Why Aren’t You Attracting New Members with Your Credit Union Marketing?


We need new members! It’s a cry I hear often from credit union leaders, but when I ask why they aren’t attracting new members with their credit union marketing, there is never a good answer. If you follow this blog and my podcast you know one of my big rules is to “ask a freaking question” to gain perspective.

With the constant follies of Wells Fargo and complaints about the big banks, why do consumers stay stuck in that unhealthy relationship when we know they will be treated better at your credit union?

Here are a few reasons why it’s difficult to get new members to bring their full relationship to your credit union:

  1. Inconvenience: Switching banks can be a time-consuming and inconvenient process, which can discourage consumers from making a change. In their minds, it’s just not worth the hassle to make such a big change.
  2. Perceived high costs: Consumers may also believe that switching banks will come with high costs, such as closing fees or fees associated with opening a new account, which can make them hesitant to switch.
  3. Lack of information: Some consumers may not be aware of the other options available to them or the benefits of switching to another bank. Oh, how often I hear, “But our credit union is the best-kept secret!” Yes, and that’s not something to brag about.
  4. Fear of the unknown: Consumers may be afraid of the unknown and unsure of what to expect if they switch to a new bank, which can also contribute to their reluctance to leave their current bank. It’s no different than the fear of change you have as a credit union leader to switch core processors or make big changes.
  5. Loyalty: Consumers might have a sense of loyalty to their current bank and might be willing to overlook certain shortcomings because of their long-standing relationship. As much as they complain, they are thinking, “I guess it’s not THAT bad.”
  6. Perceived lack of options: Depending on where they live, some consumers feel they don’t have many other options for banking services in their area. This is especially true in smaller, rural areas.

So, is it a pointless task to try and grow new members and new checking accounts at your credit union? Only if you see these as insurmountable obstacles instead of opportunities. There’s a lot you need to overcome but if you examine your member experience, remove the friction from the process and market well, you can attract and retain more ideal members at your credit union.

Ready to Remove that Friction?

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Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

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!

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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