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SAVANNAH, Ga. — Being “obsessed with members” is something Diana Dykstra is proud to admit.

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.

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