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CU System
CU member appreciation event has 200 response
SALT LAKE CITY (7/15/08)--Free tickets. Free food. No lines. Who could pass that up? Not very many. A member appreciation event that involved the showing of a popular new Indiana Jones movie at Mountain America CU (MACU) garnered a 200% response rate to direct mail invitations. Michael Turner, senior vice president of commercial lending at the $2.7 billion asset, West Jordan, Utah-based credit union, had seen this type of event work at other organizations and decided to give it a try. “First, I knew we needed to get a blockbuster movie and Indiana Jones: Kingdom of the Crystal Skull surely fit the bill,” said Turner. “Second, we needed to provide a pre-movie forum to give us the opportunity to thank our members, talk briefly about our products and services and allow them time to network.” The credit union has held member appreciation events in the past, but wanted to do something different. “Finally, since MACU is a family friendly organization we decided that it would be great to include not only our business members, but their families,” Turner continued. The credit union sent out just over 150 invitations to its business services members and had nearly 300 people show up. “The turnout was phenomenal. An average rate of response from direct mail is 1% and we saw a 200% response,” said Nathan Anderson, senior vice president of marketing. Turner agreed. “It was a resounding success. After the movie was over, I had several members stop me on their way out and tell me what a great event it was and how much they love doing business with us,” he said. “We wanted to thank our business members for their partnership and let them know that we appreciate them, but by the time the event had ended and they were leaving they were truly thanking us,” Anderson added.


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