Top 50 Credit Unions with Highest and Lowest Marketing Expense Per Member as of June 2020

Marketing expense per member is a good measure to know how much a credit union is spending in marketing to its members and then how effective the marketing is. It is calculated by dividing the Total Educational and Promotion Expense during June 2020 by the Total Members at the end of June 2020.

Below we have listed the Top 50 Credit Unions with Highest and Lowest Marketing Expense Per Member as of June 2020. ( CUs with Asset size more than $500M are taken into consideration. )

For the credit unions that are spending on the lower end, are they being more efficient in communicating their message to their members and prospects? Are they using more digital ways than traditional ways (such as newspapers, billboards, radio/TV ads), etc.? Are they using more automation technologies?

Here is the list of Top 50 CUs with Lowest Marketing Expense Per Member.

#	CU Name	State	Total Assets	Total Members	Marketing Expense Per Member	URL
1	N C P D Credit Union	NY	809M	16K	$0.00	http://ncpdfcu.org
2	State Employees' Credit Union	NC	45,192M	2,512K	$0.05	http://www.ncsecu.org
3	Connecticut State Employees Credit Union	CT	2,088M	66K	$0.21	http://csecreditunion.com
4	State Farm Credit Union	IL	4,755M	124K	$0.22	http://www.statefarmfcu.com
5	Municipal Credit Union	NY	3,617M	589K	$0.26	http://www.nymcu.org
6	Latino Community Credit Union	NC	536M	89K	$0.37	http://www.latinoccu.org
7	Centris Credit Union	NE	861M	112K	$0.66	http://www.centrisfcu.org
8	Utah Power Credit Union	UT	799M	28K	$0.71	http://www.utahpowercu.org
9	Liberty Bay Credit Union	MA	708M	28K	$0.75	http://www.libertybaycu.org
10	Self-Help Credit Union	NC	1,226M	89K	$0.76	http://www.self-help.org
11	Family Security Credit Union	AL	776M	85K	$0.78	http://myfscu.com
12	Apco Employees Credit Union	AL	3,215M	72K	$0.82	http://www.apcocu.org
13	Safe 1 Credit Union	CA	739M	70K	$0.83	http://safe1.org
14	Schlumberger Employees Credit Union	TX	924M	30K	$0.83	http://www.secu.slb.com
15	Greenwood Credit Union	RI	617M	75K	$0.87	http://www.greenwoodcu.org
16	Connexus Credit Union	WI	2,971M	378K	$0.96	http://www.connexuscu.org
17	Communitywide Credit Union	IN	500M	54K	$1.37	http://www.comwide.com
18	Truwest Credit Union	AZ	1,312M	94K	$1.52	http://www.truwest.org
19	Mayo Employees Credit Union	MN	1,176M	65K	$1.58	http://www.mayocreditunion.org
20	Los Angeles Credit Union	CA	1,096M	70K	$1.70	http://www.lafcu.org
21	Triangle Credit Union	NH	790M	58K	$1.78	http://trianglecu.org
22	Tower Credit Union	MD	3,592M	194K	$1.86	http://towerfcu.org
23	Merced School Employees Credit Union	CA	610M	43K	$1.88	http://mercedschoolcu.org
24	Usalliance Credit Union	NY	1,932M	122K	$2.05	http://www.usalliance.org
25	Consumer Credit Union	TN	520M	42K	$2.10	http://consumercreditunion.com
26	Cedar Point Credit Union	MD	622M	45K	$2.22	http://www.cpfcu.com
27	Partners Credit Union	CA	2,097M	181K	$2.27	http://www.partnersfcu.org
28	Apci Credit Union	PA	648M	18K	$2.28	https://www.apcifcu.org
29	Merck Employees Credit Union	NJ	2,068M	25K	$2.28	http://www.merckcu.com
30	Washington State Employees Credit Union	WA	3,740M	283K	$2.29	https://wsecu.org
31	Altaone Credit Union	CA	668M	55K	$2.31	http://www.altaone.org
32	True Sky Credit Union	OK	712M	55K	$2.31	http://www.trueskycu.org
33	The Summit Credit Union	NY	1,091M	88K	$2.33	http://www.summitfcu.org
34	United Nations Credit Union	NY	6,441M	155K	$2.36	http://www.unfcu.org
35	First City Credit Union	CA	783M	63K	$2.51	http://firstcitycu.org
36	Sandia Laboratory Credit Union	NM	2,891M	112K	$2.52	http://www.slfcu.org
37	Thrivent Credit Union	WI	713M	59K	$2.54	http://www.thriventcu.com
38	First Community Credit Union	OR	1,309M	80K	$2.56	http://www.myfirstccu.org
39	Seattle Metropolitan Credit Union	WA	896M	52K	$2.58	http://www.seattlecu.com
40	Police & Fire Credit Union	PA	6,311M	347K	$2.59	http://www.pffcu.org
41	Redstone Credit Union	AL	6,104M	537K	$2.64	http://www.redfcu.org
42	Houston Police Credit Union	TX	840M	31K	$2.65	http://www.hpcu.coop
43	Efcu Financial Credit Union	LA	599M	48K	$2.71	http://www.efcufinancial.org
44	Self-Help Federal Credit Union	NC	1,449M	79K	$2.71	http://www.self-helpfcu.org
45	Marine Credit Union	NC	788M	83K	$2.78	http://marinefederal.org
46	Texans Credit Union	TX	1,792M	114K	$2.82	http://www.texanscu.org
47	Bay Credit Union	CA	1,256M	79K	$2.89	http://www.bayfed.com
48	Members 1St Credit Union	PA	5,317M	451K	$2.97	http://members1st.org
49	Tlc Community Credit Union	MI	611M	53K	$2.98	http://www.tlccu.org
50	Golden Plains Credit Union	KS	729M	80K	$3.03	http://www.gpcu.org

