CORVALLIS, Ore. – When it comes to credit unions reaching out to younger members there's good news and bad. According to brass|Media Inc. Founder/CEO Bryan Sims, the good news is that the credit union movement as a whole is more cognizant of the value of younger members. Unfortunately, while the mindset is there to attract this group some CUs haven't laid the groundwork to keep them. With a company dedicated to young adults, money, and how it affects their lives, Sims not only consults and speaks at conferences but his customizable quarterly magazine brass|CU "Young today, Rich tomorrow", which is written by and for young adults, is gaining popularity in credit unions. "Right now it is an incredibly positive time and more credit unions are focused on the young than ever before," said Sims. "That being said before credit unions go out and market to young adults they have to be sure there are internal policies and procedures in place that support that move." Sims says a 2004 CUNA survey found that at 53%, CU satisfaction among 18-34 year olds was the lowest of any age group. "That means 47% of 18-34 year olds are not satisfied – and credit unions that focus on just getting new younger members and ignore their satisfaction could be doing more harm than good. To keep them you've got to deliver on your promises and take the time to find out why they aren't satisfied," said Sims. "If for example you promote auto loans or credit cards to young members 16-25 and the credit union doesn't have risk-based lending in place or marketing doesn't communicate with the lending department, then that 18 year-old will get turned down because they have no credit and you've created a negative experience despite having the right intentions. That potential member will not only go somewhere else but will tell all their friends what happened." Sims says credit unions should also pay attention to their Web sites and make sure they are consistent with their message. For example a credit union celebrating its 50th anniversary posted pictures of all its founding members across its home page after launching a youth recruitment campaign. The same week Bank of America unveiled its college checking accounts. "You can't say your credit union is hip and cool and the first thing they see when they visit your site are pictures of elderly men – right there that potential young adult has an image of CUs being for old people and they'll sign up with BofA because the images used are of college students," said Sims. "Again if the products, services and every delivery point is not in place then none of that brilliant marketing can come through." Credit unions are also advised to stop the thinking that there is a silver bullet in successfully targeting the young adult. Sims says this particular generation is so diverse in terms of interests and so dislikes being categorized that it is a mistake to ask which media should be used to reach this group. Given advances like Tivo, satellite radio, iPods, streaming video, the greatest credit union advocacy message via television commercials or radio spots may not be seen or heard by this group. The answer to the question then how best to reach 18-24 year olds is outlets says Sims. Sims says outlets are key because they are not exclusive to media but can include friends, parents or even roommates. "Outlets can also include credit union boards. Younger board members can help with the marketing and delivery methods," said Sims. "One credit union has a revolving board spot as an internship. Students get credit and something to post on their resume while the credit union benefits from the younger insight. To prevent having the same intern in place for too long the position limits are set for one, two or three years. So that intern is not only exposed to the credit union board process but they can also help with more effective target marketing outlets – for example advising them to sponsor a campus flag football season." Sims adds that rather than trying to arrange a one-time promotion during a major league sporting event to reach younger members why not look locally and sponsor every little league baseball game in their area. "How much further would your money stretch and imagine the impact with those kids if your credit union provided the gloves, uniforms etc," said Sims. "If you look at dollar for dollar spent CUs lose to major banks when they try to compete during major sporting events." Other effective ideas include getting students involved in the campaign process and emphasizing charitable giving rather than rewards. Sims says teens alone donated some $1 billion to Tsunami relief and Fortune 500 companies are gearing their ads around giving. "So instead of saying sign up with us and earn rewards for stuff, they say come get a credit card with us and you choose where we can send donations," said Sims. "For credit unions, instead of saying here is your dividend maybe ask if they'd like to donate a small percentage-now you've promoted your credit union through charitable services. Some people in credit union land think just because CUs are not-for-profit young people should automatically be passionate and supportive of them. That just isn't the case anymore. Rather than being explained the credit union difference, younger people want to be shown it through action." [email protected]