We asked Brett Jorgenson, chief lending officer at the $1.1billion Gesa Credit Union in Richland, Wash., and last year'sTrailblazer Lending Officer of the Year, about loan portfoliogrowth tips for 2013.

Every year we recognize those blazing new trails in theindustry. It's not too late to send in your Trailblazer Awardpicks. Nominatesomeone deserving today!

Credit Card Lending

If you have an active credit card portfolio, you should work onexpanding your program to substantially increase the number ofcards and balances outstanding. Credit card lending has beenan ancillary service for many credit unions. Credit cards notonly increase interest income, but also generate interchangerevenue to help offset the decreased revenue from debitcards.

Two major ways to make these increases happen is with a rewardsprogram and pre-approved cards associated with the approval ofother loans. If you do not have a rewards program, you shouldimplement one. While low rates and no-fees for balancetransfers and cash advances are popular with members, they alsowant a competitive rewards program.

If your credit union is involved with an indirect lendingprogram, offer pre-approvals for credit cards to your top tierindirect lending members and provide them a simple process toobtain the new card. The same applies to pre-approval letterswith your closing documents on all first mortgage loans to memberswho don't currently have your credit card.

And, we can't forget about marketing. Marketing must haveongoing promotions to offer balance transfer campaigns and new cardacquisition programs that are integrated with your credit bureaufor pre-approval screenings (when possible). However,pre-approval screenings should also focus on lower credit tiermembers to provide them an opportunity to obtain a creditcard. This group does not have an opportunity to receivecredit card offerings from major financial institutions at anaffordable rate.

Lastly, if you don't have a program for first-time credit cardapplicants, you should work on developing one that allows them theopportunity to receive their first credit card and establish creditwith your credit union. BusinessLending

If you have a business lending department, continue to expand itwith deposit/merchant services. This allows you to offer acomplete suite of products and services to obtain all of yourmembers' commercial services and accounts. If you can becometheir complete source for all things business, this will increasethe chance you will get their future loans as well.

The key to success is employing and recruiting experienced staffthat understands a wide variety of business loans and depositservices. Going further, you need to offer and develop traditionalcommercial and industry loans, but also operating lines, equipmentloans and credit cards. Also, if you are not offering SBAloans, start. SBA loans provide the flexibility to assist manysmall businesses in getting started. Indirect Lending

Indirect lending represents a significant part of many overalllending portfolios. If you do not have an indirect lendingprogram, you should look at establishing one. However, staffyour department with experienced lenders and establish thenecessary controls to manage and monitor your program.

Indirect lending offers a credit union the ability to expandoutside of your immediate market where you may have no branchpresence to help diversify and reduce concentration risks in yourlocal market. New vehicle sales will continue to increase in2013, and with increased competition from other financialinstitutions, it is essential for you to provide your members theopportunity to obtain point-of-sale financing at thedealership.

It is also essential to develop an internal marketing program tocross-sell additional products and services to your new indirectmembers who have no other financial services or products withyou. Along with the marketing program, develop an outboundsales team to follow up with new indirect members for approvedcredit card lines and additional cross-sell opportunities.