When it comes striking a balance between providing members with products and services to outshine the competition and keeping income coffers stocked, some credit unions are teetering on a tightrope to make it happen.

Consumers are wary of hidden charges but they're likely to pay for services that bring value to their lives, said Jan Southern, a senior consultant with John M. Floyd & Associates, a Baytown, Texas-based profitability and performance improvement consulting firm.

"By providing transparent communication and education regarding eligibility, appropriate program usage and repayment policies, you can strengthen the relationship you have with existing members, Southern offered. "Plus, you can avoid regulatory concerns while earning the noninterest income you need to reach your performance goals."