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How to Gain Members and Buck the Trend

Three years ago, when the financial situations of many Americans began heading for a fall, the New York City-based, $1.6 billion, 320,000-member Municipal Credit Union took the opportunity to advertise how its services could help consumers manage their struggles.

By Natasha Chilingerian | Updated on July 31, 2011

Three years ago, when the financial situations of many Americans began heading for a  fall, the New York City-based, $1.6 billion, 320,000-member Municipal Credit Union took the opportunity to advertise how its services could help consumers manage their struggles.

Mortgages and personal loans with highly competitive rates and a no-fee Visa credit card were just a few products Municipal CU pushed to the public, and its new campaign didn’t just tell consumers how to save money–it helped the credit union achieve a significant increase in membership. Municipal CU signed on 34,975 new members in 2009 and 37,950 in 2010.

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Natasha Chilingerian

Natasha Chilingerian

Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.

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