WASHINGTON, D.C. -
Determining how a credit union stands relative to its peers is a complex issue. Callahan & Associates, Washington, has attempted to do just that, however, with what it calls its Return to the Member ranking system.
According to Callahan's, Return to the Member is designed to help a credit union analyze its member service levels based on the information reported in 5300 Call Reports.
Callahan's describes it as an "economic profile based on the value of your credit union's products and services.
"This includes a computation of member service levels, stressing the importance of striving for full member usage of a credit union's products."
The core components of Return to the Member are three functions: lending, savings, and member usage.
The first component is called Return to the Savers, which measures how well a credit union is doing in providing deposit services back to members.
The second component is called Return to the Borrowers, which takes into consideration that credit unions were created to provide credit to members at a reasonable cost.
And the final component is member service usage, which measures how efficiently a credit union provides and promotes services to its members.
Callahan & Associates noted that the leaders in the latter category are credit unions with a high number of core account relationships with their members.
A value between one and 100 is assigned to each CU depending on the performance in the three core areas of Return of the Member.
For the past eight years Credit Union Journal has featured the high-performers in the Return to the Member rankings in a series now called "The Leaderboard," which examines why and how the credit union's management has been able to drive the credit union's success. The articles are part of an editorial focus by the Journal on Best Practices, or analysis of pragmatic ideas and practices that other credit unions can emulate.
For readers interested in more information from Callahan & Associates, contact the firm at 800-446-7453 or www.creditunions.com.
ASSETS $1 BILLION PLUS
Total Return To Member
Rank Credit Union, State Percentile
1 Orange County Teachers, CA 100.00
2 BECU, WA 99.14
3 Pentagon, VA 98.28
4 Suncoast Schools, FL 97.41
5 OnPoint Community, OR 96.55
6 Eastman, TN 95.69
7 Bank-Fund Staff, DC 94.83
8 Digital, MA 93.97
9 Northwest, VA 93.10
10 Redwood, CA 92.24
11 Lockheed, CA 91.38
12 San Diego County, CA 90.52
13 Community First Credit Union, FL 89.66
14 Premier America, CA 88.79
15 Patelco, CA 87.93
16 America First, UT 87.07
17 Navy, VA 86.21
18 Landmark, WI 85.34
19 Visions, NY 84.48
20 Addison Avenue, CA 83.62
Return To Saver
Rank Credit Union, State Percentile
1 Eastman, TN 98.28
2 Pentagon, VA 95.69
3 Orange County Teachers, CA 94.83
4 San Diego County, CA 93.97
5 Suncoast Schools, FL 93.10
6 Patelco, CA 92.24
7 Visions, NY 91.38
8 BECU, WA 89.66
9 Bank-Fund Staff, DC 87.93
10 Redwood, CA 87.07
11 Lockheed, CA 85.34
12 Community First Credit Union, FL 83.62
13 Premier America, CA 79.31
