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When the cliché "Beauty is in the eye of the beholder" comes to mind, it is inevitably used in the context of something visual: modern art (the collector vs. the Average Joe); a purple house (Prince vs. his neighbors), or Lyle Lovett (Julia Roberts vs. most of the rest of the world).

Are credit unions simply looking at the world through rose-colored glasses? In the first part of this two-part series (CU Journal, May 7), we agreed that two industry trends of great concern are lagging membership growth and deteriorating earnings. CU membership growth since 1996 has been a lackluster 2.5%, and only 1.5% since 2002. Factoring out temporary members from indirect lending, net growth has likely been flat, if not negative.

It isn't often a credit union CEO gets a call that "takes your breath away." Then again, it isn't every day you pick up the phone and hear, "This is the White House and we'd like for you to come and meet with the President."

Awareness surveys can be valuable tools in a credit union's marketing toolbox and can be customized for a wide variety of applications. One of the most popular uses is to ascertain non-member awareness of the credit union in conjunction with marketing outreach. These surveys show whether consumers are aware of their eligibility and of the institution's services, which is particularly critical when contemplating a community charter. For example, one institution's awareness survey showed that its marketing messages were not compelling. Potential members were either unaware they could join, or if aware, did not know what the credit union had to offer.

One if by land, two if...you're trying to sum up all the terrific advice, strategies and knowledge shared during the Credit Union Journal's recent Business Development & SEG Conference in Boston. In this, the second of two columns, I try to offer at least a few of the tidbits that were part of the two days of meetings.

Those of us who know Bob Walls well are stunned that the New Jersey Credit Union League Board of Directors released him as their league president.

Discussions with many credit union people confirm that two industry trends of great concern are lagging membership growth and deteriorating earnings. CU membership growth since 1996 has been a lackluster 2.5%, and only 1.5% since 2002. Factoring out temporary members from indirect lending, net growth has likely been flat, if not negative.

When choosing a collateral recovery agency, lenders should know and understand the types of insurance coverages specific to this industry.

Editor's Note: The following is in response to comments by Paul Lucas at the CU Journal Business Development Conference that CUs should keep in mind their members are "consumers":

The parent company of a fast-food chain requires its senior executives to work in one of the restaurants for a week to learn the business first hand and get in touch with customers. For credit union management, often detached from the impact of its decisions, focus groups present a similar opportunity to reconnect with members and hear what they really think. After all, it's not the credit union that defines your brand identity; it's the perceptions of your members.