On the contrary, here is the list of Top 50 CUs with Highest Marketing Expense Per Member.

#	CU Name	State	Total Assets	Total Members	Marketing Expense Per Member	URL
1	First Entertainment Credit Union	CA	1,753M	88K	$46.89	http://www.firstent.org
2	Community Choice Credit Union	IA	631M	49K	$43.84	http://comchoicecu.org
3	Evangelical Christian Credit Union	CA	733M	15K	$37.87	http://www.eccu.org
4	University Credit Union	CA	823M	41K	$36.37	http://ucu.org
5	City Of Boston Credit Union	MA	504M	31K	$30.58	http://www.cityofbostoncu.com
6	Esl Credit Union	NY	7,366M	372K	$28.72	http://esl.org
7	Fivepoint Credit Union	TX	744M	48K	$27.67	http://www.5pointcu.org
8	Capital Credit Union	ND	596M	30K	$27.23	http://capcu.org
9	Affinity Plus Credit Union	MN	2,885M	214K	$26.55	http://www.affinityplus.org
10	Self Reliance Ny Credit Union	NY	1,414M	15K	$24.67	http://www.selfrelianceny.org
11	Communityamerica Credit Union	MO	3,537M	251K	$23.87	http://www.cacu.com
12	Greater Nevada Credit Union	NV	1,264M	76K	$22.36	http://www.gncu.org
13	121 Financial Credit Union	FL	588M	46K	$22.33	http://www.121fcu.org
14	Island Credit Union	NY	1,594M	45K	$22.29	http://www.islandfcu.com
15	Verve, A Credit Union Credit Union	WI	1,409M	66K	$21.09	https://www.verveacu.com
16	Charlotte Metro Credit Union	NC	707M	61K	$21.07	http://www.cmcu.org
17	Silver State Schools Credit Union	NV	933M	55K	$20.65	https://www.silverstatecu.com/
18	Elga Credit Union	MI	966M	75K	$20.57	http://www.elgacu.com
19	Freedom Credit Union	MA	563M	31K	$19.32	http://www.freedom.coop
20	Inova Credit Union	IN	517M	41K	$19.27	http://www.inovafcu.org
21	Community Financial Credit Union	MI	1,120M	78K	$19.21	http://www.cfcu.org
22	Texas Bay Credit Union	TX	546M	47K	$18.89	http://www.tbacu.org
23	Greenstate Credit Union	IA	6,660M	229K	$18.05	http://greenstate.org
24	Du Trac Community Credit Union	IA	838M	48K	$17.75	http://www.dutrac.org
25	Elevations Credit Union	CO	2,471M	146K	$17.60	http://www.elevationscu.com
26	Christian Community Credit Union	CA	760M	31K	$17.55	https://www.mycccu.com/
27	Stanford Credit Union	CA	3,297M	74K	$17.38	https://www.sfcu.org
28	Wescom Central Credit Union	CA	4,480M	196K	$16.88	http://www.wescom.org
29	Community 1St Credit Union	IA	815M	59K	$16.42	http://www.c1stcu.com
30	Premier Members Credit Union	CO	1,375M	78K	$16.42	http://www.pmcu.org
31	Oneaz Credit Union	AZ	2,416M	145K	$16.37	https://www.oneazcu.com
32	United Heritage Credit Union	TX	1,165M	68K	$16.35	http://www.uhcu.org
33	Neches Credit Union	TX	730M	66K	$16.30	http://www.nechesfcu.org
34	Michigan State University Credit Union	MI	5,375M	293K	$16.09	http://www.msufcu.org
35	Westmark Credit Union	ID	931M	63K	$15.98	http://www.westmark.org
36	Granite Credit Union	UT	606M	29K	$15.97	http://www.granite.org
37	Ent Credit Union	CO	6,916M	389K	$15.95	http://www.ent.com
38	Credit Union 1	IL	1,115M	87K	$15.70	https://www.creditunion1.org/
39	Salal Credit Union	WA	912M	45K	$15.44	http://www.salalcu.org
40	United States Senate Credit Union	VA	1,094M	41K	$15.37	https://www.ussfcu.org
41	Ithink Financial Credit Union	FL	1,687M	94K	$15.35	http://ithinkfi.org
42	Greater Texas Credit Union	TX	772M	71K	$15.34	http://www.gtfcu.org
43	Suffolk Credit Union	NY	1,339M	62K	$15.24	http://www.suffolkfcu.org
44	Utah First Credit Union	UT	601M	25K	$15.24	http://www.utahfirst.com
45	Dupaco Community Credit Union	IA	2,146M	131K	$15.22	http://www.dupaco.com
46	Navigant Credit Union	RI	2,671M	106K	$15.12	http://www.navigantcu.org
47	Founders Credit Union	SC	2,957M	226K	$14.99	https://www.foundersfcu.com
48	San Diego County Credit Union	CA	9,284M	423K	$14.95	http://www.sdccu.com
49	Commonwealth Credit Union	KY	1,552M	108K	$14.91	http://www.ccuky.org
50	Provident Credit Union	CA	3,097M	125K	$14.90	http://providentcu.org

