Case Study: Member Value

Objective:

To evaluate the cumulative impact of two consecutive Member Value Statement mailings.

Analysis:

The $139 million institution wanted to solidify member relationships by demonstrating the specific value provided by their products and services.

Action:

With a successful Member Value Statement mailing behind them, the institution completed a second mailing a year later to gauge the “lift” gained by repeating the message. Each mailing included personalized savings information based on comparisons of rate and fee differences between the institution and their competitors.

Member Value Statement Results:

With an overall response rate of 4.29% and a return on investment of 576%, the year-over-year analysis showed solid gains in a variety of areas:

  • Profitable Members Increased
    • Overall profit per member increased by 589.66%
    • Top 1% of profitable members increased by 50.72%
    • Top 5% of profitable members increased by 75.50%
    • Top 10% of profitable members increased by 82.08%
    • Top 20% of profitable members increased by 81.84%
  • Single Product Members Decreased by 4%
  • # of Unique Products per Member Increased by 3%
  • # of Unique Products and Services per Member Increased by 2.16%
  • Loans per Member Increased by 2.5%
  • Balance Generated in MVS audience:
    • Loan balances generated:
      • In 2014: $2,163,011
      • In 2015: $3,189,862
    • Deposit balances generated:
      • In 2014: $1,494,476
      • In 2015: $1,900,015
    • Members with “only a deposit” or “only a loan” decreased by 3.19% and 42.86%, respectively

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2017-05-22T15:03:37+00:00

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