Community Chair

Top 50 Credit Unions with Highest and Lowest Marketing Expense Per Member

Posted by Medhavi Singla on May 13, 2020 at 1:19pm

Credit Unions report Advertising, publicity, and promotions expenses – essentially marketing expenses every quarter for their credit unions in call 5300 report.

Looking at the Dec-2019 reports, here are some interesting trends.

Here are the credit unions with the highest marketing expenses per member. (Credit Unions more than $500M in assets taken into consideration)

Rank  Credit Union Name State url Marketing Expense per member for 2019-Q4 (in $) Total Asset (in Million $)
1 FARMERS INSURANCE GROUP CA http://www.figfcu.com 36.86 1,004.42
2 ESL NY http://esl.org 24.75 6,813.67
3 FORTERA TN http://forteracu.com 23.79 595.57
4 NAVIGANT RI http://www.navigantcu.org 23.57 2,345.87
5 ANDIGO IL http://www.andigo.org 21.95 850.1
6 DORT FINANCIAL MI http://dortonline.org 21.94 1,005.50
7 COMMUNITY CHOICE IA http://comchoicecu.org 20.73 550.22
8 UNIVERSITY CA http://ucu.org 19.08 739.87
9 SUNMARK NY http://www.sunmarkfcu.org 18.84 740.22
10 AFFINITY PLUS MN http://www.affinityplus.org 18.58 2,399.51
11 SELF RELIANCE NY NY http://www.selfrelianceny.org 17.39 1,388.54
12 ENT CO http://www.ent.com 17.14 6,685.91
13 JOVIA FINANCIAL NY http://www.joviafinancial.com 15.74 3,481.97
14 DESERT FINANCIAL AZ http://www.desertfinancial.com 14.37 4,964.66
15 BMI OH http://www.bmifcu.org 14.22 517.71
16 GREATER NEVADA NV http://www.gncu.org 13.96 1,062.46
17 DUPACO COMMUNITY IA http://www.dupaco.com 13.93 1,888.19
18 VALLEY STRONG CA http://www.ksfcu.org 13.67 1,797.26
19 VERVE, A CREDIT UNION WI https://www.verveacu.com 13.6 999.73
20 CAMPUS LA https://www.campusfederal.org 13.44 673.11
21 ALOHA PACIFIC HI https://alohapacific.com 13.27 968.34
22 ONE NEVADA NV http://www.onenevada.org 12.87 953.92
23 UNIVERSITY OF WISCONSIN WI http://www.uwcu.org 12.85 3,331.48
24 COMMUNITYAMERICA KS http://www.cacu.com 12.4 2,956.63
25 UNITED HERITAGE TX http://www.uhcu.org 12 1,076.82
26 NUMERICA WA http://www.numericacu.com 12 2,515.18
27 SEVEN SEVENTEEN OH http://www.717cu.com 11.83 1,114.66
28 CAPITAL ND http://capcu.org 11.7 540.92
29 MICHIGAN SCHOOLS AND GOVERNMENT MI http://www.msgcu.org 11.64 2,370.73
30 TEXAS DOW EMPLOYEES TX http://www.tdecu.org 11.62 3,609.98
31 ISLAND NY http://www.islandfcu.com 11.48 1,527.01
32 FOUNDERS SC https://www.foundersfcu.com 11.47 2,653.56
33 GREATER IOWA IA http://www.greateriowacu.org 11.23 537.72
34 THREE RIVERS IN http://www.3riversfcu.org 11.05 1,208.25
35 KELLOGG COMMUNITY MI http://www.kelloggcommunitycu.org 10.93 637.25
36 UTILITIES EMPLOYEES PA http://www.uecu.org 10.85 1,240.52
37 KITSAP WA https://www.kitsapcu.org 10.85 1,435.83
38 FRONTWAVE CA http://www.frontwavecu.com 10.79 877.46
39 CREDIT UNION OF AMERICA KS http://www.cuofamerica.com 10.7 985.5
40 THE POLICE CA http://www.thepolicecu.org 10.61 938.86
41 SALAL WA http://www.salalcu.org 10.6 737.19
42 FIRST COMMUNITY ND https://www.myfccu.com 10.56 850.2
43 WESCOM CENTRAL CA http://www.wescom.org 10.53 3,690.41
44 ELEVATIONS CO http://www.elevationscu.com 10.5 2,213.51
45 SEA COMM NY http://www.seacomm.org 10.35 568.93
46 ARIZONA CENTRAL AZ http://www.azcentralcu.org 10.34 525.11
47 FIRST SOURCE NY http://www.fsource.org 10.01 656.26
48 SELFRELIANCE IL http://www.selfreliance.com 9.85 622.23
49 ELGA MI http://www.elgacu.com 9.76 794.13
50 SPIRE MN http://www.myspire.com 9.75 1,242.85

 

