DUBLIN, Ireland — Psychographics sounds like a movie about anartist gone mad, but it is another way to reach target audiencesthat goes beyond traditional demographics. Psychographics findscommon interests of members and designs products and services thattouch those interests giving emotional value to the purchasingdecisions.

Two credit unions, one from the United States, the ChristianCommunity Credit Union, and one from Australia, mecu, have hadstrong bottom line results from just this type of approach. JohnWalling, CEO of CCCU, and Robert Allen, mecu group manager ofoperations, discussed how they made it work for them at WOCCU's2006 World CU Conference.

CCCU started as a credit union for Baptist ministers, a limitingcommon bond, according to Walling. Slowly it broadened itsmembership to cover any Christian living in the United States. Partof membership requirements is to sign a statement of faith.However, that in itself does not delve into the psychographicconcept. What does make the CU a psychographic marketer is its loanpolicies. Fifty percent of its portfolio goes to members, but 50%goes to ministries and organizations it partners with reflectingChristian values. CCCU tells its members it is “Putting your moneyto good works” in all its marketing literature.

It has been successful. The CU's credit card has an affinitycard with a portion of the interest paid being diverted tomissions, ministries and disaster relief. CCCU wants its card to beat “the top of the wallet.” It works, Walling said. Many memberswill use the phrase “I'm out giving,” synonymously for “I'm goingshopping.”

mecu has become an eco-friendly credit union. Formed frommergers of educational and scientific and judicial advocate creditunions in January 2003, it was dealing with a highly educatedmembership who cared about social values. What it found was thatsustainable development was an issue that cut across gender andpolitical stance. Right or left wing, members cared about thedeterioration of the planet. But like members of any credit union,price also matters. Putting the two together was a win-win-win forthe member, for mecu and for the planet.

How did the mecu do it? According to Allen, it offers loanproducts at lower interest rates if people buy low-mileagevehicles. A small part of income generated from car loans is usedto plant trees to help offset carbons sent into the air as theresult of driving. Another loan program with low interest is forhome improvement loans that reduce energy consumption.

Allen also said his credit union was involved in other socialresponsible programs such as providing breakfast for schoolchildren from a poor neighborhood. The CU wants those children tobe at optimum learning capacity that is impossible for a child thatis hungry.

Does it work? Allen cited the last member survey, which showed a95% satisfaction rate.