MADISON, Wis. – When it comes to preferred service delivery channels, non-members report they are using internet banking and bill pay more frequently now than a few years ago, says a new CUNA survey.

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According to the 2009-2010 Survey of Potential Members: Membership Growth Strategies, 68 percent of non-members who use Internet banking and 62 percent of online bill payment users report an increased use. Additionally, 59 percent of debit/check card users use them to pay for purchases more often now than three years ago.

“Many industry analysts believe that online banking and bill pay have reached the point where credit unions must offer them not just to compete for new members, but to retain current members as well,” said Jon Haller, director of business to business publishing for CUNA. “Credit unions should also consider adding online loan application capabilities, preferably with an automated approval feature, if they have not done so already.”

The survey uncovers new issues, opportunities, and strategies for reaching and attracting the more than 100 million potential members, as it breaks down this group by:

• Membership growth opportunities, demographics, and eligibility;
• Keys to attracting more members;
• Loyalty to current primary financial institution, including overall satisfaction and net promoter scores;
• Use of financial services, such as: convenience, savings, and loan services, along with loan usage and outstanding loan amounts; and
• Delivery channels, use and frequency of the most common channels for members versus eligible non-members.

Each chapter concludes with a number of strategic considerations and suggestions on how to best identify and leverage your credit union’s competitive advantages to lure eligible non-members away from their current provider(s).

Additionally, the 2009-2010 National Member Survey – CUNA’s companion report to this survey – reveals trends involving members’ use of financial services and attitudes, along with strategies to build loyalty and attract more business. It also provides information and analysis related to members’ demographics, satisfaction, interest in new services, delivery channels, and more.

The Survey of Potential Members (stock number 28533) and the National Member Survey (stock number 28532) are available in PDF or print format and can be purchased individually or at a reduced package price. For more information or to order, visit advice.cuna.org; choose the “Reports” link, then “Credit Union Growth.” To order by phone, call (800) 356-8010, press 3, and use the stock number as a reference.