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I recently read an article on creditunion magazine.com entitled 'Membership Growth: The Better Thief Wins' which was written by Rich Jones - the marketing VP for Elevations Credit Union. This article is one of those marketing articles that we see a lot and normally just shrug off. For some unknown reason, this article had an impact on me. Maybe it was fate or karma - or maybe it was because I had been struggling with how I can better convey the true value of CUDP to others.
The main point that Mr. Jones makes is that growth, at least in a static market, only comes by "stealing customers from banks, and becoming a better thief than the banks." His point that marketing is really just 'stealing' from other companies seems very relevant. He rounds out this thought by telling us how to be a better thief which is done by :
Being different and better than competition
Tell others about the difference in terms that matter to them
Deliver on that promise every time
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Among many other good points in the article I will just focus on one which is that Members have choice and they will exercise that choice. We cannot be everything to everyone, cannot have branches in every neighborhood, cannot provide every possible service, cannot always have the best rates, what we have to do is to be "worth the drive and acknowledge members for making the trip." Will they choose to make the drive to your credit union or somewhere else?
These principles also are applicable to CUDP as we have to be good thieves and steal credit unions from other vendors who are most certainly doing all they can to steal credit unions from us. They have a lot of practice at being good thieves and they will do all they can to make their company and system look better than CUDP. But CUDP IS DIFFERENT AND WE ARE BETTER! Everyone that is part of CUDP needs to remember and understand that difference and do all we can to preach that message in terms that other credit unions can understand. And we are committed to delivering on our promises every time!
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Electronic Mail or what the kids are calling it today "email", either way CUDP is excited we are now hosting Electronic Mail. By leveraging technology offered by SonicWall we have been able to implement Spam filtering, with outgoing email policy management.
The Spam filtering provides daily Spam summary emails, that show you what emails have been blocked, and gives the user the option to un-block it from the summary email. Also the user can log into the Spam box and review the emails from there. Each user has the ability to setup individual policies, or can use the default policies. Our Spam filtering is currently processing over 4000 incoming emails a day, blocking an average of 90% as Spam.
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