It's not uncommon for credit unions to overlook existing cardholders as a significant opportunity to help stimulate portfolio growth and increased profitability. It is more common for credit unions to equate portfolio growth and increased profitability solely on new account acquisition. However, it is easier and more cost effective to leverage your existing cardholders for increased portfolio growth and profitability than to acquire new accounts.    

When you consider there are billions of credit card solicitations a year that are going out in an attempt to acquire your credit union's existing cardholders, you need to make sure you are actively managing your existing cardholders with care. You also need to regularly communicate why your card program is best for them, and encourage them to keep and use your card as their card of choice. In addition, you need to offer products and features that will drive increases in balances, volume, usage and loyalty with your credit union rather than allowing them to accept another financial institution's offer.