US Airways FCU Increases Card Balances 22%

MOON TOWNSHIP, Pa. – Meanwhile, in Pennsylvania, another credit union has been finding success with its cards. The $612 million US Airways FCU has increased its outstanding balances by 22% by using a series of balance transfers and other promotions, according to PSCU Financial Services, the credit union cooperative whose members process their card transactions with First Data Corporation. US Airways FCU conducted its first balance transfer promotion in 2003 and added $3.9 million to its outstanding balances in just a two-month period. The credit union gained an additional $3.1 million in balances from a balance transfer promotion that ended April 7, 2004. During both promotions, cardholders were able to obtain a 4.9% interest rate on transferred balances for one year from the date of transfer, PSCU said. “We are eager to help credit unions design and support promotions to boost the profitability of credit card programs,” said David J. Serlo, president of PSCU. “We believe that credit cards represent a cornerstone of a successful and mutually beneficial relationship with members, and we are developing flexible new programs that will aid credit unions in this enterprise.” The engine helping to drive many of these promotions was the transaction level processing and balance consolidation services PSCU offers, the company said. Transaction level processing is particularly flexible, allowing the credit union to establish up to 50 different promotions per card program which can be tied to dates, merchant numbers, transaction types and amounts. “This means a credit union can set up a seasonal promotional tied to home repair or spring cleaning,” explained Merry Pateuk, director of public relations for the St. Petersburg, Florida, based cooperative. “During the promotion they can offer all purchases made at home improvement stores at a lower interest rate.” The credit union also launched a Visa Platinum program through PSCU, which has helped it retain profitable low-risk cardholders. “We needed a premium credit product that would reward low-risk cardholders with a lower interest rate and other benefits,” explained Vince Setnar, the credit union’s vice president of operations. “This program has helped us retain and strengthen our relationship with an important segment of our membership,” he added.