Community Chair
 
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? 
E-mail me when people leave their comments –

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