Chattanooga Area Schools FCU Counting on Dividends Campaign to Showcase CU Difference

CHATTANOOGA, Tenn. – Chattanooga Area Schools Federal Credit Union is making the most of its first million dollar dividend by turning it into a fun marketing campaign. “We’ve been issuing bonuses an average of two out of three years since the mid-`90s but this represents 1% of all our assets and it is a big deal for us,” said CASFCU President/CEO Gary Land. “So we wanted to do a better job of marketing that to our members and be certain they understand the difference between their credit union and other financial institutions here. It helps us define our niche and be ourselves.” The “Million Dollar Giveaway” promotion consists of a series of giveaways that add up to $1 million. For starters, 100 members will receive $500 each. “Our goal is to have all our members participate and then do a random drawing before Christmas when 100 of our members will receive $500,” said Land. “It creates a lot of excitement and fun right around the holidays.” The remainder of the giveaway is broken down by member patronage. The CU will award a 30% dividend rebate and 15% of interest paid during the year on loans representing a total of $1 million. Four-color direct mailings highlighting the three campaign components were sent to both existing and potential members.