Do This ONE Thing to Get Your Credit Union Marketing Unstuck

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“Our credit union is the best deal in town, but we’re not growing members!”

“Why are these other credit unions growing, and we’re not?”

I cannot stress enough the importance of building your credit union around your ideal member or affinity group. But first, how do you identify the right ideal member?

“Millennial with a college degree, a credit score of 700 or above, and household income of $60,000 or more” is not an ideal member. That’s a great persona, but it’s difficult to build a strong credit union brand around such a vague and vast group of people. As you think about your ideal member, think about affinity groups in your market that need your credit union.

What are affinity groups?

Porsche drivers are an affinity group.

Backpackers are an affinity group.

Every sports team has fans, translation: an affinity group.

Animal lovers are an affinity group.

Columbine Federal Credit Union has successfully grown its credit union around motorcycle riders and enthusiasts. The credit union marketing messaging and visuals are designed to appeal to motorcycle riders, with specific products and services designed around the needs of those wishing to purchase, finance, and insure their motorcycle. It’s an authentic appeal that has successfully changed the trajectory of the credit union.

Atlantic City Federal Credit Union in Wyoming is successfully growing around the outdoor and backpacking enthusiasts in the Lander community. With a growing population moving to the area who desire to spend time in the great wide open and tackle the rough terrain, the CFO (who is an avid hiker and backpacker) is able to authentically connect the credit union brand to that affinity group.

I scribbled the words of a radio sales trainer many years ago that I keep close:

“Identify a tribe. Develop the tribe. Market to the tribe.”

Who is your affinity group – your tribe? What can your credit union be authentically passionate about to connect with an associated tribe?

We’ve helped many credit unions get unstuck by finding their tribe and building a community to grow members and loans in a meaningful way. We can do that for you, too. We’re just an email away.

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Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche


Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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