14 Northwest, VA 78.45
15 OnPoint Community, OR 77.59
16 Landmark, WI 75.86
17 Digital, MA 74.14
18 Addison Avenue, CA 65.52
19 Members 1st, PA 63.79
20 Citadel, PA 62.07
Return To Borrower
Rank Credit Union, State Percentile
1 Pentagon, VA 99.14
2 BECU, WA 98.28
3 Lockheed, CA 97.41
4 Premier America, CA 96.55
5 OnPoint Community, OR 95.69
6 Wescom Central, CA 93.97
7 Navy, VA 93.10
8 Orange County Teachers, CA 92.24
9 Northwest, VA 90.52
10 Redwood, CA 89.66
11 Landmark, WI 88.79
12 Digital, MA 87.93
13 San Diego County, CA 86.21
14 Bank-Fund Staff, DC 85.34
15 America First, UT 83.62
16 Suncoast Schools, FL 81.90
17 GTE, FL 79.31
18 Addison Avenue, CA 78.45
19 Arizona, AZ 75.86
20 Community First Credit Union, FL 72.41
Member Service Usage
Rank Credit Union, State Percentile
1 Orange County Teachers, CA 99.14
2 Digital, MA 98.28
3 Eastman, TN 97.41
4 Arizona, AZ 96.55
5 Members 1st, PA 95.69
6 OnPoint Community, OR 93.10
7 Navy, VA 92.24
8 Suncoast Schools, FL 91.38
9 America First, UT 90.52
10 BECU, WA 87.93
11 Bank-Fund Staff, DC 85.34
12 Northwest, VA 84.48
13 Patelco, CA 81.90
14 Citadel, PA 78.45
15 Community First Credit Union, FL 75.86
16 Pentagon, VA 75.00
17 GTE, FL 73.28
18 Visions, NY 69.83
19 Wescom Central, CA 68.10
20 Redwood, CA 65.52
ASSETS $500 MILLION TO $1 BILLION
Total Return To Member
Rank Credit Union, State Percentile
1 Los Angeles Firemen's, CA 100.00
2 Greylock, MA 99.43
3 Sharonview, NC 98.86
4 University Of Iowa Community, IA 98.30
5 Community First, WI 97.73
6 Covantage, WI 97.16
7 Unitus Community, OR 96.59
8 Direct Federal, MA 96.02
9 Quorum, NY 95.45
10 Hanscom, MA 94.89
11 Michigan Schools and Governmen, MI 94.32
12 Summit, WI 93.75
13 First Future, CA 93.18
14 Idaho Central, ID 92.61
15 Dupont Community, VA 92.05
16 Motorola Employees, IL 91.48
17 Altra, WI 90.91
18 Clark County, NV 90.34
19 Farmers Insurance Group, CA 89.77
20 Nationwide, OH 89.20
Return To Saver
Rank Credit Union, State Percentile
1 Los Angeles Firemen's, CA 100.00
2 Nationwide, OH 99.43
3 Direct Federal, MA 97.73
4 Black Hills, SD 95.45
5 Covantage, WI 94.89
6 Community First, WI 94.32
7 Greylock, MA 93.75
8 Self Reliance NY, NY 92.61
9 First Future, CA 91.48
10 Dupont Community, VA 90.91
11 Sharonview, NC 88.64
12 Michigan Schools and Governmen, MI 88.07
13 Clark County, NV 87.50
14 Summit, WI 86.93
15 Quorum, NY 86.36
16 Farmers Insurance Group, CA 84.66
17 Altra, WI 83.52
18 California Coast, CA 82.39
19 University Of Iowa Community, IA 81.25
20 Unitus Community, OR 80.68
Return To Borrower
Rank Credit Union, State Percentile
1 Unitus Community, OR 99.43
2 Los Angeles Firemen's, CA 98.86
3 University Of Iowa Community, IA 97.73
4 Oregon Community, OR 96.59
5 Sharonview, NC 96.02
6 Greylock, MA 94.89
7 Community First, WI 94.32
8 Idaho Central, ID 91.48
9 Self Reliance NY, NY 90.91
10 Altra, WI 90.34
11 Farmers Insurance Group, CA 88.64
12 Direct Federal, MA 88.07
13 University Of Wisconsin, WI 87.50
14 Hanscom, MA 86.93
15 Summit, WI 82.39
16 Motorola Employees, IL 81.25
17 First Future, CA 78.98
