Dec 31 2002

15 Steps to an Effective SEG Program

This publication analyzes a body of research available on the subject of SEG recruitment and retention. It includes one-on-one interviews with credit unions, focus group findings, and surveys of members/nonmembers managed by CUNA Market Research.

Passage of the Credit Union Membership Access Act of 1998 (H.R. 1151), greatly increased the potential for credit unions to serve millions of additional Americans. However, the growth in membership has achieved only partial success. Well-crafted strategies can help credit unions recruit both employers and the individuals who make up their work force.

This monograph was designed to analyze a body of research available on the subject of SEG recruitment and retention. This research includes one-on-one interviews with credit unions as well as focus groups with credit unions and surveys of members/nonmembers managed by CUNA Market Research.

The 15 steps can be categorized into three main groupings:

  • The credit union’s relationship with the sponsoring company or organization
  • Communication with and recruitment of employee members
  • Reaching out to the wider community