Credit unions and community banks can use credit and debit cards which cardholders personalize with their own photographs to drive cardholder behavior, according to a new white paper from the The Members Group.

The payment and card processing CUSO affiliated with the Iowa Credit Union League said a photo card program can not only draw additional debit and credit card users but can change the way cardholders use their cards.

For example, cardholders who agree to sign for their debit card purchases at least five times a month could get a photo debit card for free, thus hiking the credit union's non-interest income from the debit card program. 

Or a photo card program could be limited to credit card holders only, thus building interest and balances in a credit card portfolio.

The card processor also noted that allowing an employer to use its company logo on cards issued to employees or other company cards could help build identity and loyalty for both the credit union and the small business customer.