18 Michigan Schools and Governmen, MI 77.27
19 Quorum, NY 76.70
20 Covantage, WI 75.00
Member Service Usage
Rank Credit Union, State Percentile
1 Los Angeles Firemen's, CA 100.00
2 University Of Wisconsin, WI 98.30
3 Black Hills, SD 97.16
4 Dupont Community, VA 96.59
5 Quorum, NY 96.02
6 Covantage, WI 94.89
7 Clark County, NV 94.32
8 Oregon Community, OR 93.18
9 Sharonview, NC 92.61
10 Nationwide, OH 91.48
11 Motorola Employees, IL 90.34
12 University Of Iowa Community, IA 89.20
13 Greylock, MA 87.50
14 Hanscom, MA 85.23
15 California Coast, CA 84.66
16 Michigan Schools and Governmen, MI 80.68
17 Unitus Community, OR 77.84
18 Idaho Central, ID 75.00
19 Summit, WI 73.86
20 Community First, WI 70.45
ASSETS $250 MILLION TO $500 MILLION
Total Return To Member
Rank Credit Union, State Percentile
1 Advantis, OR 100.00
2 San Francisco Fire, CA 99.65
3 Sesloc, CA 99.30
4 NRL, MD 98.94
5 Westmark, ID 98.59
6 Heritage, IN 98.24
7 USF, FL 97.89
8 Northeast, NH 97.54
9 Deere Employees, IL 97.18
10 CitizensFirst, WI 96.83
11 Central Minnesota, MN 96.48
12 Cal State 9, CA 96.13
13 Merck Sharp & Dohme, PA 95.77
14 Kirtland, NM 95.42
15 Consumers Cooperative, IL 95.07
16 Deseret First, UT 94.72
17 Fresno County, CA 94.37
18 Abbott Laboratories Employees, IL 94.01
19 Oregon First Community, OR 93.66
20 Dupaco Community, IA 93.31
Return To Saver
Rank Credit Union, State Percentile
1 Sesloc, CA 98.94
2 Central Minnesota, MN 98.59
3 Advantis, OR 98.24
4 Westmark, ID 96.48
5 USF, FL 96.13
6 San Francisco Fire, CA 95.77
7 CitizensFirst, WI 95.42
8 Abbott Laboratories Employees, IL 94.37
9 SB1, PA 92.61
10 Deere Employees, IL 92.25
11 BMI, OH 91.90
12 Heritage, IN 89.79
13 NRL, MD 89.08
14 Seattle Metropolitan, WA 87.32
15 Cal State 9, CA 85.92
16 Merck Sharp & Dohme, PA 82.39
17 Kirtland, NM 81.69
18 Dupaco Community, IA 77.46
19 Northeast, NH 76.76
20 Consumers Cooperative, IL 76.41
Return To Borrower
Rank Credit Union, State Percentile
1 Advantis, OR 100.00
2 San Francisco Fire, CA 89.08
3 Sesloc, CA 82.75
4 NRL, MD 88.03
5 Westmark, ID 80.63
6 Heritage, IN 88.73
7 USF, FL 85.56
8 Northeast, NH 94.72
9 Deere Employees, IL 91.90
10 CitizensFirst, WI 93.31
11 Central Minnesota, MN 71.83
12 Cal State 9, CA 75.35
13 Merck Sharp & Dohme, PA 76.76
14 Kirtland, NM 78.52
15 Consumers Cooperative, IL 85.92
16 Deseret First, UT 97.89
17 Fresno County, CA 92.25
18 Abbott Laboratories Employees, IL 78.87
19 Oregon First Community, OR 94.37
20 Dupaco Community, IA 89.44
Member Service Usage
Rank Credit Union, State Percentile
1 Advantis, OR 99.30
2 NRL, MD 98.94
3 San Francisco Fire, CA 98.59
4 Northeast, NH 97.54
5 Fresno County, CA 96.48
6 Sesloc ,CA 96.13
7 Merck Sharp & Dohme, PA 95.77
8 Westmark, ID 95.07
9 Cal State 9 ,CA 94.01
10 The Summit, NY 92.61
11 Kirtland, NM 92.25
12 Heritage, IN 90.49
13 Consumers Cooperative, IL 88.73
14 Verity, WA 87.32
15 USF, FL 84.15
16 Central Minnesota, MN 82.75
17 Oregon First Community, OR 80.63
18 BMI, OH 79.58
19 Deseret First, UT 75.70
20 Deere Employees, IL 75.00
