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BURNSVILLE, Minn. — The $700 million US Federal Credit Union has rolled out a rewards program giving cash back on debit transactions. The program automatically deposits 0.25% of a card member’s debit card spending back into their checking accounts at the end of each quarter.

The CU has inaugurated a “take your piece” advertising campaign to alert members to the new program. The campaign features large pictures of cherry pie and asks members to take their piece of their transactions with the program. “This new product is a win-win,” said Marty Kelly, a vice president with USFCU, “members can enjoy the convenience of their check card while earning cash-back in the process. We are utilizing the new option [and it] is a great selling point for both our debit card and checking account services.” Kelly said the CU had come up with the program in-house by working with its processor and was particularly proud that it had managed to come up with a rewards program that will help both increase the penetration of its checking accounts and increase the number of checking accounts that have debit cards attached. Roughly 45% of the CU’s members have checking accounts, Kelly explained, and not all of those have debit accounts.

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