A new report from the Filene Research Institute studies how credit unions can market savings programs to low- and moderate-income members.

"Does Imagery Matter: Delving into the Mind of Low- to Moderate-Income Savers" examines the images and marketing programs that can help motivate LMI households to start and persist in saving money.

"In terms of trust, credit unions may have a leg up on other financial institutions," the report's authors wrote. "LMI consumers are more open to messages from people or institutions that 'get them'-their challenges, needs, and aspirations-and may be more apt to view nonprofit, membership-based credit unions as in tune with their needs. Study participants report trusting people they can relate to, people who 'speak their language,' and people who know where they are coming from. For male participants, trust is also bestowed on those who appear able to cope with and manage the emotional fallout of their financial situations."