online business – leveraging technology to reduce costs,deepen relationships and grow your bottom line.

Stop sitting on the fence and start making a comprehensive eStrategy part ofyour credit union's focus.

Ron Daly ispresident/CEO of DigitalMailer in Herndon, Va.