Contact: Jennifer Jackson
CUNA Councils, 608-231-4102

Madison, WI - Credit unions looking to grow their profitability must look beyond their revenues, expenses and profits. Instead, they must begin to understand the profitability of their general membership, as well as each member's individual contribution to profit or their Member Lifetime Value (MLV), according to a new CUNA Operations, Sales & Service Council white paper.

Entitled "Building Member Lifetime Value," the white paper discusses five strategies used by credit unions to leverage MLV to drive revenue and profitability. Author Jeff Rendel provides real-world examples of credit union successes and shares the tools each used to build their MLV.

The paper is available online in the white paper section of - select the "OpSS" tab.

Press can contact Jenny Jackson at  for a copy of the whitepaper.

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About CUNA OpSS Council

The CUNA Operations, Sales, and Service (OpSS) Council is a member-led partnership of operations, sales, and service professionals dedicated to providing education, leadership, networking support, professional development tools, and expertise to its members in order to shape the enhancement of the role and diversity of operations in the credit union industry. The CUNA OpSS Council is one of the six organizations that make up the CUNA Councils, a network of more than 5,200  credit union professionals. For more information, visit or

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