I’m an impatient person, but I’ve learned that most things in life take time. Getting acclimated to a new job can take months and moving on from a past relationship can take years. Feeling comfortable after moving to a new city usually happens in six months to a year, and in my opinion, it usually takes two to three years for a place to really feel like home.

For many credit unions, logistics are stalling the race toward the end goal of building Gen Y membership. Hiring new talent to launch Gen Y-focused marketing programs is costly and so is launching that robust, Gen Y-friendly app. Increasing costs in other departments, such as compliance, leave many credit unions without the resources to make young membership a priority.

When it comes to technology, not every credit union has the funds to back the most innovative solutions. But I see the importance of technology increasing, especially as older credit union staffers retire and are replaced with younger ones.

As you work toward making a dent in the Gen Y market, practice patience, even in the face of discouraging numbers that won’t budge. For now, focus on reaching the little milestones, whether that’s talking to potential young members at an event, introducing a new product for Gen Y or achieving gradual young account holder growth.