It would be interesting to understand what these credit unions are doing when they are spending on their marketing. And what can these credit unions work towards, to bring down their marketing expense per member.

While creating this list, of course, there were some Assumptions and Limitations as below that we took into consideration.

Assumptions and Limitations

1. Call 5300 report does not provide details on how the marketing expense was made. How much was made for traditional media (TV, Radio, Newspaper, Magazines, Billboards, etc.) vs digital media (Search, Social, Banner, etc.)

2. What all expenses are part of the promotional and educational expense as reported on Call 5300 report may differ from credit to credit union.

3. Investment in marketing technology and marketing team compensation may not be reported as part of the Educational and Promotional expense in Call 5300 report. Therefore it is difficult to do an apple to apple comparison between peer credit unions

We would be excited to know what you think about this?

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empowering-members-through-transaction-data

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the-power-of-transaction-data-enrichment

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introduction-to-model-risk-management

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unlocking-the-secrets-to-attracting-gen-y-and-z

creating-a-seamless-member-experience-for-gen-y-and-gen-z

data-analytics-maturity-assessment-report

marketing-to-gen-y-and-z-strategies-that-work-for-credit-unions

the-imperative-of-engaging-millennials-and-gen-z

cu-build-lasting-relationships-with-gen-z-financial-literacy

how-social-responsibility-drives-gen-z-membership

loyalty-programs-that-work-keeping-gen-y-and-z-members-engaged

insights-on-engaging-millennials-and-gen-z-at-credit-union

ai-driven-member-experience

streamlining-operations-with-ai

innovation-and-member-inclusion-in-ai-credit-risk-models

ai-risk-management-enhancing-fraud-detection-and-cybersecurity

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overcoming-ai-adoption-challenges-in-credit-unions

the-state-of-ai-in-credit-unions-survey-insights

creating-a-culture-of-innovation

building-the-foundation

closing-the-talent-gap

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