And, here are the credit unions with the lowest marketing expenses per member. (Credit Unions more than $500M in assets taken into consideration)

Rank  Credit Union Name State url Marketing Expense per member for 2019-Q4 (in $) Total Asset (in Million $)
1 I-C MA http://www.iccreditunion.org -8.68 503.27
2 MASS. INSTITUTE OF TECH. MA http://www.mitfcu.org -2.85 583.18
3 CREDIT UNION 1 AK http://www.cu1.org -0.11 1,090.01
4 N C P D NY http://ncpdfcu.org 0 764.86
5 STATE EMPLOYEES' NC http://www.ncsecu.org 0.06 41,376.69
6 STATE FARM IL http://www.statefarmfcu.com 0.08 4,289.61
7 CONNECTICUT STATE EMPLOYEES CT http://csecreditunion.com 0.17 1,930.93
8 MUNICIPAL NY http://www.nymcu.org 0.26 3,052.27
9 SAFE 1 CA http://safe1.org 0.35 652.81
10 GEORGIA UNITED GA http://www.gucu.org 0.35 1,414.02
11 SCHLUMBERGER EMPLOYEES TX http://www.secu.slb.com 0.38 830.26
12 LIBERTY BAY MA http://www.libertybaycu.org 0.43 669.86
13 MERCK EMPLOYEES NJ http://www.merckcu.com 0.53 1,907.99
14 APCO EMPLOYEES AL http://www.apcocu.org 0.55 3,006.80
15 FAMILY SECURITY AL http://myfscu.com 0.68 686.74
16 UNIVERSITY OF VA COMMUNITY CU VA http://www.uvacreditunion.org 0.71 1,026.12
17 SELF-HELP NC http://www.self-help.org 0.75 1,100.50
18 CONNEXUS WI http://www.connexuscu.org 0.77 2,675.63
19 FEDEX EMPLOYEES CREDIT ASSOCIATION TN http://www.fecca.com 0.78 525.92
20 SOUTHWEST AIRLINES TX http://www.swacu.org 0.79 588.66
21 GREENWOOD RI http://www.greenwoodcu.org 0.8 580.2
22 UTAH POWER UT http://www.utahpowercu.org 0.84 726.24
23 SANDIA LABORATORY NM http://www.slfcu.org 0.91 2,634.47
24 SCHOOLS FINANCIAL CA http://www.schools.org 0.97 2,150.08
25 EDUCATIONAL SYSTEMS MD http://www.esfcu.org 0.99 1,069.48
26 CEDAR POINT MD http://www.cpfcu.com 1.05 553.38
27 TEXANS TX http://www.texanscu.org 1.07 1,606.02
28 QUALSTAR WA http://www.qualstarcu.com 1.1 630.26
29 SELF-HELP NC http://www.self-helpfcu.org 1.12 1,205.56
30 SANDIA AREA NM http://www.sandia.org 1.12 758.44
31 APCI PA https://www.apcifcu.org 1.14 612.36
32 TRIANGLE NH http://trianglecu.org 1.2 721.37
33 USF FEDERAL CREDIT UNION FL http://www.usffcu.org 1.22 709.53
34 MICHIGAN EDUCATIONAL MI http://www.michedcu.org 1.22 876.01
35 ST. MARY'S MA http://www.stmaryscu.org 1.26 877.85
36 MAYO EMPLOYEES MN http://www.mayocreditunion.org 1.26 1,026.12
37 ALASKA USA AK https://www.alaskausa.org/ 1.3 8,335.69
38 TOWER MD http://towerfcu.org 1.3 3,255.10
39 LBS FINANCIAL CA http://www.lbsfcu.org 1.33 1,534.62
40 PUBLIX EMPLOYEES FL http://www.pefcu.com 1.36 1,047.33
41 ARROWHEAD CENTRAL CA http://www.arrowheadcu.org 1.5 1,491.80
42 ADVANTIS OR http://www.advantiscu.org 1.5 1,478.81
43 RIVERMARK COMMUNITY OR http://www.rivermarkcu.org 1.51 869.11
44 WHATCOM EDUCATIONAL WA http://www.wecu.com 1.57 1,712.78
45 FIRST COMMUNITY OR http://www.myfirstccu.org 1.64 1,168.07
46 CORNING NY http://www.corningcu.org 1.65 1,504.25
47 ORNL TN http://www.ornlfcu.com 1.67 2,344.88
48 COMMUNITY FIRST CA http://www.comfirstcu.org 1.68 546.01
49 HONDA CA http://www.hondafcu.org 1.7 881.51
50 CONSUMERS COOPERATIVE IL http://www.myconsumers.org 1.71 1,332.60

 

The question arises, why is there such a big gap in what credit unions are spending on their marketing. 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?

Would love to hear from you?

Also, compare where your peers stand in this list. VIEW THIS CU PEER COMPARISON DASHBOARD.

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