SAVANNAH, Ga. — Diana Dykstra proudly and enthusiastically told attendees at Georgia Credit Union Affiliates' annual convention today that she is "obsessed with members."
Dykstra, president/CEO of $420 million San Francisco Fire Credit Union, spoke on how the credit union, despite going community charter a few years back, continues to value its core membership–firefighters. Without the aid of any certificates of deposit promotion, the CU has experienced 9.5% in deposit growth, she said. There is no focus on cross-selling products and services and Dykstra answers all her member's e-mailed questions. Realizing that the CU was wasting money on ads to woo new members after receiving the community charter, Dykstra stopped advertising and saw growth triple.
"Are key success factors in the best interests of the member or the credit union," Dykstra asked. "The tradition of excellence–we track it and how important it is and whether we upholding it."
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The CU's more than 20,000 members fall into three relationship categories: active checking, having at least $500 in savings or at least $2,500 in loans. Twenty-eight percent of the membership don't have either of these, which costs the CU $700,000 each year.
"We're trying to find out what we're doing wrong with that 28%," she said.
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