Regardless of whether your credit union outsources its creditcards, processes them in-house, or uses a hybrid self-administeredapproach, you are ultimately responsible for promoting thosecards.

The success of your credit card program, in other words, dependson how well you market it. This is especially challenging intoday's hyper-competitive environment, where new offers seem toarrive in member mailboxes almost daily. How, then, can youconvince members that your credit program is the way to go – andkeep them spending? Here are three tips.

1. Promote Balance Transfers

Issuing a card is one thing. Convincing the member to actuallyuse the card is another. This is the prime reason to makebalance transfers the cornerstone of your credit card marketingprogram.

You can promote balance transfers in a number of ways. The mostobvious is with simple comparison marketing: Spell out for themember, in black and white, the advantages of your program comparedwith those of the big national banks. Show them how much money theycan save in interest, fees, rewards, and more. Money, after all,talks loudest.

Try creating a promotional offer with special incentives forbalance transfers. If your card program includes rewards points,for example, consider kicking in a substantial number of bonuspoints for every balance transfer.

Alternatively, you might look at partnering with a localmerchant to create a cross-promotional marketing program. This way,you can grow your card portfolio while contributing to andsupporting the local economy.

2. Target New Borrowers

By the time you close a new loan – whether it's a mortgage,auto, or some other type – you already know the borrower is a goodcredit risk. You've pulled their credit reports and you've analyzedtheir income. You also know this member is more inclined, andqualified, to borrow from your credit union.

Each time you close, then, issue a credit card to that memberalong with their new loan. This circles back to balance-transfermarketing, as well. Explain why it makes sense to use your cardinstead of someone else's, and how they'll benefit fromtransferring the balances from their other cards ontoyours.

3. Higher Limits

Today's consumers are more credit savvy than ever before. Theyknow they need to keep their credit card balance at or below 40percent of their total card limit — or risk negatively affectingtheir credit score. At the same time, increased spending helps growyour credit card portfolio.

So how do you help a member with a balance of $2,000 on a cardwith a $5,000 limit keep spending responsibly? Perhaps by raisingtheir limit to $6,000 — assuming their financial situation warrantsthe increase.

You should regularly review your credit card portfolio foropportunities to responsibly increase credit card limits. Yourmembers will appreciate the extra buying power, and your board willappreciate the increased health of your portfolio.

Growing your credit card portfolio comes down to simpleeducation and persuasion. Show your members why your card isbetter. Make it easier for them to transfer balances and spend withyou. And encourage them to stick around with better service andfinancial products.