Low-Budget Methods For Boosting Online Usage Are Shared
How can credit unions encourage members to do more transactions online without spending a
Speakers at an educational session at the Digital Insight National Conference here shared some creative thoughts.
Mike Armbruster, senior vice president and chief information officer at ESL Federal Credit Union in Rochester,
"We wanted to drive up Internet banking and reduce the number of members in branches and using our call center,"
To boost usage, ESL paid members $1 for sitting through a demonstration at the branch, and $10 if they used online
The results, Armbruster said, were spectacular.
"We had significant growth-53% above normal for Internet banking and 55% above normal for bill pay," he
Carolyn Parelli, e-commerce manager for Affinity FCU, a 110,000-member, $1.2-billion credit union headquartered
"However, we saw a weak penetration of online bill pay compared to Internet banking," she said. "This is important,
Affinity segmented its marketing plan in order to increase bill pay adoption. Internet banking users and non-online
"For Internet banking users, we launched an aggressive e-marketing campaign in January," said Parelli. "This
In late February, Affinity added a bill pay prompt to its website. Visitors to the site are asked if they wanted to sign
"The prompt has been viewed by 17,621 people, with a 5% response rate," she said. "We had 106 registrations for
ESL's Armbruster said his credit union also has had success with a bill pay prompt. He recommended making
Reaching Members Who Are Not Online
Affinity looked at the marketing campaign directed at non-Internet users as an opportunity to move members online,
"We had a chance to promote the benefits of both Internet banking and bill pay to these people. We created a branch
"The most important thing is you really need to understand the segment you are going after," she added.
Wendy Kish, online banking manager at Sand Ridge Bank in Schererville, Ind., just outside of Chicago, offered a
"We put ads on our statements and on our drive-thru envelopes. We mentioned online banking at the start of our
As a result of this effort, Internet banking registrations more than doubled to 286 in February, the first month after