Rather than spending your entire marketing budget trying to lure new borrowers, prioritize internal promotion. Start with the people who already trust your credit union.

Use personalized email campaigns, in-branch signage and targeted mobile app messages to let current members know how you can help them right now. Maybe it’s lowering a car payment. Maybe it’s offering breathing room with a skip-a-pay or 90 days with no payments. Make it personal. Make it practical. And remind them they already belong here.

2. Make Refinancing Offers That Turn Heads

Right now, your members may not be actively shopping for a new car – but they probably already have one. And many of them likely financed it through a big bank or dealership … at a rate you can beat.

This is where a well-structured refinancing campaign becomes a major opportunity.

Take Connects Federal Credit Union, for example. They didn’t just launch a refinancing promotion. They built an enticing, clear-cut offer with a memorable hook:

“Refinancing is as easy as 1, 2, 3!”

Here’s how their offer stands out:

• 1% Cash Back on the refinanced balance. (Refinance $35,000 and get $350 in cash.)
• Two Months, No Payments Due. (Interest accrues, but payments are deferred – great for short-term relief.)
• Three Potential Rate Discounts. (Up to 1.50% off based on checking, direct deposit, automatic payments and loan relationships.)

This kind of structure is smart. It’s easy to remember. It’s financially helpful. And best of all, it gives your existing members a reason to move their loan to you instead of sticking with a faceless mega-lender.

3. Emphasize Flexibility and Support

In tough times, people aren’t just looking for low rates. They're looking for financial partners who understand their reality.

That means your messaging should highlight:

• Flexible payment options (skip-a-pay, delayed first payments, etc.);
• Consolidation options to simplify life and reduce monthly obligations; and
• Clear, transparent explanations of terms (no fine print games).

Credit unions often provide more humanity and flexibility than big banks. But, if you’re not communicating that message clearly, your members may not know.

4. Use Stories, Not Just Stats

We say this all the time: People remember stories, not features.

When promoting loans (especially during uncertain times) don’t just list rates and terms. Tell the story of the single mom who refinanced her car loan and freed up $200 a month to help cover daycare. Tell how a young couple consolidated their debt and finally felt in control again.

Use your website, social media and email to share real (anonymous if needed) stories of members you’ve helped. This kind of marketing builds connection, empathy and trust.

And remember, stories don’t have to be long. Even two sentences can leave a lasting impression.

5. Offer Timely and Relevant Promotions

In times of uncertainty, relevance matters more than ever. Members are paying closer attention to where they spend and borrow – and they’re far more likely to respond to promotions that feel timely, thoughtful and helpful.

Generic offers won’t cut it. Your loan promotions need to show that you're paying attention to what members are experiencing right now. That might mean addressing rising costs, highlighting savings opportunities or celebrating meaningful milestones.

Let’s look at some examples:

• UMCU's Graduation Promotion: University of Michigan Credit Union offered recent graduates special rates on auto and personal loans, acknowledging their unique financial transition.
• USC Credit Union's EV Discount: Recognizing the growing interest in sustainable transportation, USC Credit Union provided a 0.25% discount on electric vehicle loans, aligning financial incentives with member values.

The takeaway? Promotions that speak directly to your members’ current realities (and reflect their values) are far more effective than one-size-fits-all offers. Tailor your messaging to today’s moment. Whether it’s rising interest rates, back-to-school season or local economic shifts, be the credit union that shows you’re not just paying attention; you’re taking action.

6. Be Consistent Across Channels

During unstable times, inconsistent messaging can feel like a red flag. When promoting loans, make sure the language and tone are consistent across all platforms: Website, social media, email, lobby signage and even staff conversations.

One way to check for consistency? Conduct a mini marketing audit. Look at how your promotions are presented across the member journey – from seeing an ad online to walking into the branch. Is it cohesive? Clear? On-brand?

7. Train Your Team to Talk Loans Confidently

Your frontline team should be your best loan promoters. That’s especially true when marketing internally. But too often, staff either don’t feel confident talking about loan products or don’t realize how important their role is in spreading the message.

Solve that with intentional, ongoing training. Teach them the “why” behind the offer. Arm them with talking points. Celebrate loan wins and share success stories during team meetings. When your staff knows the promotion, understands the strategy and believes in the benefit for the member, they’ll become walking, talking extensions of your brand.

Final Thoughts: Empathy + Strategy = Loan Growth

Marketing loans in uncertain times requires a careful blend of empathy and strategy. Your members don’t need pressure – they need help. They don’t want fluff, they want facts, flexibility and a credit union that truly has their back.

So don’t be afraid to promote loans right now. Just do it thoughtfully. Promote what matters, simplify the message and most importantly – start with the members who already trust you.